brand research

1. DIESEL BRAND
BY :
SACHIN KUMAR

2. THE BRAND

3. Outlet stores

4. THE COMPANY
 Diesel is a truly worldwide organisation. From its headquarters in Breganze in
the Veneto region of Italy, it directly manages around 20 subsidiaries across
Europe, Asia and the Americas. It is now present in more than 80 countries
with 5,000 points of sale and more than 500 Diesel mono-brand stores. Rosso,
Diesel's Founder; remains a strong supporter of 'made-in-Italy' manufacturing,
continuing to produce a high percentage of Diesel collection in Italy. Staff
International itself is one of the top 20 leading manufacturers of Italian luxury
apparel.
 FROM PIONEERING JEANS & CASUAL BRAND TO GLOBAL LIFESTYLE ICON
In 1978, the name Diesel was the seed of an idea. The word meant the same
all over the world it also stood for energy. To this Renzo Rosso added his own
dreams and aspirations. A passion for denim, a hint of rock and roll, a dose of
science fiction and a large pinch of humour. He realised that fashion was
about far more than making clothes it was about creating an entertaining
universe.
The Diesel brand has moved far beyond apparel into accessories, fragrances
and interiors. While still providing the best in denim and casual wear, it also
embraces a contemporary collection, Diesel Black Gold. Yet it has never
forgotten its roots.
''Be Stupid'', suggests the new Diesel brand campaign. In this case, ''stupid''
stands for joy, honesty, creativity unpredictability and pure guts. These are the
core Diesel values

6. HISTORY
 Renzo Rosso created the Diesel brand in 1978, choosing the name
because it is easy to understand and pronounced the same way around
the world. At that time, Diesel was also considered an “alternative
energy”, so the word stood for an alternative taste in fashion. In 1985
Renzo Rosso acquired sole control of Diesel and surrounded himself with
an international team of talented designers and staff. Diesel launched its
first ‘For Successful Living’ advertising campaign in 1991, instantly
establishing a reputation for innovative marketing. The brand’s first
flagship stores, in New York, Rome and London, opened in 1996. In 2000
Diesel acquired Staff International, an Italian manufacturer and
distributor of international designer labels.

7. Two years later Renzo Rosso became a majority
shareholder of Maison Martin Margiela. In 2007 Diesel
signed a partnership with L’Oréal’s luxury product
division to launch a line of fragrances, which for the
moment comprises Fuel For Life and Only The Brave. A
new premium sophisticated clothing collection, Diesel
Black Gold, was launched in early 2008 at the New York
fashion week; Greek designer Sophia Kokosalaki started
to play primary role in the collection from FW 2010, her
first debut as Diesel Black Gold female designer was in
New York on February 2010. The New Year has begun
with many changes also at Diesel, starting with the
announcement of the appointment of a new artistic
director for the Diesel line: starting from January 2010
Bruno Collin, French publisher and founder of trend
magazine WAD, is now responsible for creating and
mixing a team of internal and external creative’s to
ensure that Diesel continues to be one of the world’s
most innovative brands as it enters a new decade.

8.  RENZO ROSSO, Founder
THE FOUNDER
Born in 1955 in Padua, north-eastern Italy, young Renzo
Rosso ran up a pair of extravagant flares on his mother’s
sewing machine. When he wore them, all his friends
wanted a pair too. And a clothing pioneer was born. He
began producing his own clothing in 1975, after
graduating from a textile manufacturing college. In
1978 he joined forces with several other manufacturers
in his region called the Genius Group. This created a
number of brands that remain famous today, including
Katherine Hamnett, Replay and, of course Diesel. In
1985, Renzo took full control of the Diesel brand. He
surrounded himself with like-minded designers with the
aim of creating unusual clothes for individualistic
consumers. Driven by its singular brand image and its
bizarre yet appealing advertising, Diesel is today a cult
name, collecting over the years an incredible series of
awards. In 2005 Renzo celebrated his 50th birthday with
a blockbuster book called Fifty: part biography, part
history, and part vision of the future. Today his energy
remains unabated and he continues to guide the brand
through its evolution from jeans pioneer into leading
purveyor of luxury casual wear. Renzo’s best-known
quote is: “Diesel is not my company, it’s my life.”

