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There's been a Diesel flagship in the heart of Covent Garden for ages and it's always been good, if a trifle pricey.THE BASICS
Address 42 Earlham Street, WC2H
Number of floors Three
Brands Diesel - a mono-brand offer
Ambience Stylish industrial
Now it has emerged from a complete refit and it ticks most of the boxes you'd expect of a quasi-designer denim brand - expensive, industrial and it succeeds in making the shopper feel special while shopping for what is, in essence, a commodity product.
Diesel is one of those Italian brands that takes a basic article and then plays with it, adding layer upon layer of branded flim-flam to justify its prices. It's not alone in doing this, but it does so in a way that leaves many other brands struggling to get out of the blocks.
And, when the nature of the Covent Garden competition is considered, the store - pre- and post-refit - shows what can be done with imagination and a hefty investment.01 - VISUAL MERCHANDISINGDiesel, Covent Garden
At this end of the denim market, expectations tend to be high and Diesel does not disappoint. From the moment you walk into the...