For over two decades Diesel has been seen as the black sheep of fashion brands, sitting outside the pack, adored by its loyal army of followers across the globe. However, the brand of late has drifted into the mainstream and needs to connect with a new audience by once again standing out and doing things differently.
By researching every aspect of the Diesel customer experience,
I-AM have outlined a UK retail strategy to ensure Diesel regain their edge through their in-store experience. Our relationship with Diesel is still developing and the work so far is shaping both the retail execution and direction of the brand.