CDG and Sisman to fashion Diesel strategy

Italian fashion chain Diesel has broken with the past, appointing Conran Design Group and New York consultancy Sisman Design to develop its entire global design strategy, after a four-way proposals pitch.

This is the first time the client has formally appointed an external consultancy to carry out a strategic project. CDG and Sisman Design pitched jointly and will work on the strategy together. Further down the line, they may concentrate on separate aspects of the design work.

Fitch, FRCH Design Worldwide and RPA were also on the four-strong shortlist, drawn up after an initial eight-way credentials pitch which also included 20/20 Design and Strategy Consultants.

CDG and Sisman will work with Diesel to evolve new sub-brands and review its design operation across the board.

This will look at store and concession design, retail identity, packaging, literature and point-of-sale material, while the new sub-brands will look to target groups such as older men, older women and children.

In its current form the Diesel brand predominantly caters for the trendy 16-30 age bracket.

“We want to build a stronger presence for Diesel in denim and high street casual wear through our new lines for children, women and men,” says Diesel founder Renzo Rosso.

CDG and Sisman are currently working on strategy for the new brands and for the Diesel brand as a whole.

The initial format will be completed by September, although it is undecided whether this will be a standalone store, concession or studio-based mock-up. Design details are currently under wraps.

The appointments come as Diesel launches a new virtual store, created by Real Time Studio. Real Time also wrote the accompanying music.

“We have taken the view that as a premium product we should focus on the detail of the items as well as the shapes so you can zoom in and look closely at each item before adding it to the shopping basket and continuing to shop… We see this as being the first of many e-commerce sites for Diesel,” says Real Time director Phil Jones.

The group is currently revamping Diesel’s main website.

See News Analysis, page 7