With the launch of the new Diesel website for the first time it is possible to purchase their latest collections of  jeans, knitwear, dresses, shoes and luggage direct from them through the web. Previously it was only possible to purchase Diesel online through  fashion sites such as Yoox.com who specialise in 'end of line' items.

For years high end luxury goods makers prefered to sell their products through a tightly controlled group of boutique and retailers, claiming that it is impossible for a customer to experience luxury through the web. Its not like purchasing a DVD through HMV or Amazon after all. They choose instead, and many still do, to use the web as a brochure site with high store locators to direct purchasers.

But with advancements in technology, fashion houses are finding they can recreate much of the sophistication of their real world stores online.

In order to create the level of  sofistication required by the Diesel brand, they have created an interactive experience through 3D models moving around the site, making the whole shopping experience rather appealing.

Their site also offers its readers insights into new and up and coming bands and artists - some that have been sponsored by Diesel under their Diesel-U-Music program. It also features a Style Miles program for shoppers where by they can claim gifts and other loyalty benefits.

http://www.diesel.com/