The evolution of the brand strategies of Diesel's: strategic repositioning through upward brand extensions
Massoli Taddei, Giulia (A.A. 2011/2012) The evolution of the brand strategies of Diesel's: strategic repositioning through upward brand extensions. Tesi di Laurea in Fashion management, LUISS Guido Carli, relatore Carlo Fei, pp. 177. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Brand as the main driver of performance, especially in luxury and fashion markets. From a pionnering jeans & casual brand to a global lifestyle icon: the brand Diesel. The evolution of the fashion market. Diesel's trading-up strategy: the long path from Denim supplier towards accessible luxury. Upwards brand extensions as a mean to reposition the parent brand: the launches of Diesel Style Lab and Diesel Black Gold. The launch of Diesel Style Lab. The launch of Diesel Black Gold. The evolution of communication. The evolution of distribution. The organizational evolution.
References
Bibliografia: pp. 170-177.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | LUISS Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in General Management, English language (LM-77) |
| Chair: | Fashion management |
| Thesis Supervisor: | Fei, Carlo |
| Thesis Co-Supervisor: | Festa, Alberto |
| Academic Year: | 2011/2012 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Jul 2013 15:00 |
| Last Modified: | 19 May 2015 23:27 |
| URI: | https://tesi.luiss.it/id/eprint/9892 |
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