Diesel Product Development
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Transcript of Diesel Product Development
![Page 1: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/1.jpg)
Katerina KaziaMay Rifaat
Elena ArtamonovaNitya Soni
Nibal TurjumanSamish Jain
P r o d u c t D e v e l o p m e n t
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Denim General Information
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Denim Evolution1800’s 1930’s 1940’s 1950’s
1960’s
1970’s1980’s1990’s
2000’s
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SALES DROP IN DENIM MARKET Analysis of Denim Distribution Channel
Women’s Men’s
-Speciality stores +1.1% +3%
-Department stores -0.1% +0.9%
-Mass merchandisers +6.5% -0.2%
-E-commerce Decline N/A +15.1%
-Factory outlets N/A -17.7%
•Women’s denim have suffered a drop in sales from last year.
•Overall Increase in the average price in jeans rose by 4.1%, within men’s by 4.7% and women by 3.7% .
•The increases have hardly compensated for wholesaler’s higher price and retailers expenses.
•Consumers having different income levels and different tastes.
•Denim have changed from being a commodity to being in fashion and lost its charm.
•Consumers are building their wardrobes in other areas like dresses ,footwear before they are going back for a pair of jeans.
•Profitability was hindered by high raw material cost(cotton crops) and unit volume was impacted by price increases.
• Last year’s analysis showed a pick up in coloured denim, especially the upper end of the market.
• Denim has played an important role within the extreme, Sports lifestyle(riders, snow boarders free style ski, skate-board and bikers ) most of the new action denim sells from around $100 as high as $400 for protective and advanced models.
Denim Today
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DENIM ‘s SALES DOWN FALL NDP GROUP
U.S JEANS SALES (000)Women’sMen’s
2011
13,506,375 $7,793,271 $5,713,104$
2010
$13,799,525$ 8,055,837$5,743,688
CHANGE
-2.1%-3.3%-0.5%
U.S JEANS UNITS (000)Women’sMen’s
531,224311,730219,494
565,246334,277230,969
-6.0%-6.7%-0.5%
AVERAGE RETAIL PRICE Women’sMen’s
$ 25.43$25.00$26.03
$24.41$24.10$24.87
4.1%3.7%4.7%
-2.1% CHANGES IN JEANS SALES IN 2011
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DENIM FACEBOOK LIKES RANK BRAND LIKES CHANGE
1 LEVI'S 11,237,419 198.90%
2 DIESEL 1,837,959 131.30%
3 GUESS 1,836,352 117.40%
4 PEPE JEANS 904,495 N/a
5 G-STAR 766,909 167.50%
6 TRUE RELIGION BRAND JEANS 663,407 120.30%
7 WARNGLER WESTERN 579,485 100.80%
8 MAVI JEANS 472,911 109.50%
9 MISS ME JEANS 436,211 103.60%
10 MISS SIXTY 421,465 68.10%
11 GUESS BY MARCIANO 403,175 70.50%
12 LUCKY BRAND 306,886 85.00%
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DENIM APPAREL IMPORTS 2011 VS 2010
DOZENSVALUE (000)
2011 2010 CHANGE 2011 2010 CHANGE
MENS/BOYS JEANS 22,900,682 26,022,970 -12.00% $2,260,042 $2,152,394 5.00%
WOMEN'S/GIRLS JEANS 19,725,121 24,385,710 -19.10% $1,916,132 $2,023,896 -5.30%
OTHER DENIM APPAREL 882,950 1,042,799 -15.30% $758,743 $1,037,231 -26.80%
TOTAL 43,508,753 51,451,479 -15.40% $4,934,917 $5,213,521 -5.30%
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Denim or non-Denim ?
• With high end denim business pressured in recent seasons there’s a dichotomy between companies focused on denim and those who are after non denim fabrics and novelty silhouettes.
• Novelty fashion makes up 75% of most of higher end jeans company’s such as Rich & Skinny , Seven for all mankind.
• The novelty part of the denim business is what keeps it going, it gives freshness that was never there before, in the past it was just blue jeans –people got bored of that!!!
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DIESEL is a Denim Brand
“Renzo Rosso equated jeans with freedom and rebellion leading him to start a jeans brand that embraced values such as individuality, irreverence, bravery and freedom, and these values very soon translated into a lifestyle, we were pioneers in this, we had to fight in the beginning but today it sounds quiet normal.”
“When lifestyle is authentic it can be applied to many categories starting from non denim apparel collection to accessories, fragrances and so on..”
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General Information
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History of Diesel• The company was founded
by Renzo Rosso in 1978.
• 1985 Renzo Rosso got complete acquisition of the company.
• 1991 beginning of the international marketing strategy.
• 1996 opening of Diesel’s first flagship store on New York City’s Lexington Avenue.
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Diesel DNA:
• Humorous• Glocal• Hedonistic• Contemporary• Dialogical• Lifestyle Oriented• Always different• Provocative
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Diesel Info and Mission
• Innovative brand known for developing new styles, fabrics, manufacturing methods as well as quality control to guarantee outstanding product.
