Word: brandings
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...find a company that is 100% on the market and not controlled by a family and was a nice brand and is on the way to disaster?that could be an opportunity for me to buy. Yes, that would give me energy if I succeed," he says...
...missing piece was marketing. In 1992 Diesel launched eye-catching, tongue-in-cheek ad campaigns that spoofed fashion advertising, the how-to craze and mother's wisdom with equal doses of kitsch and sex?and, seemingly as an afterthought, glimpses of Diesel product. "Diesel: For Successful Living" became the brand's tagline. Today Diesel continues to expand. In addition to perfume, there's a home-furnishings line in the works, and Rosso is in the middle of an ambitious strategy to make Diesel more premium by integrating sophisticated techniques from ready-to-wear and pushing up prices accordingly. Rosso says...
Like any other hot jeans brand, Diesel is accustomed to finding itself featured in fashion layouts and splashed across the celebrity pages, but earlier this year the family-owned company popped up on the financial pages. An Italian financial daily compared cash-flow data and estimated growth potential and proclaimed Diesel the top candidate among Italian fashion companies for a public offering. Published reports in Europe had Diesel scooping up designers Sophia Kokosolaki and Viktor & Rolf, recalling the Margiela acquisition. Goldschmied, the former partner who remains a Rosso confidant, predicts something big is in the works. "Finally, finally...
...What we're seeing is a movement to more technical fabrics and more innovative fabrics because the apparel market is such a commodity business," says Gregg Hartley, V.P. of the Sporting Goods Manufacturing Association (SGMA). "If manufacturers want to maintain margins and brand identity, they have to have something innovative, something new to build their brand...
...just general sportswear manufacturers that are taking advantage of the high-tech trend. Even Speedo, a specialty maker of competitive swimwear, sees an opportunity to introduce its brand to a wider audience. Because it invests tens of millions of dollars annually on research into innovative fabrics and designs, it makes sense for the company to bring its technical expertise out of the pool. "Our consumers are demanding the fusion of function and fashion," says Sheree Waterson, president of Speedo...