Diego’s Faces Fashion Slump

Denise T. Ogden
Revised by: Nancy J. Rabolt , Judy K. Miler

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.002
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A national chain of mature women’s private-label apparel and accessories which has been meeting industry averages for increased sales is now showing slowing sales. Traditional styles that used to be successful are no longer selling as well as they did in the past. Are they losing their target market? Competitors are showing more fashion-forward and innovative designs and online retailers appear to be taking business away from Diego’s. Several marketing strategy changes have been made such as hiring a new chief marketing office, redesigning their website, establishing a social media presence, examining the store’s position in the marketplace, and lowering prices on some merchandise. A new general merchandise manager will need to decide what changes to make to Diego’s.

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