How Does DIESEL, Who Work With Buddha William Chan, Open The Market?

Diesel founder Renzo Rosso (left) and William Chan

Before the show, the blue light forced a girl with brown hair in Mocha to wear a long version of the loose sweater and one hand to support the SLR.

Collocation is telephoto lens.

After quickly determining the security position, she rushed to William Chan from the fan area -- the guest and joint series of Diesel Shanghai show.

。

When Cora waited to raise his camera, the black man dressed in a suit had already been dispatched.

Fans were quickly returned to their places, and in the process of Abu Tomotoyong, few people would care about the Italian Renzo Rosso Diesel owner.

Renzo Rosso did not travel for more than 36 hours in Shanghai.

When he was 60 years old, he went to the theme almost immediately after he got off the plane, that is, the Diesel 2016 autumn winter series.

From Milan, London, New York to Tokyo, Shanghai is the end of this wave of brand activities.

Diesel 2016 autumn winter series

The show is arranged in an underground style.

The Apax Group, which is responsible for the construction, has rented an old warehouse beside the Suzhou river. Several generators in the alley next door keep supplying electricity and air-conditioning for the field.

The interior of the whole building basically retained the status of the blank. Many walls also showed the red brick behind the coating. There was even a door on the door saying "room for account", which is a sense of age.

The nostalgia after the audience's entering is deliberately enlarged: the game machines behind the walls, the posters of various colors on the walls, the OST in the show before the show, the "Nestle Company" marked by the "Henry Dali clock" and the "neon" sign which was confiscated after 1949, is now the "Shanghai fashion shop", dragging people back to old Shanghai, especially in 1980s.

That's when China's economy is brewing.

In the same period, Renzo Rosso bought all the Diesel shares from its partner Adriano Goldschmied, borrowed from the old.

Bring the brand to a new height.

Since then, Diesel has been pformed from a cheap brand made of factory leftover material to a tide brand.

Renzo Rosso once said to Forbes proudly: "at that time, our cheapest pair of jeans sold for 100 dollars, and the most expensive Ralph Lauren in the United States was only 52 dollars."

Deliberately making the old fabric feels a lot of freshness and buying power, even though the bills they need to pay are even more expensive.

In the first year after the renovation, sales volume of the company increased to nearly $3, up nearly 3 times compared with the same period last year.

But the old days of the scenery and the times are also tiring.

In the early years, the company was named "Diesel" (diesel) to commemorate the oil crisis in 1970s.

But for most consumers today, this is a bit far away.

Diesel creative director Nicola Formichetti (left)

To make the brand more modern, Renzo Rosso chose Nicola Formichetti as its successor.

"The first time I saw him (Nicola Formichetti) was in Japan.

Because he is a Lady Gaga stylist, and I will pay attention to his latest situation from time to time.

Renzo Rosso said in an interview with reporters in Shanghai.

On the low glass table in front of him was a story just released on the day, and the cover was Nicola Formichetti.

As a mixed breed of Italy and Japan, he has a taste of shareholders in his eyes.

The Chinese station boards, the red lanterns and the Chinese hairpins on the bun of the show come from his imagination of old Shanghai.

Diesel 2016 autumn winter series

Since 2014, Diesel has come to China to show and hold exhibitions every year.

"China is

60% of the world's revenue is contributed by Chinese consumers. "

Renzo Rosso's answer is not surprising, but it's a step slower from action.

Diesel has 55 stores in Japan and only 36 in China.

Renzo Rosso said three years ago that the number of stores will increase by two times in the next five years, when the figure was 32.

"I think it's also possible that the current number (36), after all, Diesel started relatively late in China."

He paused, "other brands have opened stores in recent years, but they have been on the shelf lately.

The important thing is not just to open a shop, but to be solid. "

When it comes to China's economy, especially the slowdown in luxury consumption, he murmured: "everywhere in the world is the problem.

Sometimes you stick to it before you get a good place.

After the pition from rapid growth to steady development, the game has really begun.

With a strong Italy accent, Renzo Rosso said she believes in the Chinese market, but it is necessary to speed up the pace of establishing contacts with customers, especially young people, to spread the history of Diesel.

"If the partners are very popular, they will be better."

He talked about the joint series of Diesel. In the early September Tokyo show, the brand also released a fashion with three Japanese artists.

When Xiu Xiu and invited stars sat in the front row to see show has become a routine routine, the fashion industry began to attract public attention by joint names.

From Tommy Hilfiger & Gigi Hadid, to China's local brand Dazzle and Na Ying, star co star brand NA BY DAZZLE is a signal that fashion companies close to fans economy.

