Absolutely riveting

ONE OF THE most popular strategies in marketing today is customisation as brands adapt their business plans and respond to the public demand for more exclusive products that don’t cost the earth. Italian lifestyle company is the latest to offer such a service and last month sent its category manager, Ellen Tananbaum, to Bangkok to introduce its new Denim Master Studio.
Through the Studio, Diesel is offering clients the opportunity to customise their denim pieces with exclusive quality rivets. Especially targetting top stores in key cosmopolitan markets, Denim Master Studio fuses Diesel’s exceptional |dedication to innovation with their customer’s desire for originality.
Participating stores will now feature a dedicated corner fitted with a denim customisation machine. Options include star-shaped, stud, rhinestone-encrusted and coloured rivets. Clients will also receive a specially designed branded bag featuring the Denim Master Studio logo.
“Diesel is the ‘master of denim’ and, as such, we want to offer an extraordinary |experience. We created |Denim Master Studio as a complimentary service for |customers in all flagship stores around the world. The rivet is the first step. The second phase will focus on patches and embroidery and will be on offer next year,” Tananbaum explains.
“The customer can also request rivets with specific words such as wild, brave, rebel, sexy and fun. This is a global launch and we are very proud of it. We look forward to providing this services and to enhancing it with even more novelty and personal touches,” she adds.
The machine and rivets have been brought in from Italy and several different types of rivets can be applied with the same machine. Most of the time, staff can help but customers are also welcome to have a go.
“It doesn’t take a long time. With one purchase of jeans, we’ll give five rivets. Once customers decide where they want to place the rivet, we can start right away,” Tananbaum says.
“Every season we launch a special washed denim. This season we have a limited edition – 978 pieces because the brand was born in 1978 – with the two sides washed distinctively in different shades of denim. The front is more washed while the back is darker and includes a number and mixed fabric. All the pieces are made by hand over a period of three days.
“As a master of denim, we try to create something our customers don’t already have though of course, we still have basic black or blue jeans. In Bangkok, our range comprises just 28 jeans both for men and women. Vintage denim is coming back and is one of our signatures. Ripped or heavy washed jeans feature in many of our collections. This is also done by hand, which gives the finished items a limited edition feeling. The fit is also very interesting. The boyfriend fit is more edgy and vintage not just in the material but also in the look. We also offer very skinny jeans, maternity fits as well as what we called “joggjeans”. These are made from a soft mix of materials somewhere between denim and leggings and are very comfortable. We intend to apply some defects in addition to customisation, as it makes our jeans very special.”
Whether you want the vintage feel of well-worn indigo or sleek black jeans that will work from day to night, the collection has a style for you.