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Branding Strategy In The Fashion Industry
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I have to analyze a marketing case concerning Diesel SpA, the italian jeans producer. All the problem is about the launching of a new, up-market line extension called StyleLab. This was launched following 3 basic concerns: 1) enter a new and attractive market of high casual wear 2) create an aura of prestige around the Diesel brand 3)give Diesel designers' an opportunity to experiment with new fabrics and textures. The target customers is similar, apart from the age (StyleLab products will be more expensive!) which is slightly higher and so are the income and the social classes, both higher for StyleLab products. The question is:should StyleLab be endorsed, sub-branded or be totally independent from Diesel? On what basis should this decision be taken? P.s: will Diesel remain at the cutting-edge of fashion?? Thank you very much
E.