The brand has two different strategies, one oriented towards young people with “affordable” prices and one oriented towards luxury homes. The result is a rather blurred brand image.
At the same time, the development costs for the regular renewal of its models and the communication/marketing costs are incommensurate to create an imagination for which the consumer will be ready to spend.
We therefore have a relatively expensive brand , with products that are not always easy to wear and sometimes in poor taste, but here and there we can find a few faded jeans that are worth it .
Finally, note that counterfeits are legion.
A historic figure in the world of denim , Diesel was founded by Renzo Rosso in 1978. He is the precursor of new denim with an aged look. Washing, polishing and wear are part of the house's DNA.
Positioned in the high-end niche, the brand experienced meteoric growth in the 90s. It then diversified into various products: shoes, leather goods, jewelry, glasses, watches, perfume.
A move upmarket has seen the light of day with the Diesel Black Gold collection and the multiplication of licenses. We now find discounted jeans in all clearance stores.
