Beginning of Essay
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 ....

Middle of Essay
.... Gant’s image is being exposed to “underpositioning.” Currently, the brand lacks differentiation. Yet by consistently emphasising quality and style, the company can 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 f ....