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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