Diesel continued to ignore common marketing rules and began to establish itself as a major brand in the global fashion market. In the same year, Diesel also became the title sponsor for the World Superbike racing circuit. The campaign won a Grand Prix at the Cannes Lions International Advertising Festival, the world's leading awards in advertising, in 1992. In 1991, the company launched its first international marketing effort with the highly successful 'Guides for Successful Living' campaign series. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores. By 1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. received the license to market and distribute Diesel lines in the United States and Mexico. Diesel in the 1990s ĭuring the first part of the 1990s, Rosso pioneered Diesel into the fashion world and set the grounds for its establishment in global markets. Rosso has said that he learned marketing from the US, creativity from Italy, and systems from Germany. Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming the sole owner of the company. After working with the company for two years, he used a loan from his father to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand and many others. In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied. He later attended an industrial textile manufacturing high school in Padua. He used his mother's sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for 3500 lire a piece. History Beginnings of Diesel ĭiesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen.
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