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Diesel restructures wholesale team to focus on customer categories

Diesel is restructuring its UK wholesale arm around its customer categories, splitting the team into four distinct channels covering department stores, etailers, multiples and independent stores.

The fashion brand is moving away from a product-oriented sales approach as it attempts to “better meet the needs of those respective types of customer”, it said. It is also creating an international sales team that will work across the UK, Denmark, Norway, Sweden and Finland to ensure best practice.

The aim of the fresh approach, which comes into effect on March 31, is to “grow our customer expertise and understanding and also simplify the Diesel contact with each customer”.

Jonny Hewlett, managing director of Northern Europe at Diesel, told Drapers no redundancies would occur as a result of the changes, saying there would instead be more “customer-facing roles”. In particular, the team covering independents ill receive an extra two dedicated individuals.

Hewlett said: “We will be concentrating more resource and effort on getting out there and covering the territory. This will enable us to better understand the needs of our multibrand independent customer and the dynamics in which they are working.

Once we have done that, we can shape our plans and activities to better meet the elements of their business.

“Instead of clumping together all our customers in the auspices of a single wholesale sales force, we will have an adapted and expert team for each of those channels.”

Hewlett noted that the needs of the etail customer were “considerably different to those of the bricks-and-mortar customer”.

“Everything around communication, marketing, promotional activity – it’s a totally different medium so requires a different approach to one where you are setting up displays, for example,” he said.

Italian brand Diesel has 193 core UK customers, and the company has started communicating the changes to its customers on an individual basis.

Hewlett emphasised the “close up and personal” manner the brand would take in explaining the move.

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