ClothingCo: Redesigning the Sleepwear Business (A)

In January 2008, Blake Johnson, vice president of ClothingCo's consumer insights and strategy division, was charged by senior management to develop a strategy to redesign the company's sleepwear line. Should Johnson introduce a holiday-themed sleepwear line or a more multi-purpose sleep/lounge line? How should Johnson convince the market research group to complete the necessary research for this project on short notice?