From the international fair of luxury furniture in Milan, Italy, Martin Lindstrom is explaining how the fashion brands more and more team up with the furniture business. With Armani starting their so called casa-concept Diesel is next in line to take over the baton by releasing a whole new line of everyday furniture, appealing to ordinary people. The purpose is clearly to grasp a part of the enormous 12 billion euro furniture market and branding Diesel even further in the eyes of the costumers. Besides earning more money using the convergence strategy the idea is to bring more people close to what they really want, even if they do not have a lot of money to spend – Lindstrom underlines the strength in offering a lot more people the air of luxury for a modest investment