PLC and the Fashion Industry Case Study by Champ

PLC and the Fashion Industry
This paper examines the product life cycle in the fashion industry, using a case study of Gucci.
# 98693 | 1,956 words | 24 sources | MLA | 2007 | US
Published on Oct 12, 2007 in Business (Companies) , Business (Marketing)

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The paper discusses the product life cycle (PLC) business strategy. The paper examines how the new brands in the fashion industry threaten the existence of even the longest-staying brand in the market, such as Gucci. The paper examines Gucci's sustained optimum marketability in the fashion industry in face of the market's challenges and credits their success with the people behind the Gucci Group.

Product Life Cycle in the Fashion Industry
PLC and Gucci's Market Potentials

From the Paper:

"The product life cycle specifies the market phases that many goods and services go through during their lifetime and stresses strategic plans based on these phases. It should be noted that the five phases included in any product's life cycle are: introduction, growth, maturity, decline, and termination (Donohue, 1996)."
"Emphasis in strategic and functional areas (such as marketing, production, R&D, and finance) needs to change for different phases of the product life cycle. During the introduction and growth phases, dominant strategic concerns are with product development (R&D), finding new customers (marketing) and financing start-up, expansion, and marketing cost. Risk and the possibility of failure are great in these two initial phases (Donohue, 1996)."

Sample of Sources Used:

  • Conti, S (1998) Gucci Profits Drop Less Than Expected, and Analysts Applaud. WWD.
  • Donohue, K.L. (1996) Supply contracts for fashion goods: optimizing channel profits. Working Paper, The Wharton School, University of Penn, Sylvania.
  • Files, D. (1996) Make your dealers your partners. Harvard Business Review, 74(2), 84-95.
  • Fisher, M., Hammond, J., Obermeyer, W. and Raman, A. (1994) Making supply meet demand in an uncertain world. Harvard Business Review, 72(3), 83-93.
  • Forden, S. (1997) Gucci continues its winning ways; net soars in '96, push set for RTW. WWD.

Cite this Case Study:

APA Format

PLC and the Fashion Industry (2007, October 12) Retrieved December 13, 2019, from

MLA Format

"PLC and the Fashion Industry" 12 October 2007. Web. 13 December. 2019. <>