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Gant, The Fashionable Alternative! - Essay

Gant, The Fashionable Alternative!

Gant’s recent successes in the sportswear category warrant a new advertising plan for the 1977 selling year. Changes to lifestyle, standards for business attire and general fashion consciousness, have had a major impact on men’s wear in the last several years. The company can no longer afford to overlook these growing trends when designing a communications plan. Clearly, Gant’s target audience has transformed, and the company will need to direct its advertising to target an increasingly younger and more liberal male audience.
II. Issue Identification
The most important issue facing Gant in the upcoming year is the overall budget allocation for the National Print Campaign and the ...

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begin to set itself apart from the competition. Gant should position its product as the fashionable alternative to conservative brands such as Hathaway and Van Heusen, and inferior brands such as Manhatten and Arrow.

IV. Marketing Objectives

Gant must become the leading fashion brand for men. To do so, Gant must address the industry trend toward casual clothes by aggressively marketing fashionable casual dress and sportswear’s lines. It must also quickly move to promote fashion leadership by targeting a slightly younger male customer. Once the company has captured the young adult market, it could begin to target the next generation, young boys.

V. Stretching the Brand Name

It is not recommended that Gant offer a female sports line in the near future since: a) there is not enough financial resources to promote an additional new category in the upcoming year and b) the company risks confusing the consumer by stretching its focus too much. Moreover, the company risks further ...

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PAPER DETAILS

Added: 7/18/2007 08:20:19 PM
Category: Economics
Type: Premium Paper
Words: 1242
Pages: 5

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