Montgomery Ward fashion strategy

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Ailing retailer Montgomery Ward & Co. will move to an affordable fashion marketing strategy, finding a niche between department stores and discount segments, Chairman-CEO Roger Goddu said. Montgomery Ward also plans to continue focusing on its current strengths in appliances, furniture, mattresses and jewelry. The department store last year hired DDB Needham Worldwide, Chicago, for an account at the time estimated at $25 million.

Copyright July 1997, Crain Communications Inc.

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