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Jonny Hewlett

UK managing director, Diesel

“Double dip is maybe too extreme but certainly a flattening of the recovery curve is likely. In static growth situations, it will be about growing share at the expense of the brand next to you. Working more closely with retailers, tracking the business more rigorously, reacting quicker to the good and the bad (and the ugly) and above all, driving a better clarity of message (fewer, bigger, better events). The Diesel direction is exactly this - making sure that where we are strong, we consolidate that position.”

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