Innovation

There is a unique description of the product that includes “size and fit” tab which actually tells the customers what is the height of the model so customers can know understand better how does the picture relates to their body dimensions and comprehend how it will fit them. This is a unique way to view the merchandise and provides a trustworthy presentation of the product online. Innovation is strong in all visuals segments; everything on a site presented is in a highly interactive manner.

According to Compete’s website their main competitors are replay.it and 7forallmankind.com. In comparison to Diesel, Replay’s website lacks the collection and campaign overview but rather takes the customer directly to shop the merchandise. Its assortment is fairly large, similar to Diesel’s but presentation and visuals of the product are not as appealing to the customer in terms of clarity and background options such as ideas how to wear the merchandise. Second top competitor is the least innovative. It does have a clean and professional appeal because of its all white and black use of color but lacks creativity. Assortment selection looks too simple and does not tell a story of the brand compared to Diesel’s website. Both competitors are using runway models to present merchandise as opposed to Diesel’s strategy to use real-life models with more average body figures which is a great approach for customers to relate to the products better.

Diesel.com lacks on option to provide their customers a Wishlist where they could place items they want to buy eventually. It is an important tool that can drive more sales and prevents consumers of forgetting what they were browsing and wished for.