Week 10 EOC: Exercise

You have been hired by a fashion consultant to help solve an argument between a social morality group and the Ginch Gonch marketing department. The morality group feels that Ginch Gonch should not be allowed to have a billboard of their new advertisement next to a major freeway and 100 yards from a high school. However, the marketing team at Ginch Gonch feels they are within their right to market their products anywhere they want. Your job is to discuss the pros and cons of each side and make a decision on what should happen.

Put the ad right next to a high school may not be the best idea only because alienating potential customers is not something the brand would want to do. The saying " any publicity is good publicity" is not always the case. I don't really think the market that the product is aimed at is going to necessary see the ad in that particular area either. Looking for a new spot to put the billboard may make more sense. However, on the other hand the company is within its rights to advertise anywhere through any medium it sees fit. The advertisement is easily found on the internet by the same high school students or is seen in a magazine that they may be looking at anyway. Just because the ad isn't right next to the high school doesn't mean the students aren't going to see it. I would say that if by putting the ad in the spot next to the freeway makes the most sense based on the amount of the target market that may see it, then it should just go there no matter what the group is saying because it is completely legal.

Week 10 EOC: Review Questions

What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch? “These ads are about personal expression and freedom. Ginch Gonch ads signify this ideology both in written word and visual spectacle, creating a connection with human emotions through original marketing and innovative ideas that push the boundaries of traditional apparel branding and advertising. Such forward advertising has helped this company to create a niche for itself as the ‘brat’ of the industry.” (Brand/ Story, p. 164) Consumers buy the product because it is so different and well made. It appeals to the child inside of us all.

Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable? I think it is necessary to use sex to sell adult oriented products. It makes so many companies so much more successful. Dolce and Gabanna, Calvin Klein, Victoria Secret, Abercrombie and Fitch, and True Religion are just a few of the brands that use sexual innuendo to sell products.

Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why? “Gay men have traditionally shown an interest in their appearance and the latest developments in clothing and fashion. Gay men have also traditionally been involved in the fashion industry, as designers, stylists, and retailers.” (Brand/ Story, p.165) Gay men love things that are unusual and have a sexual spin so this is an obvious choice to market to. Also, it is an underserved market.

If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why? I would create the next line based on extreme sports, like skateboarding and snowboarding. It would be “Underwear to the Xtreme.” It can still have that sexual reference and make since and be something that lots of people will relate to. The company wouldn’t want to do regular sports so the extreme sports would be a great alternative for the alternative audience that the company boasts as customers.

Week 9 EOC: Discussion Questions

1. What makes the Brini Maxwell television personality unique? How does her personality benefit the brand?
Brini Maxwell is unique because it is a man delivering style, cooking, and homemaking advice that is so well received that the audience forgets or doesn't even realize that she is not a she at all. "I think I represent a certain type of woman that strikes a chord with people of a certain age because they remember women like me from when they were children- their mother, an aunt, or a teacher that had a distinct sense of style, a flair for decorating, and a knack for entertaining. "( Brand/ Story, p. 148)
2. What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not? The character started out as a different woman named Tigs Vanderveer, but it was decided upon that she was too stuffy. The character was to be the star of Sander's cooking show, which his parents funded by establishing V.R.U.S.P Productions. The new character he came up with was modeled after Stephanie Power's character Sabrina from the 1985 miniseries Deceptions. "Brini Maxwell was the iconic branded symbol, while the androgynous voice of Ben Sander reflected his knowledge of retro fashion, style, cooking, home improvement, and everything he knew that related to home advice." ( Brand/ Story, p. 146)
3. Why do you think Brini Maxwell made it into the national spotlight on television? What was her brand's message? "With each broadcast of her show, Brini Maxwell demonstrates a new recipe, home repair, fashion segment, or interview. In the process, she creates a brand that is distinctly hers. Her reinvention of a bygone era pays homage to her predecessors while maintaining a contemporary sensibility, and exceeds the creative efforts of her current competition." (Brand/ Story, p. 143)
4. What do you think Brini Maxewell's target market is today? Why would baby boomers be drawn to watching Brini Maxwell?" My target market is primarily young and urban. There is also a little cross over into nostalgic baby boomers. Cities are the destination for making your own mark, which is what these young people want to do, ergo, our target market is young urbanites. The boomers find my brand appealing for a different reason. They see the nostalgia of what I do and find it comforting." (Brand/Story, p. 148)
5. Why were the iTunes podcast and and reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell? Would you have done anything differently? The podcast and reproduction of old shows was a smart step because it allowed Brini to stay in the spotlight after the show on E! was cancelled. I wouldn't have done anything differently. The internet is the best way to reach a huge audience and taking advantage of it is the only way for the brand to expand and be successfully relaunched.

Week 8 EOC: Exercise

Many of us have an idea for a branded fashion product that is missing in the world. Design and brand a fashion product that you think is missing from the marketplace. Before you start you will need to conduct research to see if it already exists. Also you should figure out if there is a need for the product. Use current periodicals such as Women's Wear Daily or WWD Accessories to help you with your research. Explain your findings to the class.

