“Diesel for Successful Living”: Branding Strategies for an Up-Market Line Extension in the Fashion Industry
Table of content
• The evolution of Diesel’s identity page 3
• The analysis of both brands: Diesel & StyleLab page 6
• D-Diesel and StyleLab: How closely should they be associate in the mind of consumer? page 10
• Three possible branding strategy for the StyleLab brand and their variants page 12
• Diesel: a continuous evolution since 1978 to the present page 14
• References page 17
2
1.1 The evolution of Diesel identity
The fashion industry is very complicated, large and ever evolving as taste and preference of consumers evolve. There are no standard fashion companies. The industry has a wide spectrum of enterprises working in the apparel, footwear, home textiles and accessories markets. As well as being made up of various kinds of companies like retailers, design source and selling companies, companies with their own manufacturing facilities and others who outsource production but retain control over parts of the production process.
The nature of fashion is constant evolution each year or season as new labels are presented at every turn of the season to keep up with the change of market trend in the industry. That’s why firms in the fashion industry must constantly reinvent themselves and maintain its cutting edge while remaining firmly positioned as a strong brand with staying power. Moreover, companies functioning in the high fashion segment often face a different kind of pressure as compared to those functioning with commodity fashion goods.
All of these aspects combine to make the fashion industry one of the most complicated industries. Yet, various issues can be noticeably recognized as common across the industry.
- Consumers have the power
- Supply chains are complicated
- Product launching and delivery takes time
- Companies must be able to manage a product mix
- Inventory control maintenance is important
- Impact of the latest technology on the fashion industry
- Copyright issues for fashion designs Consumers have more power
Today's buyers have more
• The evolution of Diesel’s identity page 3
• The analysis of both brands: Diesel & StyleLab page 6
• D-Diesel and StyleLab: How closely should they be associate in the mind of consumer? page 10
• Three possible branding strategy for the StyleLab brand and their variants page 12
• Diesel: a continuous evolution since 1978 to the present page 14
• References page 17
2
1.1 The evolution of Diesel identity
The fashion industry is very complicated, large and ever evolving as taste and preference of consumers evolve. There are no standard fashion companies. The industry has a wide spectrum of enterprises working in the apparel, footwear, home textiles and accessories markets. As well as being made up of various kinds of companies like retailers, design source and selling companies, companies with their own manufacturing facilities and others who outsource production but retain control over parts of the production process.
The nature of fashion is constant evolution each year or season as new labels are presented at every turn of the season to keep up with the change of market trend in the industry. That’s why firms in the fashion industry must constantly reinvent themselves and maintain its cutting edge while remaining firmly positioned as a strong brand with staying power. Moreover, companies functioning in the high fashion segment often face a different kind of pressure as compared to those functioning with commodity fashion goods.
All of these aspects combine to make the fashion industry one of the most complicated industries. Yet, various issues can be noticeably recognized as common across the industry.
- Consumers have the power
- Supply chains are complicated
- Product launching and delivery takes time
- Companies must be able to manage a product mix
- Inventory control maintenance is important
- Impact of the latest technology on the fashion industry
- Copyright issues for fashion designs Consumers have more power
Today's buyers have more