Part one of term paper
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 designi ...

Part two of term paper
... Campaign and the Co-operative Advertising Program. Because the company has limited financial resources, management must maximize its existing strengths while trying to pursue untapped opportunities. Additional goals include new product launches and brand equity development. III. Postitioning With increased competition and fragmentation in the shirt business, Gant’s image is being exposed to “underpositioning.” Currently, the brand lacks differentiation. Yet by consistently emphasising qu ...