Diesel Setting Up Big Space Inside Fred Segal for New Collabs

Diesel is setting up inside Fred Segal’s Los Angeles flagship for the next six months as the brand “reshuffles” its overall retail strategy, as chief executive officer Stefano Rosso put it.

“What the company is going after is more qualitative distribution,” Rosso said. “Our mantra now is to work on quality over quantity. We believe going after top net sales and having crazy returns is pushing the customer away and it’s not what the company wants to be about.” “If I had to give a preference, at this moment it’s more about driving attention and showing what Diesel is all about,” Rosso said.

“What we explored in the 2000s — open as many stores as we can, long-term leases all over the place — I think this is gone,” he added. “The modern way to do retail is different stores in key locations, then short-term leases in test markets and then experiential pop-up stores to drive interest. A mix of all of that.”

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