NATIONAL: Diesel Australia has doubled its advertising budget in a bid to strengthen
consumer spending under its new retail pricing strategy.
The Italian denim brand has doubled its local advertising spend for the calendar year and commissioned a separate public relations agency to handle its footwear, bags, accessories and underwear accounts. This will allow existing agency ARC Factory to focus on editorial opportunities for its apparel and denim lines; a strategy backed by full-page and double-page advertisements in Vogue, Harper’s Bazaar, Madison, Grazia, Russh, GQ, Men’s Style and FHM throughout the year.
As previously reported in Ragtrader, Diesel Australia moved to amend its retail pricing structure after G-Star kicked off an aggressive 33-store rollout last year. Retail price points initially fell by 10 to 15 per cent on denim and apparel for autumn/winter 2010, with the next season seeing further reductions from $250 - $600 on denim to $199 - $399. Prices have also fallen by 30 per cent on Diesel bags and shoes for the coming summer season.
For more on Diesel's plans for the Australian market, pick up a copy of the March 26 edition of Ragtrader magazine.