Case Code : CLCB022
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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Diesel, EuroAid Festival, Mainstream media, Karl Lagerfeld, Fashion icons, Renzo Rosso, Businessweek, Rebel lifestyle, Ralph Lauren and Calvin Klein
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Diesel, a high-fashion clothing company, was known for its 'underground way' of connecting with its customers. The caselet gives an overview of what the company stood for in the minds of consumers. The caselet also provides an example of how a company's culture is projected during its positioning. The caselet ends with the challenges Diesel faced in maintaining its rebellious image.
Headquartered in Molvena, Italy, the company repeatedly demonstrated the Italian flair for irony in its promotional campaigns...
Questions for Discussion:
1. "Diesel entered the consumer mindspace by tapping growing consumer cynicism through the creation of 'fresh, radically rebellious, and sometimes nauseating' promotional campaigns for its products. How did the brand image of Diesel denims reflect the attitudes of its target market?
2. What were the strategies that Diesel followed to increase the impact of its campaigns on its target customers?