Gap big data case study

I’m trying to study for my Article Writing course and I need some help to understand this question.

Writing 600-700 words (no less than600)

first step: following the requirement and rubric (attachment1)

second step: reading the article (Predicting Consumer Tastes with Big Data at GAP (attached)) to answer questions

PLEASE using simple words and simple grammar structure !!Please watch the follow two short videos (8 minutes in total) BEFORE you start working on the case analysis) About the case study method and case analysis  http://www.youtube.com/watch?v=KlTfuv1BLCs&t=2m0s  https://www.youtube.com/watch?v=wxTXc5VZGnw FASH330 Spring 2019 Gap Big Data Case Study Readings: 1. Predicting Consumer Tastes with Big Data at GAP (attached)—It is strongly recommended that students print out the case material for this assignment. 2. Short Video: https://www.youtube.com/watch?v=igoV4UML0WY Learning Objectives 1. Deepen students’ understanding of the following topics:  The importance of striking a balance between art and science in fashion merchandising  The value and limits of using big data and predictive analytics for predicting consumer tastes  The impact of digital technology in shaping the new landscape of fashion merchandising and apparel retail businesses 2. Improve students’ critical thinking and analysis skills; 3. Develop students’ teamwork skills; Requirements Important reminders about doing the case study: 1) Case study means you put yourself in the particular scenario described in the case. 2) This is a decision case. You are expected to analyze the decision options, decision criteria and relevant evidence presented in the case. However, there is no objectively correct decision. The standard for a good decision is the one that creates more benefits than the alternatives and has fewer or less severe downsides. 1. Case analysis assignment (15 points) Please write a no less than 600-word case analysis, evaluating Art Peck’s big data strategy at Gap Inc. The case analysis shall follow the structure below and include the section title. Please provide sufficient evidence, including statistics from the Exhibits when necessary, to justify your viewpoints. Section I: Business performance of GAP  Why was Gap Inc. doing poorly since 2012? Please list the top three primary factors and explain your reasons. [Please consider using the information in Exhibits 1-9 to justify your viewpoints] Section II: Move from creative director to big data  Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not?  What do you predict will happen to GAP Inc’s sales going forward as a result of Peck’s decision to adopt Product 3.0? 1  Will the big data approach work for all three of CAP Inc’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brand(s) are better/worse served by this strategy?