Diesel Pdf
GROUP 6
Anastasia Kuatkhina
Valerie Overgaag
Kairi Lentsius
Eva Liisa Kubinyi
Candyce Dryburgh
Innovating Sustainable Fashion-Summer School 2012
CONTENTS
Introduction to Diesel
SWOT Analysis
Target group
Methods of research
Diesel collection
Advertising
Worldwide Brave Materials Expansion
Stakeholders
Future values
Conclusion
Attachment
I Source List
II Five years plan
III Questionnaire
IV Worldwide brave materials expansions
V Brave Fabrics and Garments
VI Brave Materials Advertisements
VII Current Advertisements
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Diesel. For succesful living.
2
INTRODUCTION TO DIESEL
Vision. Mission. History. Ethics
Diesel was founded in 1978 by Renzo Rosso who chose the name Diesel because ‘diesel’ was considered to be the ‘alternative fuel’ in the current oil crisis. Rosso’s vision was that the global fashion market is not divided by countries and borders but by people’s lifestyle.
Today the principal lines of Diesel are the main line: Diesel and Diesel Black Gold. Currently the head designer of Diesel, since October 2011, is Heikki Salonen. Diesel also has collaboration collections for footwear, underwear (US company Mast Industries Inc), bags, eyewear (Safilo), jewellery and watches (Fossil) and fragrances (L’Oréal).
Diesel’ s headquarter is in Breganze, Italy where it manages 18 subsidiaries in Europe, Asia and
America. Diesel is now present in more than 80 countries including more than 400 company owned stores. Diesel’s price range is considered to be a little higher than middle range. This means that a pair of Diesel jeans cost from 110 EUR to 240 EUR. Diesel’s revenue is estimated in a €1.3 Billion.
Renzo Rosso is also the founder of OTB (Only the Brave), which is the holding group for other brands besides Diesel, such as Maison Martin Margiela, Viktor & Rolf, and Staff International
(who manufactures and distributes DSquared2, Just Cavalli, Vivienne Westwood, and Marc
Jacobs Men) and a nonprofit organisation Only
Anastasia Kuatkhina
Valerie Overgaag
Kairi Lentsius
Eva Liisa Kubinyi
Candyce Dryburgh
Innovating Sustainable Fashion-Summer School 2012
CONTENTS
Introduction to Diesel
SWOT Analysis
Target group
Methods of research
Diesel collection
Advertising
Worldwide Brave Materials Expansion
Stakeholders
Future values
Conclusion
Attachment
I Source List
II Five years plan
III Questionnaire
IV Worldwide brave materials expansions
V Brave Fabrics and Garments
VI Brave Materials Advertisements
VII Current Advertisements
3
4
5
6
7
8
10
11
12
12
13
13
15
17
19
21
22
24
Diesel. For succesful living.
2
INTRODUCTION TO DIESEL
Vision. Mission. History. Ethics
Diesel was founded in 1978 by Renzo Rosso who chose the name Diesel because ‘diesel’ was considered to be the ‘alternative fuel’ in the current oil crisis. Rosso’s vision was that the global fashion market is not divided by countries and borders but by people’s lifestyle.
Today the principal lines of Diesel are the main line: Diesel and Diesel Black Gold. Currently the head designer of Diesel, since October 2011, is Heikki Salonen. Diesel also has collaboration collections for footwear, underwear (US company Mast Industries Inc), bags, eyewear (Safilo), jewellery and watches (Fossil) and fragrances (L’Oréal).
Diesel’ s headquarter is in Breganze, Italy where it manages 18 subsidiaries in Europe, Asia and
America. Diesel is now present in more than 80 countries including more than 400 company owned stores. Diesel’s price range is considered to be a little higher than middle range. This means that a pair of Diesel jeans cost from 110 EUR to 240 EUR. Diesel’s revenue is estimated in a €1.3 Billion.
Renzo Rosso is also the founder of OTB (Only the Brave), which is the holding group for other brands besides Diesel, such as Maison Martin Margiela, Viktor & Rolf, and Staff International
(who manufactures and distributes DSquared2, Just Cavalli, Vivienne Westwood, and Marc
Jacobs Men) and a nonprofit organisation Only