Lemon Jelly

: the development from supplying fashion brands to an own fashion brand

Abstract

The thesis, which is hereby presented in the form of a case study, aims to describe the path of a Portuguese company developing a fashion brand. The company that was chosen is Procalçado and its new fashion brand Lemon Jelly. The company is operating in the footwear industry for 43 years already, manufacturing shoe components to big global players. Procalçado was able to grow in the industry in a sustainable way and by making strategic decisions that led them to launch its own fashion brand. Supplying companies like Birkenstock, Gant or Gabor for many years helped to master the production processes and build up crucial know-how to become one of the biggest player in the footwear industry. The dissertation is written in form of a case study. The first part of the case tells the story of Procalçado’s development and how the company was finally creating its own fashion brand. The second part of the case talks more precisely about Lemon Jelly, the brand, its industrial environment and the advantages, which include numerous important resources and capabilities, which it has from its parent company Procalçado. The second part of the work provides the theoretical background to analyze the presented case. It includes the main theories and explanations to create an understanding of how to approach the case. From this follow the teaching notes. This part provides the instructor with a teaching plan and suggests assignment questions to enable application of the theory and creation of a discussion in class. Finally the conclusions are summed up in the fourth part of the thesis. It contains general conclusions of the case, a personal opinion of the author and reveals the limitations of the case.

Date of Award	17 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)