DIESEL profile

Title: DIESEL FOR SUCCESSFUL LIVING: BRANDING STRATEGIES FOR AN UP-MARKET LINE EXTENSION IN THE FASHION INDUSTRY **prize winner**
Reference: 504-007-1
Product type: Case (12 colour inserts)
Author(s): Chandon, P; Grigorian, V
Publisher: INSEAD
Settings: Western Europe; Fashion; 1,000 employees, 260 million euros turnover; 1999
Topics: Branding; Marketing; Brand management; Brand extension; Fashion; Luxury goods; Advertising; Logos
Publication year: 2011
Version date: 01.2011

data source: Field research
Status: Active
Abstract:

Since its initial development over 25 years ago, Diesel has been a leader in the fashion industry. The label is continuously releasing incredible designs for men, women and children of all ages and individual styles. Renzo Rosso, chief designer and president of the label, has a long history with the company dating back to 1978. However, it wasn’t until 1985 that Rosso decided to take control of the label and become the primary source behind Diesels amazing. the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab. The objectives set for StyleLab are: (1) to enter the new and attractive high casual wear market; (2) to create an aura of prestige for the core D-Diesel line; and (3) to provide Diesel's designers with the opportunity to experiment with new cuts and fabrics, which may eventually trickle down to the main D-Diesel brand. The case focuses on the selection of the branding strategy for Diesel its new range ‘’ DIESEL ISLAND In particular, it illustrates how Diesel has managed to grow without losing its core identity. The main objectives of the case are to develop an understanding of the key issues involved in managing a portfolio of brands and to evaluate alternative branding strategies for launching a new brand using a structured approach and tools. The case also illustrates critical issues in the marketing of fashion and luxury brands, The large corpus of Diesel's controversial print and television advertisements also make the case suitable for an advertising course or the advertising module of a marketing management course. Finally, the case can also be used in a market research course to illustrate the value of experimental methods for studying the effects of branding.

by Danielle R