Word: diesel
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...moment when trendsetters complain that ultraformatted luxury brands like Dior, Chanel and Gucci are becoming too predictable, Diesel, with its quirky stores and advertising and its outsider chief, is suddenly at center stage, a success story few would have predicted...
Except Rosso, of course, who for 20 years has remained singlemindedly focused on the development of the brand and fanatically obsessed with the idea that casual clothing could be fashion's long-term winner. Since he bought out his partners, he has grown Diesel from $7 million to $1.4 billion last year, acquiring the small Belgian designer Martin Margiela in 2002 and signing up manufacturing and distribution agreements with the trendy Milan-based DSquared designers, Dean and Dan Katen. Rumors are rife that additional deals are in the works, specifically acquisitions...
...other, you must be successful," says Rosso, leaning across an outdoor table laid out with a country lunch. He has driven up the steep gravel road to the Diesel Farm, an estate acquired as a sort of company retreat in the Veneto countryside, with Stefano, 27, the second of his six children, who is completing a customized M.B.A.-style training course to be able some day to take over the company's management. Rosso's oldest son Andrea, 28, is creative director at the group's surf and street-wear line 55DSL. Rosso is wearing his usual chief-executive attire...
Rosso credits his hardscrabble upbringing on the farm for his determination and pragmatism, including a meticulous attention to logistics widely admired by competitors. Plus he has a real flair for marketing. Today Diesel is still less than half the size of the Levi's brand (a separate high-end manufacturing division, Staff International, does an additional $114 million in sales), but it's fast growing, highly profitable and so far has managed the delicate balance Renzo evokes when he says his goal is to be the "coolest of the biggest...
That's the favorite Renzo-ism at L'Oréal, the French beauty giant that beat out rival Proctor & Gamble for rights to develop a Diesel fragrance next year. "We adore working with him, and we believe very much in the project," says Patricia Turck Paquelier, L'Oréal's international-brand president for designer fragrances. "But it will be a major investment for us, so we validated our intuition with research." What appealed to L'Oréal in the findings was Diesel's international positioning. Consumers perceive European styling with what she called a "think-positive...