“Diesel for Successful Living”: Branding Strategies for an Up-Market Line Extension in the Fashion Industry

Diesel, as a brand, intends to make people feel different and provocative. There belief is that, you send a message by wearing their brand. However, it will last as the cutting edge of fashion only if

The fashion industry is rapidly growing and constantly generating new fashion trends almost weekly. Fashion for some may seem ridiculous and unnecessary; but fashion is not just a meaningless usage of article of clothing or farcical materials sew together for coverage. There is more to fashion than meets the eyes, fashion is precious and significant. It is a reflection of self-image, it speak the ream about who we are and how we review ourselves. Not only is fashion the reflection of self-image but also the reflection of our history as Coco Channel have said, “Fashion is not something that exist in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Fashion

While I am focused on success, I am also commercially aware of the present climate within the fashion industry. According to research from the Hong Kong Institute of Fashion Buying, China’s consumers of luxury and high fashion are between 20 and 50 years old. Due to the implicit and abstract nature of the traditional culture, there are basically no fashion marketing and management. Thus, there is an increasing need for professional fashion mangers.

Diesel, as a brand, intends to make people feel different and provocative. Their belief is that, “you send a message by wearing their brand”. However, it will last as the cutting edge of fashion only if:

Even though Diesel is extremely successful and influential in the market of luxury and high fashion, it encounters the strong competition from Levi’s, the market leader, and pioneering companies who offer similar products like Lee and Wrangler. Unstable environments, dynamic markets, intense competition, and high costs to enter new markets force companies in various industries to adopt non-traditional, innovative branding strategies, including cobranding, in an attempt to exploit their existing brand equity (Desai & Keller, 2002). In recent years, Diesel has collaborated with different range of well-established manufacturers to produce special edition items. This strategy usually provides a tool for differentiation that leverages brands through the transfer of positive associations, such as brand-quality, image, or awareness, from one brand to another (McCarthy & Norris, 1999; Simonin & Ruth, 1998; Washburn, Till, & Priluck, 2000).

In 2010 Diesel released their spring campaign tagged, “Sex Sells, Unfortunately We Sell Jeans.” This was a follow up on their “Be Stupid” campaign, which helped re-establish the brand amongst consumers. The brands image was able to portray a sexy idea while still having enough humour to be appreciated by a large audience. Although the idea of using sex appeal in advertising is not new, Diesel ran into trouble with this campaign as a large number of the public stated that it was demeaning and inappropriate. Yet others found them to be humorous, with the understanding that Diesel chose to use amateur photography and young models to appeal to the target audience of teenagers and young adults. Yet, many believe

The owner of a diesel needs to know about the different diesels and different diesel additives they makes all kinds of diesel fuel. Some diesel if cheaper then others there is diesel fuel, off road diesel and biodiesel. Diesel and biodiesel can be ran in an on road vehicle off road diesel cannot be ran on the road because there is no road taxes on biodiesel, biodiesel is known as a clear burning diesel then regular diesel but biodiesel is made with fat and other chemicals that gum up the parts in the motor including the

Similar to another one of my sources, this book also gives illustrations as well as information on fashion styles, well known fashion events and movements, as well as notable designers of the 20th and 21st centuries. It also gives us a perception of the social influences of fashion. Along with that, it brings about the commercial side of the fashion industry, but my focus on that will be about how certain brands came to be. It provides information about how certain fashion trends went from the catwalk, to the sidewalk. This ties down and goes back to the idea about how fashion trends evolved or become a movement.

The emissions-cheating scandal that Volkswagen was caught in hurt the German carmaker’s image, brand and reputation. Before the scandal, the general public held the Volkswagen brand in high esteem. Volkswagen has been a car brand that has been known for its reliability and quality. However, in light of the scandal, Volkswagen received a plethora of negative media exposure. A Reuters article stated that the Volkswagen could do harm to the

Diesel is denser than petrol so does not evaporate as easily so is safer in accidents.

‘Fashion industry is characterised by short product life cycles, volatile and unpredictable demand, tremendous product variety, long and inflexible supply processes and a complex supply chain.’

Fashion is being an enjoyable and admirable aspect among people which is also personifies their freedom therefore allow them to be confident, relax and feel comfortable for who they are. Fashion promotes a culture that is based on appearance. The fashion industries too encourages the consumers to associate fashion consumption with pleasure,power & personal

Italian industry has grown immensely with the late 17th century induction of fashion apparels modernizing into the modern world of fashion entity. The industry has grown into upper class, high quality fashion accessory and apparel industry. The top companies have

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

This work is an introduction to the fashion industry of Pakistan which has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Later with the formation of fashion councils and education centers under the enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, did the very fashion industry took its concrete contour from the old tailor culture that formerly existed. Today it is one of the most progressing industries in the country.