Week 9 EOC: Brini Maxwell

1.       What makes the Brini Maxwell television personality unique? How does her personality benefit the brand?

The Brini Maxwell personality is unique because first off Ben Sander is a man dressing up as a woman for a show. He plays off of the 50’s house wife persona in an advice giving broadcast.

“The story of Brini Maxwell is unique. Sander became a national celebrity by taking a simple idea from his own personal collection of vintage products to create a fashion-branded style.” – Brand Story Page 145

2.       What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not?

Sander went to fashion school but was inspired by Pyrex bowls he bought at Salvation Army. This triggered him to want to create a cooking show and with the help of his parents he put together Brini Maxwell.

“Brini Maxwell began in 1998 as At Home with Tigs, which focused on a contemporary jet-setter known as Tigs Vaderveer; however, Sander soon realized that the Vanderveer character was too stuffy.” – Brand Story Page 145 He was successful because he managed to gain a regular following on a public TV station that most people don’t watch and then gained recognition by national networks.

3.       Why do you think Brini Maxwell made it into the national spotlight on television? What was her brands message?

“Brini’s original show aired from 1998 until 2003. During those five years, the show gained a huge cult following. Producer Amy Briamonte heard about Brini Maxwell from a friend…She knew that viewers of the E! Network’s style channel would love it, so she immediately pitched the show to the stations executives.” – Brand Story Page 149-150

She made it because she was able to relate to the viewers in NY and gain a following. Her brand message was comforting, friendly and enlightening.

4.       What do you think Brini Maxwell’s target market is today? Why would baby boomers be drawn to watching Brini Maxwell?

I think today Brini Maxwell’s target market would be stay at home moms or even working moms who just need a good laugh or some unwinding time. I think baby boomers are drawn to Brini Maxwell because they can relate to her more than anyone. This is the “mother” they grew up with, the image of Brini Maxwell is a reflection of all the hit TV shows they grew up watching.

5.       Why were the iTunes podcast and the reproduction of her old shows as vidcast a smart step towards rebranding Brini Maxwell? Would you have done anything differently?

The iTunes and vidcasts were smart moves for the Brini Maxwell brand because once the brand completely disappears, people will forget about her, this is a good way of using modern technology to keep the brand alive and possibly reach out to a new market. If I were to do anything differently I would release limited edition DVD’s of the episode to strike up some excitement amongst fans.

Week 9 EOC: My Sex and the City Style

Of all the TV show and movie styles I most relate to the fashions showcased in the Sex and the City series and movies. Stylist Patricia Fields uses high fashion along with unique twists to turn any ordinary outfit into something extraordinary.

I relate to these styles because they are mostly classics with a bit of flair and twist added to them to create a funky fashion. I enjoy fashion that is not too trendy, rather edgy, unique and classic all encompassed into one and I find that Patricia Fields does a great job of capturing this in the Sex and the City style. Some of the outfits out together on the show seem odd at times, but they are pulled off by the characters very nicely, I am all for “weird” as long as the individual can own it and wear it with confidence. 

Some of my favorite fashion pieces that I have seen in Sex and the City include the black and white, news paper print, Dior dress that Sarah Jessica Parker is shown wearing while playing Carrie Bradshaw, I also absolutely loved the white “3D rose jacket” she wore when leaving her date with Mr. Big to run to the hospital for Miranda’s delivery.

Each outfit in Sex and the City is dressed up with amazing accessories that really showcase each characters individual style; the accessories and pairing of clothing items are really what makes the style stand out. I enjoy the different styles of each character and though they are all different they are also very much cohesive in each scene. If I were to choose only one character who’s style I most relate to I would say Carrie, because of her eclectic style, her character cant be categorized into having one particular look because it is ever changing and evolving.

Final Project: Product

With my brand I am creating a line of men’s and women’s T-Shirts, underwear and accessories. The T-shirts will have graphics on them depicting political issues that people have fought for over the decades, from women burning their bras to men fighting the Vietnam War. There have been many controversies over human rights and many have marched and spoke and stood up for their rights, while doing so people have been punished and killed for exercising their rights and these are the issue which will brought forward on these products, now in a time when more than ever before, we can exercise our right to free speak and self expression.  

I will make sure to own the rights to everything I use, so I will develop the concept for each t-shirt and photograph exactly what I have in mind, these will be modern photos which will be slightly altered in photo-shop to depict whatever issue is being brought to attention, these images will then be screen printed onto high quality, cotton t-shirts, underwear and possibly hats and handbags. I also want to develop a line of accessories, jewelry and hair wear that will be inspired from all over the world. The jewelry will include bracelets, necklaces, rings and earrings which will have an international design focus.

