Research on Enterprise Development and Brand Marketing of European Denim Brands - Taking Diesel as an Example

Abstract

Jeans originated in the western United States in the 19th century and were overalls for farmers and workers in the western United States at that time. Jeans became popular and popular among young people in the early 20th century and became a fashion trend. The Italian denim fashion brand Diesel is best known and most iconic for its jeans. Diesel was once a denim leader, known for its bold and creative denim designs, gaining a global following. Diesel's brand positioning has been at a high level from the beginning, and it is often associated with well-known brands to enhance brand value and awareness. Now that the Y2K aesthetic is making a comeback, Diesel is quickly re-entering the industry conversation by capitalizing on current fashion trends and establishing a strong street style among world-famous stars and influencers with a huge social media presence. However, Diesel lacks brand recognition, and the brand needs to be upgraded. In contrast to Balenciaga, which has a similar style but has already joined the ranks of luxury goods, the main reason for Diesel's failure to enter the ranks of luxury goods is that the brand does not have enough historical depth and does not bring enough influence to the fashion world.