The Diesel brand is very much built on identity. The Diesel customers relate to the brand by either fitting the identity profile or aspiring to become what the brand represents. The customer image proposed by Diesel is very strong, perhaps too strong to be influenced by the customers. However, this need not be a problem for Diesel as long as the customers want to celebrate the rebellious, care free, individual and independent lifestyle which Diesel promotes.
Many of Diesel’s advertising campaigns are very different from the advertising of other high end fashion brands. The Be Stupid campaign is a good example of how the Diesel customers relate to the controversial message. Some customers find the message of the care free life amazing, while others admit to not understanding the idea, which might make them stupid, but that is perhaps what is cool.
Additionally two of the ads were banned in the UK, this only underlines the rebellious nature of the Diesel brand.
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