By  on May 18, 2011

Any firm that advocates stupidity in its marketing might raise some eyebrows when one of its executives says its customers need to be treated as “human, thinking beings.”

But that’s just the approach taken by Stefano Rosso, head of strategic brand alliances for Diesel SpA and son of its founder and president, Renzo Rosso, at the WWD Denim Forum. Assigned the task of explaining how the firm would make the brand relevant to the next generation of consumers, Rosso emphasized that sticking to the ideas and concepts that have brought Diesel to its current level of business — with sales of about 1.1 billion euros, or nearly $1.6 billion at current exchange — would be the key to extending and enhancing its success.

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