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.
[...] 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). The Market weakenesses CHINA: A DANGEROUS COMPETITOR ince 1995, world trade in textile The EU Commission attaches great imporand clothing has been progres- tance to seeking better market access consively liberalized. Accordingly, all un logiciel CAD-KAS (http://www.cadkas.com). Modifié avec la version de démonstration de PDF Editor,ditions in third countries for the EU textiles textile and clothing quotas lapsed on 31 De- and clothing industry targeting in particular cember 2004 as foreseen under the WTO developed and emerging markets. [...]
[...] 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). Product categories The product categories are labeled also in an unusual way: ‘time frames' for watches, ‘spare parts' for accessories, ‘shades' for sunglasses, ‘footwear' for shoes. They don't have a logo and on the ads their name is combined with the but occasionally, when the ad is only about one product category , the diesel logo is modified Brand on clothes Diesel clothes are already branded. [...]
[...] 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. Conscious hedonism 2000 - present Modifié avec la version de démonstration de PDF Editor, un logiciel CAD-KAS (http://www.cadkas.com). [...]
[...] 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). Strategy licencing osso considered agreements include Diesel Writing Tools (by Stypen of licenses as a natu- Shades (an extensive col- France). ral way to expand lection of glasses by Safilo, Most of Diesel's produchis offering to the final cus- Italy), Diesel Shoes (foot- tion is outsourced from metomer. [...]
[...] The purpose of our study is to observe and define the unique marketing strategy used by Diesel and how the private company has made a worldwide success out of it. How did Renzo Rosso made his company stand out is such a competitive market as the ready-to-wear market? To answer this question, we tried to analyse the Diesel marketing policy as following: first of all, we will describe the specific market to which Diesel belongs, then define the company's marketing strategy and finally examine its message and communication. [...]
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