Author(s): Rosa, Daniela
Date: 2018
Persistent ID: http://hdl.handle.net/10362/39292
Origin: Repositório Institucional da UNL
Subject(s): Premium industrial brands; GUESS?; Shrinking of the middle market; Brand identity; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
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.
