By Mark Tungate
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Extra info for Fashion Brands: Branding Style from Armani to Zara (2008)
Afterwards, he got a job as a production manager at a company called Moltex, which made trousers for various Italian labels. The enterprise was run by Adriano Goldschmied, 34 Fashion Brands who became Rosso’s mentor. ’ A couple of years later, in 1978, Rosso approached Goldschmied with the idea of starting his own jeans label. ’ It was Goldschmied who came up with the brand name Diesel. ‘We wanted something that didn’t sound Italian; that had an international feel. ’ The business developed slowly.
Like the Italian scooters themselves, the name has plenty of retro buzz: Mods and Rockers battling on Brighton beach, natty suits, sharp haircuts and Cool Britannia all rolled into one youth-friendly package. The scooter launched by Ferdinando Innocenti in Lambrete, Milan in 1947 had long been out of production by the time a UK licensing company acquired the name. In 1997, Lambretta re-launched as a British menswear label with a ﬂagship store in London’s Carnaby Street – Swinging Sixties Central.
In this country there is not an insigniﬁcant amount of counterfeit product at the low end’ (‘Bowman keeps the chavs in check’, Financial Times, 22 October 2004). In short, Burberry has trodden a delicate line between nonchalant acceptance and ingenuous denial of the phenomenon. In any case, the chavs have done little to undermine the company’s performance. At the time of writing, it had just announced a year-on-year sales rise of 14 per cent. Lacoste has faced the same challenge in its native France, where the prestigious sportswear with the crocodile logo has been adopted as a uniform by tough teenagers from the banlieues, or suburbs.
Fashion Brands: Branding Style from Armani to Zara (2008) by Mark Tungate