• Diesel has stores in 80 countries, with 5000 points of sales, 300 mono brands stores.
• The Headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 12 subsidiaries across Europe, Asia and the Americas. Diesel employs over 1,300 people worldwide.
“To create an apparel line perfect for individual people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress.”
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Target MarketPsychographicFashionable, Have Extra money to spend significant on quality fashion clothing, Attracted by Innovation, Hedonistic, Experimental and Independent, Fun loving, energetic and somewhat rebellious.
DemographicalAge- 20-35, Men and women, Higher Middle Class, Early Young Professional.
GeographicalPeople living in big metropolitan cities.
Behavioral Leisure time oriented consumption, Regular customers, Brand Loyal.
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*The annual turnover is expressed in million euros.
Financial Data
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POSITIVE NEGATIVE
INTERNAL
EXTERNAL
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• A complete lifestyle brand.• exclusiveness strategy ( from 10000 POSto 5000).• Introducing a new image through OTBgroup, instead of rebranding.• Strong and unique advertising strategybuilding an image for the brand, givingidentity to the costumer.• Diversification in other merchandise.
• Diesel main product, jeans is somewhatexpensive.• The sizes of the jeans, for women, do notapply to all body types.
• Replica products and fake imitationaffects brand image.• A dip in the demand of jeans can have amajor drop in sales.• Fast fashion jean brands raise their sales.
• With new treatments and technology forfabrics we can add value to the products.• With rising concern in eco-friendliness ofproducts and stores, Diesel can respondwith promotion campaigns to instill trust.• Diesel can tap emerging retail markets likeBrasil and Russia to make the most of theunsaturated markets there.• Outsourcing some divisions in ‘cheaplabour’ countries may help maintaineconomies of scale.
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STORE ANALYSIS
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Diesel Store AnalysisRome ,Via del Corso
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Cash
Co
un
ter
Accessories, Eyewear, Fragrances
Ducati Collection
Promotions table :T-shirtsShorts
Hung Merchandise
Hu
ng
Mer
chan
dis
e
Jeans DisplayFace displayFoldedTable (new styles
Swim
su
it –
wal
l (fa
ce d
isp
lay)
Hung Merchandise
Footwear Bags + mix wall display
Entrance
Store window
Rome Store Display
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• The store focuses more on Menswear than woman wear, 60% to 40% in assortment.
• Entrance of the store is displaying items such as accessories, watches, fragrances, and sunglasses .
• Tables with merchandise offer items such as, Bermuda shorts and T-shirts with a price less than the price of Jeans and other merchandise that is present in different corners.
• T-shirts price 60 Euros made in India. Bermuda shorts 180 Euros made in Tunisia, Polo shirts prices are 70 Euros.
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50% of the Merchandise is Jeans and Pants.
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T-shirts ,Tops 30%Dresses 10%Skirts and shorts 10%
Hung80%
Folded20%
Display
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Width, depth and consistency of range:• Novelty• Maintenance of the assortment• Style
45%
30%
40%
10%7%
Merchandise Mix
jeans
Pants
T-shirts
shorts
Black&Gold
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Diesel Black Gold
Diesel Black Gold Line, is not displayed within the Diesel store in Via del Corso, they have it at Via Conodotti .
• The assortment of denim in the Black Gold is only 2%.
• Most of the collection is Jackets, shirts, and T-shirts.
• Black Gold is slightly different and more glamorous
• Their prices are around 345 EUR for a pair of jeans.
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APPAREL
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Online Store Women Collection
27%
17%
2%12%
12%
5%
3%
4%
18% Jeans
Dresses
Jumpsuits
Jackets
Pants and Shorts
Shirts
Skirts
Sweaters
T's and Tops
APPAREL
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Price Range Women
CATEGORY PRICE EUR
JEANS 100-240
DRESSES 100-250
JUMPSUITS 130-240
JACKETS 160-600
PANTS/SHORT 85-210
SHIRTS 100-150
SKIRTS 100-350
SWEATERS 120-160
T-SHIRTS/TOPS 35-150
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Price Range Women Graph
0
100
200
300
400
500
600
700
PRICE LOW
PRICE HIGH
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Online Store Men Collection
38%
17%9%
4%
10%
22%
Jeans
Jackets
Pants&Shorts
Shirts
Sweatshirts/Sweaters
Tunks & Tops&Polos
APPAREL
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Price Range Men
CATEGORY PRICE EUR
JACKET 170-870
JEANS 110-270
PANTS 110-210
T-SHIRTS/TOPS 35-70
SHIRTS 70-180
SWEATERS 85-170
SHORTS 90-140
POLO 80-140
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Price Range Men Graph
0
100
200
300
400
500
600
700
800
900
1000
PRICE LOW
PRICE HIGH
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“We can describe it as a love affairbetween refined quality androck & roll, translated into acontemporary collection.”
