Final Project

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Week 10 EOC: Exercise Chapter 10

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

It would be hard for me to keep my opinion out of this argument.  I feel very strongly that advertising in that spot is wrong.  However, putting all feelings aside, I would discuss the pros and cons of the advertisement.

Ginch Gonch is free to advertise wherever they want (pro) but they may offend and lose customers because of the location of the sign (con).

They could move the sign to a better location that won’t offend and may even gain customers because of the demographic.

It may be considered that high schoolers are old enough to accept the ad.  The world is much different than it used to be and people are becoming desensitized to sex and homosexuality.  It’s accepted by many (pro).  The amount of people that would be offended by such an advertisement however, may be considered.  It could start many controversies in the area and Ginch Gonch could lose much business (con).

There is a good and a bad to every situation.  It’s up to the company to decide if the good outweighs the bad and if they are willing to take the risk.

Week 10 EOC: Discussion Questions Chapter 10

1.  What key characteristics of Ginch Gonch’s advertising makes them unique?  Why do you think consumers buy Ginch Gonch products?

“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 by Joseph Hancock page 157  Consumers take the marketing techniques used to heart.  They connect with the brand and want to purchase from this company.

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?

In my opinion, it is not ethical to use sex to sell products, however that doesn’t stop the success the companies receive using this method.  Many retailers such as Dolce & Gabbana and Victoria’s Secret use sex to sell products.  Sex being sold in advertisements is virtually unavoidable in today’s world.  “…brands such as Calvin Klein allude to sexuality in their advertising campaigns, the goal of Ginch Gonch is to put it right ‘in your face.’”  Brand Story by Joseph Hancock page 164  I think these brands who stray from sexual advertisements show class, which appeals to me more than sex.

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?

“Gay men have traditionally shown an interest in their appearance and the latest developments in clothing and fashion.”  Brand Story by Joseph Hancock page 164  It is important to market to those who are interested in their looks, in fashion, and in feeling good about themselves.  Gay men are drawn to this brand because it is marketed directly toward them.  However on the flip side, the ads aimed toward straight people give a different vibe, which is very clever while using, virtually, the same ad. 

4.  If you were in charge of Ginch Gonch’s next fashion assortment what would you call it?  Why?

I would call Ginch Gonch’s next fashion assortment "Bum Da Dum Dum."  That tune is played in movies when trouble is coming.  Bum is also a play on words, referring to a person’s rear end.  The line would include famous spy and detective prints such as 007 or Sherlock Holmes.

Week 9 EOC: My Once Upon a Time Style

Have you ever wished you could just reach your hand inside of the television while watching a show or a movie and just grab the clothing right off the actor's back? If that were possible, I would most definitely grab the clothing from Once Upon a Time. Mary Margaret, or Snow White in the fairytale world, has just the sweetest outfits. From her 50's inspired dresses to her cardigans to the Peter Pan collars on her shirts, her style most definitely reflects my own.

In this television show, the characters are really fairytale characters stuck in the modern world.  They don’t know their fairytale characters however, their lives reflect the classic stories we all know and love.  Mary Margaret is Snow White.  In the real world, she is naturally sweet, kind hearted, and very loving.  Her style reflects her personality in that she wears muted and calming colors.  The lines on her garments are very conservative, classy, and beautiful.  The slim fit of the clothes makes up for the lack of skin showing.  As Marilyn Monroe once said, “your clothes should be tight enough to show you’re a woman, but loose enough to show you’re  lady.”  I couldn’t agree with that statement more.

Mary Margaret has a vintage flair and classic feel with her clothing but definitely modernizes it with warm scarves and modern hats.  I love her style and wish her clothes would appear in my closet!

Week 9 EOC: Exercise Chapter 9

Ben Sander branded himself as Brini Maxwell.  How would you create your own personal brand?  What would your logo be?  How would you design business cards?  What would your theme song be?  What would you sell?  And who would your target audience be?  Finally, where would you show your brand?  On television, in a store, or on the Internet?  Write and design a project that reflects the ideas of developing your own personal brand.  Use the previous questions as an outline.

Week 9 EOC: Discussion Questions Chapter 9

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

“I am a mactress, a man who plays a female role on a television show; not a drag queen.”  Brand Story by Joseph Hancock page 147  Brini is a character that captures the audience’s attention.  Many cannot even tell that this character is actually a man.  Her retro image brings back the iconic housewife persona that is rare in today’s world.

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

Ben Sander created Brini Maxwell after he purchased a set of Pyrex bowls at Salvation Army.  “Then he had an idea!  He would create a cooking show.  With the help of his parents…they designed a show…”  Brand Story by Joseph Hancock page145  The banding came next.  “What we wanted to show is that gracious is a state of mind.  It is not what you own or where you live.  It is how you treat other people and how you care about your environment.”  Brand Story by Joseph Hancock page145

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

Brini Maxwell was completely different than anything out there.  She brought back the warm and classy feeling of the 50’s.  The ideal housewife was within reach to the women who watched her show.

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

“My target market is primarily young and urban.  There is also a little crossover into forward (or nostalgic) baby boomers.”  Brand Story by Joseph Hancock page 148  This brand brings back the traditional 50’s housewife, thus appealing to the generation who grew up with those types of mothers.  The younger crowd may be drawn to Brini Maxwell because she is different, out of the ordinary, and slightly comical in the sense that newer generations are unfamiliar with her behavior.

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

The world is ever progressing in technology.  Many people today watch TV shows online, add videos to their iPods to watch at a later date, etc.  I think it is very smart that Brini Maxwell was rebranded toward the media route. 

Week 8 EOC: Exercise Chapter 8

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

Think of a tie that can save on closet space, suitcase space for the traveling man, and can even save you from an argument.  How, may you ask, can one simple product do all of this?  The reversible tie can.  Like Dante Beatrix, “We don’t think that you should compromise on fashion when it comes to navigating the everyday world.”  Brand Story by Joseph Hancock page 135  The traveling business man can save space in his suitcase with the reversible tie.  It is essentially two ties in one.  The average man can spare himself an argument with his wife with the reversible tie.  I can’t count how many times I’ve heard a story of my mom reprimanding my father for his poor fashion sense.  When coming down the stairs all dressed up my mom will say to my dad, “are you really going to wear that tie?”  Well, zip-zap-zoom, he just needs to flip his tie around and he’s ready to go.  There’s no end to what the reversible tie can do.  One side can be conservative and the other could have a crazy print.  “A handbag represents a woman’s identity, much like a briefcase may indicate a man’s status or profession.”  Brand Story by Joseph Hancock page 127  And as important as a status is, a man has to look the appropriate part with his suit and tie.