Diesel S.p.A. is an Italian clothing retail company, located in Breganze, Italy. It sells denim, and clothing, shoes, and other accessories. The clothing line has two different brands: Diesel and Diesel Black Gold. There is also a line for children, called Diesel Kid. This company is known for its unreal advertising campaign. Since 2013, the creative director is Nicola Formichetti.
Diesel also has a fancy perfume line owned and manufactured by L'Orà © Å © al.
Video Diesel (brand)
Histori
Diesel Founder Renzo Rosso began sewing jeans on a sewing machine at the age of fifteen. She used her mother's sewing machine to produce low-riding jeans, which she would wear herself and sold to her friends for 3500 lira per piece. He then attended an industrial textile manufacturing college in Padua.
In 1976 Rosso began work for a clothing manufacturer called Moltex, owned by Adriano Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40% stake in the company, which changed his name to Diesel, and sold his jeans under the Diesel brand and many others. Rosso bought Goldschmied's interest in the Diesel brand name in 1985 for US $ 500,000, being the sole owner of the company. Rosso has said that he learned marketing from the US, creativity from Italy, and the system from Germany.
In 1990 Russ Togs, Inc. received a license to market and distribute Diesel channels in the United States and Mexico. Mitsubishi Co. received a license to market and distribute in Japan. In 1991, Russ Togs would get out of business, and sell Diesel Sportswear to Rosso after ending a licensing deal. As a result of the Russ Togs ruin, creations made in USA Diesel products never worked, and Diesel instead placed Italian made jeans and clothing in US stores. In 1992, Diesel became the main sponsor for the World Superbike racing circuit. In 1995, Diesel launched one of the first important fashion retail websites, which stores images from each of its collections. The first online-selling Diesel jeans were available in Finland and Sweden starting in 1997. Then opened a virtual store that enabled home delivery for the next market the following year.
In 1996, Diesel opened large stores in New York City, San Francisco, Rome, and London, and began opening other mono-branded outlets for Diesel to increase its sales points in other multi-brand retail and department stores. Further seed stores (also known as "StyleLabs") opened, including shops in Berlin, Barcelona, ​​Paris and. Diesel also manufactures pictorial catalogs for its retail line. The company also won the Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996. In 1998 The Wall Street Journal called Diesel â € Å"label of the momentâ €.
Founder Diesel Rosso began purchasing an additional fashion company in 2002, under parent company Only The Brave, which Diesel also participated. Companies purchased by Brave Only include Maison Martin Margiela, Viktor & amp; Rolf, Marni, and Staff International licensing company. In 2005 Diesel released the book "Fifty" on the fiftieth anniversary of Rosso, an illustrated history of the company, with a printout of ten thousand.
Diesel denim products are produced exclusively in Italy, with many products manufactured by factories that are sourced from outside. Its headquarters is in Breganze, and has twelve international subsidiaries in 2005. In 2008, the company had five thousand selling points in eighty countries, with 270 Diesel mono-brand stores. Diesel itself has 170 of them, with the rest owned by franchisees. Turnover was over EUR1.3 billion in 2009, and in 2010 the company has more than 400 stores. In 2012 Diesel founder Rosso is listed on the Forbes billionaires list for the first time. In 2015 the company held a Welcome to Diesel World exhibition in Shanghai, which provides an overview of the company's history, along with its collection debut. Another exhibition was held in Tel Aviv to mark the company's twentieth year in Israel.
Maps Diesel (brand)
Line mode
While Diesel's most popular clothing item is denim clothing, the company has expanded to include additional clothing. The company has made leather jackets, ladies dresses, and other items. In 1998, Diesel founded an offshoot label called Diesel StyleLab, which resulted in a higher end fashion design beyond the more traditional denim jeans. In the 2000s, the company began licensing its brands to other retailers, to create new product categories. These lines include eyewear sunglasses glasses in partnership with Marcolin, jewelry and watches of Diesel Watches line in partnership with Fossil, the fragrance line in partnership with L'Oreal. Production of each line involves surveillance of the Diesel itself. Diesel also partnered with Moroso, Seletti, Scavolini, Foscarini, and Berti to create a line of home furnishings called Diesel Living, with Bugaboo for making trains, with AVG to make helmets, with Ducati, and with Fiat to make Fiat 500 Diesel limited editions as well producing limited edition jeans.
In 2003, according to Women's Wear Daily, Diesel has three distinct clothing lines, "Diesel Style Lab, the most expensive fashion-forward fashion label, Diesel, a denim-focused fashion brand, and 55DSL, sport-inspired line board streetwear that blends mode and functionality. "Lab styles and 55DSL are now dead. There are currently two lines in Diesel: Diesel and Diesel Black Gold. Diesel Black Gold is a luxury ready-to-wear line and launched in 2008 during New York Fashion Week. In that year, the company also partnered with Adidas to produce alongside denim sports line. In 2013 Diesel underwent a re-branding effort, reorganizing its business structure and marketing methodology.
Ads
Beginning in 1991, Diesel has been known to produce ads that use surreal images in place of direct product details, in partnership with Swedish advertising agency Paradiset DDB, Stockholm. These include 1997 commercials depicting life in Communist North Korea (shot in Hong Kong). Other ad campaigns imitate car crashes. The campaign has also used social awareness as a theme, an ironic game on global issues (such as their Global Warming Ready campaign featuring global warming backgrounds in a global location), as well as anti-establishment messages. Michael Chevalier has criticized retail stores, stating that he believes that shop items are presented in a confusing way to get customers to interact with salespeople.
During the late 1990s, Diesel produced CD-ROMs and other computer content, including computer games "Digital Adrenaline - 55DSL". In 2007 Diesel sponsored a music contest, Diesel-U-Music. From January to September 2008, Diesel spent $ 5.8 million on US advertising, according to TNS Media Intelligence. The Grand Prix award at the Cannes Lions International Advertising Festival was won by Diesel in 1997, in 2001 for a campaign featuring fictitious newspaper "The Daily African", and for "Be Stupid" advertising campaign in 2010. There is Art Gallery Diesel in Tokyo. In 2009 the head of the US Diesel division, Steve Birkhold, left the company shortly after agreeing a deal to sell jeans that were cut in price through Macy's. By 2015 Liam Hemsworth appears in an advertisement for Only The Brave. Winnie Harlow also appeared in the ad that same year.
References
External links
- Official Site
Source of the article : Wikipedia
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