Diesels International Marketing Strategy

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Diesel’s international marketing strategy The Italian clothing company Diesel is one of the most innovative international design companies. Founded in 1978 by Renzo Rosso and his former boss Adriano Goldschmied, the Diesel range of products such as jeans, casual clothing and accessories soon became an extremely popular brand. [Take time to look at Diesel’s fashion Heritage.][1] When Renzo Rosso took over all of the company shares in 1985, he started an era of fashion design which was everything but ordinary and soon proved to be very successful.[2] The unique products and their brand first ventured abroad with an international marketing strategy in 1991, followed by the opening of the first flagship store on New York’s Lexington Avenue in 1996.[3] [Take a look at the New York Diesel Store here.][4] Today Diesel products form the basis of a global enterprise with a consolidated annual turnover of approximately USD1.3 billion, of which 85 per cent is earned outside Italy.[2] Headquartered in Molvena, Italy, [Take a look at the Diesel headquarters][5] the company manages 18 subsidiaries which are spread across Europe, Asia and the Americas. Furthermore, the company distributes its products to over 80 countries through more than 10 000 chain and department stores, 300 Diesel-branded stores and internet shops as well as catalogues.[3] The Diesel online store is currently available in 33 nations with Canada, Hong Kong and China currently in development. [Follow the link to the Diesel Online Store.][6] Diesel branded products are highlighted around the globe in a variety of fashion shows. Its products range from the Diesel kids range to sportswear; from male and female ‘Black Gold’ fashion to licensed products such as accessories (including items from footwear to sunglasses). Diesel also has a luxury product range (see Figure 1 below). The Diesel range of male and female

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