Inspirational Owners: August 2007

Diesel

Diesel’s owner and founder, Renzo Rosso, has made the Diesel brand a part of world youth culture. Diesel’s story is a tale of optimism, innovation, and surprise. In The Lovemarks Effect: Winning in the Consumer Revolution, Renzo responds to our questions on Love and Lovemarks.

An Instinct For Emotion

Diesel has always, and will always, operate independently and instinctively – from the heart more than the head. Diesel is an attitude. It is about being brave, being confident with oneself, wanting to innovate and challenge, and never being satisfied. It means being open to new things and listening to your intuition. That’s why emotion is one of our main drivers.

Emotions are also what keep us connected with people - listening and caring for what they think and say, provoking and stimulating them through our communication. We don’t sell products, we sell the emotions our products generate. I believe that fashion has to sell a dream. There is also the passion of our people. I’m talking about attention to detail, never being satisfied, always wanting to do more, and the desire to learn and grow which is also based on emotion.

A World Of Difference

I like the fact people are different and love Diesel in many different ways. That’s why our store in London is completely different from the one in Paris. But, taking this another step, our store in Covent Garden is also different from the one in King’s Road and the one in Carnaby Street. So while these stores have the same spirit they are different. Each one reflects the different tastes of diverse consumers and gives them the possibility of finding the perfect setting for their shopping.

For more of this Insight Interview with Renzo Rosso, get your hands on a copy of The Lovemarks Effect: Winning in the Consumer Revolution.

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