Diverse – another hot streetwear clothing brand from Poland
One of my favourite Polish brands is Diverse – another clothing brand that comes from city of Gdańsk (just like Reserved brand that I described here earlier), owned by a Polish company called Etos S.A. Diverse was launched in 1993 and it’s a brand of streetwear and sport lifestyle clothing and accessories for both men and women. The brand’s mission is to focus on clothing that is going to be in fashion tomorrow.
Diverse’s target group are young, active urban people aged 15-26, who practise sports and value the comfort & high quality of their clothes. Diverse prepares new men and women collections for every season of the year. This brand is particularly appreciated for its wide range of accessories such as: shoes, belts, wallets, sunglasses, backpacks, caps, hats, scarves and gloves.
Diverse’s brand claim is: BORN TO PERFORM. This brand never had any massive advertising campaign – it had been communicated mostly in magazines for young men and women, some lifestyle press and a few outdoor campaigns in Poland. However, the unique visual code of Diverse print lay-outs made this brand instantly recognizable and quite desirable for the young target. I’m being one of the victims spending some cash at Diverse shop every now and then 😉
It’s worth to notice that Diverse never uses models to present its garments or accessories in print adverts. The lay-outs are very simple and minimalist, no headline – just the product. The sweatshirts, trousers, jackets or boots are always displayed on their own – the product is the primary focus of attention as well as the object of desire. The garments are usually presented on black or white background with Diverse logo and website address: www.diversesystem.com.
Apart from Poland, Diverse used to have a wide distribution in several European countries such as: Germany, Spain, Portugal, France, Czech Republic, Bulgaria, Malta, Slovakia, Slovenia and Hungary. But recently it has focused only on Poland and Germany. Now there are about 100 Diverse single-branded shops.
One of the strongest points of Diverse offer are shoes – there’s a quite wide variety of them for both men and women. The Diverse sport shoes are very trendy and therefore many youngsters in Poland rate Diverse shoes at the same level as Adidas, Nike or Puma shoes.
In May 2006 Diverse launched its own loyalty programme called Diverse Club – frequent clients at Diverse shops can aquire a special loyalty card. Each payment at Diverse shop is calculated into points that are collected through the loyalty card and can be exchanged for discounts at Diverse shops. The programme was promoted in Internet and there is a special website for the members of Diverse Club – www.diverseclub.com.
As for the sponsorships, Diverse brand is very engaged in supporting extreme sports through its Diverse Extreme Team which combines successful sportsmen of the following disciplines: kitesurfing, BASEjumping, freesking, snowboard, BMX, MTB dirt–jumping, FMX, car rallies. At some point Diverse Extreme Team also took part in the famous Dakar Rally.You can find out more about the activities of Diverse ExtremeTeam at: www.diverseextremeteam.com.
Quite recently Diverse introduced its own Diverse Energy Drink – powered by Diverse ExtremeTeam. Sample cans of the new drink were distributed in the Diverse shops. I tried it and it tasted much better than Red Bull.