Week 8: EOC Exercise

To create a fashion product that is a complete void in the market is difficult to think up. Fashion is recyclable and what once was ill be again. There are of course markets that have very little competition such as petites which majority of women need to shop in and have a very limited selection and maternity wear, if you still want to look fashionable. The market has so much to choose from these days including technologically enhanced smart clothing and water resisted materials. In all this mix and all the trendy looks that retailers compete to sell, I often find it hard to find, just the basics. The further into the future we move, the further we get from a pencil skirt and a plain t-shirt.

I would start a brand called ‘Back to Basic’ which would be a stylish yet classic brand. The competition in the market place would be stores like Gap and Banana Republic which are the same company, the problem with them is their brand is so basic and rarely ever changes to the point where it is boring and they don’t even know who their target market is. They have 3 nearly identical store concepts at different price points and although you can get basic, you don’t really get classic or fashionable. I want to offer the market a quality product at mid rage price points, where consumers can get fashionable, classic pieces that will last and be wearable today, tomorrow and 10 years from now. In a market where fashion is deposable and everything in your closet is “last season” I want to offer that classic elegance that stands the test of time without the Chanel price tag.

Week 8: EOC

    1.       Why do consumers feel such a close attachment to their bags?

Often times consumers feel a close attachment to their bags because it is the most important accessory, one that a woman might have saved a lifetime for in order to afford that one bag she always had her eye on. It’s symbolism, expression and an important piece to a wardrobe. “…most women look at their handbags as an investment to their wardrobe. For many women, purse shopping has changed from just finding an adequate accessory to being almost an obsession; a guilty pleasure.” – Brand Story Page 126

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?

I don’t really have a favorite brand of handbags, I like unique bags that reflect my personality and some of my favorites that I own are from Anthropology and Lucky Brand. These brands reflect my personality because they are colorful, large and different than any other bags I have seen. I would rather have a bag that hardly anyone else has than one that you see on every arm all over any city. I am not opposed to other brands; it just depends on what speaks to me.

“Searching for the perfect handbag is not easy in a market that is inundated with many styles, fabrications, brands, and price points.” – Brand Story Page 127

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?

Dante Beatrix has been featured in many different magazines including Pregnancy & New Born and many times in Vogue Bambini. There have been fashion shows and she even has many celebrity followers. The brand is very much geared towards children and mothers and the fact that she uses graphics ties it into current fashion because graphics are in right now.

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 designer? What is the brand? What features really make it special, or is it really just the name that makes it unique?

“Reflecting the current trends among women, this company is successful because the product line is unique and stylish.”- Brand Story Page 140

I think the brand became so successful due to its uniqueness; it is something so simple that you really can’t find anywhere else these days. Also she has a great celebrity following, once a celebrity is photographed with your merchandise there is a good chance of going viral.

The key element that drives me to buy a bag is the design more so than the branding, it could be a $50 bag or a $200 bag as long as I HAVE to have it! There is always a certain association with a particular brand that makes you feel “special” if you have it or classified in a certain category, there is most definitely the brand element but not that alone. The bag I’m carrying right now is from Anthropology, there is no flashy logo, it’s not name brand it’s just a bag that I loved when I saw it and had to have it. I liked it so much because it was unique, I never see anyone with a bag like mine.

EOC Week 8: How to make it in America

What did they do right and what did they do wrong?

In the episode of ‘How to make it in America’ the two young men attempting to start their own brand of jeans took some wrong turns and some right turns. Some mistakes they made included not having a business plan; they simply had a name for their jeans but no plan on how to execute the idea into full production. They had no sketches or styling ideas all they had was a name and the fact that they wanted to make jeans. They didn’t take the time to lay out the proper steps they would need to take prior to production, they only thought they would need to find a NY based jean manufacturer and they were in. Another mistake they made was taking money from a loan shark. They will be paying back far more than they borrowed and they don’t even have a plan in place for their business yet.

Some things they did right however include getting to know industry professionals and reaching to people they know who may have contacts. They received feedback from professionals and once hey received the negative feed back hat they did, instead of feeling discouraged and giving up they decided to make a plan and stick with their dream.

Week 7: EOC Exersize

If I were launching a line of fashion goods and using viral marketing like Johnny Cupcakes, “…Johnny Cupcakes founder John Earle had launched a multimillion-dollar company that continues to grow through a type of branding referred to as viral fashion branding.” – Brand Story – Page 109. I would begin by creating a Facebook site exclusively for my brand. I would continue by using as many social media networks as possible to reach consumers. I would also have a website dedicated to the brand where consumers could make purchases online. I would gift my product to friends and contacts who I know would make a buzz about my product. This would allow consumers to see the product being worn and give them a chance to become curious and ask questions. If you can strike up an interests or curiosity about a brand, then consumers will seek to find out how they too can make purchases.
In addition to reaching the public, it’s vital to have quality product and a brand that consumers can actually relate to. “By using iconic figures on his first line of Johnny Cupcakes T-Shirts, he was able to create stories associated with his new brand.” – Brand Story Page 111
I think that will the proper dedication, it would take at least a year for the line to get recognized only slightly on a national level, and two to three years before reaching the nation at large and this is if you are lucky. If you have the right opportunities and make sure to jump on them then it can happen and in 3-5 years possible gain international recognition. “The Johnny Cupcakes Internet store was launched in 2002. The subsequent demand for T-shirts overwhelmed the family. His house became a warehouse for Johnny Cupcakes merchandise.” – Brand Story Page 113. I remember learning that it takes fashion designers an average of 20 years to become profitable, I also know that high fashion is more for the status than the profit but items that the majority of people can actually purchase is a great way to begin.

