Surprisingly, as Gucci was declining and through the period that Dawn Mello entered the stage to try to reverse the company’s decline, Gucci had no ready to wear line…. When De Sole and Ford entered the picture, the first thing they did was to piece together a ready to wear line….From a strategic point of view …. why did they do this? What is the value / place of ready to wear in the attempt to turn this failing company around… what is its place in the efforts to build and grow the brand…. While you think about writing this paper, you should revisit your marketing fundamentals… and what you’ve learned from This Is Marketing… find and explore connections between, What the Customer needs, wants… what’s the importance of your promise… what is the customer purchasing from you… how , through what activities, do you deliver on your promise… and how does Ready to Wear figure in the job you have to accomplish… Should be a fun inquiry… look forward to reading your thoughts, expressed in a 2-4 page paper…. submitted by April 30th. Folks, this is your opportunity to apply what we learned from the specificities article … the different activities in which a business engages and the “why’s behind the choice to engage in specific activities” and the facts “on the ground” in the Gucci case study… each of the activities in which we engage… fragrance, jewelry, hosiery, ready to wear etc…. provides certain opportunities for the brand … let’s think about what these might be…

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