Diesel – XXX Party

Diesel is an unusual brand in the international fashion market. Before you check out this great example of a Diesel marketing campaign, here is a bit of history of the brand.

Diesel was founded in 1978 by Renzo Rosso, he wanted Diesel to become a leading brand in a marketplace where ready-to-wear did not really exist. In the beginning, the brand did not appear as a luxury brand, but he played the card of differentiation to build its image and culture.

The unique design style of ripped jeans was a brand new cool & “was quickly taken over by celebs of all stripes who have installed the Diesel jeans as a symbol of freedom and difference. The years pass, Renzo Rosso’s wants more, and he wants to again break with the logic of the fashion market. Logic works perfectly normal for the brands who generally prefer to create lines of inferior quality and therefore getting a much larger market, such as Louis Vuitton, which sells products ranging from  €20 to €15,000 Rosso is big, but he said “And if I did them in reverse” and it works.

Diesel increases its prices, develops lines and Vintage high-end, and settled on emerging market loan-to-wear clothing with their own parades, its own rules and especially its own customers.

 The brand has chosen to use the Internet as a vehicle of communication, not just as a mere tool of e-commerce. Whether on its website or its presence within the various existing social media, Diesel plays the card of difference and creativity.

This strategy is consistent with the image the brand wants to convey and it can make coherent the various messages transmitted to its diesel customers or prospects. To promote its latest event (2008), the evening The Diesel XXX Party, the brand has gone further by diverting porn movies and replacing images with drawings pretty devoid of any sexual nature. With this video, Diesel has offered the creativity to not only enjoy a party but also to enjoy this into a massive international day for hitting town to the best ever party.


~ by Antonio Acevedo Garrido on March 9, 2010.

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