“Diesel Black Gold products havean authentic vintage feel and asophisticated look.”
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Women Garments
15%
26%
14%
11%
3%
1%
2%
8%
20%jeans
dresses and jumpsuits
jackets
pants
shirts
sweaters
skirts
knitwear
Ts and Tops
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Price Range WomenCATEGORY PRICE EUR
JEANS 220-360
DRESSES/JUMPSUITS 90-2500
JACKET 350-1400
PANTS 170-1420
SHIRTS 210-220
SWEATERS 210
SKIRTS 180-500
T-SHIRTS/TOPS 70-595
KNITWEAR 170-390
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220 €90 €
350 €
170 €
210 € 210 €
180 € 180 €
70 €
360 €
2.500 €
1.400 € 1,420 €
220 € 210 €
690 €
500 €595 €
0
500
1000
1500
2000
2500
3000
Price Line Women
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Price Range Men
CATEGORY PRICE EUR
JEANS 190-600
JACKETS 210-1060
PANTS 150-300
SHIRTS 140-250
SWEATERS 130-160
KNITWEAR 160-320
T-SHIRTS/TOPS 60-160
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Men Garments
13%
23%
7%
15%2%
12%
28% jeans
jackets
pants
shirts
sweaters
knitwear
T's and tops
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190 €210 €
150 €140 €
130 €
160 €
60 €
600 €
1.060 €
300 €
250 €
160 €
320 €
160 €
0
200
400
600
800
1000
1200
jeans jackets pants shirts sweaters knitwear T's and tops
General Price Line
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COMPETITORS
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Turnover in Million €857 (2010) €1.121 (2010) $311 (2010)
EBITDA €139 (16.2%) €285 (25.4%) $40
Mono-Brand Stores 251 125
Directly Operated Stores 682 90
Turnover in Million €240 €272 $1.849 (jeans )
EBITDA 48 (16.2%) $319
Mono-Brand Stores 220 200 (VFcorporation)
Directly Operated Stores 450
under «VF corporation»
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Turnover in Million $2.128 (2010) €1.328 (2010)
EBITDA $364 (17.1%) €163 (12.3%)
Mono-Brand Stores 300
Directly Operated Stores 682
4%
7%
0,01%
1%
3%
1.22%
DIESEL Guess
for all 7 mankind Replay
Pull and bear True religion
Market shares in USA and EU (denim)
Denim market • 31 billion Euro• 839 million pairs of denim
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Women AveragePrice
Men AveragePrice
15.99 39.99 27 19.99 49.99 29
213 427 269 183 549 340
155 400 229 150 200 226
11 37 24 14.6 32 23
99 169 132 119 199 157
175 365 265 255 345 289
100 240 160 100 280 173
89 199 142 99 159 129
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Mood
Fabric
Colors
Texture
• Urban• Young• Fun• Vintage inspiration
• Polyester• Cotton/elastane• Denim• Linen• Polyurethane• Leather
neutral colors •faded & neon colors •
classic & tredy patterns • stamped shirts / logo stamps •
• worn effects • burnt effects• faded effects
• washed effects• vintage effects• rough textures
OVERALL MOOD OF THE COLLECTION
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Mood
Fabric
ColorsNeutral colorsss•
Fluo/Pink/Cioletss•Military/green/blackss•
White/orchidss•Animal prints ss•Florals prints ss•
OVERALL MOOD OF THE COLLECTION
• Sexy• Classical & Elegant• Vintage inspired• Curve defining• Demure & Feminine & Wild• Sleek & Sharp & Casual • Sporty
Sparkling embroidery ss•Leather ss•
Lace ss•Elastin ss•
Charmeuse ss•Denim/Cotton/Linen ss•
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• American dream • Young, sexy and adventurous lifestyle• Casual chicness• Sexy bombshell and bad boy• Trendy and fresh balanced look• Sexy and business
MOOD
FABRIC• unisex DENIM fabric• 'chameleonic' fabric,• monochrome and
printed denim• trendy graphic print
• 'dirt brown‘/ gray• navy /dark green • black is dominate• beige• red
COLORS
OVERALL MOOD OF THE COLLECTION
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Mood
Fabric
Colors
Texture
• Youthful• Fun• Stylish• Sexy & Sophisticated
• Polyester & Spandex• Cotton• Denim• Linen & Silk
pastel & neutral colorssss•bright colorssss •
floral prints and patternssss • trendy patternssss •
• Roasted effect• Worn out effects • Used look & Rough texture• Arabian space wash
OVERALL MOOD OF THE COLLECTION
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Mood
Fabric
Colors
Texture
• Urban• Young• Sexy
• Polyester & Elastin• Linen• Denim• Lether• Polyurethane
neutral colorssss•light colorssss•
bright colors sss• stripes patterns sss•
• Burn effect• Worn effects • Faded & effect • Vintage effect
OVERALL MOOD OF THE COLLECTION
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• Casual Basic• Street spirit• Parties• Family• School & Sport
MOOD
Wash
