Анализ кейса

The case I am going to analyze concerns a family-owned company called Hi-Style. Before proceeding with the in-depth analysis I consider it essential to briefly describe the company given in the case that has faced the issue I am about to scrutinize. The company specializes in production of fashionwear and is targeted at young customers from 18 to 30 years old. Clothes are sold in many countries of Western Europe, where the company is based, under the brand ETC. The brand has a certain image: it is considered to sell stylish clothes and the prices are rather competitive. Unfortunately, little information on the company’s structure is provided: it is a family business, thus when the founder retired his daughter took over as a Managing Director.