Jeans are clothes that never go out of fashion and are timeless. Today, this product is worn by all the generations. At this time, when models and brands have developed considerably, Levi's, the market leader, has seen strong competition; Diesel became a brand that could not be ignored. It imposed its originality and its creativity, by daring colors and provocation and by offering jeans of high-quality, very much in vogue. Created in 1978 by Renzo Rosso (photo), the Diesel Company offered an entirely innovative concept: original jeans, obtained thanks to sophisticated fading and treatments, mixing influences and breaking conventions. More than a denim designer, Diesel is also a state of mind: to be open to innovation and to be honest with oneself for a more pleasant life. In fact, the brand does not only claim to create pants but also to offer a lifestyle. The Diesel logo nicely illustrates the identity and philosophy of the brand: the head of a Mohican accompanied by the slogan "Only the Brave" reflects the rebellious spirit and the will to be different.
Tags: Diesel jeans marketing, Diesel jeans competitors, Diesel jeans market analysis
[...] Thus, it is evident that the production cost of a pair of Diesel jeans largely exceeds the price of ordinary denim. Therefore, the factory gate price of a pair of branded Italian jeans is a third of its final price, which is to say a little more than 50 euros. Communication policy and the image of the brand The evolution of Diesel's image Diesel's method of communication was marked by several very different advertising campaigns, which really show the evolution of the brand image. [...]
[...] Conclusion The success of Diesel thus lies in its daring positioning in a market largely dominated by Levi's 501. A revolutionary concept of production, a policy of high price, restricted distribution, provocative communication, clearly defined target, genius, charisma and creativity of the founder: This is the recipe of the international success of the Italian brand. “Diesel's feat of ingenuity is to have succeeded in transforming a pair of jeans, which had almost become a uniform, into a product vector of differentiation” Frederic FRERY, professor of strategy at the ESCP-EAP. [...]
[...] ( An example of the women's ready-to-wear clothes market (13 years and above): Thus, in 2004, jeans accounted for 27% of the trousers and other similar items for women (13 years and above) sold, the second type of trouser sold, behind formal trousers. The progression of quantities sold between 2003 and 2004 is rather important: approximately 3 million more pieces were sold in 2004. Moreover, the jeans account for approximately of the sums spent for the production of female ready-made clothes. [...]
[...] Formerly working clothes, then daily wear, jeans are now making a mark in the luxury and haute couture sector, in particular thanks to the positioning of labels such as Diesel which launched its “premium” range, at very high prices. Renzo Rosso affirms it: “This positioning is a challenge. We seek to invent a new high-end ready-to-wear product with a fresh look, which attracts our young customers, who are casual wear enthusiasts”. We can ask ourselves how the premium positioning of Diesel, on such a vast and competitive market as that of jeans, can function 1. [...]
[...] Its products are extremely stylish, elegant and meticulously designed with a rather luxurious appearance; they are elaborate with a lot of know-how and originality but are much less affordable than LEVI'S jeans (the firm has had a monopoly on the denim market for several years, and remains the leader in the vast market of jeans). However, there are many potential competitors. The pioneering brands Lee, Wrangler and Levi's are still appreciated by the youth. Nevertheless if the age bracket 15-34 years represents a large market, nowadays, many of the brands do not target only young people in general, but young and trendy consumers. [...]
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