Gant, The Fashionable Alternative! 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 designing a communications plan. Clearly, Gant’s target audience has transformed, and the company will need to direct its advertising to target an increasingly younger and more liberal male audience. II. Issue Identification The most important issue facing Gant in the upcoming ....

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