Somewhere along the rise of social media, as documenting and sharing the highlight reel of our everyday lives became a part of the everyday, many fashion companies shifted gears and repositioned themselves as “lifestyle brands.” This goes beyond simply providing products for the 360º of a consumer’s life: In order to successfully establish themselves in the “lifestyle” space, their offerings must reflect the values, attitudes and interests of their desired demographic. The brands must create their own culture — one that a shopper will want to buy into.
“Clothing, jeans, children’s [clothes], shoes, bags, jewelry, watches — we’ve done two Ducati’s, a bicycle, and we have furniture, lamps and things for the bathroom and kitchen. And our customer is becoming more demanding,” says Renzo Rosso, the CEO of Diesel and president of OTB Group, the parent company to Diesel, as well as Maison Margiela, Marni, Paula Cademartori, Viktor & Rolf, Staff International and Brave Ki.
Having established this long list of products representative of a Diesel lifestyle, the company has decided to embark on the next step in this journey: a place for Diesel shoppers to live their best Diesel life, literally.
Diesel is joining the short list of traditional fashion brands that have gotten into real estate and hospitality, with its first-ever residential property — a nine-story condominium in Wynwood, the popular art district in Miami. Related Stories:Founding a Small Brand Outside of a Fashion Capital Can Be Good for BusinessSimonett Is a Miami-Based Label to WatchWhy Miami Influencers Might Be the Secret to Tapping International Consumers
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