Revitalizing a traditional menswear brand: Introducing a two-brand strategy for Van Gils

Van Gils is, or at least known as, a traditional menswear brand that focuses on formal wear. Due to changes in the fashion industry and an on-going casualization trend, the brand is in need of a change.The developments in the industry consist of, among others, organisations and brands adopting purpose-driven mindsets, dress code changes in...