INTRODUCTION

JOB ROLE: VISUAL MERCHANDISER CHOSEN BRAND: DIESEL

In 1978 Renzo Rosso started Diesel with the intention of creating the worlds most innovated denim. The Italian jeans-maker known for its high-quality denim and innovative designs, which have helped establish Diesel as a leader in the denim market. Its luxury garments has became very popular once again, Rivet magazine published an article on “How Diesel became cool again”, in the article they stated according to retail intelligence platform Edited, since the start of 2022, Diesel’s online sellouts across the U.S. and U.K. have grown 246 percent from 2021, buoyed by its celebrity allure (Warren, 2022). This causing major interest on all social media platforms, Diesel has grown to become one of the most recognisable and iconic brands in the fashion industry with the keeping of the deep rooted slogan of ‘For Successful Living’ which is part of the brands DNA (Diesel, 2023).

Diesel is a fashion brand that has established itself as a leader in the industry through its innovative designs and products and not only this it is also committed to sustainability and social responsibility. The brand has launched a number of initiatives to reduce its environmental impact, including the use of sustainable materials and eco-friendly production methods as part of the group’s “For Responsible Living” sustainable strategy (Wightman-Stone, 2021).

“Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.”

- Renzo Rosso Founder of Diesel