• vibrant colors• contrasting patterns stripes• pink shades• Contrasting and geometric
designs
COLORS
• Dark wash• Medium wash• Tints of grey
• cotton • polyester• viscose• spandex
FABRIC
OVERALL MOOD OF THE COLLECTION
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Mood
Fabric
Colors
Texture
• Young• Seductive• American cult
• Cotton & Denim• Leather• Elastane• Linen• Polyurethane
More of cool colourssss•Pastel colourssss •
Checkssss • Red & White & Bluesss •
• Burnt & Faded effect• Worn effect• Vintage effect• Rough textures
OVERALL MOOD OF THE COLLECTION
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17-26• Boys and girls (depending on their parents)• Follow fashion• Urban style• Budget conscious
25-45• Fast trend adopters• Trendsetters• People with an ample
disposable income
20-35• Street fashion • Urban style• Rock style• Money is not much of a concern
18-30
• Young adults• Urban style• Money is not much of a
concern
GLORIA JEANS
PULL&BEAR
REPLAY
DIESEL
D&G
TRUE RELIGION
7 FOR ALL MANKIND
T
A
R
G
E
T
M R K E T
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HIGH PRICE
LOW PRICE
FASHIONABLE
CLASSIC
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SUMMARY
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NEW LINE PLAN SS2014
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New Men Collection 2014
28%
14%
11%
13%
18%
16%
Jeans
Jackets
Pants&Shorts
Shirts
Sweatshirts/Sweaters
Tunks & Tops&Polos
Difference between 2012 and
2014 collections
38%
30%
-32%
Jackets
Shirts
Sweatshirts/Sweaters
29%
12%
11%10%
21%
17%
Jeans
Jackets
Pants&Shorts
Shirts
Sweatshirts/Sweaters
Tunks & Tops&Polos
Men Collection 2012
![Page 56: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/56.jpg)
28%
15%
2%9%
10%
6%
3%
3%
24%
Jeans
Dresses
Jumpsuits
Jackets
Pants and Shorts
Shirts
Skirts
Sweaters
T's and Tops
Women Collection 2012New Women Collection 2014
26%
14%
1%10%
11%
7%
7%
4%
20%
Jeans
Dresses
Jumpsuits
Jackets
Pants and Shorts
Shirts
Skirts
Sweaters
T's and Tops
Difference between 2012 and
2014 collections
-28%
-13%
22%
-37%
Jeans
Dresses
Skirts
![Page 57: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/57.jpg)
50%
50%
Women’s collection 2014
Ongoing
Fashionable
53%
47%
Men’s collection 2014
Ongoing
Fashionable
Collection 2014
![Page 58: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/58.jpg)
SS/1
4 D
IESE
L W
OM
EN C
OLL
ECTI
ON
![Page 59: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/59.jpg)
SS/1
4 D
IESE
L M
EN C
OLL
ECTI
ON
![Page 60: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/60.jpg)
Jeans
![Page 61: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/61.jpg)
Bestsellers
![Page 62: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/62.jpg)
Trends:• Harem pants and other type of summer bottoms. • Jean shorts are prefered to jeans.• Light materials (silk, linen etc..) are prefered to denim.• Shiny denim fabrics.• High wasted jeans.• Clean rather than treated jeans.
Facts:• Boyfriend, Jeggings and Joggjeans: the ones with the most best selling items. • Skinny and Superskinny: worst sellers. • Straight: There are not so many bestsellers. A lot of iconic items.• Flare: They perform good enough• Bootcut: They are not performing well.
Women Jeans
![Page 63: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/63.jpg)
• Cut down the collection by 15% for S/S 2014. From84 to 71.
• Skinny and Superskinny: Merge the two categoriesin one.
15%
12%
12%
13%7%
10%
19%
12%
Bootcut
Boyfriend
Flare
Jegging
Joggjeans
Regular Straight
9%
13%
9%
13%
8%10%
22%
9%7%
Bootcut
Boyfriend
Flare
Jegging
Joggjeans
Regular staright
Skinny/Super SkinnyBanana
Wide
Line Plan
![Page 64: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/64.jpg)
25%
75%
Fashionable
Ongoing
33%
67%
Fashionable
Ongoing
•Increase the percentage of fashionable jeans.
Ongoing items
![Page 65: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/65.jpg)
• Increase high wasted jeans
• Increase number of clean treated jeans
4%
33%
63%
high waist
low waist
regular waist
15%
28%56%
high waist
low waist
regular waist
19%
32%
49%
clean
medium treated
treated
30%
30%
40% clean
medium treated
treated
![Page 66: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/66.jpg)
Introduce
New category: The Wides
![Page 67: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/67.jpg)
Introduce
New category: banana jeans
![Page 68: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/68.jpg)
Introduce
Cropped style jeans within some already existing categories.
