23E57000 - Fashion Marketing, 15.04.2019-24.05.2019
This course space end date is set to 24.05.2019 Search Courses: 23E57000
Case: Predicting Customer Tastes with Big Data at Gap
Your written case report should provide adequate responses to the following questions:
1. Why was Gap doing poorly in 2017?
2. Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not?
3. What has been the impact on Peck’s changes to Gap Inc.’s value discipline?
4. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brands are better/worse served by this strategy? Why? Reflect in terms of brand positioning, retail experience, supply chain management, and product offerings.
5. Should Peck allow Gap Inc.’s brands to be sold on Amazon? Why or why not? What opportunities and challenges does this plan present?
6. For which purposes is big data/predictive analytics more or less useful in marketing of fashion? As we move into a world filled with more data, what is the role of art versus science in marketing? Under which conditions should “science” rule and under which conditions should “art” rule?
7. Overall big question: What is your assessment of Product 3.0? How would you improve it?
Readings
Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71(1), 84-93.
Moore, M. & Fairhurst, A. (2003). Marketing capabilities and firm performance in fashion retailing. Journal of Fashion Marketing and Management: An International Journal, 7(4), 386-397.
Your written case report should provide adequate responses to the following questions:
1. Why was Gap doing poorly in 2017?
2. Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not?
3. What has been the impact on Peck’s changes to Gap Inc.’s value discipline?
4. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brands are better/worse served by this strategy? Why? Reflect in terms of brand positioning, retail experience, supply chain management, and product offerings.
5. Should Peck allow Gap Inc.’s brands to be sold on Amazon? Why or why not? What opportunities and challenges does this plan present?
6. For which purposes is big data/predictive analytics more or less useful in marketing of fashion? As we move into a world filled with more data, what is the role of art versus science in marketing? Under which conditions should “science” rule and under which conditions should “art” rule?
7. Overall big question: What is your assessment of Product 3.0? How would you improve it?
Readings
Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71(1), 84-93.
Moore, M. & Fairhurst, A. (2003). Marketing capabilities and firm performance in fashion retailing. Journal of Fashion Marketing and Management: An International Journal, 7(4), 386-397.
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