One idea for a product that doesn't already exist in the marketplace is a vending machine that offers a variety of supplies for mothers. These vending machines would be found in such places as malls, amusement parks, zoos, and generally every public place that families may frequent. Diapers, baby wipes, first aide kits, socks, pull-up training pants, baby formula packs, snacks for small children and toddlers, basic clothing items, and even Tylenol for mothers would be found in these vending machines. They would supply moms with necessities that are sometimes needed in an emergency or forgotten at home. This vending machines could be fashionable by offering things designed specifically for them by different designers every few months. This would give the items offered in the machines an exclusivity factor that would make the product even more desirable. Even if some of the things weren't needed, maybe stylish mothers would just start collecting the designer goods because they appeal to her fashion sense.

Week 8 EOC: Review Questions

1.Why do consumers feel such a close attachment to their bags? Many people form attachment to their bags because they were expensive and they had to save for a long time in order to get them. Or it could be a bag of a particular brand that means something to the person. Bags are important to people because they hold all of their important belongings and are used either all the time or on very special occasions, like a wedding or special trip.

2.What is your favorite brand of bag, briefcase, or backpack, and why? How does this brand reflect your personality? Do you think you will ever switch to a different brand? My favorite backpack brand is Dakine. They are innovative in their bag designs and they have unique features, like a cooler pouch. They are also made very well and hold my snowboard. It reflects my personality because I like to stay organized and the bag has a lot of pockets that enable me to do so. Also I’m as unique as the patterns and colors these backpacks come in. I would switch brands but only if the new brand offered the same quality and uniqueness as Dakine.

3.Now that you have read this chapter, go to www.dantebeatrix.com and explain how the company has evolved. What is the latest news? How do you think the line reflects current fashion? For one the name of the website has changed to beatrixny.com. Most of the latest news revolves around the line being named by many publications as the best choice for eco friendly mom’s that need to buy their kids a new lunchbox or backpack for back to school. The promotion of its eco friendly materials reflects the current fashion trends, as that is what most people are concerned with when buying anything these days. The actual design elements are still relying on the cute graphics because they haven’t really changed much since the writing of this chapter.

4.Why do you think Dante Beatrix is so successful with the company’s ideas to pursue graphic design instead of just focusing on bag design? Is branding the key element that drives you to purchase a bag, briefcase, or backpack? Look at a bag you have now. Is it the designer? What is the brand? What features really make it special, or is it really just the name that makes it unique? Describe your answers in detail. Backpacks and lunchboxes are kind of limited on the different ways they can be designed so pursuing graphic design is a smart way to appeal to the brand’s customers and keep them coming back for more. The graphics combined with the quality of the product will create loyalty among the customers. The brand is not the key element that drives me to purchase a bag. I buy bags because of price most of the time, but there are bags that I want because of the brand. The bag I am currently carrying is Bebe. It’s not really a designer bag, nor is it made very well. It was given to me and it goes with everything. It’s black and more adult the any of the other bags I own. It’s not really unique in anyway, as it is just a black bag. It’s not made of any special materials and I probably wouldn’t have even bought it.

EOC Week 7: Review Questions

1. What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market? Viral fashion branding occurs when a brand's entire promotion and marketing is implemented through self-promotion, word of mouth, or by using electronic methods, such as Facebook, Twitter, and other internet services. He appealed to his younger target market by having his band members where his product and then that in turn would be seen on the internet by fans of the band.

2. Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process? Viral fashion branding is a great method of promotion because it reaches an innumerable amount of people. Today, everyone belongs to Twitter and Facebook. It expands the market far beyond the reach of a brick and mortar store. Almost every brand today uses viral promotion.

3. How does Johnny Cupcakes allow customers to feel they are special? Is this important and why? " Bloggers can see his daily routine, his friends, his family, his personal associations with specific customers, and his own convictions concerning culture and society. This allows each person who visits the site to feel as if he or she is a part of his success." (Brand/ Story, p. 109)

4.Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and generation Xers? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences? It doesn't relate as much to older generations because it is a very youthful look. However, I can see because of the use of nostalgia that can be found throughout the brand, how he is able to reach some members of an older audience. People like to connect to something that they loved in their youth and if it meant a lot to them then, chances are it still will.

5. In you opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?Johnny Cupcakes is a very unique brand not only because of the way in which it gained popularity but also because it became so main stream. In addition to all of the items discussed on page 122 of Brand/ Story that the company has added to the mix, I would add denim, children's clothes, and jewelry.

EOC Week 7: Exercise

You are the new designer of a product line of fashion goods. Using Johnny Cupcakes as a model, how would you promote this product to your target market? You have a very limited advertising budget and have to do most of the work yourself, so how would you spread the word about your product? How long do you think it would take for you product to reach the national or international markets? Why?