![Page 69: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/69.jpg)
Colors
light grey7%
dark grey0%
black4% beige
0%
light blue20%
dark bue47%
brown0%
green1%
military green
0%
pink0%
white4%
red1%
light yellow
1%
medium blue15%
JEANS women
2012 color palette and proportions
2014 proportional color card
![Page 70: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/70.jpg)
Fabrics/Washes
• New technologically developed fabrics.
• Eco friendly compositions
![Page 71: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/71.jpg)
Details
neonpre war pockets
stitch repair
rust details
![Page 72: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/72.jpg)
Trends:
• Men Jeans are going to be a trend also for 2014. Baggy style is coming back, skinny trend fades.
• Lighter textures of denim mixed with other material.
• Shiny denim fabrics.
• Clean rather than treated denim.
Facts
• Straight: Best sellers. Iconic Diesel jeans category.
• Carrot: Best sellers. Trendy jeans category.
• Joggjeans: Perform very well.
• Bootcut: Perform good enough.
• Regular: They do not perform well. Iconic Diesel jeans category.
• Tappered: They do not perform well. Trendy category.
• Skinny Jeans: They perform poorly. A very big category.
Men Jeans
![Page 73: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/73.jpg)
10%
21%
9%
14%
4%
19%
24%
bootcut
straight
tappered
carrot
joggjeans
skinny
regular
Line Plan
•Keep the same amount of the collection, 111 items•Reduce the number of tappered, bootcut, skinny and regular categories.•Add 4 new categories: baggie, banana ,cropped and overall jeans.
8%
21%
5%
14%
9%
11%
15%
7%
4%4%
2%
bootcut
straight
tappered
carrot
joggjeans
skinny
regular
baggie
banana
cropped
overalls
Merchandise compiosition
![Page 74: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/74.jpg)
54%
46%
Men Jeans SS2012
Fashionable
Ongoing58%
42%
Men Jeans SS2013
Fashionable
Ongoing
Ongoing items
![Page 75: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/75.jpg)
• Increase number of clean treated jeans
19%
32%
49%clean
medium treated
treated
30%
30%
40%clean
medium treated
treated
![Page 76: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/76.jpg)
Introduce Baggies
![Page 77: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/77.jpg)
Introduce Banana Jeans
![Page 78: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/78.jpg)
Introduce Cropped
![Page 79: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/79.jpg)
Introduce Overalls
![Page 80: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/80.jpg)
Color
2014 Colors are lighter in jeans not much dark blue jeans.
light grey8% dark grey
9%black2%
beige0%
light blue41%
dark bue20%
brown0%
green0%
military green
0% pink0%
white13%
red0%
light yellow
0%
medium blue7%
The best colour in sales
2012 color palette and proportions
![Page 81: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/81.jpg)
Washes/Fabric
They call this type of fabric pre-war, which have a dust coat giving it a vintage used look and the pockets as you can see in the picture are very much pre-war.
New technologically developed fabrics.Eco friendly compositions
![Page 82: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/82.jpg)
DetailsPatch repair style.Oxidized fabric, zippers, bottoms.
![Page 83: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/83.jpg)
Introducing Treatments & Technology
Deflexation: made of polymerized silicone sheets that provide comfortable impact protection for flexible breathable durable and washable denim jeans.
Codura Denim fabric is a blend of cotton and in vista nylon fiber 6.6 providing abrasion resistance and is durable but soft.
Dyneema Fiber: made of ultra high molecular weight polyethylene and used in denim linings, light but highly impact resistant.
Turbo Tech: launched by ISKO a new denim technology that allows the wearer to customize and accelerate the evolution of jeans from raw to vintage through various cleaning and wearing regimens.
Botanic Denim: The simple addition of TENCEL to conventional authentic cotton jeans can improve the environment significantly.
![Page 84: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/84.jpg)
Pants and Shorts• Jeans sales have decreased and during Spring summer season they decrease
even more due to weather and lifestyle during summer, as an alternative the pants category has to be sufficient, evident and trendy to alternate and compensate for the drop in jeans sales.
• Menswear Pants show 11 best sellers out of 21 items due to missing sizes analysis ,Shorts showed 4 best sellers out of 11 items.( Best Sellers are keepers , higher demand on Pants rather than shorts).
• Womenswear Pants showed 7 Best sellers out of 23 items ,shorts shows 5 best sellers out of 10 items which proves high demand on Shorts for SS12 collection.
• The same quantity will be kept as is but the percentage within will differ in SS14 within the quantity of trendy items in ratio with ongoing items Introducing new styles to match the Diesel attitude and clientele.
