diesel product development

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

Denim General Information

Denim Evolution1800’s 1930’s 1940’s 1950’s

1960’s

1970’s1980’s1990’s

2000’s

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

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

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%

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%

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!!!

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..”

General Information

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.

Diesel DNA:

• Humorous• Glocal• Hedonistic• Contemporary• Dialogical• Lifestyle Oriented• Always different• Provocative

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.”

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.

*The annual turnover is expressed in million euros.

Financial Data

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.

STORE ANALYSIS

Diesel Store AnalysisRome ,Via del Corso

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

• 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.

50% of the Merchandise is Jeans and Pants.

T-shirts ,Tops 30%Dresses 10%Skirts and shorts 10%

Hung80%

Folded20%

Display

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

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.

APPAREL

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

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

Price Range Women Graph

0

100

200

300

400

500

600

700

PRICE LOW

PRICE HIGH

Online Store Men Collection

38%

17%9%

4%

10%

22%

Jeans

Jackets

Pants&Shorts

Shirts

Sweatshirts/Sweaters

Tunks & Tops&Polos

APPAREL

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

Price Range Men Graph

0

100

200

300

400

500

600

700

800

900

1000

PRICE LOW

PRICE HIGH

“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.”

Women Garments

15%

26%

14%

11%

3%

1%

2%

8%

20%jeans

dresses and jumpsuits

jackets

pants

shirts

sweaters

skirts

knitwear

Ts and Tops

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


KNITWEAR 170-390

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

Price Range Men

CATEGORY PRICE EUR

JEANS 190-600

JACKETS 210-1060

PANTS 150-300

SHIRTS 140-250

SWEATERS 130-160

KNITWEAR 160-320


Men Garments

13%

23%

7%

15%2%

12%

28% jeans

jackets

pants

shirts

sweaters

knitwear

T's and tops

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

COMPETITORS

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»

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

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

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

Mood

Fabric

ColorsNeutral colorsss•

Fluo/Pink/Cioletss•Military/green/blackss•

White/orchidss•Animal prints ss•Florals prints ss•


• 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•

• 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


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


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


• 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


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


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

HIGH PRICE

LOW PRICE

FASHIONABLE

CLASSIC

SUMMARY

NEW LINE PLAN SS2014

New Men Collection 2014

28%

14%

11%

13%

18%

16%

Jeans

Jackets

Pants&Shorts

Shirts


Tunks & Tops&Polos

Difference between 2012 and

2014 collections

38%

30%

-32%

Jackets

Shirts


29%

12%

11%10%

21%

17%

Jeans

Jackets

Pants&Shorts

Shirts


Tunks & Tops&Polos

Men Collection 2012

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

50%

50%

Women’s collection 2014

Ongoing

Fashionable

53%

47%

Men’s collection 2014

Ongoing

Fashionable

Collection 2014

SS/1

4 D

IESE

L W

OM

EN C

OLL

ECTI

ON

SS/1

4 D

IESE

L M

EN C

OLL

ECTI

ON

Bestsellers

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

• 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

25%

75%

Fashionable

Ongoing

33%

67%

Fashionable

Ongoing

•Increase the percentage of fashionable jeans.

Ongoing items

• 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

Introduce

New category: The Wides

Introduce

New category: banana jeans

Introduce

Cropped style jeans within some already existing categories.

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

Fabrics/Washes

• New technologically developed fabrics.

• Eco friendly compositions

Details

neonpre war pockets

stitch repair

rust details

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

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

54%

46%

Men Jeans SS2012

Fashionable

Ongoing58%

42%

Men Jeans SS2013

Fashionable

Ongoing

Ongoing items

• Increase number of clean treated jeans

19%

32%

49%clean

medium treated

treated

30%

30%

40%clean

medium treated

treated

Introduce Baggies

Introduce Banana Jeans

Introduce Cropped

Introduce Overalls

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

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

DetailsPatch repair style.Oxidized fabric, zippers, bottoms.

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.

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.

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

Best Sellers SS12 Men Pants PECTRON Pant H-LAP Short H-LAP

CHI TIGHT

TY-LAB TY-Tool

PANGUARY

LARKSHORT PITO

PESTOR KROSHORT

52%

48%

fashionable

ongoing

TRENDY56%

ONGOING44%

Line Plan

Fabrics

Denim

Canvas

Gabardine

Compositions :100%Cotton55% Linen, 45% Cotton

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

Color

11%

11%

13%

4%

13%

10%

6%

8%

10%

6%8%

Color Palette 2012 Color Palette 2014

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

Best Sellers SS12 Women PantsIODINE -PS FAITHLEG P-TRACK P-JASPER

P_ROMYTEP-PATERINE

D_AROLPEGGY

50%50%

fashionable

ongoing

TRENDY56%

ONGOING44%

Line Plan

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

Materials

Denim

Canvas

Gabardine

Composition :100% Cotton

60% Cotton, 40% Linen76% Cotton, 22% Polyester, 2% Elastin

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

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

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

83%

17% Fashionable

Ongoing70%

30% Fashionable

Ongoing

Ongoing items

Increase fashionable items by 13%.

Introduce

• Parka - Pure cotton denim with highly abrasive details and washes 10-13 of fabrics.

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

ColorColour Palette SS14

white15%

dark denim blue10%

light blue12%

Military Green12%

black22%

green3%

light grey10%

yellow3%

beige8%

red/orange5%

Colour Palette SS12

• Cloth• Fleece• Denim• Goat leather• Sheep skin• Lamb leather

• Paper effect• Clean surface/light

reflection• Canvas Look• Textured weaves

Washes/Fabric

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.

.

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

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

Introduce

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

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

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

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.

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.

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

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 .

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

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

Color

Fabrics

22%

4%

12%

2%

13%6%

4%2%

6%1%

28%

Color Palette 2014

Color Palette 2012

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.

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

Details

• Dust coated finish

• Rusted colour

• Worn out/ ragged look

• Vintage trims: rivets and buttons

• Whiskering

• Tinted Look

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

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

Details

• Vintage look

• Crinkled effect

• Dust coat finish

• Sequins patterns

• Aged leather look

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

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.

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

Details

• Patchwork

• Rusted color

• Faded or used look

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

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

Details

• Sequins

• Placement prints

• Layering

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

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

Details

• Logo Details

• Sequins

• Prints

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

Thank You!

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