Jeans are timeless clothing. Today, this product is worn by all generations. At a time when models and brands have expanded considerably, Levi's is being seen as strong competition in the market, and Diesel has become a must-have brand that stands out for its originality and creativity, daring colors and provocation, and offering of high quality jeans, which are very popular. Founded in 1978 by Renzo Rosso, the 'Diesel company proposed a completely innovative concept: the original jeans, obtained through washes and sophisticated treatment, mixing influences, and breaking conventions.
Beyond the creation of jeans, Diesel is also a state of mind. It indicates being open to novelty, being honest to oneself, and the quest for a better life. Indeed, the brand not only aims to create pants, but also offer a lifestyle. The logo illustrates Diesel's identity and brand philosophy. It portrays a Mohican head with the slogan "Only the Brave", which reflects a rebellious spirit and the willingness to stand out.
The brand is known for its creative jeans, faded with pumice. Today it is the second largest brand on the jeans market globally behind Levi's, though the range of jeans with washes and other custom treatments are found in the offerings of most manufacturers of jeans. Formerly considered work-wear and every day clothing, the garment has made a place for itself on the market of luxury and high fashion, thanks to the positioning of companies like Diesel that launched their premium ranges at very high prices.
Renzo Rosso says: "This position is a challenge. We are trying to invent a new ready-to-wear range; a luxury that is very cool, and may deceive the young man who is casual follower of our brand". We can ask ourselves how the high positioning of diesel in a market as large and competitive as that of jeans, can be successful.
New trends in consumption of ready-to-wear can establish a profile of "typical consumer" characterized by: canons of beauty or filamentary
lean; search for specific cuts, which emphasize the body; looking for originality, rarity, to stand out; willingness to stay young; well-being, feels good in her clothes in all situations.
Jeans embodies these trends through its ambivalence: both practical and fashionable, cool and chic, grunge and luxury. The variety of models can satisfy all consumers.
Diesel, one of the most popular brands of the moment, has been present for several years now on the jeans market and it is difficult today to find another label that could surpass.
Its products have a sleek and tidy appearance and a rather luxurious and are developed with great skill, and originality, but are much less affordable than Levi's jeans (the company was a monopoly on the market jeans for several years and remains leader of the vast market of jeans).
However, there are many potential competitors. The pioneering brands Lee, Wrangler or Levi's are still popular with young people.
However the age range 15-34 years represents a big market these days, many brands do not target only young people but in general the young and trendy consumers.
The jeans became an essential part of contemporary wardrobe. In this booming market, competition is particularly important because it offers products meeting the same expectations of consumers in search of artificially worn jeans, holes, customized, creative and original.
So as not to lose their favor, some do not hesitate to launch high-end lines that correspond to the market: with its collection target X-line 17-25 years, Lee offers a wider range of avant-garde, with forms slender and sexy girls like the brand Miss Sixty.
Tags: Diesel – origin and history of the company; denim market; competition for Diesel; marketing strategy of Diesel
[...] I remember having worn their atypical products (which I was particularly fond of) more than 10 years back, to college, which made me stand out from my classmates Diesel, in a few words, represents trendy clothing, which brings a particular touch to all, those who refuse to be identified with mass produced items which sorely lack taste and imagination ” Stéphanie ← Motivations, attitudes and selection criteria of the purchasers: Psychological context of consumption and purchase ⇨ The Diesel customer aims to be the icon of the current hallmark of beauty: youth and slimness. For him, jeans are a way of respecting the dress codes imposed by his environment. [...]
[...] Buying a pair of Diesel jeans has become a luxury today. The risk is that the cost of living could increase and such a price policy would restrict potential customers of the brand considerably. Moreover the repositioning of the brand to target older and wealthier customers will place Diesel in an even more elitist market with even higher prices. Diesel could thus become an inaccessible brand, with the image of an haute couture brand. ← Distribution strategy Diesel's distribution policy consists of limiting the number of its sales outlets in order to keep only the most prestigious; those which maintain the image that the brand wishes to convey. [...]
[...] Today, G-Star has a turnover of 400 million euros and a growth of 30% per annum. • Energie Energie is an Italian brand whose collection primarily relates to the style and design of jeans. It also has products intended for the more relaxed youth. They cater to both men and women, with 80% being men's jeans while the female line is still modest. ( Brand awareness and image: The two marks also share vintage tastes, with artificially aged pants and even dirty jeans. [...]
[...] Opinion of a consumer published on ciao.fr: “You like to go be in fashion and feel good in your clothes, which are an extension of your personality, then do not wait, come, discover the DIESEL brand right now ” The non purchasing potential customer has a different vision: ⇨ The price of the jeans dissuades him from buying. He finds no reason to spend such an amount of money for this product (average cost: 150€). ⇨ The originality of the product is not sufficient to justify such a high price. He prefers to buy more reasonably priced jeans. ⇨ The brand is too elitist for him. He does not wish to be identified with the people wearing Diesel jeans, a bit of a “fashion victim”. [...]
[...] Moreover, the price of fabric has risen steeply from 5 to 12 euros in a few years. 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. [...]
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