CUSTOMER PROFILE

In order to create a successful and accurate customer profile for Diesel, a questionnaire was carried out.

The questionnaire proved extremely succesful in allowing to create a customer profile for Diesel, with over 100 responses.

Generally, Diesel’s customers are more female based than male (refer to appendix 1.) with 76% female and 23% male. Their customers are also usually between the ages of 18 - 24 (refer to appendix 2.).

Therefore, the average Diesel customer will be a young adult from the upper middle class, who can afford to pay the premium prices which Diesel offers. They will look towards Diesel’s individuality and edgy style in order to stray away from fashion norms and what is currently branded as ‘trendy’ to other fashion retailers.

“To create an apparel line perfect for individual people who follow their own unique path in life and for those style - makers who express their individuality by the way they dress.”

Diesel has committed to their objectives within their mission statement successfully. They hire people who have gathered knowledge through extensive travelling and keep a close eye on what is currently going on in the fashion industry.

Diesel produces no less than 3,000 products every season in order for their collections to remain innovative and individual to their consumers.