1. Introduction Since the 1950s, jeans have become and continue to be a staple garment in people's wardrobes as a medium representing stylish identity and identification (Kramer, KR, 2006). People wear jeans for various occasions, whether it is staying at home or going out to the movies, restaurants or even their workplace. As a Mintel report indicates, during 2006 and 2010, the percentage of adults who purchased jeans remained relatively stable, with more than half (51%) purchasing at least one pair in 2010 (Mintel 2010). At a time when the number of brands offering jeans is increasing rapidly, Diesel, which has built an entire existence of passion, originality and creativity, appears as a serious competitor to market leader Levi's, with its style and cuts. bold and provocative. in 1978 by Renzo Rosso in Bragança, northern Italy, the Diesel SpA company, notable as an innovative international design company, produces an extensive collection of jeans, clothing and accessories full of originality. Diesel is a leader in new styles, fabrics, manufacturing methods and quality control to ensure an exceptional product (Diesel.com). It now sells its products in more than 80 countries and employs more than 2,000 employers with more than 300 single-brand stores and more than 5,000 points of sale available worldwide. However, this list of numbers is far less appealing than the view that Diesel and its founder have persisted over the past 30 years. Don Henshall's comment that "Diesel is about being an individual, it's about laughing, not taking yourself too seriously, looking at girls and thinking, 'Yeah, I'd love to go in there'" (marketingmagazine.co .uk , 1996) ha...... middle of document ......Ethical and Regulatory Issues, Vol.13 (1), pp.75-85Ian Yeoman; Una Mcmahon-beattie. (2006) Luxury markets and premium prices. Journal of Revenue & Pricing Management, Vol.4 (4), p.319Allsop, J. (2004) Premium pricing, paper presented at the Future Foundation Changing Lives Conference, 2 December, Queen Elizabeth Conference Centre, London. Michael R Solomon; Bradley Barnes. (2009) Marketing: Real People, Real Decisions (1st edition). Harlow: Pearson Education Limited pp.492-494Philip Kotler. (2001) Principles of Marketing (3rd European edition). Harlow: Financial Times Prentice Hall Philip Kotler, Kevin Lane Keller. (2009) Marketing Management (13th edition). Upper Saddle River, NJ: Pearson Education, Inc. pp.510-513Philip Kotler, Kevin Lane Keller. (2009) Marketing Management (13th edition). Upper Saddle River, New Jersey: Pearson Education, Inc. pp...247-248