![Page 85: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/85.jpg)
pants71%
shorts29%
SS12
canvas34%
denim28%
gabardine
24%
mix14%
Pants
canvas
50%
denim
33%
gabardine17%
Shorts
canvas37%
denim4%
gabardine
26%
waxed18%
mix15%
SS14
canvas
50%deni
m33%
gabardine17%
Shorts
Men Pants
![Page 86: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/86.jpg)
Best Sellers SS12 Men Pants PECTRON Pant H-LAP Short H-LAP
CHI TIGHT
TY-LAB TY-Tool
PANGUARY
LARKSHORT PITO
PESTOR KROSHORT
![Page 87: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/87.jpg)
52%
48%
fashionable
ongoing
TRENDY56%
ONGOING44%
Line Plan
![Page 88: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/88.jpg)
Fabrics
Denim
Canvas
Gabardine
Compositions :100%Cotton55% Linen, 45% Cotton
![Page 89: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/89.jpg)
New Styles :• Cropped• straight leg • Up sized• Loose• High waist• BeltedKey looks :
• relaxed• androgynous • Vintage
updates
Finishes &Textures :• Well laundered, fluid and draped• Authentic herringbone construction• Vintage and time worn• Shredded• Chambray• PatchesMaterials :
• Mimic aged leather• Oil duck canvas• Waxed • Cracked resin texture• Gabardine , Fresco tropical
Introduce
![Page 90: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/90.jpg)
Color
11%
11%
13%
4%
13%
10%
6%
8%
10%
6%8%
Color Palette 2012 Color Palette 2014
![Page 91: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/91.jpg)
pants63%
shorts 37%
Women's Pants SS12
canvas67%
denim0%
gabardine
16%
fleece17%
Women's Pants SS12
denim31%
canvas 38%
twill31%
Women's Short
canvas54%
waxed15%
gabardine
15%
fleece8%
mimic leather
8%
Women's Pants SS14
denim25%
canvas31%
twill31%
satin13%
women's shorts SS14
Women Pants
![Page 92: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/92.jpg)
Best Sellers SS12 Women PantsIODINE -PS FAITHLEG P-TRACK P-JASPER
P_ROMYTEP-PATERINE
D_AROLPEGGY
![Page 93: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/93.jpg)
50%50%
fashionable
ongoing
TRENDY56%
ONGOING44%
Line Plan
![Page 94: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/94.jpg)
Key looks :• relaxed• androgynous • Vintage updates
Finishes & textures :• Worn effects• Patch work• Drapes • Shredded
distressed• Pleats • Chambray• Printed (Tie dyed)
New Styles :• Cropped• Up sized• loose• High waist Flairs• Botten• Bow detailed belts
Materials :
Introduce
![Page 95: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/95.jpg)
Materials
Denim
Canvas
Gabardine
Composition :100% Cotton
60% Cotton, 40% Linen76% Cotton, 22% Polyester, 2% Elastin
![Page 96: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/96.jpg)
beige10%
dark blue2%
blue jeans12%
military green20%
brown2%
black14%
light grey10%
white12%
red8%
blue2%
light yellow4% orange
popsicle2%
Color
Color Palette 2012
Color Palette 2014
![Page 97: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/97.jpg)
Tops
![Page 98: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/98.jpg)
Trends:• According to the forecast 2014 denim and leather jackets will
be in trend, introducing new types of washes and silhouettes.
Facts:• This is not the main category of goods for Diesel. • Coats and jackets represent only 12% of the total assortment
line, 36 % of which are denim jackets.• Denim material outwear items have increased in sales within
the extreme sport lifestyles due to new denim technologies.
Women Jackets
![Page 99: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/99.jpg)
Line Plan
Outwear mix14%
Outwear lather jackets
14%
Inwear mix 11%
Denim jackets43%
Inwear leather jackets
7%
Waistcoats11%
Outwear mix14%
Outwear lather jackets
22%
Inwear mix 14%
Denim jackets
43%
Inwear leather jackets
7%
SS 2014SS 2012
![Page 100: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/100.jpg)
83%
17% Fashionable
Ongoing70%
30% Fashionable
Ongoing
Ongoing items
Increase fashionable items by 13%.
![Page 101: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/101.jpg)
Introduce
• Parka - Pure cotton denim with highly abrasive details and washes 10-13 of fabrics.
![Page 102: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/102.jpg)
Introduce
• Sleeves are set forward and cropped to below the elbow.
• Patched items bleached denim colors..
• A trapeze silhouette cropped jacket with A-line cuffed kimono sleeves
• New group of waistcoats
• A rounded shoulder line
![Page 103: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/103.jpg)
ColorColour Palette SS14
white15%
dark denim blue10%
light blue12%
Military Green12%
black22%
green3%
light grey10%
yellow3%
beige8%
red/orange5%
Colour Palette SS12
![Page 104: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/104.jpg)
• Cloth• Fleece• Denim• Goat leather• Sheep skin• Lamb leather
• Paper effect• Clean surface/light
reflection• Canvas Look• Textured weaves
Washes/Fabric
![Page 105: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/105.jpg)
Men Jackets and Shirts
Trends:• Mix of summer colors and Earth colors return of floral Prints• Key words for SS14 outerwear: Futuristic, minimalism, Twisted, Reconstructed,
Mysterious, Austere and Weathered.• Major trends in jackets are Parka and bomber Jackets and Knitted Polo Shirts,
printed , Pajama shirts
Facts:• More Focus on Jackets and Shirts and less on Sweatshirts and Sweaters as
according to the sales trend of Sweatshirts and Sweaters are decreasing for SS Collections.
