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商品編號： INS617 出版日期： 2004/01/01 作者姓名： Grigorian, Vadim;Chandon, Pierre 商品類別： Marketing 商品規格： 22p 再版日期： 2014/01/08 地域： Europe 產業： Apparel accessories 個案年度： -
商品敘述：
Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial ''For Successful Living'' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab. The objectives set for StyleLab are: (1) to enter the new and attractive high casual wear market; (2) to create an aura of prestige for the core D-Diesel line; and (3) to provide Diesel''s designers with the opportunity to experiment with new cuts and fabrics, which may eventually trickle down to the main D-Diesel brand. Please visit the http://cases.insead.edu/diesel/ (copy and paste the url into a browser) to access Diesel''s television commercials and PowerPoint presentations of all case exhibits and print advertising campaigns.
涵蓋領域：
Branding;Marketing;Advertising
相關資料：
Case Teaching Note, (INS618), 20p, by Vadim Grigorian, Pierre Chandon
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