Diesel Drives Youth Market

Diesel has long driven the fashion trends of the coveted youth market and have earned the deserved label of ‘commandos of cool’.

The designer label Diesel routinely tops the fashion cool lists in leading magazines year on year. Diesel has achieved what every designer label aims for – a cult following. The cool, hip appeal of Diesel makes the brand a big hit in the designer men’s clothes sector. The label has been accredited with sparking a denim revolution.

Diesel – A Leading Men’s Designer Clothes Brand

As well as the clothes, it’s the lifestyle Diesel represents that fashion followers aspire to. And Diesel routinely achieve this must-have status thanks to its stylish advertising campaigns. Like many designer brands, Diesel has tapped into the preoccupations and desires of its target audience embracing ethical and ecological themes. The 2007 summer range featured models wearing Diesel clothes in well-known cityscapes draped in tropical rainforest to highlight the risks of global warming.

And the fact Diesel associates itself with some of the coolest talent-fests in the world adds to its appeal. It supports the independent film festival, Sundance, and routinely commits itself to digging out new talents in the worlds of fashion, music and art. Diesel is as much about an expression of lifestyle as it is fashion, which explains the brands success. The fact Diesel is so successful at getting under consumers’ skins is also due to the effectiveness of its viral marketing techniques. Unlike the traditional advertising in high market magazines, Diesel opt for all sorts of ways to reach its audience – but the most effective is winning over some of the most influential stars to wear the Diesel brand, from champion skateboarders to high profile musicians.

Diesel is such a runaway success that it has something of a cult following. Clever marketing and considered sponsorship means it has created a certain mystique. Combined with the Italian designs, it’s no wonder the Diesel brand was estimated to have a turnover close to $750 million globally. The on-going world domination of the Diesel brand is phenomenal when you consider it all began with founder Renzo Rosso from a humble farming family. Rosso stitched his first pair of jeans aged 15, now Diesel has over 200 stores worldwide and are a household name. Diesel is considered to be one of the most dynamic brands in the men’s designer clothing industry.