Can Diesel Jeans Continue To Sell As Chino’s Remain In High Demand?

The last twelve months have seen chino’s become a ‘must have’ with fashion conscious males. The range of colors and designs mean you can wear them with just about anything, creating a smart yet casual look, popular among young males.
Chino’s are set to remain in high demand this summer as the trend for vibrant colours continues. By pushing innovative new styles and washes, chino’s have taken a very large hold in the current fashion industry. Due to this, the sales of Diesel jeans have suffered. In an attempt to combat this, the Italian fashion label has taken their own initiative releasing new styles of denim in a wide spectrum of colours. Innovative silhouettes and washes have been developed to provide the customer with a huge selection and retain market representation.
Many brands, including Diesel, are offering their own range of chino’s. This shows even the biggest names have the ability to adapt to the changes in fashion on the High Street, as new styles are being tested and consequently released every season. Renowned as a world famous denim producer, Diesel are repositioning to adapt to market trends. The huge selection and sudden popularity means that all other styles have had to take a back seat and ‘weather the storm’, as chinos fly off the rails on the High Street.
Another challenge facing the denim manufacturer is the availability of cheap trousers, allowing the consumer to get the latest look for a cost conscious price. High street retailers such as Top Man and River Island are prime examples, with rival product priced at below forty pounds. Diesel is marketed as a premium fashion brand and has had to find a way of justifying a higher price tag to retain margin.
To achieve this, an innovative design strategy has been developed resulting in high quality denim combined with a vast colour offer. This is showcased with the ‘3d evolution’ range promising rich textures and distorted fits, with the intention of offering innovation to drive customer demand. The success of this approach is likely to have a large affect on the fortunes of the brand over the coming months.
Opinion seems to be split within the world of fashion on how to approach a reduction in consumer disposable income, but what is accepted is a need to adapt. Higher priced brands including Diesel have been able to focus on a more affluent target market; less affected by spending restrictions and reduced confidence. Other brands have reduced margins and targeted value to drive sales. All this adds up to a fascinating period in the evolution of retailing young fashion.