Diesel Social Media
Diesel is a clothing designer and retailer based in Italy. The company is privately-owned. Diesel is a design house with an emphasis on casual clothing, aimed at younger consumers. The company also runs its own retail shops, in dozens of countries around the world. Diesel operates exclusively in the clothing business, and with their emphasis on consumers in their 20s and maybe 30s, Diesel has emphasized social media in recent years as a means of reaching their target market. The company has five social media platforms in addition to their website -- Facebook, Twitter, YouTube, Instagram and Pinterest. This paper will examine Diesel's social media presence to analyze its potential effectiveness.
The Brand
The Diesel brand was formed with the company in 1978. The brand has distinguished itself with Italian styling, American marketing and an emphasis on the younger consumer (Surendar & Roy, 2010). The brand image is focused on fashionability, blending the Italian and American concepts of youthful fashion. The brand is augmented by the fact that Diesel does runway shows and in many respects behaves like a high-end fashion house rather than mainstream clothing retailer. This raises the prestige of the brand in the eyes of the target market. Further, there are relatively few Diesel stores compared with many of its competitors, and the relative exclusivity of the brand helps to enhance its image as well.
Current Customer and Markets
Diesel aims its products at consumers in their 20s and 30s. The consumer has more disposable income than is average for these age groups, especially with respect to clothing expenditure. The target consumer is also someone who thinks of himself or herself as being relatively fashion-conscious, but not the point of consuming primarily high-end fashion. This is an "upper middle"...
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