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Branding Strategy In The Fashion Industry

Posted by Anonymous on 250 Points
Dear everyone,
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

  • Posted by Corpcommer on Accepted
    It would be helpful for you to see what the industry says about the company and its brand.

    Do a search on these sites for info on trends and comments re Diesel:

    Also check the website for Advertising Age magazine, as well as search this website's marketing resources.

    Good luck.

  • Posted by rfogel101 on Member
    I'd like to study space design, by that I mean, for example, when a designer like Prada comes up with a season's concept, someone designs the fashion shows' spaces, the spaces within her stores, etc. in accordance to that concept.

    What trade or what type of school do I go to, to study that.

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