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DIESEL COMPANY PROFILE


•  International brand – headquarters in Italy •  Male & female casualwear, sportswear, kids clothing, jewellery, eyewear, footwear, fragrances, leather goods •  Haute Couture of casual •  Denim jeans - greatest brand exposure


•  Pioneered new styles, fabrics, manufacturing methods and quality control •  Age jeans


BRANDS •  Diesel

•  55-DSL

•  Diesel Black Gold

•  Diesel Kid


collaborations

•  Safilo/Marcolin


•  Fossil


•  L’oreal


•  Adidas


•  Fiat


•  Ducati

•  AGV


•  Pinarello


company history •  1978 Founded – Renzo Rosso & Adriano Goldschmied (AG Jeans co) – Moldova Italy


•  Intention – untraditional jeans only but grown to make other products •  Why DIESEL? •  Diesel an alternate fuel source •  Pronounciation same in most languages

•  1985 – Rosso gained sole control •  1988 – Hired Wilbert Das •  Responsible style and image •  2009 left company

creative director


•  1991 – International marketing campaign •  1996 – Flagship store NYC >300 stores in > 80 countries


Renzo Rosso

•  Graduated Industrial textile school, 1975 •  Developed distressed denim •  Drove around Europe trying to sell jeans •  Failed – jeans looked 2nd hand & can’t sell old jeans

•  Years later – Diesel founded pioneering the used jean look •  Used items – warmer & softer, more charm


philosophy •  View world as a single, border-less macro-culture •  Youth – inspiration

•  Mission Statement – ‘create apparel for individual people who follow their own unique path in life and for those style makers who express their individuality by the way they dress.’ •  Reject typical fashion trend •  Not biggest, but coolest


target market •  18-35 yrs •  Mostly men •  Well educated, articulate •  Independent •  Tolerant •  Leisure-time orientated •  Early adult, young professional with extra money to spend on clothes


marketing

•  Specific appeal to their target market •  Depict brands philosophies •  Abandoned cliché of - photographer – product – model •  Communication is key – sold a lifestyle instead

‘FOR SUCCESSFUL LIVING’


•  Smart, controversial campaigns – combine fantasy, sex, humour create new alternate pop universe •  Address current affair issues & poke fun at the norms.


Previous themes o  GLOBAL WARMING READY, 2007


o  LIVE FAST, 2008


o  BE STUPID, 2010 – present


budget •  Unknown •  Revenue 2009 – £1.3 billion •  Spent US $ 5.8 million on advertising, 2009 •  No pressure to make enormous profit or meet deadlines


design process

•  2 Research trips during the year •  Anywhere in world •  Return with new inspiration •  Colours •  Graphic •  Materials


materials •  Various fabrics •  mostly denim – 100% cotton •  Italian leather •  Canvas

•  Stainless steel and copper trimmings •  Zips, studs, rivets, buttons


manufacturing •  Diesel outsources – India, Turkey •  Jeans – mostly exclusively in Italy TRADITIONAL DENIM JEANS 100% cotton – twill woven


•  Denim is now cut by machines using templates to produce the different pieces using laser cutting machines •  Leg panels, waistbands, pockets, belt loops etc…

•  Jeans are then manually assembled using sewing machines. •  Jeans now pre-washed and stone washed – pumice stone – faded, warn appearance


•  Leg mannequins •  Whiskering/lightening by spraying or painting o  crease jeans in desired place

•  Rips/Abrasions with sandpaper, hooks & grinders


Initial Product Ideas – week 1 •  Play with the ‘be stupid’ concept – create a product that is ambiguous for eg: •  At first glance it is stupid but then it appears smart •  One can’t work without the other •  One fits into the other

•  Use of different textiles and industrial materials •  Denim •  Leather •  Zips, screws, nuts, bolts, chains

•  Play with sexiness and provocative themes


DESIGN RATIONALE


“Stupid might fail. Smart doesn’t even try.” •  Why choose diesel? •  look = sexy, provocative, fresh, young, industrial -SEX SELLS •  Materials – style revolution for successful living

•  Inspiration – ‘Be Stupid’


•  Concept – to create a package of interest. •  Unzip/’undress’ therefore hinting at a sexual nature •  Interfaces – retro-styled with interchanged features •  Clock = radio •  Radio = clock – rotating mechanism of hours and minutes

STUPID??? NO, SMART!!!


•  Denim strips are reversible with a hinge mechanism giving a dual look. •  Side graphics – a naked man and woman with straps covering private areas – adds to naughty desire to unzip box – STRIP TEASE - “If we didn’t have stupid thoughts we would have no interesting thoughts at all”


•  Materials - affordable to the company •  offcuts from the manufacturing factories, thus reducing the cost of outsourcing expensive materials. The nuts and bolts are also inexpensive and go well with the industrial Diesel look. •  A win win. “Trust Stupid.”

“Are you smart enough to be stupid?”


FINAL PRODUCTS


Orthographic drawings


Perspective drawings



Radio/Clock