• According to Bestseller analysis jackets had 15%, Shirts had 12%, Sweaters and Sweatshirts had 8% best sellers.
.
![Page 106: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/106.jpg)
Ongoing20%
Fashionable, 80%
Ongoing
Fashionable
Line PlanOngoing;
20%
Fashionable, 80%
Ongoing
Fashionable
The current collection has 46 styles of jackets and has wide and shallow assortment, we
plan to increase the number of styles and have wide and deep assortment, as we plan to
introduce new colors and new styles.
Ongoing Sku’s
![Page 107: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/107.jpg)
Introduce1. The summer coats
2. Voluminous parkas
3. Double breasted
4. Deconstructed blazers
5. Cotton bomber jackets
6. Demure classic raincoats
7. Brightly coloured military style jackets
• Teemed with luxurious satin,
technical fabrics and Cotton of-
course. The silhouettes different
too, from puffy to minimalist.
23%
16%
12%11%
11%
11%
16% Summer Coats
Parkas
Double brested
Blazers
Bomber Jackets
Raincoats
Military jackets
New Plan
![Page 108: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/108.jpg)
Introduce
![Page 109: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/109.jpg)
Colors
The color palette will be typically summery, consisting of orange,
yellow, purple and turquoise. Brown, mixed with neutrals
represents the, natural colours, like sage green sand and beige will
be used.
0%
0%
0%
12%
0%
0%
12%
7%
0%
0%
7%
0%
0%0%
49%
12%
Colour Palette SS12
Colour Palette SS14
![Page 110: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/110.jpg)
Introduce
Key StylesStand-collar shirt-Half-placket shirtCity short-sleeve shirtBaseball shirtPyjama shirtCropped shirtKnitted Polo Shirts
23%
10%
14%13%
10%
17%
13% Stand-Collar
Half Placket
City short sleeve
Baseball
Pyjama
Cropped
Knitted Polo
New Plan
![Page 111: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/111.jpg)
Colors
• Purple, orange and turquoise blue, like the sea, freshen up the fashion in the summer heat. Yellow, like the sun, is the main primary colour
0% 0% 20%
6%
6%
0%0%
6%
0%
0%
34%
17%
3%0%
0%
9%
2012 Color Palette
2014 Color Palette
![Page 112: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/112.jpg)
Prints
• Summer calls for prints, they’re bright and fun. For the season, stripes have been re-polished:. The floral print trend, the foulard print, but with a twist of patchwork, paper or postcard prints works.
![Page 113: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/113.jpg)
Line Plan
Ongoing; 77%
Fashionable; 23% Ongoing
Fashionable
Ongoing; 60%
Fashionable; 40%
Ongoing
Fashionable
On Going Style's
As we want to concentrate more on jackets we will reduce the quantity of styles of Sweatshirts andSweaters and would also like to change the fashionable and ongoing assortment of this category.
![Page 114: Diesel Product Development](https://reader035.fdocuments.us/reader035/viewer/2022081414/54c795de4a7959106e8b4594/html5/thumbnails/114.jpg)
IntroduceKey Details
• Retro-inspired boxy proportions
• Neckline- Focused Updates
• Easy-fit soft draping
• Draped construction
• Engineered Modern
Key Styles • High V vest• Shrink-fit sweat• Deep V-neck cardigan• Cut-off DIY sweat• Drape Tee• Shrunken-V Cardigan
18%
14%
14%
18%
14%
22%
High V vest
Shrink-Fit Sweatshirt
Deep V-neck cardigan
Cut-off Diy Sweatshirt
Drape tee
Shrunken-V Cardigan
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Colors
0%0%
20%0%
0%
0%
4%
7%
0%
0%
9%
9%
0%0%
17%
35%
0%Previous colour palette
New Color Palette
More of Earthen Colours, shades of greys, blues and whites with flashes of Red and incandescent yellow .
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New styles :• Styles remain the same by
85% Diesel logo t-shirts• Knitted polo – Johnny collar• Outdoor pursuits• Clean sportswear
Men T-Shirtsongoing
29%
trendy71%
ongoing29%
trendy71%
50%
31%
19%Crew neckline
V-neckline
Button closing78%
13%
9%Crew neckline
V-neckline
Button closing
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Finishes & Textures• Tie dyed• faded• Vintage worn effect• Rusted effect, Stained• Patches • Striped
Key Looks:• asymmetric cut• resorts shirt update• asymmetric sleeves• V-neck T-shirt• indigo patches• all over prints• vintage inspired• the Denim T-shirt• Insert panelling
Materials • Denim• Jersey• Light-weight knit• Bio psychedlic prints• Knitted stripes
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Color
Fabrics
22%
4%
12%
2%
13%6%
4%2%
6%1%
28%
Color Palette 2014
Color Palette 2012
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Women Dresses and Skirts
Facts:• According to the WGSN Denim Report, various textures and details such as
dust coating, rust color, vintage trims are upcoming.• Also the color palette defined by WGSN report focuses more on a range of
cool, warm, bright and pastel colors for women categories.• As per the best seller analysis, only 30% of the skirts, 10% of shirts, 25% of
dresses and 35% of Tops and T-shirts are selling well.• According to the analysis of the line plan, the previous collection offers a
very limited range of fashionable items. Thus, increasing the no. of fashionable items by 10%.
