Diesel - Style Dictator of the Rebels*



Case Code : CLCB022
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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.


How a company's culture influences the positioning strategy of the company
The ways in which a company uses rhetoric as an effective promotional tool
Challenges faced by an organization to maintain similar brand attributes through its life cycle


Diesel, a high-fashion clothing company founded in 1978, made clothing and clothing accessories. The company was synonymous with denims, for which it had a cult following.

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?