Week 7: EOC Johnny Cupcakes

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 is word of mouth and can spread incredibly fast once it hits the right market. “All of Johnny’s fashion branding has been implemented through self-promotion, word of mouth, or by using electronic methods such as e-mail and the internet.” – Brand Story Page 109
This form of branding made Johnny Cupcakes a well known brand because customers felt as though they could communicate directly with him and relate on a level you can’t through billboards. “This allows each person who visits the site to feel as if he or she is a part of his success.”

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 good method for promoting product because you can reach a large number of consumers for little or no cost. It seems that nearly everyone these days has jumped on the social media wagon to promote their products and reach a large number of customers, although many still resort to high priced marketing as well.

3.       How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?
Johnny Cupcakes makes customer feel special with his unique merchandising.
“The company added surprises to the boxes when filling internet orders. Customers would find items such as trading cards that were popular in the 1980’s and 1990’s featuring Ninja Turtles, Ghostbusters, and Garbage Pail Kids, packed with their orders.” – Brand Story Page 113
This is an important marketing tool because it creates a memory in the mind of the consumer which they will associate with the Johnny Cupcakes brand.

4.       Do you think the Johnny Cupcakes brand relates to older customers like 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?
I think that the Johnny Cupcakes brand relates to generation Xers because the second half of that generation was still in a sense growing up with the pop culture elements he associates his brand with. I believe the baby boomers are out of his market however there will still be a select group who will still be able to associate with the memories from their children.

5.       In your opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?
I find Johnny Cupcakes to be a unique brand in his sense of creativity. His store concept, down to his merchandising is like nothing else I have ever seen. If I could expand the Johnny Cupcakes line, I would include accessories such as hair pieces and wallets.

Week 7: BOC

Product Line Pitch

She believes in world peace, he believes in taking a stand for what is right. She wears flowers in her hair and he wears fire in his eyes, they await a revolution. They are strong, passionate and united. They refuse to be tied to labels or religion, they seek acceptance for all mankind and freedom from within. They can speak, but no one will listen, so they wear their message to the world. I’m designing a line of t-shirts and accessories for both men and women ages 18-30. The t-shirts will portray world events from the past and present, that young women and young men around the world have taken a stand for. We are a generation who see things more clearly than any generation in the past and we are more open minded and accepting yet our voices are the faintest. I want to give these men and woman a chance to express their stance without making a joke out of it which is what most “message” t’s do. There is a sort of “hippy” out look which exists in this line which signifies word peace and unity.

In this line I will be taking the “message T” and making it a high quality, fashionable t-shirt. The accessories in this line will be very eclectic styles and inspiration will come from all over the world. Earrings, necklaces, bracelets and hair wear will all be included as accessories.

Wek 6: Exercise

How do retailers convey their brand image through their retail stores?
“One objective of most retailers is to create stories, narratives, or myths that are reflective of popular culture, to entice consumers to purchase their products.” –Brand Story Page 94
Brand image is conveyed through their retail store by setting a certain ambiance or presenting a distinct atmosphere that the customers can relate to and identify with. To create a memorable experience that will develop a happy and positive storey in the mind of the consumer.
“A retailer needs to relate to the consumer in a method that is clear and understandable. By combining the product in the context of the retail store, the theme or storyline is easily understood.” – Brand Story Page 95
I was shopping in ULTA today and noticed that their brand image has changed drastically in the past few years. They are now much more on the level of stores like Sephora where they used to be “dingy” in comparison. The store was well lit with much natural lighting which set a peaceful mood, the floor tiles were black and white and there was a clear path leading to the back of the store where the hair salon is located. Everything is very neatly set and it is clear that if the consumer is shopping for more of a market price product, they would gravitate towards the left where they can find brands like Cover Girl and Maybelline and to the right you have your higher end cosmetics. I was greeting as asked if I needed help multiple times as well as offered a basket to place my products in. The experience was pleasant and left a positive memory of the ULTA brand in my mind.
“Through narration and contextualization of these products to historical, contemporary, cultural, or personal events could be triggered in the mind of the consumer.”- Brand Story Page 94-95

Week 6: EOC

1.       Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?

