For the primary target customers the central piece is the jeans. For the secondary target customers Diesel designers should combine jeans with other clothing items that are best suitable for 25-35 aged customers, that have good jobs and that are present in high social circles. For the secondary target customers the price should be significantly higher than the price for the primary target customers. The secondary target customers are trying to buy a certain status together with the clothing items they buy, so the higher the price of the clothes, the higher the status they are achieving. Other than this, the price should reflect the work invested in creating these clothing items, which require extra care for the secondary target customers.
As mentioned above, the communication strategy should be an aggressive one. Diesel's clothing items should be advertised especially through TV ads, aired on the most important music channels, or during TV shows for this category of audience on most important TV channels.
For the secondary target customers, Diesel's product line should be launched by organizing a special event, probably a fashion event that...
Diesel should find public figures that are best representative for this generation to promote the company's products, as well as the company's values.
Reference List
Nordas, H.K. (2004). The Global Textile and Clothing Industry post the Agreement on Textiles and Clothing. World Trade Organization. Retrieved July 8, 2007 at http://www.wto.org/english/res_e/booksp_e/discussion_papers5_e.pdf.
Diesel History (2007). Diesel Clothing. Retrieved July 8, 2007 at http://www.diesel.com/#/dieselinfoandpress/.
Profile of General Demographic Characteristics: 2000. U.S. Census Bureau. Retrieved July 8, 2007 at http://www.census.gov/main/www/cen2000.html.
Consumer Buying Behavior Notes. Retrieved July 8, 2007 at http://www.udel.edu/alex/chapt6.html#personal.
Designer jeans (2007). Wikipedia, the free encyclopedia. Retrieved July 8, 2007 at http://en.wikipedia.org/wiki/Designer_jeans.
Diesel S.p.A. (2007). Wikipedia, the free encyclopedia. Retrieved July 8, 2007 at http://en.wikipedia.org/wiki/Diesel_%28clothing_company%29.
