In depth analysis and product development.

1. Katerina Kazia
May Rifaat
Elena Artamonova
Nitya Soni
Nibal Turjuman
Samish Jain
Product Development

2. Denim General Information

3. Denim Evolution
1800’s 1930’s 1940’s 1950’s
1990’s 1980’s
1970’s
1960’s
2000’s

4. Denim Today
SALES DROP IN DENIM
MARKET Analysis of Denim Distribution Channel
•Women’s denim have suffered a drop in Women’s Men’s
sales from last year.
•Overall Increase in the average price in
-Speciality stores +1.1% +3%
jeans rose by 4.1%, within men’s by 4.7% -Department stores -0.1% +0.9%
and women by 3.7% .
-Mass merchandisers +6.5% -0.2%
•The increases have hardly compensated
for wholesaler’s higher price and retailers -E-commerce Decline N/A +15.1%
expenses. -Factory outlets N/A -17.7%
•Consumers having different income
levels and different tastes. • Last year’s analysis showed a pick up in coloured
•Denim have changed from being a denim, especially the upper end of the market.
commodity to being in fashion and lost
its charm. • Denim has played an important role within the
•Consumers are building their wardrobes extreme, Sports lifestyle(riders, snow boarders free
in other areas like dresses ,footwear style ski, skate-board and bikers ) most of the new
before they are going back for a pair of action denim sells from around $100 as high as $400
jeans. for protective and advanced models.
•Profitability was hindered by high raw
material cost(cotton crops) and unit
volume was impacted by price increases.

5. -2.1%
CHANGES IN JEANS SALES IN 2011
DENIM ‘s SALES DOWN FALL NDP GROUP
2011 2010 CHANGE
U.S JEANS SALES (000) 13,506,375 $ $13,799,525 -2.1%
Women’s 7,793,271 $ $ 8,055,837 -3.3%
Men’s 5,713,104$ $5,743,688 -0.5%
U.S JEANS UNITS (000) 531,224 565,246 -6.0%
Women’s 311,730 334,277 -6.7%
Men’s 219,494 230,969 -0.5%
AVERAGE RETAIL PRICE $ 25.43 $24.41 4.1%
Women’s $25.00 $24.10 3.7%
Men’s $26.03 $24.87 4.7%

6. 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%

7. DENIM APPAREL IMPORTS 2011 VS 2010
VALUE
DOZENS (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/GIR
LS 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%

8. 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!!!

9. 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..”

10. General Information

11. 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.

12. Diesel DNA:
• Humorous
• Glocal
• Hedonistic
• Contemporary
• Dialogical
• Lifestyle Oriented
• Always different
• Provocative

13. Diesel Info and Mission
“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.”
• 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.

14. Target Market
Psychographic
Fashionable, Have Extra money to spend
significant on quality fashion clothing,
Attracted by Innovation, Hedonistic,
Experimental and Independent, Fun loving,
energetic and somewhat rebellious.
Demographical
Age- 20-35, Men and women, Higher Middle
Class, Early Young Professional.
Geographical
People living in big metropolitan cities.
Behavioral
Leisure time oriented consumption, Regular
customers, Brand Loyal.

15. Financial Data
*The annual turnover is expressed in million euros.

16. POSITIVE NEGATIVE
STRENGTHS WEAKNESSES
I • A complete lifestyle brand. • Diesel main product, jeans is somewhat
N • exclusiveness strategy ( from 10000 POS expensive.
T to 5000). • The sizes of the jeans, for women, do not
E • Introducing a new image through OTB apply to all body types.
group, instead of rebranding.
R • Strong and unique advertising strategy
N building an image for the brand, giving
A identity to the costumer.
L • Diversification in other merchandise.
OPPORTUNITIES THREATS
E • With new treatments and technology for • Replica products and fake imitation
X fabrics we can add value to the products. affects brand image.
T • With rising concern in eco-friendliness of • A dip in the demand of jeans can have a
E products and stores, Diesel can respond major drop in sales.
with promotion campaigns to instill trust. • Fast fashion jean brands raise their sales.
R • Diesel can tap emerging retail markets like
N Brasil and Russia to make the most of the
A unsaturated markets there.
L • Outsourcing some divisions in ‘cheap
labour’ countries may help maintain
economies of scale.

17. STORE ANALYSIS

18. Diesel Store Analysis
Rome ,Via del Corso

19. Rome Store Display
Hung Merchandise Jeans Display
Hung Merchandise
Face display
Folded
Table (new styles
Swim suit –wall (face display)
Footwear Bags +
mix wall display
Cash Counter
Ducati
Collection
Promotions table
:T-shirts Hung
Shorts Merchandise
Store window
Accessories, Eyewear, Entrance
Fragrances

20. • 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.

21. 50% of the Merchandise is Jeans and Pants.

22. Folded Display
20% T-shirts ,Tops 30%
Dresses 10%
Skirts and shorts 10%
Hung
80%

23. Merchandise Mix
7%
10%
jeans
45%
Pants
T-shirts
40%
shorts
Black&Gold
30%
Width, depth and consistency of range:
• Novelty
• Maintenance of the assortment
• Style

24. 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.

25. APPAREL

26. APPAREL
18% Jeans
27% Dresses
Jumpsuits
4% Jackets
3% Pants and Shorts
5% Shirts
Skirts
17% Sweaters
12%
T's and Tops
12% 2%
Online Store Women Collection

27. 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

28. Price Range Women Graph
700
600
500
400
300 PRICE LOW
200 PRICE HIGH
100
0

29. 22%
APPAREL
38% Jeans
Jackets
Pants&Shorts
10% Shirts
Sweatshirts/Sweaters
Tunks & Tops&Polos
4%
9%
17%
Online Store Men Collection

30. 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

31. Price Range Men Graph
1000
900
800
700
600
500
400
300 PRICE LOW
200 PRICE HIGH
100
0

32. “We can describe it as a love affair
between refined quality and
rock & roll, translated into a
contemporary collection.”
“Diesel Black Gold products have
an authentic vintage feel and a
sophisticated look.”

33. Women Garments
15% jeans
20%
dresses and jumpsuits
jackets
pants
8%
shirts
26%
2% sweaters
1% skirts
3%
11%
knitwear
14%
Ts and Tops

34. Price Range Women
CATEGORY 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

35. Price Line Women
3000
2.500 €
2500
2000
1500 1.400 € 1,420 €
1000
690 €
595 €
500 €
500
360 € 350 €
220 € 210 € 180 € 180 €
220 € 170 €
90 € 70 €
0
210 € 210 €

36. 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

37. Men Garments
13%
28% jeans
jackets
23% pants
shirts
sweaters
12%
knitwear
7%
T's and tops
2% 15%

38. General Price Line
1200
1.060 €
1000
800
600 €
600
400
320 €
300 €
250 €
210 €
190 €
200 160 € 160 € 160 €
140 €
150 € 130 €
60 €
0
jeans jackets pants shirts sweaters knitwear T's and tops

39. COMPETITORS

40. 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
under «VF corporation»
Turnover in Million €240 €272 $1.849 (jeans )
EBITDA 48 (16.2%) $319
Mono-Brand Stores 220 200 (VF
corporation)
Directly Operated Stores 450

41. Turnover in Million $2.128 (2010) €1.328 (2010)
EBITDA $364 (17.1%) €163 (12.3%)
Mono-Brand Stores 300
Directly Operated Stores 682
Market shares in USA and EU (denim)
1.22%
Denim market
• 31 billion Euro
4%
3% • 839 million pairs of denim
1% DIESEL Guess
0,01% for all 7 mankind Replay
7% Pull and bear True religion