A&F does not reinvent its brand strategy every year with its product assortment; it seems that the company’s brand strategy remains the same. Of course the merchandise changes as new items come and go but as far as branding, they have been consistent as long as I can remember. This works for A&F because they know their target market and continue to cater to it.

“Although the products are important, what people really desire is to be entertained when they are buying their khaki pants and T-shirts.”  - Brand Story Page 94

2.       How does A&F brand its products? Do you think its brand practices are successful?

A&F brands its products with the moose logo and sell the image of a “sexy” lifestyle. The brand reflects the life of a college frat boy in a sense. They use shirtless models as their brand ambassadors or “sales people” and present the image to consumers as they would like their consumers to appear as well.

“The company has been surrounded by controversy over its homoerotic and naked coed marketing; however, retail sales indicate that consumers continue to shop A&F stores in spite of the criticism.” – Brand Story Page 92

3.       How do retail store atmospheres such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

Store atmospheres such as the ones used by A&F can strengthen a brand message because in the consumers mind they will always associate that scent and that sound to that store. It links a memory and feeling to the consumer and the store that they will always associate with. This can also be negative because by using such strong elements or smell and sound, you are narrowing your customer base to only those who enjoy that particular music and that particular scent; some consumers may really like the clothing but can’t relate to the image A&F portrays.

“The mood for dancing is created with the store’s blaring techno-house dance music…The genre of music blasted in A&F reinforces the club atmosphere of the sore. It’s music mix mimics a list of songs that are played at the hippest clubs…The smell of A&F’s signature fragrance, Fierce, fills the air…” – Brand Story Page 102-103

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?

I personally don’t like the atmosphere and emotions experienced when in an A&F store. For me it’s shallow and stuffy and portrays a carefree but careless lifestyle. The clothes are only made for one particular body type and the store is not welcoming or accepting to everyone. This is something I just can’t associate or relate to.

I don’t necessarily think they try to intimidate their customers rather; they send a clear message as to who they want their customers to be.

Week 6 BOC: Why jeans Cost $300

How can Jeans cost $300? Designer jeans can sell for as low as $150 and as high as over $600. So why is it that consumers are willing to pay the “big bucks” for premium denim? Well for starters it’s the quality that you can’t get anywhere else, the fit of a designer jean is not going to be the same as one made in China. In order to get that quality, efficiency and control over the design, premium denim is manufactured in the U.S. and Europe. “To be produced domestically, jeans have to be priced at‘$200-plus,’ says Shelda Hartwell-Hale, a vice president at Directives West, an L.A.-based division of fashion consulting firm Doneger Group.” - How Jeans Cost $300 by Christina Binkley

 You can’t be paying manufacturers in the U.S. the same price you can if you have factories in China and this alone will raise price tags. “It costs about $50 to make a pair of Super T jeans, True Religion's best-selling style with oversized white stitching, estimates founder, chairman and chief executive, Jeff Lubell. The wholesale price is $152, he, and the average retail price is $335.” – How Jeans Cost $300 by Christina Binkley

 So why is that we are willing to pay so much? Well luxury fashion as we know sets a certain perception in the mind of the consumer, we simply feel better. “As with all fashion, a big part of the price of luxury denim is in the multiple profit margins taken at each level of production. Most any piece of clothing contains parts and services from potentially dozens of providers: from fabric and button makers, to designers and seamstresses, and wholesalers and sales agents. After all this, designers and retailers say the typical retail markup on all fashion items, including jeans, ranges from 2.2 to 2.6 times cost.” -How Jeans Cost $300 by Christina Binkley

EOC: Week 5 Exercise

Reflection:

I have many plans for the future of my career and depending where I end up I am open to different aspects of the fashion industry. I would like to move to the east coast and pursue a career in either Fashion PR or as a fashion buyer. I would also love to work in editorial for a fashion magazine and even write for a magazine as well. In order to make these plans happen I intend on envisioning where I want to be and never giving up. I will work hard and take risks in order to achieve my goals. Along the way there will always be mountains and road blocks, some of these road blocks include the poor economy with a horrible job market, “Thirty five percent of unemployed college graduates and those with advanced degrees have been without a job for more than a year, the same rate as unemployed high school dropouts, according to a Pew Fiscal Analysis Initiative study” –Bonnie Kavoussi, www.huffingtonpost.com money issues will always arise, especially when planning on relocating and of course there will always be those people you encounter who don’t even want to give you the opportunity to prove yourself. I think it will take about 4 or 5 years to really reach where I want to be. To enter the industry with a position and a company I see potential in and the time to work hard and prove myself and make my way to where I want to be will take some time and over the experience I am sure to change paths at some point. As long as I remain devoted, passionate and focused on my goal, I am sure that I will get in, no matter what door I climb through. “Fashion is Vera Wang’s passion. She has dedicated her life to becoming a leader in the industry and is an excellent role model for anyone who aspires to succeed in business. She has proven that you can pursue your dreams and reach your ultimate goal.” –Brand Story page 86