I would use Facebook, Twitter, even Myspace, to promote my new brand. I would also use Linkedin to connect with other members of the fashion industry that may be able to aid in the production and promotion of the brand. Getting the most people involved is the goal in a new brand's marketing techniques. Also, by having industry people involved can get the brand noticed by people in the magazine, television, and radio industries, all of which are invaluable. I would also create a blog about the line that my customers can relate to and comment on. Getting the public involved is helpful in creating a new brand because then you can respond directly to customer requests. If the customer thinks you sincerely care about their opinions they are more apt to buy the brand thus resulting in the best kind of promotion, free.

Week 6 EOC: Review Questions

1.Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not? The brand has not reinvented itself since 1988 when it was bought out by Limited Brands. It has maintained a consistent image since then and continues to be successful.

2.How does A&F brand its products? Do you think its brand practices are successful? "Symbols such as collegiate flags, sports mascots, and the letters A&F appear on almost all products. The company has even adopted the logo of a moose that it embroiders on all its polo shirts and oxfords. Almost every garment at A&F is imbued with washing, styling, and distressing that distinguishes it as authentic A&F. The company brands each garment through this finishing process." (Brand/ Strategy, p.92) The company is very successful with its branding practices because they continue to grow and don't have to really change anything in order to do it.

3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it? "By associating its brand to themes of masculinity, the company creates a triple threat to its competition: it draws the male customers who want to look like an A&F man, the woman who wants to resemble an A&F woman or who wants her boyfriend to look like an A&F man, and the overmasculinized look of the store and shirtless greeters get s the attention of gay en who feel the company is sympathetic to their lifestyle." (Brand/ Story, p. 106) The brand message is constantly strengthened through the atmosphere of all A&F locations. The consistency makes it comfortable for shoppers to always know what to expect when they visit a different store. However, if they are alienating any customers with the message then the atmosphere continues to do the same which could be negative.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models? The A&F store makes me immediately cover my nose because the smell is SO strong that it makes my eyes water. Once the initial disgust wears off and I can see again, I do love the half naked pictures of men all over the walls. I don't really find the store at all intimidating, but I can see how some people might. There is a certain persona one may feel they have to fit into in order to be able to pull off the clothes. However, once the product reaches the light outside the store, it's just a tee shirt and a pair of jeans and most anyone can pull those classics off. I think A&F intends to outfit attractive people and make people that aren't as attractive feel like they are more so. I don't think they intend on making people feel intimidated.

Week 5 EOC: Exercise

It is time for some self-reflection by answering the following questions: What are your professional plans for the future? How do you intend to make those plans happen? What stumbling blocks do you think you will have to clear along the way? How long do you think it will take to reach your goals?

Eventually I would love to be a travel writer for a website like Jetsetter, a site produced by Gilt Group. I would also really like to open my own snowboarding store and bar. The writing plans will probably take the most amount of time and effort because it is a very coveted job with some of the best perks you can think of. Traveling around the world on someone else’s dime while getting paid to write about my experiences would be just about the best career I can think of. I think it will definitely take a few years, maybe even 10, to reach these goals. The store will take a lot of money to fund the start-up costs. I have the location in mind of where I want the store to be at, however, I may run into the hurdle of the spot not being available when the time comes or competition that doesn’t exist now moves in on the territory.

EOC Week 5: Review Questions

In what way is Vera Wang a great example of the ever-changing career path of an individual?"Until the age of 19, Vera trained to be a figure skater. After her sophomore year at college, Vera gave up her figure-skating career and pursued a career in fashion and design. " (Brand/ Story, p. 75) She then was hired as a temporary assistant for Vogue editor Polly Mellen at age 21. After 2 years she was made the youngest editor the magazine had ever hired. Then through networking at her editor job, she landed a job as design director for Ralph Lauren accessories. She discovered her love of wedding dress design when she planned her own wedding in 1989. She went with the flow of career paths that the fashion industry threw her into.

Go to www.verawang.com. What changes have occurred in the company since the writing of this chapter? Has the brand expanded into other products? Vera Wang has since added a line of wedding bands and solitaire jewelry to her brand with a licensing deal she contracted with Zales. This line releases this month. She has shoes, bedding, mattresses, stationary, flowers, tabletop, and eyewear. She is an ever expanding empire of fashion for those obsessed with the romance that life has to offer.

In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana? Vera Wang sets herself apart by designing a romantic simplicity that any woman can incorporate in her life, be it on her wedding day or night, or everyday with a chic pair of sunglasses. She is more in touch with the romantic, feminine side than Ralph Lauren and is more accessible to the public than Dolce & Gabbana. By adding a lower priced line that is available at a national retail chain known for having good prices, she has appealed to all levels of shoppers. By staying close enough to her more affordable line and maintaining a consistent aesthetic across all of her lines, she ensures that no matter what the shopper chooses to purchase, they will represent the Vera Wang brand.