fashion essay

1

Please watch the follow two short videos (8 minutes in total) BEFORE you start working on the case analysis) About the case study method and case analysis • http://www.youtube.com/watch?v=KlTfuv1BLCs&t=2m0s • https://www.youtube.com/watch?v=wxTXc5VZGnw

FASH330 Fall 2020 Gap Big Data Case Study Readings: 1. Predicting Consumer Tastes with Big Data at Gap (on Canvas—Required readings)—Please

print out the case material for this assignment. 2. Short Video: https://www.youtube.com/watch?v=igoV4UML0WY Learning Objectives 1. Deepen students’ understanding of the following topics:

• The importance of striking a balance between art and science in fashion merchandising • The value and limits of using big data and predictive analytics for predicting consumer

tastes • The impact of digital technology in shaping the new landscape of fashion merchandising

and apparel retail businesses 2. Improve students’ critical thinking and analysis skills; 3. Develop students’ teamwork skills; Requirements Important reminders about doing the case study: 1) Case study means you put yourself in the particular scenario described in the case. 2) This is a decision case. You are expected to analyze the decision options, decision criteria,

and relevant evidence presented in the case. However, there is no objectively correct decision. The standard for a good decision is the one that creates more benefits than the alternatives and has fewer or less severe downsides.

1. Case analysis assignment (15 points) The written case analysis is due on November 8, 2020 (Sunday), end of the day (11:59pm EST). Please submit your assignment (in a word or PDF document) through Canvas. Please write a no less than 600-word case analysis, evaluating Art Peck’s big data strategy at Gap Inc. The case analysis shall follow the structure below and include the section title. Please provide sufficient evidence, including statistics from the Exhibits when necessary, to justify your viewpoints. There is NO need to find any additional reference material beyond the case readings provided. (Next Page)

2

Section I: Business performance of GAP • Why was Gap Inc. doing poorly since 2012? Please list two internal factors (i.e., what Gap Inc.

needs to be responsible for) and two external factors (i.e., factors that are beyond Gap Inc.’s control) and explain your reasons. You MUST use the figures and information in Exhibits 1-9 to justify your viewpoints.

Section II: Move from creative director to big data • Given Gap Inc.’s business model and the situation it was facing as described in the case (such as

its target market, market competitiveness, and unique resources), why or why not do you think it should replace creative directors with a big data-driven creative process? Please state your reasons.

Section III: Distribution Channel • Should Peck allow Gap Inc ’s brands to be sold on Amazon? Why or why not? What

opportunities and challenges will this plan present? • If Gap Inc. sells through Amazon, should the company be a wholesaler or a third-party seller?

Why? Case analysis grading Rubric Criteria Below expectations

[below 70%] Satisfactory work

[70—80%] Very good work

[90—100%] Case understanding (40%)

Demonstrates an inadequate understanding of the case topic(s) and issue(s).

Demonstrates an acceptable understanding of the case topic(s) and issue(s).

Demonstrates a sophisticated understanding of the case topic(s) and issue(s).

Case analysis (40%)

Presents an incomplete analysis of assignment questions. Supports diagnosis and opinions with few reasons and little evidence; the argument is one-sided and not objective.

Presents a thorough analysis of assignment questions; Supports diagnosis and opinions with reasons and evidence; presents a fairly balanced view; interpretation is both reasonable and objective.

Presents an insightful and thorough analysis of assignment questions; Supports diagnosis and opinions with strong arguments and evidence; presents a balanced and critical view; interpretation is both reasonable and objective.

Writing (20%)

Writing is unfocused, rambling, or contains serious errors; lacks detail and relevant data and information; poorly organized.

Writing is accomplished regarding clarity and conciseness and contains only a few errors; includes sufficient details and relevant data and information; well- organized.

Writing demonstrates a sophisticated clarity, conciseness, and correctness; includes thorough details and relevant data and information; extremely well-organized.

2. Case discussion – November 9, 2019, Monday (5 points). Students’ case discussions will be evaluated based on attendance record and their contribution to the group discussion.