9. DIESEL AD’S

10.  DIESEL = CREATIVITY & COMMUNICATION
CREATIVITY & COMMUNICATION
 There’s a unique characteristic flowing through each Diesel product, from clothing
to ad campaigns. This approach is made possible by extraordinary teamwork
behind the scenes. The Diesel Creative Team comprises not only those who design
clothing, but also the talents behind graphic design, advertising, events & shows,
interiors, store windows and websites. Together, they create the Diesel universe.
 All Diesel collections start with an inspirational journey. The Creative Team jets off to
far-flung corners of the world seeking stimulation of all forms: antique, modern, or
super-futuristic, there are truly no limits to what is explored. The designers return
with notes, photographs and objects which are then moulded into a collection
theme during a lively brainstorming session. Another famous aspect of the Diesel
creativity is its advertising. Diesel’s early catalogues were extremely eclectic and
have long been cult objects in design circles. From the early 1990s to the present
day, Diesel’s Creative Team has executed ground breaking advertising campaigns
in collaboration with a variety of talents, from promising newcomers to leading
names in the worlds of photography and art direction. Diesel’s campaigns have
generated shock, laughter and disbelief, as well as shelf-loads of awards. The
ingredients of Diesel ads have never changed: irony, provocation, intelligence and
sex appeal.
 Digital communications and social networking are familiar today, but Diesel.com
was launched as early as 1995 and Diesel’s fans have been communicating with it
online ever since. The Diesel Digital Revolution is continuously growing with the
launch in March 2010 of the new Diesel.com: a ground breaking, intuitive new
visual tag based platform fuelled by users’ desires and preferences and completely
integrated with the social networks worldwide.

11. THE PRODUCT LINE
 Diesel has never promoted a ‘total look’, and its consumers are invited to
choose from over 3000 products each season to combine in any way
imaginable to create their own personal style.
 Diesel – Premium casual apparel for men and women; each collection
features unique details and unusual treatments and finishes. The line is
truly vast, including all types of apparel, knitwear, leathers, while denim
still remains a crucial element. The 5 Pocket range showcases over 40
different models and hundreds of washes every season.
 Accessories - Diesel clothing is complemented by a wide range of bags,
luggage, shoes and small leather goods, all in line with the unique and
independent approach of the brand. Its latest development is an
innovative collection calledDiesel Intimate: underwear and beachwear
characterized by unique and original touches.
 Diesel Black Gold made its debut in NY on February 2008, showcasing
high-end collections of men’s and women’s apparel. Embracing the core
Diesel characteristics of rebellion and creativity, it has evolved into a
contemporary, fearless approach to dressing.
 Diesel Denim Gallery – Unique, collectible, limited edition pieces, from
jeans that inspire the lust of collectors to original fashion with hand-crafted
details.

12.  While not everything can be
manufactured within Diesel
itself, all of the company’s
licensed products are
overseen by the Diesel
Creative Team and thus
maintain the same high
standards of quality and
design innovation. These
partnerships comprise Diesel
Shades (fashion eyewear by
Marcolin, Italy), Diesel Time
Frames and Jewellery
(watches and jewels
produced and distributed by
Fossil, USA) and since 2007
Fragrances thanks to an
agreement signed with
L’Oréal’s Luxury Products
Division.

13.  Diesel’s new home collection is called ‘Successful
Living From Diesel’. The iconic brand’s core values
of rebelliousness, irony and irreverence, have been
translated into a new textile collection
characterized by innovative, creative design, yet
timeless vintage appeal, combined with an ultra-modern
and quirky twist. The collection includes a
range of products for the bedroom, bathroom and
living room: bedding, towels, robes, pillows and
throws. In 2009 Diesel’s home collection was
enriched by the addition of two new partners,
Foscarini for lighting and Moroso for furniture. Both
companies are leading international players in the
design market and combine expertise and Italian
tradition with innovation and avant-garde. The new
collections are designed by the Diesel Creative
Team using innovative materials in perfect Diesel
style.
 In addition, Diesel developed new licences like the
iconic Italian car Fiat 500 by Diesel and a
motorcycle helmet named the Diesel Movie
Helmet.
 Diesel Kids – A clothing collection for babies (3-24
months), kids (2-10 year olds) and teens (6-16 year
olds) with an adventurous touch. Featuring bright
colours and cool designs

14. DIESEL BAGS

15. COLLECTIONS
Men’s bag collection
Women’s bag collection

17.  Bags categorization for men and women :
 Sling bag
 Tote bag
 Messenger bag
 Drawstring bag
 Duffle bag
 Wallet
 Handbag
 Purse
 Envelope bag
 Clutch bag
 Bag pack
 Hobo bag
CATEGORIES

19. The advertisement campaign
 After the outright humor of Be Stupid and Diesel Island campaigns, the
pioneer of premium casual wear shows off some other facets of its
complex identity this season. The brand's latest advertising campaign
underlines its status as an iconic brand, with simple yet startling
images that express playful confidence and sophistication.
 The images, shot by celebrated photography duo Mert & Marcus,
portray a Diesel lover who is sexy, strong, challenging, powerful and
playful. More minimalistic than recent campaigns, the images
nonetheless embrace Diesel’s trademark surreal touches, gently
disrupting fashion advertising conventions.
 Beautiful women cuddle up to retro robots, embrace cacti or take
flight with office fans. And while the main focus is on women, men are
by no means out of the picture: whether they’re wielding giant
pickaxes or caught in bear traps, they retain a typicallyDiesel tongue-in-
cheek attitude.
 With its top fashion names, lush photography and product focus, the
campaign is calibrated to provoke desire, while its witty styling,
disarming props and subtle irony ensures that it remains pure Diesel at
heart.