Diesel SpA: Sustaining Growth in the Fashion Industry (A)
In 2000, Renzo Rosso, the founder and CEO of the Italian apparel company Diesel, is wondering whether the company's strategy can help it grow in the millennium. By 2000, the Diesel brand had become one of the hottest in the denim fashion segment, but Rosso now needs to consider whether their current market positioning is sustainable in the long term and whether they should invest more in their retail operations. He also needs to consider how the current organizational structure and processes fit with the new strategic direction and whether they can sustain further growth. The (B) case, set in 2005, discusses the evolution of the company and provides an opportunity to discuss the challenges associated with the long term sustainability of strategic positioning in the fashion industry.
Collection: IESE (España)
Ref: DG-1496-E
Format: PDF
Number of pages: 22
Publication Date: Nov 13, 2006
Language: English, Spanish
What material is included in this case:
Description
In 2000, Renzo Rosso, the founder and CEO of the Italian apparel company Diesel, is wondering whether the company's strategy can help it grow in the millennium. By 2000, the Diesel brand had become one of the hottest in the denim fashion segment, but Rosso now needs to consider whether their current market positioning is sustainable in the long term and whether they should invest more in their retail operations. He also needs to consider how the current organizational structure and processes fit with the new strategic direction and whether they can sustain further growth. The (B) case, set in 2005, discusses the evolution of the company and provides an opportunity to discuss the challenges associated with the long term sustainability of strategic positioning in the fashion industry.
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Year: 2000-2005
Geographic Setting: Estados Unidos, Europa, Italia
Learning Objective
The case can be used to discuss the development and sustainability of competitive advantage in the apparel and fashion industry. The case has been used in competitive strategy courses, to discuss the development of a differentiation advantage, and in courses on strategy implementation to discuss the execution of differentiation strategies.
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