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Branding Strategies for an Up-market Line Extension in the
Fashion Industry
DIESELDIESELFor For SuccessfulSuccessful Living Living
Diesel original identity :– rebellious, uncommon, sense of humor
Well exploited from1991 to late 90’s
Problem : the brand is losing its originalty – victim of its success – the brand started to be conventional due to the evolution of the market
Solution : StyleLab and D-Diesel
Upper range jeans – new consumers – new market
StyleLab’s awareness: The notoriety of the new line Come from a known brand
Diesel’s image: Differentiation New buyers
D-Diesel and StyleLab have roots in common :
creativity, freedom, global outlook and thoughtfulness.
But different positionning and price strategy:
StyleLab more exclusive, more expensive, more innovative
Target consumer :
1. The past buyers of D-Diesel that look for more exclusiveness
2. People looking for cutting-edge style
D-Diesel and StyleLab lines had to be clearly differentiated while having a common link with Diesel’s core identity
D-Diesel and StyleLab lines had to be clearly differentiated while having a common link with Diesel’s core identity
Endorsement Strategy :
StlyleLab can benefit from the fame of Diesel
(quality, durability, design)
Reduce the cost of the launch (communication)
Ensure credibility and visibility
The Logo
A strong endorsement : Diesel plays a minor driver role
StyleLab and D-Diesel = two separated product lines
Diesel is a warranty
3. The Branding 3. The Branding StrategyStrategy
• Core value
• Market segmentations
• Design, characteristic and price of products
• The terminal of each distribution
marketing
buyers sellers
demands products
The cutting-edge of fashion
A unique personality perfectly in phase with new trends
Core target can be expanded:
- young people
- people who feel young or want to feel young
Image and exclusiveness: helped by StyleLab
Possibly a victim of its success (D-Diesel)
5. The future of Diesel5. The future of DieselHow long will the brand last?
Renzo Rosso: the sole force, the key ingredient.
Successor?
What can they do?
Brand image
StyleLab major role
Maintain designing budgets
Rosso needs to start trying to find a successor that is up to the task