Diesel and Stylelab

Branding Strategies for an Up-market Line Extension in the

Fashion Industry

DIESELDIESELFor For SuccessfulSuccessful Living Living

Diesel original identity :– rebellious, uncommon, sense of humor

Well exploited from1991 to late 90’s

Problem : the brand is losing its originalty – victim of its success – the brand started to be conventional due to the evolution of the market

Solution : StyleLab and D-Diesel

Upper range jeans – new consumers – new market

StyleLab’s awareness: The notoriety of the new line Come from a known brand

Diesel’s image: Differentiation New buyers

D-Diesel and StyleLab have roots in common :

creativity, freedom, global outlook and thoughtfulness.

But different positionning and price strategy:

StyleLab more exclusive, more expensive, more innovative

Target consumer :

1. The past buyers of D-Diesel that look for more exclusiveness

2. People looking for cutting-edge style

D-Diesel and StyleLab lines had to be clearly differentiated while having a common link with Diesel’s core identity

D-Diesel and StyleLab lines had to be clearly differentiated while having a common link with Diesel’s core identity

Endorsement Strategy :

StlyleLab can benefit from the fame of Diesel

(quality, durability, design)

Reduce the cost of the launch (communication)

Ensure credibility and visibility

The Logo

A strong endorsement : Diesel plays a minor driver role

StyleLab and D-Diesel = two separated product lines

Diesel is a warranty

3. The Branding 3. The Branding StrategyStrategy

• Core value

• Market segmentations

• Design, characteristic and price of products

• The terminal of each distribution

marketing

buyers sellers

demands products

The cutting-edge of fashion

A unique personality perfectly in phase with new trends

Core target can be expanded:

- young people

- people who feel young or want to feel young

Image and exclusiveness: helped by StyleLab

Possibly a victim of its success (D-Diesel)

5. The future of Diesel5. The future of DieselHow long will the brand last?

Renzo Rosso: the sole force, the key ingredient.

Successor?

What can they do?

Brand image

StyleLab major role

Maintain designing budgets

Rosso needs to start trying to find a successor that is up to the task