Dong Han
Classic Knitwear Case Analysis
1/30/17
Problem Statement:
Classic Knitwear is a public traded company which established in 1995. They are
produce and distribution unbranded casual knit apparel. They are unwell known for most retailer
customer. They have low gross margins because of the no branded recognition. Wholesalers sell
75% of their revenues. Only 25% revenue is coming from a mass retail channel. They could
corporate with Guardian. Their fundamental marketing problem is whether to start work with
Guardian or not.
They have some opportunity through launch Guardian. First, people are growing
awareness of insect-borne diseases such as Lyme disease and the West Nile virus. Second,
Americans’ dissatisfaction with some prevention products. Third, Guardian is well known in this
area.
Alternative Evaluation:
Classic Knitwear can get many advantage from the agreement with Guardian, Inc.
1. Classic can utilize the Guardian trademark and EPA rating on and about repellent apparel
sold to increase their sales.
2. The agreements increase the brand awareness and give high recognition.
3. Classic can be using Guardian trademark displayed on their private-label shirts. It will
