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How to fight the shrinking of the premium industrial fashion brands category: the case of the brand Guess?
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| 9.69 MB | Adobe PDF |
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Resumo(s)
Premium Industrial Brands, very successful in the past, have recently started to suffer with
consumer empowerment and with upper and lower fashion segments increasing the attraction of their
business models, in a tendency called the shrinking of the middle market. This work project attempts to
understand how a brand can survive this tendency by focusing on the case of GUESS?. With the structure
of a case study and built from a thorough analysis of both the company and the market, it analyses the
history, challenges and opportunities the brand faces and questions GUESS?’s new strategy, providing
students with the tools to strategize towards middle market brands’ survival.
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Premium industrial brands GUESS? Shrinking of the middle market Brand identity