Trends:• The next big trends: Flared Skirts, Full Length Skirts, Belted, Empire waist
and Flared dresses, Collarless and Slash neck Blouses/Tops. • Indigo patterns, floral patterns, neon colors, Tie and dye are the next
upcoming range of patterns and prints.
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New Styles: Full Length(2), Short length flared skirts(4), High waist skirts (4).
DIESEL WOMENSWEARSKIRTS ASSORTMENT
ANALYSIS SS12
DIESEL WOMENSWEARSKIRTS ASSORTMENT
ANALYSIS SS14
70%
30%
ongoing
fashionable
Ongoing Items
90%
10%
ongoing
fashionable
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Details
• Dust coated finish
• Rusted colour
• Worn out/ ragged look
• Vintage trims: rivets and buttons
• Whiskering
• Tinted Look
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Color/Fabrics
0% 0%
27%
0%
0%
0%0%
0%
0%
0%
9%
0%
0%
0%
55%
0% 0%9%
Color Palette 2012
Color Palette 2014
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DIESEL WOMENSWEARDRESSES ASSORTMENT
ANALYSIS SS12
DIESEL WOMENSWEARDRESSES ASSORTMENT
ANALYSIS SS14
ongoing; 30
fashionable; 70
ongoing
fashionable
Ongoing
New Styles: Belted(6), Flared(6), Empire waist(6).
No. of items: 46
ongoing40%
fashionable
60%
ongoing
fashionable
No. of items: 46
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Details
• Vintage look
• Crinkled effect
• Dust coat finish
• Sequins patterns
• Aged leather look
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Color/Fabrics
0%
0%
38%
3%2%
16%
0%
9%
0%
0%
9%
2%
3%
0% 0%19%
0%
0%Color Palette 2012
Color Palette 2014
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DIESEL WOMENSWEARSHIRTS ASSORTMENTANALYSIS SS12
ongoing; 60
fashionable; 40
ongoing
fashionable
DIESEL WOMENSWEARSHIRTS ASSORTMENTANALYSIS SS13
ongoing; 60
fashionable; 40
ongoing
fashionable
No. of items: 18
Ongoing
• The Previous collection offered a variety of styles in shirts, from collarless, short lengths to loose styles.
• The styles remain similar to these ones. Changes made in the colourpalette and patterns.
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Color/Fabrics
Using a mix of warm and cool colors. Including patterns like polka dots, stripes and checks along with solid colours.
0% 0%
28%
5%
0%
0%0%
13%
0%2%
24%0%
2%
0%
7%
17%
0%
2%Color Palette 2012
Color Palette 2012
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Details
• Patchwork
• Rusted color
• Faded or used look
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ongoing70%
fashionable
30%
ongoing
fashionable
DIESEL WOMESWEARTOPS ASSORTMENT
ANALYSIS SS12
DIESEL WOMESWEARTOPS ASSORTMENT
ANALYSIS SS14
Ongoing
No. of items: 40
ongoing60%
fashionable
40%
ongoing
fashionable
New Style: Collarless(5) and Slash neck Blouses(5)
No. of items: 30
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Colors
The color palette is almost similar to the previous collection, addition od pastel and bright colors.
0%
0% 18%
5%
0%
14%
0%
0%
0%0%
27%
5%
0%
0%
23%
0%
0%
9%
Color Palette 2012
Color Palette 2014
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Details
• Sequins
• Placement prints
• Layering
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ongoing40%
fashionable
60%
ongoing
fashionable
DIESEL WOMENSWEAR T-SHIRTS ASSORTMENT ANALYSIS SS12
DIESEL WOMENSWEAR T-SHIRTS ASSORTMENT ANALYSIS SS14
ongoing40%
fashionable
60%
ongoing
fashionable
Ongoing
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Color
Introducing cool/bright colors to enhance the previous color palette.
0%
0% 18%
5%
0%
14%
0%
0%
0%0%
27%
5%
0%
0%
23%
0%
0%
9%
Color Palette 2012
Color Palette 2014
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Details
• Logo Details
• Sequins
• Prints
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Numeric Line Plan
Full length; 2
flared; 2
high waist; 2
New styles of Skirts SS14
Full length
flared
high waist
Belted; 9
Empire waist; 9
Flared; 9
New Styles Dresses SS14
Belted
Empire waist
Collarless; 6Slash neck; 6
New Styles of Tops SS14
Collarless
Slash neck
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Thank You!