The brand opened a ‘fake’ pop up store in Chinatown, New York during New York Fashion Week. Not only did they put the brand back in the picture by going viral with this campaign. They also reached a new generation of shoppers who care for exclusive products. Beside exclusivity, they also reached a younger generation of shoppers who want more than just things: they want experiences. Experiences that they can Snap, Instagram and share with the rest of the world.
When Diesel revealed the fraudulent store ‘Deisel’ was, in fact, an authentic Diesel store, everybody knew they had to have a piece of the hype. Names from Gucci Mane to Francesca Colucci showed off the collection on social media to their 7.7 million and 16,400 followers, respectively. So you might want to dig up your good old Diesel jeans, because Diesel is back baby!