EOC: Week 5

1.       In what way is Vera Wang a great example of the ever changing career path of an individual?

Vera Wang is a great example of the ever changing career path of an individual because she began her career as a figure skater. “She competed in the 1968 U.S. Figure Skating Championships and was listed as a featured athlete in the January 8, 1968, issue of Sports Illustrated.” – Brand Story Page 75 Vera went to many different colleges including Chapin School in NY and Sarah Lawrence and after her sophomore year gave up figure skating to go into the fashion industry with a position at Vogue, “Wang did whatever they asked her to do, such as sweeping floors, providing yogurt for the models, and getting coffee. She was a glorified gofer. But young Vera knew her enthusiasm and work ethic would pay off.” – Brand Story page 75, 76 From Vogue, Wang went to work for Ralph Lauren before beginning a line of her own.

2.       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?

Since this chapter Vera Wang has designed a line of wedding dresses for David’s Bridal and has added a wedding app to help brides plan their wedding from their cell phones and iPads. “Vera Wang helps you plan your wedding with her new iPad, iPhone, and iPod touch app! This unique resource includes Vera’s personal style advice, planning expertise, thousands of images and much more. A must have for all brides!” – www.verawang.com

3.       In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?

The Vera Wang brand is both edgy and elegant at the same time. It reaches out to many different markets with her couture lines and then Simply Vera for Kohl’s and designing a bridal line for David’s Bridal. The Vera Wang brand differs from other designers because her main focus is bridal wear and everything else seem secondary, as in bridal wear is what she is really known and recognized for. She filled a void in the bridal market and will forever be known for that, where as other designers main focus is elsewhere and a bridal gown might show up once in a collection if that.

MidTerm: Mercedes Benz

MBUSA was founded in 1965 however the importing of Mercedes-Benz vehicles began in 1952 when Max Hoffman became the force behind the luxury vehical in America. It was the 300SL Gullwing. In 1957 the brand expanded in the US and began its distribution agreement. “By 1957, Mercedes-Benz was in a position to expand its reach in the United States and entered into a distribution agreement with Studebaker-Packard Corporation. Eight years later, the company struck out on its own, forming Mercedes-Benz USA.”– www.mbusa.com Now the company is a nationwide organization and employs over 1500 workers. “Many pioneering technical innovations that are standard automotive features today were first seen in a Mercedes-Benz car, including the crumple zone (1959), ABS (1978), airbags (1980), belt pretensioners (1980), ESP (1995), PRE-SAFE® (2002) and many other milestones in passenger vehicle technology.” Going back to the beginning the 1880’s was the time when the high speed engine was invented allowing Carl Benz and Gottlieb Daimler to lay foundations for automobiles. “in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890.” – www.emercedesbenz.com
Today the Mercedes Benz brand is perceived as a quality and luxury brand. It is a symbol of success and men and women alike strive to be seen driving in their brand new Mercedes Benz. “A strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable.” - Dr. Klaus Maier, Executive Vice President Mercedes Car Group At one time known primarily for its S Class the Mercedes Benz brand is a combination of sedans and coups, SUV’s and crossovers and roadsters and supercars. “the Mercedes-Benz brand has undergone an amazing journey - by continuously enhancing its rich, diversified product offerings and allowing more people to appreciate its significance, Mercedes-Benz has become identifiable with true leadership.”-www.chinadaily.com (The Power of Brand Marketing) Brand competition includes BMW and Lexus. The target market are successful middle aged business professionals.

Mercedes Benz being the well established brand that they are, take the time to give back to the community with charitable causes from Autism to the environment. “Mercedes-Benz has been in business for over 125 years, an achievement only made possible by the approval of our customers. To help show our gratitude, we endeavor to be active in the community and do some good where we can, when we can. After all, in the end, what you get out of life is equal to what you put into it -- and we're committed to putting in as much as possible.” – www.mbusa.com The brand has been devoted to remaining environmentally friendly, even before it became the “It” thing to do. “Long before it became front-page news, Mercedes-Benz has been innovating and implementing new ways to help minimize the impact of cars and trucks on the world we share”

