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.

Week 8 EOC: How to Make it in America

How to Make it in America is a show featuring two aspiring entrepreneurs.  As many things as these two men did right with their future brand, they did twice as many things wrong.  The story starts out with the audience realizing they have stolen denim and plan to start a jean company with it.  The idea for the name, Crisp, came to the two men while they were at a party.  The concept came after that; a concept of 1970’s jeans.  They did not expand on that idea or even past that idea, thus making the brand very unclear.  The aspiring entrepreneurs are intelligent that they know how to network.  They go to a party and get the chance to speak with a successful jean designer.  Networking lead the men to speak with the jean designer, however the meeting went unsuccessfully and they were let down.  Viewers are left with the two men continuing trying to make it big in the jean business.

Week 8 EOC: Discussion Questions Chapter 8

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

“Although many women might argue that they do not purchase handbags purely for the sake of status, handbag research has shown that women do rely on the approval of their peer group when buying new bags.”  Brand Story by Joseph Hancock page 127  Women feel attached to their bags because of the status they bring.  Another reason is because women become very loyal to great products.  If she finds a product that she loves and fits her needs she will become attached to that product, and rightfully so.

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 have a specific favorite brand of a purse because I have not yet found one that I am completely happy with.  I am very loyal to the Jansport backpack brand, however.  All through middle school and high school I found that the simple two zipper design suited my needs very well; a large pocket for books and folders and a smaller pouch for pencils and a cell phone.  I may switch to a different brand as my needs change.

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?

The latest news on Dante Beatrix’s website shows celebrities on outings with their children sporting a Dante Beatrix bag.  “The children’s backpack continues to flourish through strategies with licensing agencies such as sports teams, television networks, and iconic characters from conglomerates like Disney.”  Brand Story by Joseph Hancock page 130  Dante Beatrix uses cute phrases to catch the potential customer’s attention.  A lunch box featured in this month’s Pregnancy and Newborn is called Lucas and it says “Have a Whale of a Time”.  It has a cute blue whale in water on the front.  “Pack baby’s foods in one place to avoid fishing through the diaper bag.”  A funny pun is in the product description to strike the customer’s attention.

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?  Describe your answers in detail.

Graphic design is very important, as well as bag design.  Children are drawn toward graphics and parents are drawn to the bag design.  “…although their customers love their bags, what they really like about Dante Beatrix products are their graphics!”  Brand Story by Joseph Hancock page 138  I do not own a designer bag however, my favorite bag is vintage.  My great grandmother owned it when she was in her 30’s (1940) and it was at the height of fashion for that time.  The bag is a rectangle shape and is woven with white wicker.  The handle is black leather and has a gold clasp to keep closed.  My favorite thing about this bag is the beautiful detail and the shape of it.  My items fit perfectly inside.  It’s big enough to fit everything and still small enough so I’m not searching around and shoving my whole arm inside looking for my items.

Week 7 EOC: The Pitch

Label Name- Quirk

Age Group- 18 years to 30 years

Style- Unique, classy, cute, quirky

Logo-

Designs- Dresses with beautiful silhouettes, quirky prints, and classy hemlines

Starting off as a fashion student with a big dream, I started Quirk with myself in mind.  Being unique and always having an interest in fashion never quite allowed me to fit in my mostly punk, grunge, skater-boy type high school.  My imagination ran wild with the thoughts of getting away and releasing every ounce of creative energy I had to the world.  Every pore bled with the unique clothing in my thoughts and thus Quirk began.

Quirk is inspired by women like me.  Artistic and creative.  Unique and quirky.  Quirk’s dresses give customers the opportunity to explore their creativity and to jump into a new artistic world.  The lifestyle that I sought after, and created with this brand, is offered to the consumer.  A life of free expression while staying fashionable, classy, and most of all unique, is available to all of those who sport these dresses.  An eclectic feel is offered with the sweet prints used.  A quirky vibe is present with the large buttons, unconventional pockets, and skirt volume.  Last of all, a feminine silhouette and beautiful hemlines on always tasteful garments is presented.  Quirk invites the young woman who wants to feel beautiful, who wants to be noticed, and who wants to express herself, to the Quirk lifestyle.

Week 7 EOC: Exercise Chapter 7

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

Being a designer of a product line of fashion goods with a limited budget, I would focus on viral branding.  Viral branding, social media advertising, word of mouth, and fliers and posters would all be efficient ways to advertise for very low cost.  Use of a live blog, tumblr, and facebook could all be used to keep customers involved.  Just as Johnny Cupcakes has done with a blog, “Bloggers can see his daily routine, his friends, his family, his personal associations with specific customers, and his own convictions concerning culture and society.  This allows each person who visits the site to feel as if he or she is a part of his success.”  Brand Story by Joseph Hancock page 109  It could take many years for me to make it into national and even international markets with such a low marketing budgeting.  However, if done properly my company could thrive.  Viral branding techniques could take me a while to get tweeked and perfected.  “Get a catchy domain name.  Do something different, original, and memorable.  Take your time coming up with a name.”  Brand Story by Joseph Hancock page 121  The name is a large part of marketing.  It’s what is at the forefront of customer’s minds.  It’s the first impression of my company.  Adding my own twist to my products is an effective marketing technique as well.  Johnny Cupcakes did just that with his company and said, “It makes us stand out as a company and lets our customer know that we take the extra step to let them know we care.”  Brand Story by Joseph Hancock page 113

Week 7 EOC: Dicussion Questions Chapter 7

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 “…self-promotion, word of mouth, or by using electronic methods such as e-mail and the Internet.  No pricey marketing firm has helped this young entrepreneur.  Johnny Cupcakes has created a loyal customer base on his own terms.”  Brand Story by Joseph Hancock page 109  Johnny Cupcakes appeals to a young market through his youthful marketing.  He created a company that makes the consumer feel special.

