Although it’s a 40 year old brand, DIESEL has to act like a challenger to become more relevant to the younger segment – gen z and young millennials – for whom huge fashion retailers and brands like SUPREME and Levis are the norm. And we realized that wardrobing is something normal for these guys. Wardrobing is the act of buying clothes, wearing them for the occasion and returning them within 14 days for a full refund. Wardrobing costs the fashion industry $15 billions/year. How can a brand fight it? While the biggest fashion retailers go as far as blacklisting customers who usually return items, Diesel embraced wardrobing and encouraged people to ENJOY BEFORE RETURNING. This move has actually helped DIESEL increase their sales with 24% globally, out of which more than half came from new customers, aged 18-26.