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This link is dead. I am keeping this original listing just for reference.
This link is dead. I am keeping this original listing just for reference.
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.
Content: Case Study
Authors: Pierre Chandon, Vadim Grigorian
Source: “INSEAD”
Subjects: Industry Specific, Marketing / Sales
Industry: Apparel
Authors: Pierre Chandon, Vadim Grigorian
Source: “INSEAD”
Subjects: Industry Specific, Marketing / Sales
Industry: Apparel
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