1. Project One Case Study Morrisons In May 2013, Morrisons announced that the launch of its Nutmeg childrens brand had been a great success, beating expectations for the first full month of trading. Yet eighteen months earlier, Morrisons had never been involved in the own label clothing sector, when they decided to appoint Tim Bettley as their first Director of Clothing and enter the market under the Nutmeg brand. This was strategically important, as insight had shown that it was high on the list of categories that customers wanted to see in Morrisons stores. But it was a significant challenge: designing a range is one thing, but the entire process to get it into stores is something altogether different. They decided to work with us to make it happen. From strategy to

Join for free to read