42. Women Average Men Average
Price Price
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

43. OVERALL MOOD OF THE COLLECTION
• Urban
Mood
• Young
• Fun
• Vintage inspiration
Fabric • Polyester
• Cotton/elastane
• Denim
• Linen
• Polyurethane
• Leather
Colors
neutral colors •
faded & neon colors •
classic & tredy patterns •
stamped shirts / logo stamps •
Texture
• worn effects • washed effects
• burnt effects • vintage effects
• faded effects • rough textures

44. OVERALL MOOD OF THE COLLECTION
Mood • Sexy
• Classical & Elegant
• Vintage inspired
• Curve defining
• Demure & Feminine & Wild
• Sleek & Sharp & Casual
• Sporty
Sparkling embroidery ss• Fabric
Leather ss•
Lace ss•
Elastin ss•
Charmeuse ss•
Denim/Cotton/Linen ss•
Colors
Neutral colorsss•
Fluo/Pink/Cioletss•
Military/green/blackss•
White/orchidss•
Animal prints ss•
Florals prints ss•

45. OVERALL MOOD OF THE COLLECTION
MOOD
• American dream
• Young, sexy and adventurous lifestyle
• Casual chicness
• Sexy bombshell and bad boy
• Trendy and fresh balanced look
• Sexy and business
COLORS
• 'dirt brown‘/ gray
• navy /dark green
• black is dominate
• beige
• red
• unisex DENIM fabric
FABRIC • 'chameleonic' fabric,
• monochrome and
printed denim
• trendy graphic print

46. OVERALL MOOD OF THE COLLECTION
• Youthful
Mood
• Fun
• Stylish
• Sexy & Sophisticated
Fabric • Polyester & Spandex
• Cotton
• Denim
• Linen & Silk
Colors
pastel & neutral colorssss•
bright colorssss •
floral prints and patternssss •
trendy patternssss •
Texture • Roasted effect
• Worn out effects
• Used look & Rough texture
• Arabian space wash

47. OVERALL MOOD OF THE COLLECTION
Mood • Urban
• Young
• Sexy
Fabric • Polyester & Elastin
• Linen
• Denim
• Lether
• Polyurethane
Colors
neutral colorssss•
light colorssss•
bright colors sss•
stripes patterns sss•
Texture • Burn effect
• Worn effects
• Faded & effect
• Vintage effect

48. OVERALL MOOD OF THE COLLECTION
MOOD • Casual Basic
• Street spirit
• Parties
• Family
• School & Sport
FABRIC • cotton
• polyester
• viscose
• spandex
COLORS • vibrant colors
• contrasting patterns stripes
• pink shades
• Contrasting and geometric
designs
Wash • Dark wash
• Medium wash
• Tints of grey

49. OVERALL MOOD OF THE COLLECTION
• Young
Mood
• Seductive
• American cult
Fabric • Cotton & Denim
• Leather
• Elastane
• Linen
• Polyurethane
Colors
More of cool colourssss•
Pastel colourssss •
Checkssss •
Red & White & Bluesss •
Texture • Burnt & Faded effect
• Worn effect
• Vintage effect
• Rough textures

50. 17-26 18-30
• Boys and girls
• Young adults
(depending on their parents)
• Urban style
• Follow fashion
• Money is not much of a
• Urban style
concern
• Budget conscious
REPLAY
GLORIA PULL& T G
JEANS BEAR
M R K E T
A E
R T
20-35
25-45 • Street fashion
• Urban style
• Fast trend adopters
• Rock style
• Trendsetters
• Money is not much of a concern
• People with an ample
disposable income TRUE
RELIGION
DIESEL
7 FOR ALL
D&G
MANKIND

51. FASHIONABLE
LOW PRICE
HIGH PRICE
CLASSIC

52. SUMMARY

53. NEW LINE PLAN SS2014

55. New Men Collection 2014
Men Collection 2012 Jeans
16% Jackets
Pants&Shorts
28%
Shirts
Sweatshirts/Sweaters
18% Tunks & Tops&Polos
17%
29%
Jeans 14%
Jackets 13%
11%
Pants&Shorts
21% Shirts
Sweatshirts/Sweaters
Tunks & Tops&Polos Difference between 2012 and
12%
2014 collections
10% 11%
Jackets
-32% 38%
Shirts
30%
Sweatshirts/S
weaters

