Hipster line Diesel may have cultivated an edgy image by selling pricey jeans and
other apparel but was behind the curve when it came to the power of the web. The
Milan-based company took a giant step into the cyberworld on Monday
officially opening its own online store (Diesel.com) which was a year in the making.
According to Fortune, Diesel
is the latest fashion company to make its products available online, in
a move that is increasingly melding high fashion with high tech. For
years designers preferred to sell their goods through a tightly
controlled network of luxury department stores and their own boutiques,
fearing the web would tarnish their image of exclusivity.
However, with advancements in technology, fashion houses from Yves Saint Laurent
to Louis Vuitton are finding they can recreate much of the
sophistication of their real world stores online.
To give Diesel’s site a high-gloss feel, the company
hired several film industry executives, who helped the company tailor
technology that resulted
in three-dimensional looking models who appear as if they are floating,
dancing and flying through space. "We wanted to convey the Diesel experience online," said
Chief Executive Renzo Rosso.
Assisting Diesel was Yoox Group, a
Bologna-based company that creates and manages virtual stores for
And while the technology has improved, there are still dozens
of luxury brands, from Prada to Cartier, continue to offer no more than
photo galleries of their latest collections online.