Solved Case Analysis: Pitching J.Crew Maternity Apparel To Mickey Drexler by Paul W. Farris, Randle D. Raggio, Patrick DesMarteau, Alex Mazakov, Lindsay Murphy

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Description

By mid-2012, Lindsay Murphy, a sales associate from an East Coast store, had repeatedly heard women wishing that J.Crew offered maternity wear. She thought it was an interesting possibility. After all, why should a woman have to leave the brand in order to find attractive clothes that fit while she was pregnant? To evaluate her idea, Murphy would have to determine whether a maternity line would help the brand and then sell her recommendation to CEO Mickey Drexler.

Publishing Authority:

Darden Business Publishing – University of Virginia

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