DIESEL TOWARDS THE PEAK SEASON: HOW A FULL-FUNNEL STRATEGY DRIVES GROWTH AND REPOSITIONING

Interview with Damian Adamik, Media Advisor at Intarget

For Diesel, the Peak Season is not just a sales period but a strategic crossroads. With 35% of annual revenues at stake and an unstable macroeconomic context, the brand adopted a business-driven approach focused on:

• maximum efficiency;
• full control of data, made actionable also through the use of AI for analysis and insights;
• long-term strategic vision.

We discussed this with Damian Adamik, Media Advisor at Intarget.

What was the initial scenario and what challenges did you face?

“2025 is a complex year for the entire fashion retail sector: economic uncertainty, lower consumer loyalty, and stronger competition, where seasonal moments can significantly impact brand performance.

For Diesel, therefore, the peak season — accounting for about 35% of revenues — represents a crucial challenge.”

What did you focus on in preparation for the peak season?

“Our main goal was to maintain performance efficiency by optimizing the entire investment. Paid channels contribute significantly to Diesel’s e-commerce revenues: for this reason, it’s essential that every campaign generates returns while preserving the key volumes needed to achieve e-commerce goals.”

What strategy did you adopt to reach these goals?

“In fashion, it’s not enough to push — you need to know where and how to push. For the peak season, we leveraged the work done in the first three quarters, adopting a fully data-driven approach. We analyzed audiences, markets, and product categories — because it’s easy to forget that the product is at the core of everything — to define landing pages, bidding strategies, and conversion goals. The result is a full-funnel mix designed to generate sustainable growth in the medium to long term while supporting the brand’s significant repositioning path, aiming to consolidate its status as a key player and reference point in the luxury fashion market.”

What operational actions did you implement?

“Every technological lever — from AI for analyzing ads, copy, and competitors’ creative angles to machine learning and predictive bidding — was fine-tuned to maximize returns during the most critical moments. We will ‘adjust’ Target ROAS in high-volume markets, use historical trends to anticipate demand peaks, and build high-performing landing pages capable of turning traffic into sales. We’ll stimulate audiences closer to purchase through ad hoc campaigns developed with our media partners. Special attention was given to product selection, using dedicated scripts to prioritize top-performing categories. All this with a focus on emerging markets, where we’re seeing steady growth.”

How will you monitor results in real time?

“We’ve set up daily revenue and budget targets with hourly analysis. This allows us to keep a constant overview and react quickly to changes.”

What outlook do you see for Diesel this season?

“We’re confident that preparation and an analytical approach will allow us to successfully face this peak season. Diesel has all the assets needed to turn market challenges into tangible results.”

Preparation, data, and execution speed are our key drivers, enhanced by AI tools. With this strategy, Diesel not only faces the peak season but turns it into an opportunity to strengthen its positioning in the luxury fashion space. And we at Intarget stand alongside the brand to transform every challenge into a growth opportunity.