Marketing - Diesel

Résumé du document

In 1978 Renzo Rosso founded the Diesel clothing company. The brand's growth story was a phenomenal success in a short span of time. Indeed, its first market is the United States where the company carries out 15% of its sales turnover. In France, the sales have tripled in three years, to reach 22 million euros in 2002. In total, there are 12 subsidiary companies in Europe, Asia and in America; 5500 retail stores in 80 countries; a sales turnover of 350 million dollars and 1300 employees in the world. Diesel presents a niche of ready-to-wear clothes and draws a balance between the creative fashion and the semi-luxury segments. It is predominantly, a semi up-market image that is often portrayed by the brand. Moreover, to cultivate this image of being semi up-market, the brand reduced its retailers in three years by half the existing number, from 10,000 retails to 5,500. Thus the distribution channel in France is now, composed of eleven shops and more than 400 multibrand stores.

Extraits

[...] For customer is specific to each boys, Replay and Diesel make a little shop. Regarding the Diesel bit equal play, with Energie as a seriParis store customers, the proportion ous outsider. A Diesel jacket appears is 30% for the foreigners and the re- twice less expensive than a Dior one mainder is mainly composed of people When one asks teenagers to know the of the district. The most important age reason why they like Diesel, they anbracket is the 25-35 years. It is older swer: “because it is expensive!”. [...]

[...] This new strategy results in the placement of more advertisement in niche publications and in the creation of campaign specific web sites that perfectly complement the story of their campaigns and provides a more intimate relationship with their audience. IUP Management des entreprises Diesel Marketing Audit Project Fall 2006 Modifié avec la version de démonstration de PDF Editor, un logiciel CAD-KAS (http://www.cadkas.com). Modifié avec la version de démonstration de PDF Editor, un logiciel CAD-KAS (http://www.cadkas.com). Era 1. Greasy rockabilly 1978-1993 Era 2. Quirky urban fashionistas Modifié avec la version de démonstration de PDF Editor, un logiciel CAD-KAS (http://www.cadkas.com). 1993-2000 Era 3. Conscious hedonism 2000 - present Era 3. [...]

[...] In the early nineties, when he decided it was time to expand for his company he strongly bet for products that would be different from the back then hegemonic Levi's in terms of design and freshness as opposed to the jeans that were the originals but lacked of variety. To reach such a success, Renzo Rosso applied from the beginning a personal strategy: creating imaginative and innovative clothing lines. For that, he surrounded himself by a creative and talented team, refusing to follow tendencies dictated by the mode industry. It is under this specific context that we focused our research. [...]

[...] new marked consumption drop. Only As for the textile, the sales turnovers of the popular stores stuck up a growth in the French companies of clothing are November in value) whereas directed to the fall: - during the Modifié avec la version de démonstration de PDF Editor, un logiciel CAD-KAS (http://www.cadkas.com). the independent outlet and period January-December (Challengethe hypermarkets showed Ctcoe source). The deliveries to the retreats with two digits. The results of U.E partners were, during the period the other circuits are contained between January-October, higher than in a decline of for the mail order and value compared to last year (including for the great chain diffusion. [...]

[...] These are the perfect vehicles to bring the Diesel concept to life in its entirety, fully researched and detailed. While individual stores are singularly unique, enriched by vintage pieces and one-of-a-kind details, they all share a resembling ambience. The Diesel Denim Galleries display an extensive range of denims in 40 different washes and over 40 styles with displays highlighting details and features of each. To fortify its presence further the company recently opened swanky Diesel stores in Miami, Berlin and Madrid and plans to set up more of these in cities across the world. [...]