個案公司是一家精品服飾業者，事實上，精品消費包括表面層次價值 (Conspicuous value)、獨特價值 (Unique value)、社會價值 (Social value)、情緒價值(Emotional value)、品質價值 (Quality value)等特性。這代表著精品服飾產業與其他產業特性有所差異，是否適合發展品牌策略是一件值得探討的事情。
本個案的主軸在述說A精品服飾面對公司成長瓶頸。當執行長 JOY展開的公司轉型與佈局，藉由充分授權方式，讓主要幹部Angela、Sandy、Amanda等各司其職，針對公司面對的各種問題，面對精品產業的種種經營問題，加以迎刃而解。然而事實真的如此嗎?任何策略都可以如此順遂嗎?事實上不然，JOY、Angela、Sandy、Amanda等面臨客訴危機、同業惡性競爭危機、生產管理的危機等，每一次危機或事件若不處理好，則結果將不如個案圓滿或有存活機會，因為產業競爭是相當現實與殘酷的。
例如，當執行長JOY面對公司成長動能陷入瓶頸時，決定同時發展自有品牌與代理品牌業務。於是，執行長JOY、行銷協理Angela、產品設計部協理Sandy、財務總監Amanda等從不同角度，一起發展所有的策略決策。架構上，個案公司所發生的成長策略轉折過程，包括商業創新模式、Ansoff成長矩陣、競爭策略、杜邦公式等概念。而這些都反應在個案中四位人物面對問題所提出的決策內涵。其中面對客訴問題、獲利能力不如預期等問題，都一一考驗決策者的智慧。

Case company is a company providing the boutique clothing. In fact, the consumption of boutique clothing contains the characteristics of conspicuous value, unique value, social value, emotional value, quality value. Due to these characteristics, it’s interesting to explore if it’s appropriate to develop brand strategy in boutique clothing industry.
The storyline was built up surrounding the dilemma of case company’s growing strategies. When CEO JOY empowered her team’s members, such as Angela, Sandy, Amanda, to focus on building up the growing momentum. Nonetheless, were the endings of every chapter in the case developed as smoothly as what JOY wished? In fact, the answers weren’t so smooth. For example, facing the customer complaints, there was the possibility that case company would be driven back and down, once Angela, Sandy, and Amanda couldn’t settle down regarding events.
When CEO JOY confronted the situation of sluggish growth momentum, she decided to develop brand strategy, and simultaneously kept agent business. Hence, Joy, Angela, Sandy and Amanda, developed regarding strategies together. From the perspective of structure, the transition of developing strategies of case company involved the concepts of Ansoff matrix, competitive strategies, DuPont formula. These concepts were reflected or involved in these strategies. In the case, these decision makers were challenged by after-sale problems and lower-than-expected profitability.

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