56. New Women Collection 2014
Women Collection 2012 20%
26%
Jeans
4% Dresses
Jumpsuits
7%
Jackets
Jeans 14% Pants and Shorts
7%
Shirts
24% Dresses 11%
28% 10% Skirts
1%
Jumpsuits Sweaters
T's and Tops
Jackets
Pants and Shorts
3% Difference between 2012 and
Shirts
3% 2014 collections
Skirts
6% Sweaters Jeans
15%
T's and Tops
-37% -28%
10%
2%
Dresses
9%
22% Skirts
-13%

57. Collection 2014
Men’s collection 2014
Women’s collection 2014
47% Ongoing
Fashionable
53%
50% Ongoing
50% Fashionable

58. SS/14 DIESEL WOMEN COLLECTION

59. SS/14 DIESEL MEN COLLECTION

60. Jeans

61. Bestsellers

62. Women Jeans
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.

63. Line Plan
• Cut down the collection by 15% for S/S 2014. From
84 to 71.
• Skinny and Superskinny: Merge the two categories
in one.
Bootcut
Boyfriend
7% 9% Flare
Bootcut 9%
12% 15%
Boyfriend
13% Jegging
Joggjeans
19% 12%
Flare 22% 9%
Regular staright
Jegging
13% Skinny/Super
12%
Joggjeans 10% Skinny
10% 8% Banana
7% 13% Regular Wide
Straight

64. •Increase the percentage of fashionable jeans.
33%
25%
Fashionable Fashionable
Ongoing Ongoing
75% 67%
Ongoing items

65. • Increase high wasted jeans
4%
15%
high waist
33% high waist
low waist
63%
low waist
regular waist 56% 28%
regular waist
• Increase number of clean treated jeans
clean
19% 30%
40% clean
49% medium
medium treated
treated
32% treated
treated
30%

66. Introduce
New category: The Wides

67. Introduce
New category: banana jeans

68. Introduce
Cropped style jeans within some already existing categories.

69. Colors
dark grey
light JEANS women 0%
white yellow
1% light grey black
4%
7% 4% beige
military pink red
green 0% 1% medium blue 0%
0% 15%
green
1%
light blue
20%
2012 color palette and
brown
proportions
0%
dark bue
47%
2014 proportional color card

70. Fabrics/Washes
• New technologically developed fabrics.
• Eco friendly compositions

71. Details
pre war pockets
neon
rust details
stitch repair

72. Men Jeans
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.

73. 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.
Merchandise compiosition
2%
bootcut
4% 8%
4% straight
7% tappered
10% bootcut carrot
21%
24% straight joggjeans
21% tappered 15% skinny
carrot regular
joggjeans 5% baggie
19%
9% skinny banana
11%
14% regular 14% cropped
9%
4% overalls

74. Men Jeans SS2013
Men Jeans SS2012
42% Fashionable
46% Fashionable
54% 58%
Ongoing Ongoing
Ongoing items

75. • Increase number of clean treated jeans
19% 30%
40%
clean clean
49%
medium treated medium treated
treated treated
32%
30%

76. Introduce Baggies

77. Introduce Banana Jeans

78. Introduce Cropped

79. Introduce Overalls

80. Color
The best colour in sales
military
light medium
green
yellow blue light grey
0% pink red
7% 8%
0% 0% 0% dark grey
9%
black
green white
2%
0% 13% beige 2012 color palette and
brown 0%
0% proportions
dark bue
20%
light blue
41%
2014 Colors are lighter in jeans not much dark
blue jeans.

81. Washes/Fabric
New technologically developed fabrics.
Eco friendly compositions
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.

82. Patch repair style.
Details Oxidized fabric, zippers,
bottoms.

83. 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.

