Diesel chief executive Daniela Riccardi has unveiled plans to target womenswear at a slightly older, more affluent customer for spring 12.
Riccardi told Drapers she planned to double the denim brand’s total turnover in five years and claw back lost womenswear market share. She said: “Women’s had equated to 45% of total sales, but over past seasons this slipped to 35%.” Diesel declined to disclose its turnover.
Riccardi said Diesel targets customers aged 25 to 35 but that its recent women’s product had ended up appealing to a younger shopper who couldn’t afford it.
The spring 12 range includes jersey dresses, oversized knitwear and new-fit denims. It has a Scandinavian feel and a move away from heavy prints. Prices range from £20 to £235.