Diesel, the anti-Levis Brand Story

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Here's the saga of some majorly on-trend jeans: it's the Italian brand, Diesel, founded in 1978 but which only really existed from the 1990s, when it began to advertise and position itself as the Alternative Levi's. So for its on-trend ad, it called upon sophisticated directors who happened to be Scandinavian, but by playing on fashion you soon risk becoming unfashionable. That's what's happening now with Diesel, which has the classic problem of trying to recruit young consumers while keeping their usual clientele. Basically, Diesel is looking for a turbo.....

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