Merchandise Assortment

Both Diesel stores and their website offer a great shopping experience and are very similar by offering consistency through merchandising, price points, and product selection. Diesel stores are usually big enough to carry large amounts of assortments. However past season items are first to be withdrawn from the stores and they stay available longer to purchase them at the discount prices so the selection of sale items is greater than in stores. Almost all categories are sold both online and in store. Lifestyle products are the only category that can be found only online and those include helmets, lighting, and headphones. Website has slightly higher selection of sizes of jeans and colors but the store is well stocked up. If they are out of a particular style or color they offer free shipping to your home while e-commerce offers free shipping if over $200 spent. Their merchandising is focused on product selections and then by color for both website and stores. Disadvantage of the online shop is the lack of option to check if merchandise is available in a store nearby for those customers who don’t want to opt out for immediate purchase yet they want to touch and try the product first before making a purchasing decision. Diesel’s website has a great opportunity to add that option and attract more traffic and generate sales. Price points are starting from $25 to $1,555.