Buy custom “Diesel for successful living”:Branding strategies for an Up-market Line Extension in the Fashion Industry
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| Topic: |
Business
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| Number of pages / Number of words: |
13 / 3637 |
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Defining themselves as a ‘jeans and workwear’ clothing company and trying to find their place in the context of the 80s fashion, they try to differentiate themselves from the rest by innovating and selling jeans that looked worn. Through the 1980s to the early 90s Diesel stuck to this concept.
Second Era by the early 90s Diesel Changed its identity from just a a simple Jeans label into a major fashion Brand and also changed its slogan campaign to “For Successful Livingâ€...
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This Era is noted as the Quirky Urban Fashionistas giving its users the satisfaction of standing out from the crowd a need to feel different and provocative. Diesel was not only identified as just Jeans label as they diversified into the clothing line, Shoes and Fragrances as well. Here, rather than advertising with the regular style of advert in the fashion industry it associated itself to Political issues, social conventions, religion, sexuality and fashion itself...
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