Diesel Archives - m&k https://www.markt-kom.com/en/tag/diesel/ The creative side of the economy Wed, Sep 11, 2019 01:36:14 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.3 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png Diesel Archives - m&k https://www.markt-kom.com/en/tag/diesel/ 32 32 Wie Diesel das Blatt dreht und die Umtausch-Betrüger feiert https://www.markt-kom.com/en/kreativity/zu-guter-letzt/wie-diesel-das-blatt-dreht-und-die-umtausch-betruger-feiert/ Wed, Sep 11, 2019 01:36:14 +0000 https://www.markt-kom.com/?p=114845

The collaboration between Diesel and Publicis works. The approach: Instead of fighting the unloved, you celebrate it. For example, Diesel launched its own Fake brand called "Deisel and competed with conventional fake products - to become a coveted collector's item in the end. When thousands of followers recently unfollowed the brand because it launched an LGBT+ collection, the company celebrated the purge of its own fan base with a broad chest (Werbewoche.ch reported).

After the fakes, another unloved phenomenon of the fashion industry is now being tackled: The so-called "Wardrobing". This means that clothes are worn before they are returned to the store or to the online retailer. It is often not cheap brands that are affected, but expensive brands where the fraud "pays off. For London Fashion Week, Diesel launched the campaign "Enjoy before returning" - celebrating all those who wear the clothes and then neatly recycle them. Freely according to the motto "If you can't beat them, join them." If the buyers return the goods worn anyway - why shouldn't they officially enjoy it right away?

A fashion campaign with a wow effect. The only thing missing are the awards. Hopefully, the Publicis Group will file again in the meantime...

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]]> Diesel pfeift auf Homophobe https://www.markt-kom.com/en/kreativity/zu-guter-letzt/diesel-pfeift-auf-homophobe/ Wed, July 10, 2019 21:55:06 +0000 https://www.markt-kom.com/?p=113244 diesel-pride

Today, companies must have a clear stance. And they have to show it. If you try to please everyone and don't step on anyone's toes, you will sink into insignificance. The most prominent example is Nike. The sporting goods manufacturer has teamed up with football star Colin Kaepernick and the campaign "Believe in something. Even if it means sacrificing everything" clearly sided with athletes protesting racial inequality and against President Trump. As a result, online sales grew by 31 percent.

The fashion company Diesel also showed its stance, collaborating with an NGO to create a special Pride Collection launched. Part of the sales will be donated to the LGBT+ movement.

pride

The fact that 14,000 Diesel fans felt so offended by the Pride collection that they broke off their virtual friendship with the fashion label is probably acceptable in view of the 2.1 million followers. All the more so when you turn the exodus of the die-hards into the next marketing stunt. "We've taken pride in our beliefs for 40+ years & we believe in #pride. For those who don't, including the 14'000 followers who've left us in the last week.... bye bye! To those who share our beliefs and values, let's celebrate the fact that #loveislove. Always." wrote Diesel almost triumphantly on Instagram. More than 55,000 likes and a big wave of sympathy - definitely worth more than 14,000 disposable followers who didn't fit the company's philosophy anyway.

The idea for this offensive approach to criticism came from Publicis Italy. The agency has already drawn global attention to Diesel several times in the past. In 2018, for example, it launched a non-fake fake collection called "Deisel" to take the wind out of the sails of the brand's numerous fakes. 

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