55DSL was founded in 1994 and is a sub brand of Diesel. The son, of Renzo Rosso who owns Diesel, Andrea Rosso is in charge of 55DSL.
We have founded an artgroup 55Manifesto, the artgroup is sponsored by 55DSL and 55Manifesto.dk is a forum/site containing the art groups work and selection. 55Manifesto.dk is a gallery with the most spectacular youtube videos, with streetart & fashion photos mixed with 55DSL viuals.
This report contains an analysis of 55DSL and their potential penetrating the Danish market. Furthermore it contains a description and reason for creating an artgroup as promotion tool. We have used different kind of models in our analysis:
SWOT/TOWS
Datamodels and ER-diagrams
Porter´s 5 forces
USP/ESP
Semiotics (Sausurre & Peirce
55 DSL is targeting a young agegroup 17-30 years and was established to stay with the young, as Diesels targetgroup became 30+. The brand is rooted in extreme sports – skate/snowboarding and surf – but their ambition is as as stated on the company website to “become the most famous fashion option in street-wear”. Embracing urban culture and fashion.
The site was constructed with the help of testgroups and usertests. We have used Facebook to measure the degree of knowledge among the targetgroup and as a viral marketing tool in connection with our art reception, exhibition on may 31. Furthermore we have continually made qualitative tests where we have studied, descriped and alterd the site according to meet the inputs from our testusers.
We have along the way repeatedly been showing 55DSL our site and ideas as we have used prototyping as our multimedia development method.