2.  Why is viral fashion branding a good method for promoting product?  Can you think of other brands that are currently using this process?

Many times an ad or a commercial can be overlooked.  Creating viral branding gets the attention of a potential consumer.  People today are consumed in social media so what better way to get their attention?  “With its strong Facebook and Twitter presence and 3-year history of creative online marketing ventures, [American Apparel] has been making its mark on the social media landscape. Most recently, the company teamed up with fashion community site LOOKBOOK.nu…”  http://www.simplyzesty.com/social-media/10-fashion-brands-social-media-effectively/

3.  How does Johnny Cupcakes allow customers to feel like they are special?  Is this important and why?

Johnny Cupcakes adds trinkets to their boxes when sending out an online order to a customer.  A vanilla scent is added to the items, as well.  Johnny himself said why it is so important.  “It makes us stand out as a company and lets our customer know that we take the extra step to let them know we care.”  Brand Story by Joseph Hancock page 113

4.  Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and Generation Xers?  Why or why not?  How does his use of nostalgia and popular culture influence his ability to reach different audiences?

Baby-boomers and Gen Xers relate to the brand because of the nostalgic icons printed on the t-shirts.  Different audiences are reached because younger people feel the icons are vintage while older people remember the images and want to feel young again.

5.  In your opinion, is Johnny Cupcakes a unique brand?  What other items would you include in his product line?

Johnny Cupcakes is extremely unique.  Putting a cupcake on iconic pictures makes this brand memorable.  I would add shoes to his brand.  Using a simple style like Toms or Vans would be easy to create an iconic Johnny Cupcakes print.  Even high heels with quirky new designs and prints could epitomize the Johnny Cupcake brand.

Week 6 BOC: How Can Jeans Cost $300?

Would you spend $300.00 for a pair of jeans?  My answer is no.  Because all jeans are made of denim, I feel that a pair of jeans that cost $50.00 is just as good as a pair that is 5 times that price.

“Americans bought $13.8 billion of men’s and women’s jeans in the year ended April 30, according to market-research firm NPD Group.  But only about 1% of jeans sold in the U.S. over that year cost more than $50.”  WSJ, How Can Jeans Cost $300? Binkley, Christina  Premium jeans, referring to higher end jeans and designer jeans, are primarily American made, thus part of the appeal.  Many of these premium brands average their prices to be $200 to $400 for a pair of their jeans.  Is it worth it?  In my opinion, you are purchasing the brand more than the actual product.  “A pair of “Sevens,” as some call jeans from Seven For All Mankind, conveys a statement about one’s fashion savoir faire (and income) that less expensive brands don’t.” WSJ, How Can Jeans Cost $300? Binkley, Christina

With all things considered such as workers to make the jeans, buttons, thread, denim, etc. retailers mark up the price 2.2 to 2.6 times the cost of everything previously listed.  The profit made from those mark ups go into the company’s well being and overall success.  With things like shipping, marketing, and running the store, the money is well spent.

“Manufacturers hit a price floor at around $150, mainly because premium denim is manufactured primarily in the U.S., which can’t compete China and other nations with low labor costs.” WSJ, How Can Jeans Cost $300? Binkley, Christina  Knowing what I know now, I can see the reason behind jeans that are a little more pricey.  If jeans were manufactured in China, a pair of $300 jeans could go for $40.  However, I stick by my previous statement in that $300 for a pair of jeans is slightly ridiculous, regardless of where they were made or who stuck their label on the fabric.

Week 6 EOC: Exercise Chapter 6

How do retailers convey their brand image through their retail stores?  Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates.  Does the retailer convey a specific brand image to the customer?  What is it?  Is a story being told?  How does the store space influence your opinions about the products being sold?

Retailers convey brand image through the aesthetic of a store.  Music, scent, employees, advertisements, store fixtures, and even lighting all convey an image to the consumer.  Anthropologie is my favorite store so I decided to visit it.  The store front is eye catching with artful and unique displays. While walking by don’t be surprised when a pleasant scent strikes your nose!  With the music at a tolerable volume, customers can shop in a fun atmosphere and are still able to talk and hear conversations.

“Anthropologie offers a one-of-a-kind and compelling shopping experience that makes women feel beautiful, hopeful and connected.  We invite you into our world…with the hope you take a deep breath and explore until your heart’s content.”  http://www.anthropologie.com/anthro/help/about_us.jsp It is clear that Anthropologie is aimed toward women who are quirky, unique, stylish, and artful.  The products offer fashion forward pieces that are quirky and playful.  Their housewares are no exception.  Eclectic pieces from furniture to dinnerware to books to bathroom décor are timeless and modern all wrapped in one. 

“We've not only grown a hundredfold [since 1992], but, more importantly, we've learned so much about you - like how you appreciate innovation, artfulness and good design, and how you're drawn to soulfulness and sincerity. Although you enjoy the clever details and fine craftsmanship of our products, you come to us for more than that. You come to escape and to connect, to spend time and to make time.”  http://www.anthropologie.com/anthro/help/about_us.



A unique experience awaits those who have not yet stepped foot inside an Anthropologie store.  A wondrous cavern full of trinkets, fashionable clothing, lustful furniture, and artful housewares will leave the customer with an artful mindset and excited to get creative.  Plan on leaving Anthropologie with a lighter wallet!