Retail Visual Merchandising Execution

Topics: Merchandising, Karl Lagerfeld, Income Pages: 3 (907 words) Published: June 23, 2012

(Practical Test B)

Diesel was founded by Renzo Rosso in 1978 and the name "Diesel" was chosen to present as an avant-garde symbol of oil crisis of the 70's and represent international word that could bring a jeans brand worldwide success. Diesel is an innovative international design company, producing a wide-ranging collection of jeans, clothing and accessories.

The company focused on making quality clothing as well as becoming part of the youth culture worldwide. Diesel is a leader in establishing new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product. Rosso managed to buy out the deal of Goldschmied and other partners and thus became the only owner of Genius Group. Now he could concentrate on manufacturing denim. The company logo- Iroquois- becomes an identification sign of those who wanted to look radical and avant-garde. The first menswear collection (1979) appeared under Diesel trademark and in 1981, the company involved in exporting activities over more than 80 countries.

In the year of 1991, the company established a Diesel USA brand, earning an annual turnover of 125 millions of dollars. Since then, the company starts to invest more money in advertising campaigns. The company had derived new marketing strategy which combined humor and politics in its advertised. Diesel's slogan "For successful living", calls for creation of one's own church and religious cults, scandalous ads "The End", "Alpine Village", "No More Tears" and "Jesus Lives" which make the brand more and more popular. In 2002, Diesel begins to work with Karl Lagerfeld (German born designer who produce luxury fashion items) creating custom denim clothes for the line "Lagerfeld Gallery".

Till today, Renzo Rosso presented many types of brand lines such...
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