BOC: Four Well Known Brands 4

 

Pantene; a one-billion dollar brand became a three-billion dollar world-class category leader.  “[Pantene] is not in the business of teeny-tiny, niche businesses.  They’re really about creating big, global scale noise and really broadly appealing propositions.”  http://www.grey.com/assets/pdfs/cases/Pantene.pdf

Pantene made a challenge to become a “global mega-brand.  The idea for this product all started with an ingredient called Panthenol.  The purpose of Panthenol was to heal and was originally used to cure burn victims in World War II.  This created a word in the minds of the Pantene directors.  Magic.  I couldn’t have said it better myself.  The idea of this healing property of the main ingredient truly does bring the thought of magic.  The directors bring an idealistic woman into the picture and think about her desires.  “She wants beauty, but she doesn’t want to just stop at beauty.  Beauty is the part that empowers her to glide through the day and to bring more magic and love and warmth and power in her experience of the day.”  http://www.grey.com/assets/pdfs/cases/Pantene.pdf  Pantene says they can make your hair explode and twist and dance and move and still fall right back into place.  I don’t know about you but I want to be a Pantene woman!

In 1947 Pantene was born.  Just a few years later, in the 60s, a new formula was discovered to make the consumer’s hair even healthier; Pro-Vitamin B5 Complex.  Pantene was smart once again with their marketing in the 70s.  Charlie’s Angels was a popular show and made long hair a trend.  Pantene jumped right on this trend and made a new product to make long hair luscious and beautiful, thus the birth of Cure de Beauté Conditioner.  Are you familiar with the famous Pantene gold cap?  In 1975, “Pantene [changed] to new packaging with its iconic gold cap.  45 years later, women still remember gold-capped Pantene.”  http://circle.supersavvyme.co.uk/en/media/pantene/project-handbook_pantene.pdf#page=13  Just with this brief history, it is quite clear that this company has had, and always will have, the health of the consumer’s hair in the forefront of their focus.  Today, “Pantene [has re-launched] with customized solutions for your hair type.  If you know the hair you have, Pantene can give you the hair you want.”  http://circle.supersavvyme.co.uk/en/media/pantene/project-handbook_pantene.pdf#page=13  They cleverly call it “The Structure Revolution”.

It is so easy to customize what type of shampoo you want.  Pantene has any kind of shampoo you could ever imagine.  Do you want a shampoo to protect your colored hair but still give you volume?  Get Pantene’s Color Preserve Volume Shampoo.  Do you have unmanageably frizzy hair?  Then Frizz Control Shampoo is for you!

If the well being for the consumer was not enough for Pantene, they are also highly involved in making the world a better place.  A campaign called “Healthy Hair for Healthy Water” active in 2011 said, “More than half a billion women and children in developing countries lack safe drinking water.
When you purchase Pantene from pgestore.com, Pantene will donate $0.10 per bottle to the P&G Children’s Safe Drinking Water Fund, the cost of providing one week of clean drinking water (10 liters) to a child in the developing world who needs it most…”  http://www.pantene.com/en-US/csdw/pages/get-the-facts.aspx  Any company that allows the consumer to give back to the community, and even the world, while still giving to themselves is a great success, and I’m not talking about their annual revenue.

BOC: Four Well Known Brands 3

Does your man get embarrassed when buying you something intimate?  If you answered yes, that’s probably because he doesn’t shop at Victoria’s Secret!

The sole purpose of the creation of Victoria’s Secret was to make it comfortable for a man to shop for lingerie.

Quite an interesting story is the one of how Victoria’s Secret, the amazing and gorgeous lingerie store, came about.  “…it all started when a graduate student from Stanford Graduate School of Business felt rather embarrassed when it came to purchasing beautiful lingerie from a department store.”  http://whiteorchids.hubpages.com/hub/History-Of-Victorias-Secret  Roy Raymond, the founder of Victoria’s Secret, opened his first store in 1977 in the Stanford shopping center.  Quickly after, Raymond found success and created a mail-order catalogue along with opening up 3 more stores.

