Case study provided by The Brand Council.
Diesel: jeans, casual clothing, accessories. Or Diesel: for successful living. Which really reflects the meaning of Diesel? Both?
From its beginnings in the Genius Group in Italy, Diesel had a strong message to convey. It has always been, in its own words, quirky, paradoxical, extravagant and nonsensical. (A quick look at the website confirms that.) It has also always been about fine design and quality clothing (and a visit to any of its 75 individually designed stores worldwide, will confirm that).
When Renzo Rosso founded Diesel back in 1978, he wanted the company to be a leader that took chances and occupied a distinctive niche in people's minds. He didn't want to just produce jeans, however well-designed and well-made.
So the design team turned their backs on the style-dictators and fashion forecasters. Famous for their eccentric self-planned research trips, Diesel's innovators now create clothing varied and unique enough to allow style-leaders around the world to wear Diesel while maintaining their own individual style.
Diesel adverts are elevated to the status of art -- and present Diesel's personality so as to allow individual interpretation of their meaning. Style gurus have described them as 'the most original sustained campaign ever'. The 'For Successful Living' tag line (a dig at companies that promise lifestyles if you buy their products) shows Diesel at its ironic best and has become synonymous with the brand. The Diesel website contains an archive of its much-loved (and, incidentally, award-winning) advertising campaigns right back to 1990. The same irreverence pervades the Diesel catalogues. Far from being mere product showcases, each edition takes a radical new look at traditional graphic and photographic techniques. In effect, they too belong to the 'Diesel space'.
And that space isn't static but is always on the edge, always being extended. The main Diesel denim collection is full of unique details and new washes and treatments. While other brands often focus on uniformity and a singular 'look', many Diesel garments are hand finished, making each one unique. More experimental and pioneering designs find a home in DieselStyleLab, a separate collection in its own right. There's also Diesel Kids: gutsy clothing for a gutsy generation that enjoys the same design ethic as its mother brand. And 55DSL, a strong and independent streetwear collection featuring anti-gravity clothing for lovers of intense action.
There's more, too. Time frames, footwear, spare parts, shades, underwear, even fragrances -- all 100% Diesel in ethos, design and spirit.
The famous Pelican Hotelin Miami's South Beach district perfectly expresses the Diesel vibe. A haven of eccentricity, all rooms have been designed and decorated by Diesel's creative team as surreal movie sets. There's the 'Psychedelic(ate) Girl', a mindtrip from the past furnished with plastic furniture and posters from the 1970s... or 'Me Tarzan, You Vain', a triumph of zebra stripes furnished in old safari style... or even... 'Best Whorehouse' or 'Halfway to Hollywood'...
Also key to Diesel's success is its support of the idea that the young should be given the freedom to express themselves. This manifests itself time and time again through its support of up and coming creatives in the fields of music, fashion, art, film and new media.
Diesel has succeeded because it recognises its consumers' need to remain individuals. Because it doesn't take itself too seriously. And because the Diesel ethos is part and parcel of the personality of those that run the company. As Renzo Rosso says: 'Diesel is not my company; it's my life.'
漏 2002 Superbrands Ltd