Such unorthodox design methods quickly helped the company develop a reputation for offbeat, even avant-garde design, and proved immensely appealing to the company's core European youth market. The debut of the company's Diesel Female collection in further expanded the company's target markets.
The company also attempted to enter the U. The year represented a hallmark in the company's history. In that year, Diesel hired Stockholm, Sweden-based advertising firm DDB Paradiset to help it fashion a new, global advertising campaign.
Developed in conjunction with Diesel's own in-house creative team, the Paradiset campaign had as its objective to roll out a single advertising image to all of the Italian firm's international markets. The resulting advertising campaign, a mix of social and political commentary with a heavy sauce of black humor, catapulted Diesel to the world's attention. In an era that had seen such controversial advertising campaigns as those of Benetton and Calvin Klein, the new Diesel ads took 'in-your-face' to new extremes.
As one industry observer remarked: 'With one ad, Diesel got a whole new presence in the market. They went for the jugular, and any time an advertiser does that, it's bound to upset some people. If the company managed to impose itself on the European market, where it became one of the top-selling jeans labels during the s, it was less successful in the United States. The financial collapse of Russ Togs at the start of the decade cut severely into the company's growth in that market.
Despite the advertising campaign's success at attracting attention to the company's products, finding Diesel jeans and clothing remained difficult for many customers until the middle of the decade.
Nonetheless, the company succeeded in placing its line in such prestigious locations as Bloomingdale's and Barney's New York and quickly built up a cult image. After discovering the pleasures of snowboarding, Rosso was inspired to launch the company into a new category of clothing. The company debuted its new brand, DSL, in Although initially meant to develop clothing for the extreme sports market, the label quickly encompassed a wide range of sportswear bearing the Diesel name and style.
The company also began a licensing program to place its name and logo on a variety of items. The company's first license was granted to Italy's Safilo, which launched its Diesel Shades line in The sunglasses became a quick success, prompting the company to develop other licensed products, such as a line of Diesel perfumes and fragrances manufactured by Germany's Marbett, and then extending to footwear, luggage, and, in a license granted in , watches made by Fossil.
After relying on chain stores and department stores for its sales, Diesel turned toward building its own retail empire. The company opened its first 14,square-foot flagship store in New York City in The following year saw a second store, opened in London's Covent Garden. The company quickly built up its retail operations, topping 25 stores by By the end of , the company operated more than company-owned or franchised Diesel stores in 80 countries.
In Diesel was one of the first fashion brands to launch a website — and two years later, opened the first ever online fashion store. In a radical contrast to other brands, all the Diesel stores are styled independently, combining some of them with exhibition spaces for young artists.
In Diesel expanded this rebellious, ironic and constantly innovative spirit to the fragrance universe. Only The Brave is a characteristically bold names for a unique, mult-ifaceted fragrances, one that is colourful, unconventional, and with a real personality. Like everything Renzo Rosso does, Diesel Parfums reinterpret the codes of classic perfumery with a modern twist.
Seasonally perfect scents delivered right to your door. Please wait - loading perfume house fragrances Diesel Kids and 55DSL became two separate business units. A new interior design concept is presented in Milan and Harrods reflecting the development of the brand. Diesel opens its first Denim gallery in Osaka, Japan. Diesel opens 32 new stores. Further upgrade of the interior design concept: warm and homely feeling.
Diesel launches the Successful Living from Diesel, home textile collection. Diesel celebrates 30 years with a worldwide party, xXx, starting in Tokyo, moving through 17 countries in 24 hours, finale in NYC. Diesel opens new worldwide flagship store on Fifth Avenue, New York.
0コメント