Diesel is an Italian design company that is mostly known for its prêt-a-porter fashion. The clothing is aimed at the young adult market and its iconic staple is modern jeans. The clothing company was founded by Renzo Rosso in 1978 and in 1988 they head hunted Wilbert Das a fashion college graduate who bought inspiration and new innovative design to the brand. The company went from strength to strength, beginning a new international marketing strategy in 1991 and a flagship store opening in New York City in 1996. The marketing strategy was learnt from the US with bold adverts and inventive ideas and the creativity of the fashion was Italian inspired.
The revenue from the brand is mainly derived from denim sales, the jeans offer ‘the perfect fit' with the ability to be dressed up or down. They also have a very successful range of accessories that portray a contemporary style and a line of children's wear which also brings in a lot of custom.
Diesel's marketing strategy has been focus around young and creative individuals, they have sponsored several projects to back up this corporate strategy and have been successful in promoting their brand to their target audience. Diesel-U-Music Contest was one of the projects they sponsored as they were the founding partner of International Talent Support. They have offered sponsorship and creative contribution to a selection of charities one of them being the Life Ball AIDS charity.
A recent more controversial campaign was the ‘Be Stupid' advertising campaign
"To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.
Smart had one good idea, and that idea was stupid. You can't outsmart stupid. So don't even try. Remember only stupid can be truly brilliant." ( Source from Diesel )
This campaign was to reflect the lifestyle of today's generation and many took it as an offense, to me, it says, be yourself and don't be ashamed of that, you are not stupid, you are just you. I think that this is the idea the campaign is trying to get across and by wearing the clothing, you are being daring and making a statement and doing that with no regrets, after all Diesel's branding is ‘for successful living.'
Diesel sunglasses transmit this idea; they are modern, stylish and daring, if sunglasses could talk they would be outspoken, if they could act they would take risks. The eyewear is designed to fit in to a carefree, busy or active lifestyle and most importantly they need to be worn with pride and style because that is what the brand presents, not necessarily pride for the trade name but pride of being who you are. The exciting eye-candy is coming to Red Hot Sunglasses soon, so go and invest in your favourite design and show the world who you really are.
About the Author
Stefan Lindberg
