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

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The Italian clothing label Diesel was established in the fashion market as a cutting edge brand. How could it keep the momentum, maintaining the current clients and catering to new ones? The firm decided to cultivate a new upscale clothing line called StyleLab that would satisfy style-seekers in the upper echelon. But how could the label most effectively harmonize the new brand strategy with the old one? Professor Pierre Chandon and Vadim Grigorian provide a background to fuel discussion on how Diesel would keep up its image and move it uptown, without going out of style.

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