NEW YORK — Nobody can accuse Diesel of taking itself too seriously.
The $660 million company, which is celebrating its 25th year in business this year, called a rare press conference Wednesday to reveal results of market research and to unveil its plans for 2003 advertising. The new ads are based on fake research done by the company which, in the end, proved a point that conducting research on the Generation Y consumer is somewhat impossible, since their interests change so consistently.
Instead of conducting this research, Tony DiMasso, chief operating officer of Diesel, said, "Go with your gut feeling and offer only the best products your company can."
In a one-hour presentation, a faux Dr. William Frost of the nonexistent Erie, Pa.-based Independent Research Center detailed these fake research tactics, saying that the company placed microchips into 1,000 Diesel products in order to track the lifestyles of the wearers of the jeans, shoes, handbags and eyewear. The outcome: useless knowledge. For example, "The three most common stains found on Diesel clothing," and "Psycho-graphical analysis of ways in which Diesel individuals put their hands in their pockets."
While some attendees took notes and others laughed at these results, what wasn’t revealed until the close of the conference was that what was being shown was the print ad campaign for spring 2003. Diesel plans to advertise in such magazines as V, Vogue, Jane, Teen Vogue, Stuff, Interview and Paper. Also revealed was the company’s first TV and movie theater ad campaigns since 1999, which will begin running in April or May and will air on television networks worldwide.
Last year, Diesel reportedly spent $30 million on its spring advertising, and the firm said the budget this year is 20 percent higher.
The invitation for the press conference recommended that attendees wear a tie, which the executives were sure to do —anything to fool the press and make themselves look serious.
"As you can see, it’s very hard for us to be serious even when we wear suits," DiMasso said.
"The last time I dressed like this was in 1988 and it was for my wedding," added Maurizio Marchiori, vice president of marketing.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia