Diesel's Asian operations have been restructured as the brand aims to re-position itself as 'higher-end fashion'. "Diesel has always prided itself on being the 'coolest of the biggest' jeans and fashion brands, but now aims to be the 'prêt-a porter of casual wear'," said Roberto Cappelli, CEO of Diesel (Asia), who joined in mid-2003 to spearhead the brand's Asian expansion plans.
In line with Diesel's new global store concept, the 270-square-metre outlet in the Causeway Bay district is the first in the region to offer a full range of Diesel products, including underwear, watches, sunglasses, jewellery, bags and shoes. Designed by Diesel's interior design department at company headquarters in Italy, the décor blends fashion, art and design, with retro-style furniture and one-of-a-kind items, such as a vintage chandelier from Italy. The existing Diesel store in Tsimshatsui will also go through a complete renovation in order to retain a consistent retail image.
"This concept is about a cleaner look and exclusivity to better represent our brand," Cappelli explained.
The brand now has 34 stores open across Asia, including Hong Kong, Korea, the Philippines, Taiwan and Thailand, with plans to open a concession store in Harvey Nichols, which is opening in September at The Landmark in Hong Kong, and two more stores in Beijing and Shanghai at the end of this year.
"We've experienced rapid expansion over the past two years, when more than 50 per cent of our current number of specially selected shops were opened across Taiwan, the Philippines and Korea," said Cappelli, noting that Korea was a major focus for Diesel. "And we are concentrating on officially launching in China."
The store's opening night was marked by a launch event at the store itself, which included a live performance by alternative Berlin-based group Chicks on Speed.
