In an interview with Ragtrader magazine last week, local distributor Angus Imports said it would slash retail entry price points in a bid to outplay competitors such as G Star Raw, Ksubi and Sass & Bide.
Diesel Australia marketing manager Helen Robbins said she expected the repositioning to turn the business from a $40 million per annum operation to $80 million a year by 2011.
Robbins said Diesel first began discounting its men's and women's apparel lines by 10 to 15 per cent during the spring/summer 2009 selling season.
For spring/summer 2010 prices had dropped by 20 per cent or more, bringing its top end jeans down to $400 from their original $600 and its entry level denim prices from $290 to $199.
For more, pick up a copy of Ragtrader's June 19 issue, out on newsstands tomorrow.