A Closer Look at Diesel Brand Clothing
Diesel S.p.A., which is known simply as Diesel, is a clothing designer based in Italy that primarily targets 18 through 35 year olds. Although this mid-range age group is the target base, Diesel does also offer a clothing line for children as well as a sportswear line.
In order to reach their primary target audience, Diesel has launched some ads that have been controversial. One of these campaigns involved pictures depicting what would happen if rock ‘n rollers invaded heaven. Other strategies for reaching the age group have included projects such as music contests and including their brand in video games.
Denim sales remain the cornerstone of the Diesel brand, though they do create non-denim clothing items as well. In addition, the Diesel name is licensed to a number of other companies in order to create products such as eye wear, footwear, leather goods, wristwatches, fragrances, and jewelry.
Founded in 1978 by Renzo Ross and Adriano Goldschmied, Diesel didn’t reach real notoriety until 1985 when Renzo completely acquired the company. In 1991, Diesel launched its international marketing strategy and began to slowly win over fashion-conscious customers throughout the world. By 1996, Diesel opened its first store in New York City on Lexington Avenue.
Today, most of Diesel’s production is outsourced to other companies, though the denim jeans are still produced in Italy. Although the headquarters are located in Molvena, which is in the northeastern portion of Italy, the company has subsidiaries throughout Europe as well as in Asia and in the Americas.
Currently, Diesel owns over 200 retail outlets throughout the world. The company also offers their products at a wholesale price to a number of high-end retail boutiques and department stores. With annual sales of around 1.2 billion USD, Diesel employs over 3,500 workers..
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