84. 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.

85. Men Pants
SS12 Shorts
SS14
shorts mix
29% 15% gabar
canvas dine
37% 17%
waxed
pants 18% canva
71% s
deni
gabardin m 50%
e 33%
26% denim
4%
Pants Shorts
gabar
dine
17%
mix
14%
canvas
gabard 34%
ine canva
24% deni s
m 50%
denim
33%
28%

86. Best Sellers SS12 Men Pants
PECTRON Pant H-LAP
Short H-LAP LARKSHORT PITO
CHI TIGHT
TY-LAB TY-Tool
PESTOR KROSHORT
PANGUARY

87. Line Plan
fashionable
ongoing
ONGOING
44%
TRENDY
48%
56%
52%

88. Compositions :
Fabrics 100%Cotton
55% Linen, 45% Cotton
Denim
Canvas
Gabardine

89. Introduce
New Styles :
• Cropped
• straight leg
• Up sized
• Loose
Finishes &Textures : • High waist
Key looks : • Well laundered, fluid and draped • Belted
• relaxed • Authentic herringbone construction
• androgynous • Vintage and time worn
• Vintage • Shredded
updates • Chambray
Materials : • Patches
• Mimic aged leather
• Oil duck canvas
• Waxed
• Cracked resin texture
• Gabardine , Fresco tropical

90. Color
Color Palette 2012 Color Palette 2014
6%
8% 11%
11%
10%
13%
8%
6%
10%
4%
13%

91. Women's Pants Women Pants
SS12 women's shorts SS14
satin
shorts 13% denim
37%
25%
pants
63%
twill
31%
canvas
31%
Women's Pants SS12 Women's Short
Women's Pants SS14
mimic
fleece leather
twill denim fleece
17% 8%
gabardin 31% 31% 8%
e
16% canvas gabardin
67% e
denim canvas 15% canvas
0% 38%
54%
waxed
15%

92. Best Sellers SS12 Women Pants
IODINE -PS FAITHLEG P-TRACK P-JASPER
P_ROMYTE PEGGY
D_AROL
P-PATERINE

93. Line Plan
fashionable
ongoing
ONGOING
44% TRENDY
50% 50%
56%

94. Finishes & textures :
Introduce • Worn effects
• Patch work
Key looks : • Drapes
• relaxed • Shredded
• androgynous distressed
• Vintage updates • Pleats
• Chambray
• Printed (Tie dyed)
New Styles : Materials :
• Cropped
• Up sized
• loose
• High waist Flairs
• Botten
• Bow detailed belts

95. Composition :
Materials 100% Cotton
60% Cotton, 40% Linen
76% Cotton, 22% Polyester, 2% Elastin
Denim
Canvas
Gabardine

96. Color Palette 2014
Color
Color Palette 2012
light yellow
4% orange
popsicle
blue
2% dark blue
2%
2%
beige
red
10%
8%
blue jeans
white 12%
12%
light grey military green
10% 20%
black
14% brown
2%

97. Tops

98. Women Jackets
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.

99. Line Plan
SS 2012 SS 2014
Inwear Outwear mix Waistcoats
leather 14% Inwear leather 11%
jackets jackets
7% 7%
Outwear mix
14%
Outwear Outwear
lather jackets lather jackets
Denim 22% 14%
jackets
43% Inwear Denim jackets Inwear mix
mix 43% 11%
14%

100. Increase fashionable items by 13%.
30% Fashionable
17% Fashionable
83% 70% Ongoing
Ongoing
Ongoing items

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

102. Introduce
• Patched items bleached denim colors.
.
• Sleeves are set
forward and cropped
to below the elbow.
• New group of waistcoats
• A trapeze silhouette cropped jacket with A-line • A rounded shoulder line
cuffed kimono sleeves

103. Color
Colour Palette SS14
Colour Palette SS12
red/orange
beige 5%
yellow 8%
3% white
15%
light grey dark denim
10% blue
green 10%
3%
light blue
12%
Military Green
12%
black
22%

104. Washes/Fabric
• Cloth
• Fleece
• Denim
• Goat leather
• Sheep skin
• Lamb leather
• Paper effect
• Clean surface/light
reflection
• Canvas Look
• Textured weaves

105. 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.
.

