Gant, The Fashionable Alternative! Gant’s recent successes in the sportswear category warrant a new advertising plan for the 1977 selling year. Changes to lifestyle, standards for business attire and general fashion consciousness, have had a major impact on men’s wear in the last several years. The company can no longer afford to overlook these growing trends when designing a communications plan. Clearly, Gant’s target audience has transformed, and the company will need to direct its advertising to target an increasingly younger and more liberal male audience. II. Issue Identification T