The original design of the store included wood panel walls with a Victorian feel and décor.  “Instead of bras and panties being hung on a sterile rack, they were paired together in all sizes and mounted on frames. The stores were very detailed and were quite inviting when a gentleman came to purchase lingerie.”  http://whiteorchids.hubpages.com/hub/History-Of-Victorias-Secret

The store operated for 5 years under Raymond.  Roy sold his store to The Limited, who own the company today.  It is sad to report that Raymond failed and went completely bankrupt on his second business venture.  This caused him to jump to his death off the Golden Gate Bridge.

The Limited took over Victoria’s Secret with authority and expanded the company to more than just lingerie.  While still keeping the Victorian theme in the store, they added products such as shoes, perfume, and evening wear.  This skyrocketed the company to becoming the largest American lingerie retailer, making over one billion dollars in the 90s.  Today, “Victoria's Secret is the leading specialty retailer of lingerie operating more than 1,000 stores across the U.S. Victoria's Secret has helped, perhaps more than any other brand, attract attention to the lingerie industry.”  http://www.fragrancex.com/products/_bid_Victoria--Secret-am-cid_perfume-am-lid_V__brand_history.html

Being visually appealing and delightfully controversial, Victoria’s Secret is undoubtedly efficient in marketing.  “The attention received by Victoria's Secret for their aggressive advertising campaigns has generated priceless word-of-mouth and media bytes to further enhance the Victoria's Secret brand.”  http://www.fragrancex.com/products/_bid_Victoria--Secret-am-cid_perfume-am-lid_V__brand_history.html  Grace Nichols is credited much of the company’s success.  She started as vice president and general merchandise manager in 86, then was promoted to executive vice president two years later.  In 91 Nichols was named president and CEO of Victoria’s Secret.

“The design team [has] an incredible record of accomplishment. Bras in particular sell so well that it is believed Victoria's Secret endeavors to launch a new bra style every year.”  http://www.lingerie-uncovered.com/labels/victorias-secret-past.htm  Victoria’s Secret keeps consumers excited with their new products and happy with their current products.  I got my very first Victoria’s Secret bra at the age of 19 and ever since, I have never gone back to a competitor’s product, nor have I wanted to.  “…their striking and romantic lingerie, and their remarkable sales record prove that women are still looking for intimate underwear that promotes a feeling of sensuality, well-being and worth.”  http://www.lingerie-uncovered.com/labels/victorias-secret-past.htm

Week 4 EOC: Exercise Chapter 4

In this chapter you discovered that Dolce & Gabbana are known for their unique advertising campaigns.  How well can you read one of their ads or any other fashion ad?  Find a fashion ad and share with your colleagues all the innuendos you find hidden in the ad.  How does this ad reflect culture or history?  Does the ad say anything about the particular brand?  What is subliminally suggested?  Back up your thoughts with reasons from history, culture, or contemporary ideas.

Week 4 EOC: Dicussion Questions Chapter 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, D&G and D&G Junior are the current divisions in Dolce & Gabbana.  Dolce & Gabbana is their luxury brand, D&G is aimed toward a younger crowd with a lower price point, and D&G Junior is their children’s brand.

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 Brooke Shields?  Do you think these women are risqué?  Why or why not?

I believe that Dolce & Gabbana does not cater to a specific customer, being that their style is so specific and eccentric.  I do believe, however, that they appeal to many (including “rejected fashionistas”).  The brand is risqué with risqué ads so it’s fitting that the celebrities they dress fit into the realm of risqué as well.

3. Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals?  Do you think it was smart for Dolce & Gabbana to target this market?  Why or why not?

I think gay and lesbian consumers purchase similar items to heterosexuals.  To reverse the situation, thought, I do not think heterosexuals are drawn to the same items as gay and lesbian consumers.  Dolce & Gabbana was smart in choosing to target that market being that there are not many brand names willing to put their name on the line for the sake of appealing to such a market.  I myself, being conservative, am very turned off by this brand.  Dolce & Gabbana does not appeal to me and I would refrain from purchasing anything with their name on it.  That being said, I feel there is a very miniscule percentage of consumers out there with the same mindset as me.