106. Line Plan
Ongoing;
20%
Ongoing
Ongoing 20%
Ongoing
Fashionable
Fashionable
Fashion
able,
80%
Fashionabl
Ongoing Sku’s e, 80%
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.

107. Introduce
1. The summer coats
2. Voluminous parkas
New Plan
3. Double breasted
4. Deconstructed blazers 16% Summer Coats
23%
Parkas
5. Cotton bomber jackets
Double brested
11%
6. Demure classic raincoats
Blazers
7. Brightly coloured military style jackets 16% Bomber Jackets
11%
Raincoats
11% 12% Military jackets
• Teemed with luxurious satin,
technical fabrics and Cotton of-
course. The silhouettes different
too, from puffy to minimalist.

108. Introduce

109. Colors
Colour Palette SS12
0%
0%
0% 0%
12% 12% 0%
12%
7%
49% 7%
0%
0%
0%
0% Colour Palette SS14
0%
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.

110. Introduce
New Plan
13% Stand-Collar
23%
Half Placket
City short sleeve
17%
Baseball
10%
Pyjama
10% Cropped
14%
13% Knitted Polo
Key Styles
Stand-collar shirt-
Half-placket shirt
City short-sleeve shirt
Baseball shirt
Pyjama shirt
Cropped shirt
Knitted Polo Shirts

111. Colors
2012 Color Palette 0%
0% 0%
0% 20%
3%
9%
17% 6%
6%
0%
0%
34%
6%
0%
0%
2014 Color Palette
• 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

112. 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.

113. Line Plan
Fashionable;
23% Ongoing
Fashionable
Ongoing
Fashionable;
Fashionable
40%
Ongoing; Ongoing;
77% 60%
On Going Style's
As we want to concentrate more on jackets we will reduce the quantity of styles of Sweatshirts and
Sweaters and would also like to change the fashionable and ongoing assortment of this category.

114. Key Details
Introduce
• Retro-inspired boxy proportions
• Neckline- Focused Updates 18%
High V vest
22%
Shrink-Fit Sweatshirt
• Easy-fit soft draping
Deep V-neck cardigan
14%
• Draped construction 14% Cut-off Diy Sweatshirt
Drape tee
• Engineered Modern 18%
14%
Shrunken-V Cardigan
Key Styles
• High V vest
• Shrink-fit sweat
• Deep V-neck cardigan
• Cut-off DIY sweat
• Drape Tee
• Shrunken-V Cardigan

115. Colors
Previous colour palette
0%
0%
0%
20%
0%
0%
35% 0%
4%
New Color Palette
7%
9%
0%
0%
17% 9%
0% 0%
More of Earthen Colours, shades of greys, blues
and whites with flashes of Red and incandescent
yellow .

116. Men T-Shirts
ongoing
ongoing
29%
29%
trendy
trendy
71%
71%
9% 19%
Crew neckline Crew neckline
13%
V-neckline 50% V-neckline
Button closing Button closing
31%
78%
New styles :
• Styles remain the same by
85% Diesel logo t-shirts
• Knitted polo – Johnny collar
• Outdoor pursuits
• Clean sportswear

117. Key Looks: Finishes & Textures Materials
• asymmetric cut • Tie dyed • Denim
• resorts shirt update • faded • Jersey
• asymmetric sleeves • Vintage worn effect • Light-weight knit
• V-neck T-shirt • Rusted effect, Stained • Bio psychedlic prints
• indigo patches • Patches • Knitted stripes
• all over prints • Striped
• vintage inspired
• the Denim T-shirt
• Insert panelling

118. Color Palette 2014
Color 28% 22%
4%
6%
1%
12%
6% 13%
2%
4% 2%
Color Palette 2012
Fabrics

119. 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.

120. DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing Items
SKIRTS ASSORTMENT SKIRTS ASSORTMENT
ANALYSIS SS12 ANALYSIS SS14
ongoing
ongoing
fashionable
10% fashionable
30%
90% 70%
New Styles: Full Length(2), Short length flared skirts(4), High waist skirts (4).

121. Details
• Dust coated • Rusted colour • Whiskering
finish
• Vintage trims: • Tinted Look
• Worn out/ ragged rivets and buttons
look

122. Color/Fabrics
Color Palette 2014
Color Palette 2012
0% 0%
0% 0% 9% 27%
0%
0%
9% 0%
0%
55% 0%
0%
0%
0%
0%
0%

123. DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing
DRESSES ASSORTMENT DRESSES ASSORTMENT
ANALYSIS SS12 ANALYSIS SS14 ongoing
ongoing
fashionable
ongoing; fashionable
30 ongoing
40%
No. of items: 46 No. of items: 46
fashionabl
e
fashionabl 60%
e; 70
New Styles: Belted(6), Flared(6), Empire waist(6).

124. Details
• Vintage look
• Crinkled effect
• Dust coat finish
• Sequins patterns
• Aged leather look

125. Color/Fabrics
Color Palette 2014
0%
Color0%
Palette 2012
0% 0%
0% 0%
3% 19%
38%
2%
9%
9%
0% 16%
0%
0% 3%
2%

126. DIESEL WOMENSWEAR DIESEL WOMENSWEAR
SHIRTS ASSORTMENT SHIRTS ASSORTMENT
ANALYSIS SS12 ANALYSIS SS13
ongoing ongoing
fashionable fashionable
fashionable; fashionable;
40 40
ongoing; 60 No. of items: 18 ongoing; 60
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 colour
palette and patterns.

127. Color/Fabrics Color Palette 2012
Color Palette 2012
2%
0% 0%
0%
28%
17%
7%
0%
2%
0% 24% 13% 5%
0%
0% 0%
2% 0%
Using a mix of warm
and cool colors.
Including patterns like
polka dots, stripes and
checks along with solid
colours.

128. Details
• Patchwork
• Rusted color
• Faded or used look

129. DIESEL WOMESWEAR DIESEL WOMESWEAR Ongoing
TOPS ASSORTMENT TOPS ASSORTMENT
ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing
fashionable fashionable
fashionabl fashionabl
e e
30% 40%
No. of items: 30
No. of items: 40
ongoing
ongoing 60%
70%
New Style: Collarless(5) and Slash neck Blouses(5)

130. Colors Color Palette 2014
Color Palette 2012
0%
0%
0% 18%
0%
9%
5%
23% 0%
14%
0% 27%
0% 0%
% 0%
0%
0%
The color palette is almost similar to the previous collection,
addition od pastel and bright colors.

131. Details
• Sequins
• Placement prints
• Layering

132. DIESEL WOMENSWEAR DIESEL WOMENSWEAR
T-SHIRTS ASSORTMENT T-SHIRTS ASSORTMENT
ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing
fashionable fashionable
ongoing ongoing
40% 40%
fashionabl
fashionabl e
e 60%
60%
Ongoing

133. Color Color Palette 2014
Color Palette 2012
0%
0%
0% 18%
0%
9%
5%
23% 0%
14%
0% 0%
27%
0% 0%
5% 0%
0%
Introducing cool/bright colors to enhance the
previous color palette.

134. Details
• Logo Details
• Sequins
• Prints

135. Numeric Line Plan
New Styles Dresses SS14
New styles of Skirts SS14
Belted
Full length
flared Empire
waist
high waist
Flared; 9 Belted; 9
high waist; 2 Full length; 2
New Styles of Tops SS14 Empire waist;
flared; 2
9
Collarless
Slash neck
Slash neck; Collarless; 6
6

136. Thank You!