MidTerm:Tiffany & Co

“In 2012, Tiffany & Co celebrates 175 years of legendary style” –Tiffany.com

Tiffany & Co started out as Tiffany & Young in 1837 on Broadway in New York City when Charles Lewis Tiffany and John B. Young opened a stationary and fancy goods emporium. “The year was 1837. Charles Lewis Tiffany and his schoolmate John Young traveled from New England to New York City with an idea and a dream that were to become Tiffany & Co. While the first day of business brought a mere four dollars and 98 cents, the world of jewelry and luxury goods would never again be the same.” - Tiffany.com Every item was marked with a non negotiable selling price and at the end of the first day in business the store had sold a total of $4.98. The same year that the store opened it began using a distinct color blue as a symbol of quality and craftsmanship. It is said that the Tiffany’s blue box is one item that can not be bought, the only way Charles Lewis Tiffany would allow someone to have a blue box was to be given it along with a purchase from the store. Tiffany’s was the first American company to use the 925/1000 sterling standard “In 1851, Tiffany was the first company to use the 925/1000 silver standard which was later adopted by the United States.”- Tiffany.com In 1861 Tiffany’s was commissioned to design a presentational pitch for the inauguration of Abraham Lincoln. In 1862 and throughout the Civil War, Tiffany’s supplied the Union Army with swords, flags and surgical implements. In 1878 Charles Lewis Tiffany purchased the Tiffany’s yellow diamond. In 1885 Tiffany’s redesigned the Great Seal of the USA.

Tiffany & Co is most well known for their diamonds however they carry all types of jewelry from engagement rings to pendants. They sell watches and clutches as well as eye wear and fragrances. Tiffany’s carries jewelry for men as well as cuff links, wallets and brief cases. “Over the past two centuries, Tiffany & Co. has built an international reputation as a premier jeweler and is renowned for its fine china and crystal. Today, its signature blue gift box topped by the white silky bow is an icon for luxury” – Carrie Coollidge (Tiffany & Co: An Iconic Brand) Though men and women a like shop Tiffany & Co their target market segment is women between the ages of 30 and 60 who shop for themselves. These women have middle to high income levels as Tiffany’s prices range from $120 to over $30,000. Some leading jewelers that are Tiffany & Co’s leading competition would be Cartier and Bulgari. They are both well known high end jewelers however I don’t believe they have as broad a market segment as Tiffany & Co.

MidTerm:Manolo Blahnik

Manolo Blahnik is the leading designer in hand crafted designer shoes; he was born in the Canary Islands before moving to Paris in 1965 where he decided to become a set designer. Blahnik took a trip to New York in 1970 where he showed his theater designs to then editor-in-chief of American Vogue, Diana Vreeland who loved his shoes and encouraged him to concentrate on them. The following year Blahnik was in London making shoes, in 1972 Ossie Clark, the most famous designer in London at the time used Blahnik's shoes and from there on his career took off. “Manolo Blahnik has become one of the world’s most influential footwear designers. His shoes have spellbound an international set of adorning and loyal devotees across the globe.” – Manoloblahnik.com

The Manolo Blahnik brand represents craftsmanship and quality, the brand ultimately stands for being unique, precise and balanced. Monolo’s are a luxury shoe, Blahnik said “shoes help transform a woman”. Manolo Blahnik has been honored many times with awards by the CFDA first in 1987, then in 1990 and 1998. He has also been presented with awards from the British Fashion Council, La Aguja de Oro and La Medalla de Oro given to him by Don Juan Carlos, the King of Spain. Manolo Blahnik is a brand that represents shoes, the best quality shoes but shoes alone. The designer did not branch out into clothing or license sunglasses or fragrances; he stayed true to the origin of his business and his brand. Today there are Manolo Blahnik stores in 11 different countries including the U.S. in New York and Las Vegas, Dubai, Kuwait, Greece, Spain, Ireland, UK, Hong Kong, Korea, Singapore and Indonesia. “The man behind this sizzling brand of shoes is one of the most influential designers of the world, Manolo Blahnik, who called his brand by his own name for all the struggle, hard work, and perspiration that he had put into it.” – Manolo Blahnik Shoes online-shopper.hubpages.com

Brand recognition grew greatly for Blahnik when his shoes were featured regularly on the hit show Sex and the City, the lead character Carry Bradshaw had a huge shoe obsession and her shoe of choice, Manolo Blahnik’s. Sarah Jessica Parker even went on to co design with Blahnick last year and joined him at fashions night out. “Parker was the star attraction of the event to celebrate Fashion's Night Out where she signed pairs of high-heels she co-designed with Blahnik.” – Emily Sheridan (Sarah Jessica Parker gets Carrie-d away in leather as she signs Manolos on Fashion’s Night Out) www.dailymail.co.uk The Manolo Blahnik brand receives much attention in leading fashion magazines around the world. Manolo’s are also available at certain department stores such as Nordstrom and Bergdorf Goodman and appear in the department store ads.

MidTerm:Starbucks Brand

“Our coffeehouses have become a beacon for coffee lovers everywhere. Why do they insist on Starbucks? Because they know they can count on genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed coffee every time.” – Starbucks.com Starbucks first began as a single coffee house in Seattle’s Pike Place Market; the name was inspired by Moby Dick evoking romance. “The original owners named the brand after the coffee-loving first mate in Melville’s classic novel, “Moby Dick.” For them, the name evoked the romance of the high seas and seafaring coffee traders. Today, the coffee trading practiced by Starbucks involves an entirely different kind of romance.” – Brandchannel.com Conquering New Grounds by John Karolefski Starbucks is a coffee company that offers consumers a “third place” experience between work and home or school and home. “a sort of link between home and work where you can read the paper, download some tunes, buy a book or two, and either prepare for the day or wind down from it.” –namedevelopment.com (Branding: Is Starbucks your “Third Place?”)

