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Are they already clients of Diesel? Are they sensitive to Diesel current communication?
Secondly, it is important to link Diesel’s image and StyleLab. Does the name, the spirit, the price and the design fit with the firm Diesel?
In order to extend up market line, we have to consider the image of the whole brand Diesel, first for customers, then for prospects.
° Purpose of a market survey
Market research should be very useful, especially qualitative survey, in order to better control the perception of Diesel, and finally to estimate the future market.
This study could be organized by group meeting, with different work basis (progressive questioning, visualization or words associations)...
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