Brand Website: www.global.diesel.com
the outside in
Diesel is an innovative international lifestyle company, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Diesel’s philosophy has remained the same as the day of its creation: Renzo Rosso had envisaged a brand that would stand for passion, individuality and self-expression. Diesel thrives on change. Working under licence from Diesel, Telecom Lifestyle Fashion (TLF) have created an assortment of official smartphone solutions and audio products appealing to alternative luxury consumer. TLF value true craftsmanship, using the best custom materials to fulfil the end users’ complex demands creating design led functional products to support brand savvy consumers.
Under license TLF have designed a contemporary (premium) range of Smartphone covers and accessories true to Diesel brand values. Within the audio category, the TWS headphones have been a phenomenal success both within the Diesel branded retail estate, and outside. Combining premium audio, cutting edge design and features found only on the most expensive personal audio products (but without the high ticket) 2022 has an exciting product roadmap within the audio category - watch this space!
Combining the luxury appeal of the Diesel brand with the superior protection/features/functionality of the Diesel accessories and audio offer, the assortment offers our retail and distribution partners access to a "fashion" led product mix from one of the most iconic and recognised global brands . Supporting our APAC partners with local inventory (reduced shipping and duties) and manageable MOQ's, our brand partnership with TLF has mitigated the risk attached to device specific protection. Within the audio category sales in the markets where launched have been well ahead of even the most optimistic projections demonstrating that not only the quality of the product resonates within the premium/luxury consumer but also the value of the brand in this category. To support online awareness/ecommerce you have access to a vast digital asset library of pre-approved (by Diesel) lifestyle and product images. Leverage the power of a global brand and luxury brand to support increased ASP and profitability.
The channel opportunity is broad given the fashion orientated nature of the brand and the core target consumer. Our focus (to date) has been both where Smartphones are sold, in addition to channels that carry the Diesel offer - supporting and strengthening their branded assortment. Given the appeal of the Diesel brand to the premium/luxury consumer - department stores/travel also in play. Selected marketplaces online.