Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

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PublicATIon Date:
January 01, 2004

Industry:

Source:
INSEAD

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. Please visit the http://cases.insead.edu/diesel/ (copy and paste the url into a browser) to access Diesel’s television commercials and PowerPoint presENTATIons of all case exhibits and print advertising campaigns.

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Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

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