Starbucks offers many different coffee and tea drinks as well as non caffeinated options. Most beverages are between $3 and $5 and they target a large group of people which began with urban professionals but expanded greatly due to quality product and great customer service. “Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.”- Starbucks.com Starbucks originally targeted office workers with middle to high incomes, while this is still a large part of their market it seems to have expanded a great deal. The Starbucks brand reaches not only office workers but young professionals in all different types of fields as well as college students who need a perk before their 8am class. Coffee drinkers range from all different ages, high school goers to grandparents but Starbucks seems to target the majority of their consumer base. According to smallbusinessess.chron.com Starbucks targets men and women age 25-40 who make up of nearly half of their business, 18-24 olds make up another 40%. The target audience consists mainly of urban professionals with high incomes. The target market usually live or work in the city, they are of different ethnic backgrounds. The average price for a Starbucks beverage is $5 which is relatively high for coffee. According to scribd.com Howard Schultz wanted Starbucks to be the “Third Place” in between work and home, they were attempting to sell the atmosphere and I think did a great job of it. Seeing as how 40% of Starbucks business is made up of 18-24 year olds they place locations near by colleges where students can hang out, take breaks and even study. “From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.” –Starbucks.com

Exercise: Week 4

In this Dolce & Gabbana ad you can clearly see that this man in the center is about to be tortured. The man is in the position that Jesus Christ was crucified in which ties into the religious aspect that the design duo reflect in many of their ads. “Because Dolce & Gabbana are Italian, the biblical references in their ads come from the highly Catholic culture in which they were raised.” – Brand Story Page 69 There is also a clear gay reference in this ad with the D & G logo displayed in the colorful and bright way it is which resembles the gay and lesbian flag. There are all men in this ad and the one in the center could be sacrificing himself for gay rights perhaps. The two men standing closer by seem to be the torturers however; the one standing back by the spikes in the wall appears scared, as if he may be next. As usual in the Dolce & Gabbana ads, every one seems to be concentrating on something different; all eyes are NOT on one thing.

EOC: Week 4

1. Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how? Dolce & Gabbana have a women’s and men’s line, junior, handbags, shoes and accessories lines. They had their name on a cell phone and a restaurant as well. “In 2006, Dolce & Gabbana released the exclusive version of the RAZR cellular phone as a co-branding project with Motorola.” – Brandy Story Page 65 Since this chapter Dolce and Gabbana have launched numerous lines including underwear and beachwear which they had before as well. The brand continues to grow in the eyes of the consumer. 2. Do you think Dolce & Gabbana cater to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed women like Isabella Rossellini, Madonna, Kylie Minogue, and Brook Shields? Do you think these women are risqué? Why or why not? I think Dolce and Gabbana cater to the fashionistas that the rest of the design world has rejected because they don’t have the price points that Lanvin has nor are they lower end like H&M and Forever 21. They cater to consumers who want high fashion but aren’t necessarily rich. I think the design team has dressed these celebrities because they are familiar with a sexy, edgy and feminine style. These women are not exactly risqué but they are fashion forward and have edge. “The strong branding image has evolved over the years, but still remains faithful to its original standards- the integrity of the products, the image of unconventional luxury, continuous innovation, and the company’s Italian origin.” – Brand Story Page 66 3. Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals? Do you think it was smart for Dolce and Gabbana to target this market? Why or why not? I think that gay and lesbian consumers purchase the same fashion brands as heterosexuals; they can appreciate the elegance of Oscar De La Renta as much as the next person. For this reason I do think it was very smart of Dolce & Gabbana to capitalize on this market by targeting them, it gives them a competitive advantage. Anyone would rather spend their money on brands that support rather than knock their lifestyle. “Dolce & Gabbana have attained their current stature by dressing fashion’s risqué misfits, featuring individuals who are unique, sexy, and unusual, as well as gays and lesbians…” –Brand Story Page 71

