Diesel SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 20718

SWOT analysis of Diesel analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Diesel SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Diesel to benchmark its business & performance as compared to the competitors and industry. Diesel is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Diesel competitors and elaborates Diesel market segmentation, target group, positioning & Unique Selling Proposition (USP).

Diesel SWOT, Competitors, Marketing STP & Brand analysis Table
Diesel Brand Analysis
Parent Company

Diesel S.p.A.


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

For Successful Living


Complete lifestyle brand

Diesel STP

Young men , women and children who are very fashion conscious

Target Group

Urban upper-middle and upper class


A complete fashionable lifestyle brand

Diesel SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Diesel. Strengths are:

1.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market
2. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale
3. Strong advertising strategy which sees them building stories around pictures.
4. One of the first clothing companies to have a major presence on the internet since 1995

5.The diversification into other merchandise like sunglasses ,watches, perfumes, footwear  makes it a complete lifestyle brand
6. Has over 2500 employees serving in 80 countries
7. Apart from clothing, it offers watches, footwear, perfumes etc


Here are the weaknesses in the Diesel SWOT Analysis:

1.Their main product Diesel jeans is expensive and only available to a select few
2.Majority of sales revenues come from designer jeans. A slight dip in the demand of it may see a major drop in sales
3.Replica products and fake imitation affects brand image


Following are the Opportunities in Diesel SWOT Analysis:

1. With rising concern in eco-friendliness of products Diesel can respond to this concern with promotion campaigns to instill trust
2. Diesel can tap emerging retail markets like India and Africa to make the most of the unsaturated markets there
3. Outsourcing some divisions in some countries may help maintain economies of scale


The threats in the SWOT Analysis of Diesel are as mentioned:

1. The highly fragmented fashion industry amounts to low consumer loyalty related to a particular brand due low switching cost and high bargaining power
2. The trade barriers which cause fluctuations in currency denominations may cause losses when it comes to revenues
3.The emergence of many designers in the jeans segment may cause a serious threat to their core product

Diesel Competition

Below are the top 3 Diesel competitors:

1. Giorgio Armani
2.Chip and Pepper
3. Levis

The brandguide table above concludes the Diesel SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Diesel. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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