Inside global premium fashion positioning: BBS students working with 120% Lino

3 June 2026

Understanding how a premium brand builds its international positioning means entering the core of its strategic choices: pricing, distribution, perception, aesthetic language, identity.

It is from this perspective that the project work of the students of Professional Master in Business Management – Italian Premium Brands at Bologna Business School began, developed in collaboration with 120% Lino, an Italian brand that has built its identity around linen as a distinctive element of style and lifestyle.

The project was created with one objective: to analyze the brand’s positioning across major international markets — from the United States to Europe and the Middle East — comparing pricing, perception, and competitiveness against some of the key players in premium fashion.

During the kick-off in azienda, students had the opportunity to closely explore the brand’s vision, heritage, and strategy, engaging directly with management and observing how a strong identità can be built through coerenza, material quality, and storytelling.

“What struck me the most while discovering 120% Lino was how the entire brand identity revolves around a single material: linen,” says Yasemin Selin Çekiç, student of the Master. “While many brands use linen seasonally, 120% Lino has built a complete aesthetic and lifestyle around it. That consistency gives the brand a very distinctive and authentic character.”

The project work requires students to develop a structured and articolata, multidisciplinare reading of the market: not only pricing analysis, but also qualitative evaluations related to brand perception, materials, design, digital product presentation, and distribution strategies across different countries.

“What I find most interesting about this project is the opportunity to develop recommendations that could create tangible valore for the brand,” continues Yasemin Selin Çekiç. “At the same time, one of the main challenges is the breadth of the analysis: the company operates across different product categories, spanning menswear and womenswear, and in very diverse international markets. This requires an extremely detailed and comprehensive research process.”

Direct engagement with companies and industry champions represents one of the distinctive elements of the educational experience at Bologna Business School: an approach that combines academic analysis, fieldwork, and continuous interaction with the business world.

“I find it extremely valuable to work on a real business case together with an Italian premium brand during my experience at Bologna Business School,” concludes Yasemin. “For someone studying Italian premium brands, it is particularly interesting to explore a company that represents a more understated and lifestyle-oriented interpretation of premium positioning. Rather than relying on logos or seasonal trends, 120% Lino builds its identity through material quality, timeless design, and elegance.”

Through projects like this, Bologna Business School continues to promote concrete and interdisciplinary experiences, giving students the opportunity to engage with real business challenges and develop a strategic vision capable of interpreting the complexity of contemporary markets.