Final Project

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Week 10 EOC: Exercise

Pros and Cons of Ginch Gonch having a billboard by a high school.

The pros associated with this idea include the company’s right to advertise wherever they please. This would be great for business being by a high-way and the high school as they are guaranteed to gain recognition. The company doesn’t only sell to gay men; they have a consumer base of men women and children. “Although the original conceptual goal of the company was to focus on men’s underwear, it has branched out into women’s and children’s as well.” – Brand Story page 159

The cons to this location would be possible controversy and unwanted negative attention brought to the brand. They do risk upsetting parents and other groups who disagree with having this billboard so close to a school. The school itself might potion to have the advertisement removed.

I personally don’t see anything wrong with it as long as they choose an appropriate ad to display in this location. Some Ginch Gonch ads are more risqué than others and although you can’t protect kids from everything, you can still be appropriate when advertising to them directly.

Week 10 EOC: Ginch Gonch

1.       What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
Ginch Gonch uses both sexuality and humor in the ads which set them apart from their competitors. They also have a product that is different than anything else on the market; they don’t just sell a typical pair of underwear.
“Through the use of sexually risqué branding techniques aimed at diverse lifestyles, unique styles, and the company motto ‘Live Like A Kid,’ Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow.” – Brand Story Page 157-158
2.       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’s ethical to use sex to sell products as long as the target market is of an appropriate age to sell sex to. Many retailers and designers use sex to sell their product, one example is H&M, most recently with the advertisement with David Beckham in underwear. It makes the product more desirable because the consumer wants what they are looking at or wants to look like who they are looking at. It’s all about perception in the consumers mind.
3.       Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?
I think he marketed the gay community in order to gain a broader consumer base. It is proven that women do the majority of underwear shopping for men who rarely buy underwear for themselves. By targeting the gay community you are reaching out to the men who do purchase these products for themselves and wouldn’t shy away from a luxury underwear brand. By going this route they are capturing women and gay men which is very smart in my opinion.
“The company started out as a fun protest against boring, black and gray, high-priced, and poorly constructed underwear that was dominating the men’s market.” – Brand Story Page 159
“The company sponsored a fundraiser for cutting edges; Western Canada’s only gay men’s hockey team…Ginch Gonch also realizes they have a strong female following.” – Brand Story Page 162
4.       If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?
If I were in charge of naming the next fashion assortment for Ginch Gonch I would call it ‘panty hoes’ because it’s sexual and fun at the same time which is what this brand is all about, that and all gay men I know love being called hoes.

Week 9 EOC: Exercise

I would create a brand called Savi which would consist of environmentally friendly fashions. The style of this brand would be a hippy meets urban look and be available for both men and women. I would reach my target customer base by relating to my market with similar ideals. “Branding is a powerful form of communication. Putting yourself out there as a brand can create a rapport with like-minded individuals.” – Brand Story Page 148

My logo would be a sign of unity to represent the acceptance, understanding and coming together of all different types of people. I would display my logo on the tags of the clothing as well as business cards which I would self design.  If I had a theme song I would chose ‘Waiting on the World to Change’ by John Mayer because it reflects the message being portrayed by my brand perfectly.

Market research is incredibly important in order to decide where the appropriate place to launch you brand would be and before that even, if there is in fact a market for your product. “The more you know the better you’ll be. Do research, work in the industry you want to launch your business in, find some mentors to ask for help from. It will help you immeasurably when working up your business plan and looking for funding.” – Brand Story Page 149

I would introduce my brand with a huge event including an amazing fashion show. I would use social media to advertise my brand and when the money was available I would place ads in magazines and possibly billboards. My brand would be available in retail outlets and online for consumers to purchase.

“…through the magic of television and the ability to develop a targeted brand, success can blossom to the point of iconic stardom.” – Brand Story Page 145