Clothing brand Diesel has unveiled plans to sell its collection
over the Internet in an attempt to build its image among its young and
fashion-conscious customer base.
Diesel will be one of the first brands to use the Internet for
electronic commerce but the decision is motivated more by a desire to
match the interests of Diesel’s customers than a belief that money can
be made from transactions through the site.
Bob Shevlin, head of new media at Diesel, said: ’The decision to launch
a UK virtual store has come from consumer requests. Users who already
access our Internet site want to buy our clothes from the Net as
’We want the site to be jazzy and interesting, and to have a huge
entertainment value. Other Internet stores just provide transactions,
but we want British customers to window shop in the (virtual) store as
they would otherwise.’
The site is being designed by new-media agency Real Time Studio, and
there are plans to create a 3-D feel for the virtual store.
Shevlin said, however, that this would only be developed with technology
that most consumers use, so as not to exclude anyone.
Diesel has three stores in the UK located in London, Birmingham and
It also has franchise stores in Selfridges and Harrods.
The virtual store will allow the company to target UK customers who do
not live or work near a Diesel store.
Most clothing brands in the UK are reluctant to use the Internet as a
medium for selling. The only other fashion brand that does so is Red or
Internet shopping has been slower to take off in the UK in comparison
with the US due to the fact that British consumers remain cautious and
security conscious about revealing financial details over the
Another factor is that the general level of familiarity with Internet
shopping is lower in the UK.
Diesel’s virtual store will be launched in May and can be found at