Excercise: Week 3

DVF Brand Diane von Furstenberg was born in Brussels, Belgium in 1946 to a Jewish family. Diane traveled to Switzerland after high school to study Economics at the University of Geneva where she met and married her first husband Prince Egon von Furstenberg. After they were married the von Furstenberg’s moved to New York where their son and daughter were born. In 1972 Diane entered the fashion world by designing the easy knit dress in order to fill an American fashion void and in 1974 she introduced the world to her famous wrap dress. In 1975 DVF became a brand name with the licensing of products expanding her line with merchandise such as jewelry, eye wear and luggage. In 1976 Diane landed the cover of News Week and the Wall Street Journal, she was said to be “the most marketable woman since Coco Chanel”, that same year Diane launched her first fragrance called Tatiana, named after her daughter. In 1979 Diane licensed her dress line, created an in-house cosmetic business and wrote a book entitled “Diane von Furstenberg’s Book of Beauty”, she then toured the U.S. to introduce her cosmetic line and her book. In 1983 von Furstenberg sold her cosmetics business to Beecham Group Ltd, at this point all DVF businesses were licensed. Diane left the U.S. in 1985, moving to Paris where she opened a French-language publishing house. In wasn’t until 1990 when Diane returned to the U.S. and published three books in 1991. In 1997 after stepping away from the fashion world for some time, Diane re launched her infamous wrap dress, she was inspired to do so by young women who were buying her original 70’s wrap dress from vintage stores. In 1998 Diane wrote another book which was her business memoir entitled “Diane: A Signature Life”. In 2001 Diane von Furstenberg hired a young designer by the name of Nathan Jenden as the creative director of DVF and the brand became a full collection expanding global distribution. In the next few years the DVF brand continued to grow. In 2003 DVF opened boutiques in Miami and the first store overseas in London, that same year dvf.com was launched. Later that year DVF teamed up with Venus Williams to create a line of women’s tennis wear. In 2005 the Council of Fashion Designers of America honored Diane with the Life Time Achievement Award after 30 years in the fashion industry. That same year DVF opened stores in Los Angeles, Hong Kong and Paris, from there the number of locations continued to grow. In 2007 Dian launched Soleil, a swimwear and beach collection, she also launched a line of shoes and handbags. In 2008 Diane von Furstenberg was featured in an American Express card member campaign. Since her break from fashion, Diane von Furstenberg came back strong and hasn’t stopped. She has been working with artists and marketing campaigns to keep her name alive and to keep consumers interested in what she has to offer. I believe one of her strongest assets is herself; she is a self empowered woman who inspires other women to be strong and to be themselves. She represents her brand and if you can connect with the designer then you can connect with her designs. DVF is not a publicly traded company so there is no financial information available; however it seems that the brand DVF is as strong as ever. Philanthropy is a huge part of Diane’s business and is very important to her. The DVF awards are honored on behalf of women’s causes. “The DVF Awards aim to provide recipients with the exposure and resources needed to extend their critical efforts on behalf of women’s causes. Each year, The DVF Awards honor deserving recipients who have displayed leadership, strength, and courage in their commitment to their causes” – dvf.com DVF also provides a DVFFF award which is the Diller-Von Furstenberg Family Foundation which provides support to various non profit organizations. I think that the goodness of Diane Von Furstenberg as a person has translated into a successful brand that women will forever admire. She has gone above and beyond to reach women and show them self confidence and beauty from both a fashion standpoint and from within. What she as an individual represents is carried over into her brand and her philanthropic efforts. We see not only a successful brand but a strong woman behind it. I think that the DVF brand will continue to grow and succeed in years to come.
www.dvf.com

EOC:Chapter 3

1. Is Ralph Lauren a designer? Why or why not? Ralph Lauren is a designer but not a typical designer. He is known more for developing a lifestyle brand. “Contrary to popular belief, Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns…” – Brand Story Page 35, 36. Many designers create the fashions and have a team of experts taking care of everything else, Ralph Lauren himself, is the man behind the merchandising. 2. Where did Ralph Lauren work prior to working for himself? Why do you think his experience was beneficial to his career? Prior to working for himself Ralph Lauren worked for a tie manufacturer. “In the mid-1960’s, Ralph Lauren took a position with a Boston – based tie manufacturer, Rivetz…He believed that by dressing in a particular style, he would be iconic in the manufacturing business.” – Brand Story Page 37. I think his experience at the tie manufacturer was beneficial to his career because it was at Rivets where Lauren had his first opportunity to design ties. 3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse? Currently Ralph Lauren operates Polo, RRL, Purple Label, Home Goods, Children’s, Polo Sport, Polo Sport Women, Fragrance, Polo Jeans, Lauren by Ralph Lauren, RLX and Rugby. The lines are homogenous in a sense that they create a lifestyle, but diverse enough to cater to different target markets. 4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle? My favorite division of Ralph Lauren is the home goods collection. I like the idea of the Ralph Lauren lifestyle however I don’t see my personal style fitting into his clothing. The home goods are very nice however, and I can see myself incorporating that line into my home. 5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him? Ralph Lauren built on his original brand to create an empire by having a vision of a lifestyle and selling that lifestyle to consumers through advertisements and merchandising. There are many designers who have expanded their lines into many different outlets however I can’t think of one who has all the lifestyle elements as Ralph Lauren does.