Strategic Brand Repositioning in the Modern Fashion Industry: The Case of 120% Lino

Brands today operate in a fast-changing environment shaped by evolving consumer expectations, technological innovation, and global competition. To remain relevant, they must evolve beyond established identities. When a brand’s positioning no longer reflects market dynamics or strategic goals, companies are often faced with the challenge of repositioning. Brand repositioning is not merely a matter of communication or image renewal; it is a strategic process that redefines a brand’s identity, values, and market stance while preserving its authenticity and credibility. This balance between continuity and change is particularly significant in the fashion and luxury industries, where symbolic value, heritage, and cultural resonance are as vital as product quality. This thesis examines brand repositioning from both a theoretical and practical perspective, focusing on the case of 120% Lino, an Italian brand specialized in linen apparel, which is undertaking a strategic shift from a premium to a luxury positioning. The analysis draws on internal company documents and a series of semi-structured interviews with key figures involved in the process. The research was conducted during an internship within the company as part of the “Internship and Thesis in Italy and Abroad” project of the Master’s Degree in International Management. From a structural viewpoint, the first chapter of this thesis provides the theoretical foundations for understanding the role of brands in contemporary markets, analysing their functions and value dimensions—identity, equity, and meaning. The second chapter deepens this framework by examining positioning and repositioning as strategic tools that enable brands to define and evolve their market identity, with a specific focus on the fashion and luxury sectors. The third chapter applies these insights to the case of 120% Lino, analysing how the repositioning was conceived, implemented, and communicated, and highlighting the challenges and opportunities encountered throughout the process. The manuscript ends with final reflections on the implications of the repositioning and on the broader significance of brand transformation within today’s fashion and luxury landscape. By combining theory and practice, the study demonstrates how repositioning might represent a pathway for growth, differentiation, and long-term relevance in an evolving cultural and competitive landscape.