Jeans are timeless clothing. Today, this product is worn by all generations. At a time when models and brands have expanded considerably, Levi's is being seen as strong competition in the market, and Diesel has become a must-have brand that stands out for its originality and creativity, daring colors and provocation, and offering of high quality jeans, which are very popular. Founded in 1978 by Renzo Rosso, the 'Diesel company proposed a completely innovative concept: the original jeans, obtained through washes and sophisticated treatment, mixing influences, and breaking conventions.
Beyond the creation of jeans, Diesel is also a state of mind. It indicates being open to novelty, being honest to oneself, and the quest for a better life. Indeed, the brand not only aims to create pants, but also offer a lifestyle. The logo illustrates Diesel's identity and brand philosophy. It portrays a Mohican head with the slogan "Only the Brave", which reflects a rebellious spirit and the willingness to stand out.
The brand is known for its creative jeans, faded with pumice. Today it is the second largest brand on the jeans market globally behind Levi's, though the range of jeans with washes and other custom treatments are found in the offerings of most manufacturers of jeans. Formerly considered work-wear and every day clothing, the garment has made a place for itself on the market of luxury and high fashion, thanks to the positioning of companies like Diesel that launched their premium ranges at very high prices.
Renzo Rosso says: "This position is a challenge. We are trying to invent a new ready-to-wear range; a luxury that is very cool, and may deceive the young man who is casual follower of our brand". We can ask ourselves how the high positioning of diesel in a market as large and competitive as that of jeans, can be successful.
New trends in consumption of ready-to-wear can establish a profile of "typical consumer" characterized by: canons of beauty or filamentary
lean; search for specific cuts, which emphasize the body; looking for originality, rarity, to stand out; willingness to stay young; well-being, feels good in her clothes in all situations.
Jeans embodies these trends through its ambivalence: both practical and fashionable, cool and chic, grunge and luxury. The variety of models can satisfy all consumers.
Diesel, one of the most popular brands of the moment, has been present for several years now on the jeans market and it is difficult today to find another label that could surpass.
Its products have a sleek and tidy appearance and a rather luxurious and are developed with great skill, and originality, but are much less affordable than Levi's jeans (the company was a monopoly on the market jeans for several years and remains leader of the vast market of jeans). However, there are many potential competitors. The pioneering brands Lee, Wrangler or Levi's are still popular with young people.
However the age range 15-34 years represents a big market these days, many brands do not target only young people but in general the young and trendy consumers.
The jeans became an essential part of contemporary wardrobe. In this booming market, competition is particularly important because it offers products meeting the same expectations of consumers in search of artificially worn jeans, holes, customized, creative and original.
So as not to lose their favor, some claws do not hesitate to launch high-end lines that correspond to the market: with its collection target X-line 17-25 years, Lee offers a wider range of avant-garde, with forms slender and sexy girls like the brand Miss Sixty.
Tags: Diesel origin and history of the company; denim market; competition for Diesel; marketing strategy of Diesel
[...] i.Positioning relative to competition Regarding the positioning of Diesel in relation to its competition, we conducted a survey of prices in different Diesel stores of Paris, and among their competitors. Following the latter, we note first that Diesel's prices are higher than those of its competitors, especially regarding the jeans. Furthermore, it is interesting to note the fair value of the prices imposed by the brand, which in its policy does not take into account the "psychological price" dimension of the consumer. [...]
[...] "We will evolve to meet the consumer who wants to be dressed in a more adultlike manner, who wants to stay relaxed yet sophisticated."- Stefano Caputo, Director of Marketing for Diesel France. Diesel favors "open-minded and creative freedom, at the service of those who, through their clothing, want to express their individuality and combine know-how and technology." To stay creative, Renzo Rosso employs about thirty designers, aged 25 on average, who travel the world looking for new ideas. The aim is to create the trend rather than follow it.Thus, the company likes to point out that its products are "out of trend". [...]
[...] Customers of Diesel are likely to be open minded, sexy, ironic, innovative, who enjoy experimenting with their clothes, creative, young, dynamic, who like change and have a touch of the unusual in them. Regarding income level, there are both wealthy individuals as well as those who have long saved to buy their 'Diesel' jeans that to them are synonymous with openness and freedom. Alexandra: The customer is unique to each store; in Opera the proportion is 30% for foreigners and the rest consists mostly of people in the neighborhood.The age group most represented is between 25 and 35. [...]
[...] It is the arm of the decentralized Diesel organization; Style Labs grant some freedom in implementing merchandising. For example, for the Flagship store, the trend in sales period is centered on the idea of cleaning. Washing machines are presented in the entry, cleaning products adorn the shelves of the store, such showcasing being quite demonstrative of the concept of cleaning. Conclusion In conclusion, we can say that Diesel is one brand that can boast a fully integrated value chain. Its procurement policy therefore follows the following pattern: The designers design each product Plants in Italy The Italian head office controls the flow of products to subcontractors Italian headquarters Buyers of the head office of subsidiaries buy relevant assortments (with an Italian control) French headquarters The French head office distributes products purchased in stores French stores The final customer buys his jeans End customer At Diesel, purchasing, or rather the design of clothing and decor are an essential part of the value of the brand. [...]
[...] Diesel has developed several formats and multiple concepts to disseminate the best image of the brand. Thus, we have in Paris three different concepts of Diesel The first named Stylelabs Stores in the world, the most high-end) eg. Diesel Store Stylelabs 35 rue Etienne Marcel in Paris. Then Flagship Stores in the world, most fashionable) Diesel Stores (traditional stores). A short explanation will help understand their various names. - Stylelabs Stores, established six years ago, is a special case of the Diesel brand. [...]
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