Before talking about the advertisement I’d like to present you, I think it would be good to make a brief overview of the company DIESEL and its charismatic CEO.

Decades ago, Renzo Rosso, an italian self made man with a degree in industrial textile manufacturing created a business in jean manufacturing. A few time later, his valuable association with other textile manufacturers led to the creation of the well-known brand: DIESEL.

After Rosso bought off all his partner’s share, he took over the company. Thanks to him, DIESEL grew up to become one of the most famous jean brands with an annual turnover of $750 millions.

Although DIESEL core’s competency is jean, the company is nowadays diversifying its activities through other markets like sportswear or fashion perfumes. By the way, Diesel recently concluded a partnership with ADIDAS, allowing the company to reach a wider target in sportswear’s goods. On the other side ADIDAS is now entering the valuable jean market.

Having said that, let’s now consider the main topic of this post. Actually, in order for DIESEL to celebrate 30 years of success, the company and especially Renzo Rosso (an eternal young man although he is 51 years old) decided to organize a big party at the same time in 17 capitals. These parties are all scheduled in fashion clubs and target upper-crust people from 18 to 35 years old. For instance, people who would like to attend the party in Paris have to pay around 190 euros (on e-bay auction website). Clearly DIESEL is now entirely dedicated to provide luxury clothes for wealthy people and particularly wealthy people who like to do party, as Renzo Rosso is. To create the buzz around the parties, DIESEL broadcasted on youtube a funny video that I think express well what Rosso want to promote: “sexy, young and fun in DIESEL”.

Diesel XXX Party

The carrier of “Joy division”, a famous english post-punk band in the 70’s-80’s, has been recently adapted for the cinema. The movie is called “CONTROL” and relates the creation, the apogee and the end of the band caused by the death of its leader Ian Curtis who die when he was 23 years old. Since this summer, I’m quite surprised to see so much people wearing shirts bearing the image of this original band.

 To be continued…

“WeSC” is a norwegian company created in the 90’s by a group of friends fond of snowboard. The company commercializes clothes destinated to young population and promotes what I could call the “Nordic” lifestyle. Thanks to its recognition in the world of snowboard (the company sponsorized extreme sport events worldwide), WESC has managed to pull itself up to the rank of the well known and established companies like Oakley, Quicksilver or Oxbow. The company has been at its top level for several years and now try to enlarge its range of products through music devices and especially through headphones. WESC provides a wide range of headphones destinated to different population. Actually, the company is now trying to enlarge not only its products range but also its potential customers. What is interesting with the company’s headphone is that customers can customize it according to their tastes. Even though the company remains faithfull to its roots, for instance by providing headphones specially dedicated for snowboarders (see the photo above with the millencolin skate-core band), I think that WESC won its commercial gamble because I saw this morning a man in suit listening music with a WESC’s headphone.

Check this video! Man and woman ready to do hot stuff! Anything schoking? Now read the article below! And you? What is your opinion?

www.nytimes.com/2008/09/15/business/media/15adcol.html?ref=business

When I read this article, clearly the first idea which comes up to my mind is that Levi’s wants to distance itself from the traditional advertisment campaigns. By touching the gay’s community, the company is sure to create the “event”. I mean no one can remain undifferent when he watches two men or two girls kissing each other. It is to say that nowadays we’re living in the changing world where people tend to be more and more open minded, but in any case, homosexuality is still a taboo. As a matter of fact, and in accordance with one the marketing dogma, I think that Levi’s will reach its goal. I mean that people will first talk about their new advertisment campaign. The advertisment and the products (which of course are strongly linked) will be then deeply fixed in the people’s mind with the result of boosting the sales. One of the main risk for the brand is to loose or at least disconcert people with conservative mind who do not want to be assimilate to homosexual simply because they are wearing some Levi’s clothes.

Admire simply the quality and the smoothness of the textile.
See on the fold of the Jean the famous three bands and the pocket exhibiting the two logos.

An article is available just below!

NEW YORK (AP) – Adidas AG, the second-largest athletic footwear maker, is branching out into new arenas, creating films for social-networking sites as part of its annual spring marketing campaign and collaborating with hip jeansmaker Diesel in time for New York Fashion week.

Adidas will also host a community page on Facebook with a variety of information and applications.

The campaign is part of its overall ‘Celebrate Originality,’ global brand message for its sports lifestyle products.

While the marketing spending is undisclosed, Hermann Deininger said it is ‘the biggest’ campaign the company has done in its 49-year history.

‘There are two key pillars to the campaign,’ said Hermann Deininger, chief marketing officer of the adidas sport style division. ‘One is retail and the second is digital.’

Adidas will reformat some of its 80 worldwide stores into an ‘atelier’ concept, allowing visitors to design their own shoes and send pictures and videos to a large wall within the store.

The first Atelier store format opened in Berlin and the reformatted New York store opens Monday. Beijing, which will host the Summer Olympics in August, is next in May.

‘The new store design brings to life the ‘Celebrate Originality’ theme,’ Deininger said.

Adidas will also make a foray into the non-sports arena of denim, pairing with Italian jeansmaker Diesel to create four styles of jeans called ‘adidas Originals Denim by Diesel.’ The line, which includes two mens and two womens jeans in four different washes, was shown at Fashion Week in New York on Sunday. The jeans will be available exclusively at adidas stores and retail for $160 to $210.

While adidas has paired with a variety of designers, such as Stella McCartney, this is its first foray into completely non-sports product segment.

But Deininger said the two brands ’share the same value and share they same approach to the consumer,’ he said. ‘There are a lot of commonalities between two brands.’

Diesel’s Stefano Rosso agreed.

‘If you look back in the past 10 years, they’ve represented the sports world like we’ve represented the denim world,’ he said. ‘The company represents innovation and something new for customers that’s exciting.’

‘I think it makes a lot of sense,’ he said. ‘Casualwear is where most of the business is done (in the athletic sector). Technical or performance products are a relatively small part of the overall market.’

Copyright 2007 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

source: www.forbes.com

Have you read this article?

Like every company which wants to carry on their business, ADIDAS is looking for new market opportunities.

As executives said, the company needs to get rid of their old position as being solely a sport wear maker. One of its latest ideas is to commercialize fashion clothes thanks to a partnership with the well known Italian jean maker company: Diesel. Thanks to that partnership, ADIDAS is pretty sure to reach the target of the 16 to 30 years old people. That is to say that this branch of population represents a huge market for selling clothes, especially fashion designed clothes.

The second idea to help ADIDAS entering the mass fashion market is to carry out an important advertisement campaign through internet and especially the social networks like facebook. As everybody knows main users of social networks are teenagers and young adults who represent the main target for fashion clothes maker.

Finally, still through internet, ADIDAS proposes to its potential customers to design by them selves the clothes they would like to have. This constitutes a powerful selling argument; in fact, people who buy fashion clothes like to wear clothes which they think make them unique. This represents a way of doing business we could call “mass-customization”.

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Hello, I am Baptiste.

I am glad to welcome you on my blog.

It treats about Marketing and Communication…This topic is new and impassioning.

 I think it will challenge many people.

Why this blog?

I can easily share my interests through creative aspect while I can develop my english skills.

It’s the beginning…so let’s go to the Marketings world!