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

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.

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.

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.

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.

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.

Week 3 EOC: Exercise

The Burberry brand has been around for a very long time. Thomas Burberry opened his first shop at the age of 21 in England in 1856. “A commitment to quality and innovation in fabric and outwear design earned Burberry a loyal following. By 1870, the shop had grown to an ‘emporium’.” – Burberry History www.burberry.com Burberry was and still is known for its trench coat which was first adopted by British officers during war in 1895 “Burberry developed the Tielocken, the predecessor of the trench coat, which was adopted by British officers during the Boer War.” The signature Burberry Checkered print was first introduced in the lining of the trench coats in the 1920’s

Looking at the advertisements that Burberry has had throughout their existence it is clear that the target market for the company has changed. When the trench was first introduced the ads were targeting military men and latter on in the 50’s the ads were targeted towards wealthy men wanting fitted suits. Today’s Burberry advertisements are targeting both men and women and are very fashion forward. The target market seems younger and trendier than in the past where even 10 years ago the though of a young person wearing Burberry seemed far fetched, it was thought of as the “old lady” brand. “by the 1990s the brand started to look like your grandmother’s pocketbook. Burberry turned to Rosemary Bravo (then President of Saks Fifth Avenue) to become Chief Executive Officer. Under Bravo’s watch the brand revamped, broadening its line further and surrendering to less conservative items like the Burberry bikini.” –Burberry Square by Diane O’Brien The brand stated “Since the arrival of a new management team, commencing in 1997, we have been repositioning the Burberry brand in line with its luxury heritage."

EOC:Week 2

1.) How was fashion advertising changed since the mid-twentieth century? What are some of the differences between ads that appeared before the 1950’s and those from the 1950’s, and 1960’s, and today?

Prior to the 1950's fashion advertisements targeted one kind of woman rather than having different types of advertisements aimed towards different styles and different people. It was more common for the designer to be featured in the advertisement rather that hiring a model to do the work. In the 1950's fashion ads aimed more towards adding hype to more simple items and int he 60's there was a development of a "fashion language".


2.) What are some of the theories related to fashion branding (i.e., Barthes and Baurdillard)? What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas Hamilton, BeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdillard?

They believed that fashion was a form of postmodernism and that it was a form of hyper reality,the sense that what is real and what is perceived is blurd. A woman can put on a beautiful bra that immediately transforms her into a confident and sexy being. She instantly feels like a stronger person, her self perception has changed yet on the outside no one else can see what has transformed her. Fashion is about a feeling, a state of mind, putting on a "uniform" that suites you best.


3.) What types of meanings does Grant McCracken associate with fashion products? Do you agree or disagree? If you disagree, what would you add to or delete from his list? Give an example of one of the meanings.

He states that to understand the cultural evolution of society, we must look at fashion and how it has changed over time. The meanings that McCracken associates with fashion products are gender, lifestyle, decade, age, class, status, occupation, time and place.

I agree with McCracken because looking at how fashion has evolved over time and the history of each decade, there is a direct correlation between the two. You can also look at the fashion pendulum that shows how fashion changes with the change of a strong to weak economy.