These days people don't fully realize how the world of fashion influences their behaviour and how much clothing brands contribute to social consciousness. In actuality, this phenomenon is directly related to the brands' values that they share with their customers.
Recently, in 2017, Diesel, an Italian retail clothing brand known for its daring TV commercials and stylish jeans, has again proven its concern with social problems. To promote the company's newest clothing line, Go with the Flaw, they filmed an advert in which mean and tough-looking models with visible imperfections acted confidently and not afraid of being judged in various public places.
Here is what says Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide and CEO of Publicis Italy about the idea: "Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and 'Successful Living' comes from," he adds, referring to the company's long-running tagline.
Observing such marketing strategy, it becomes clear that the brand respects its customers no matter how beautiful or unordinary they look. It basically relates to social equality and self expression. After all, society is a collection of individuals. And that is exactly how Renzo Rosso, the founder of Diesel, had introduced the brand ''that would stand for passion, individuality and self-expression.''
In Business, values, or ethics, play such a role that direct business strategy and decision making. In the case of Diesel, its story can be linked with Corporate Social Responsibility (CSR), that is, responsibility to behave ethically and bring benefits to the society.
Reference:
''Diesel Embraces Seedy, Flawed Beauty in First Work Out of Publicis.'' Advertising Age magazine. 06 Sept. 2017. http://creativity-online.com/work/diesel-go-with-the-flaw/52600
Tom Sloan and François Rousselet. Digital Image. Diesel Fall/Winter 2017 Campaign. 06 Sept. 2017 https://www.thefashionisto.com/diesel-fall-winter-2017-campaign/
https://www.youtube.com/watch?v=aYxG1ASrYKo
Here is what says Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide and CEO of Publicis Italy about the idea: "Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and 'Successful Living' comes from," he adds, referring to the company's long-running tagline.
Observing such marketing strategy, it becomes clear that the brand respects its customers no matter how beautiful or unordinary they look. It basically relates to social equality and self expression. After all, society is a collection of individuals. And that is exactly how Renzo Rosso, the founder of Diesel, had introduced the brand ''that would stand for passion, individuality and self-expression.''
In Business, values, or ethics, play such a role that direct business strategy and decision making. In the case of Diesel, its story can be linked with Corporate Social Responsibility (CSR), that is, responsibility to behave ethically and bring benefits to the society.
Reference:
''Diesel Embraces Seedy, Flawed Beauty in First Work Out of Publicis.'' Advertising Age magazine. 06 Sept. 2017. http://creativity-online.com/work/diesel-go-with-the-flaw/52600
Tom Sloan and François Rousselet. Digital Image. Diesel Fall/Winter 2017 Campaign. 06 Sept. 2017 https://www.thefashionisto.com/diesel-fall-winter-2017-campaign/
https://www.youtube.com/watch?v=aYxG1ASrYKo September 12, 2017
