Diesel
Popular designer clothing brand Diesel is a UK high street favourite easily recognisable from its striking logo and popular advertisements. The company which was founded in 1978 by Renzo Rosso and his former boss Adriano Goldschmied of the AG Jeans company, as a small denim label. After Renzo’s complete acquisition of the company in 1985 and his hiring of current head designer and Creative Director Wilbert Das in 1988 he set out to forge the company as it is today.
Diesel logo
In 1996 Diesel opened its flagship store on New York’s Lexington Avenue, today the company has 300 are Diesel-branded stores as well as 2,200 employees in 18 subsidiaries across Europe, Asia and the Americas. Although the company’s main focus is its range of denim wear they have also launched other collections, Diesel Black Gold, a new collection launched in 2007 in the casual-luxury segment, Diesel Kid, Diesel Denim Gallery which offers limited edition denim sold in innovative art-gallery-like spaces, collections of footwear, intimate (underwear), and bags. Diesel’s licensed collections are eyewear (made with Safilo), jewellery and watches (Fossil), and fragrances (L’Oreal). This offers greater brand saturation on the market making the name easily recognisable, as well as the ranges above Diesel also keep offering up new innovations including a mini-collection for Adidas called Adidas Originals Denim by Diesel.
Diesel underwear
Diesel have also forged ahead and driven its attention to endorsing young creativity by sponsoring several projects such as the Diesel-U-Music Contest as well as an innovative approach to marketing which includes being the first clothing company to market their clothing in video games, and has developed innovative approaches to fashion shows. Diesel also announced in 2008 a marketing partnership with Sony Computer Entertainment Europe, to sell their designs in Sony’s virtual world, Playstation Home.
Diesel clothing logo's
For spring/summer 2010 Diesels advertisement campaign is all about creating an impact with their strap line “Sex sells…unfortunately we sell jeans!” With advertisement billboards, shop fronts and magazine pages with images of sexy men and women wearing Diesels denim provocatively, pushing the boundaries of fashion with their eclectic collections and raw styling making them one of the popular brands of today.
Diesel advertisement SS/2010