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We're a small manufacturer of fashion clothing, targeted at people in their twenties with high disposable incomes. We compete with imported clothing, and only use outlets close by, which keeps distribution costs down. And then management decided we were too dependent on these customers, and we should aim at a broader age range, and as soon as possible. They considered designing new ranges for other age groups, but we just didn't have the production capacity, so they decided to change the product image, to broaden its appeal. The task of making this happen fell to me. Well, I wish I'd refused, because they simply didn't realise that it's a very complicated process, and that lots of companies have tried and failed. Instead they blamed me for not being bold enough. |
