Abstract

In January 2008, Blake Johnson, vice president of ClothingCo's consumer insights and strategy division, was charged by senior management to develop a strategy to redesign the company's sleepwear line. Should Johnson introduce a holiday-themed sleepwear line or a more multi-purpose sleep/lounge line? How should Johnson convince the market research group to complete the necessary research for this project on short notice?

Citation

Akinola, Modupe. ClothingCo: Redesigning the Sleepwear Business (A). New York: CaseWorks, Fall 2009.

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