Subject category:
Marketing
Published by:
INSEAD
Version: 01/2020
Revision date: 6-Jan-2021
Length: 24 pages
Data source: Field research
Topics:
Branding; Marketing; Brand management; Brand extension; Fashion; Luxury goods; Advertising; Logos
Notes: To maximise their effectiveness, colour items should be printed in colour.
Abstract
Renzo Rosso, the president and founder of Diesel SpA, 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 StyleLab: should it be an independent brand with no link to Diesel, a sub-brand of Diesel, or an independent brand endorsed by Diesel? It can also be used to discuss critical issues in the marketing of fashion and luxury brands. In particular, it illustrates how Diesel has managed to grow without losing its core identity.
Teaching and learning
This item is suitable for postgraduate and executive education courses.Time period
The events covered by this case took place in 1999.Geographical setting
Region:
Europe
Country:
Italy
Featured company
Diesel
Industry:
Fashion, clothes
Subject category:
Marketing
Published by:
INSEAD
Version: 01/2020
Revision date: 6-Jan-2021
Length: 21 pages
Data source: Field research
Japanese language
Subject category:
Marketing
Published by:
INSEAD
Version: 10.2010
Length: 23 pages
Data source: Field research
Topics:
Multimedia; Branding; Marketing; Brand management; Brand extension; Fashion; Luxury goods; Advertising; Logos; AR1011; AR2010; RD0910
About
Abstract
Renzo Rosso, the president and founder of Diesel SpA, 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 StyleLab: should it be an independent brand with no link to Diesel, a sub-brand of Diesel, or an independent brand endorsed by Diesel? It can also be used to discuss critical issues in the marketing of fashion and luxury brands. In particular, it illustrates how Diesel has managed to grow without losing its core identity.
Teaching and learning
This item is suitable for postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 1999.Geographical setting
Region:
Europe
Country:
Italy
Featured company
Diesel
Industry:
Fashion, clothes
Related
Subject category:
Marketing
Published by:
INSEAD
Version: 01/2020
Revision date: 6-Jan-2021
Length: 21 pages
Data source: Field research
Subject category:
Marketing
Published by:
INSEAD
Version: 10.2010
Length: 23 pages
Data source: Field research
Topics:
Multimedia; Branding; Marketing; Brand management; Brand extension; Fashion; Luxury goods; Advertising; Logos; AR1011; AR2010; RD0910