Diesel is one of the largest fashion brands in the world. Known for its jeans, it also offers a range of other products such as accessories, clothes and shoes. The company was founded by Renzo Rosso in 1978 with the aim of creating an Italian clothing brand with an international reach. It currently has over 2,000 stores around the world.
There are many reasons why Diesel has become so popular over the years; some say it’s because they never stop innovating and pushing the boundaries of creativity, while others think it’s because of their excellent marketing campaigns that have helped them significantly increase their global presence.
They offer a wide variety of items from watches to sunglasses and clothes. They also cooperate with designers such as Vivienne Westwood, Karl Lagerfeld and Marni. Their jeans are timeless classics that will never go out of style.
Their largest markets are: Italy (almost 30% market share), Germany, France, Russia and Japan. In the US, they are present in over 250 stores, and China is another key country for them; it’s worth mentioning their partnership with Alibaba, which has helped them significantly increase their presence in this huge market! Diesel was one of the first brands in Italy to launch its own e-commerce site in 2003 – since then, online sales have grown steadily every year! In 2016, they sold clothes worth a total of $ 560 million through their website.
Diesel is currently run by Renzo Rosso’s daughter Marta – he remains its majority shareholder and currently has investments in other fashion brands such as Maison Margiela, Viktor & Rolf and Marni!
The biggest competition of the Diesel brand are: Zara, H&M and Mango.
The future of the Diesel brand looks bright! They recently opened their first Diesel store in India and plan to expand further into the Asian market.
The next big step might be to go public – many say it’s only a matter of time!
