Planning is needed to grow or start a business. The main source of planning for a company is the business plan. A business plan is a document that details the strategy of business owners on how they intend to run their business. There are several objectives that should be covered in a business plan from what the company's goals are to how many employees are going to be hired. Business plans provide a road map for where the owners want to take their businesses. It is also necessary to have if owners want to secure financing.

Every business needs a marketing strategy. However, creating one from scratch is easier said than done. That might explain why some companies cut corners on strategic planning, and instead treat marketing like a cost center (that eats investment to produce collateral) instead of a revenue driver (that connects business with consumers and takes responsibility for growth) especially for apparel brands.