{page_break}

William Chan

As Renzo Rosso foreseen, William Chan's joint name series (Diesel x William Chan limited capsule series) was quickly broadcast to Instagram.

This gives him a glimmer of expectation for overseas buyers, "because they are only sold in China, and maybe tourists would like to visit the Kerry Center shop."

Renzo Rosso means downstairs, the hotel where he stays is less than 5 minutes walking distance from Diesel shop, beside China's first Diesel Living home store.

Since 1985, Diesel has developed into a lifestyle brand from selling tannins alone.

But when most Chinese think of Diesel, they still wear tight jeans and perfume.

The former is due to the Diesel Be Stupid advertisement, which triggered the public opinion craze in 2010, while the latter is the result of constantly brainwashing the perfume counters around airports.

In response, Renzo Ross, 60, stressed that although tannin revenues still account for 35% of the total, it should be known as "lifestyle brand of tannin".

Watches, chairs, jewellery, shoes, bags, kitchenware, sofas, bicycles...

Diesel all kinds of products show their brand attitude in an all-round way, and prevent customers from changing their minds.

"If consumers don't love Cowboys any more, you still have a lot of opportunities to hang on to him."

He agrees that people are in the age of "loyalty" being diluted. "You have to show more things to make yourself appear on social platforms.

This week alone is not enough. Next week, next week. "

Diesel show

In addition to Diesel, Renzo Rosso still has more things to attend to today.

The OTB (Only the Brave) group, founded in 2002, also owns Maison Margiela, Viktor & Rolf, Marni, and Paula brand Cademartori, which has just been acquired.

In addition to the star designer Nicola Formichetti, OTB has also been a genius designer John Galliano who has been chilled for several years in the fashion circle.

The designer of the topic has made Maison Margiela and Diesel frequently become a hot topic of public opinion.

But if someone comes in, there will be people leaving. The fashion outage trend also appears here.

4 years ago, OTB completed the acquisition of Marni.

Just a week ago, Marni founder and creative director Consuelo Castiglioni left office.

Her husband Gianni Castiglioni (former Marni president), daughter Carolina (responsible for Marni communications, special projects and children's wear work), son Giovanni (responsible for Marni operation) also resigned at the same time.

OTB announced the appointment of Francesco Risso as the new creative director, who has worked for Prada for many years.

Neither Renzo Rosso nor Ubaldo Minello, chief executive of Marni brand, has explained in detail the issue of changing the company.

Renzo Rosso told reporters in Shanghai that if he is a general, he will choose frank, optimistic, broad-minded and good team player.

Perhaps there have been some deviations in the direction of the war department and the barrel of the gun.

This year, Renzo Rosso ranked 527 in the Forbes rich list, up 30 from last year.

The current price is $3 billion 300 million.

When asked if he would mind being called the Italy version of LVMH, he said, "what do we mean? We are a Italy group.

Compared with other groups, the volume is much smaller, but it is cooler and more modern.

His personal attire is proof.

Rarely seen Renzo Rosso shirt, suit, tie, black T-shirt and casual dress suit is the limit of his formal dress.

On the night of Shanghai's great show, he deliberately put on the William Chan T-shirt black T-shirt, and the chest was designed with ten hands.

On the second day, he was interviewed by the media. He appeared with a Diesel grey hat T. The first letter of R - Renzo Rosso appeared on the knuckle of her right middle finger and ring finger, and her left ankle was exposed to the OTB circular Logo tattoo.

It's like a retired rock star.

He made this Logo, punk rock and roll Mohawk man make a huge floor at the entrance of Italy headquarters.

Only a small number of invited guests can come up and identify them.

"When you walk on it, you will not be aware of it."

Renzo Rosso said, "it's just a shallow wooden floor."

Another place that is different from LVMH, Kai Yun and other luxury goods groups is that OTB is still a family industry.

The two eldest sons of Renzo Rosso are currently responsible for the company: Andrea is the creative director of Diesel Living, and Stefano is group CEO.

"He (Stefano) is very different from me.

I am an entrepreneur. He is calm, meticulous and good at management.

I listened to him most of the time.

The family industry is easy to manage, but it may not be an advantage in the acquisition war.

Renzo Rosso missed the jewelry brand Pomellato of Milan, and the latter chose Kai Yun.

In 2012, when he joined the Valentino acquisition war, he finally lost to the wealthy Qatar royal family.

Not long ago, he bought Paula Cademartori to fill the group's lack of accessories.