Diesel underlines new sales strategy for DACH countries at Premium

By

Rüdiger Oberschür

Translated by
Barbara Santamaria

Published
Jul 5, 2017

Diesel is back at Premium after a six-season hiatus, but the return is focused solely on shoes. The Italian denim and lifestyle brand showcases at the trade fair in Kühlhaus its full range of sneakers and boots, with its return also marking the launch of a new marketing and sales strategy in German-speaking countries.

“We want to bring the product closer to the retailer and underline the lifestyle character of our brand,” says sales manager Felix Kinnen to FashionNetwork, referring to the brand’s rich denim heritage. “We create a look, not just an outfit,” he continues.

Diesel has hired a distributor to handle its shoe business in Germany and Austria. Headquartered in Munich, the Fashion Brands Agency, will take over the distribution of the brand’s shoes and bags in the region.

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The price range will remain flexible, with prices starting at 89 euros for slip-ons to 399 euros for a pair of boots. Kinnen expects the bulk of its sales to be in the region of 140 and 180 euros – similar to the brand’s denim business, which performs strongly in DACH countries.