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Success story: Diesel USA marketing gets a lift from Andrew Kang

Areas of Study , Marketing Success Stories | Oct 01, 2013 |

Some of you may be wearing Diesel jeans as you read this.

If you are, picture Andrew Kang (GSB ’14) working at the company that created them.

Andrew, a marketing major, is one of only two marketing interns at Diesel USA. From this perch in the fashion world, he has already had some one-of-a-kind, “only in New York” experiences.

For New York Fashion Week, Andrew created the introductory presentation that preceded Diesel’s show last month at Grand Central Terminal.

He planned a special event to bring Saks Fifth Avenue sales associates into the Diesel USA headquarters to familiarize them with the line — a key strategy in increasing sales.

He also began helping Diesel USA look into ways it can use e-mail marketing more effectively. Working with the company’s customer relationship manager, Andrew is analyzing data to figure out how the public has been responding to Diesel’s direct e-mails.

Andrew is exercising his full range of marketing skills at Diesel, but this last specialty — data analytics — is among the strengths he hopes will most benefit the company.

“Though I consider myself a generalist, I have always understood the power of numbers and believe that marketing decisions should be based on concrete numbers, not abstract figures,” Andrew said.

Diesel is an ideal place for Andrew to be seeding his future career. He is passionate not only about marketing and information, but also about fashion itself. “Fashion is my outlet for creative expression and allows me to be artistic with my style,” he explained. “The industry as a whole has always been captivating to me because of its diversity.”

Diversity is something Diesel certainly boasts, thanks to its continent-spanning reach. Andrew pointed out that the company is “very international,” with 500 stores across the United States, China, South Korea, Turkey, India, Mexico, South Africa, Russia, Macau, Lebanon, Egypt, Qatar, Azerbaijian and, of course, its home base in Italy.

“Many employees from the Italian HQ come to our New York office to collaborate on bigger projects,” Andrew said. “I have already directly worked with many Diesel employees based in Italy and have gained valuable insight on how a global marketing department operates.”

This, along with his globally oriented Fordham business education, are ideal ingredients in setting Andrew up as a marketing leader in the future. We wish him the greatest success!


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