BOC: Four Well Known Brands 2

 

“It’s one of the most recognized fashion brands in the world and—with more than $5 billion in annual sales—also one of the most profitable.”  http://nymag.com/fashion/fashionshows/designers/bios/calvinklein/  What brand is that?  Calvin Klein of course!

Calvin Klein, whom rightfully deserves the title of a legend, was born on November 19 in 1942 in the Bronx, New York.  The very place that he lived in what inspired Klein to set out to launch his own clothing company.

1968 was the year Calvin Klein started his company.  An accidental but amazing thing occurred.  “…a buyer from the now-defunct high-end department store Bonwit Teller accidentally stumbled into his workroom in 1969 after getting off on the wrong floor; within a week, Klein had his first $50,000 order.”  http://nymag.com/fashion/fashionshows/designers/bios/calvinklein/  By the time the 80’s rolled around, Klein was a well known fashion brand for minimalist fashions.  His marketing and advertising campaigns were just as well known as his clothing.  The company went from $24,000 to $7.3 million in only 10 years of business.

 

Ask almost anyone what they know about Calvin Klein and they will say they remember the ever popular, and ever provocative, “You wanna know what comes between me and my Calvins? Nothing.”  According to Newsweek, that phrase increased Klein’s revenue by 300% in just 3 months.  “…Consumers responded to this ad and began scavenging through major department stores in search of Calvin Klein designer jeans.”  “He had created mass hysteria over denim and generated emotional responses in consumers across the nation.”   Brand Story by Joseph Hancock page 29  It’s unfathomable how emotionally involved consumers can be in a simple ad for jeans.  Calvin Klein put designer jeans on the map and started a revolution.  Calvin Klein jeans cost around thirty-five dollars when first produced in the 80s.  Today the average retail price of the ever famous Calvins are seventy dollars.

Today, Calvin Klein’s brands include Calvin Klein Collection, cK Calvin Klein, Calvin Klein, Calvin Klein Sport, Calvin Klein Jeans, Calvin Klein Home, The Khaki Collection, Calvin Klein Golf, Calvin Klein Underwear, cK One Lifestyle Brand, Calvin Klein Watches and Jewelry.

“…in 2002 Calvin Klein Inc. was… sold to Phillips Van Heusen Corp. for approximately $400 million in cash, $30 million in stock. Furthermore, the royalties and licensing rights linked to the turnover over the next 15 years were estimated at $200 to $300 million.”  http://www.luxtex.net/calvin_klein.html  Van Heusen’s Brazilian protégé, Francisco Costa, was appointed creative director of women’s.  “Today, Costa is the label’s most visible face, and his collections have been well received by both critics and the industry.”  ://nymag.com/fashion/fashionshows/designers/bios/calvinklein/

Week 3 EOC: Apple Juice Scandal

Imagine buying apple juice and not receiving any apple juice at all. Well, in 1982 Beech-Nut Apple Juice did just that. “…an investigation by the Processed Apples Institute revealed that a company called Food Complex had omitted apples from its product altogether.” http://socyberty.com/crime/the-beech-nut-apple-juice-scandal/ Food Complex was Beech-Nut’s manufacturer, thus tainting the Beech-Nut brand. Niels Hoyvald, Beech-Nut’s president “…made the decision to continue selling the tainted product. Moreover, Hoyvald intentionally chose to market the product aggressively. Then on July 29, 1982, the U.S. Food and Drug Administration (FDA) notified Beech-Nut that samples taken from supermarket shelves had been found to be adulterated.” http://socyberty.com/crime/the-beech-nut-apple-juice-scandal/ If this was not bad enough, Beech-Nut then moved their entire inventory after being caught. Their warehouse was originally in New York and they moved 26,000 cases to New Jersey, out of New York’s jurisdiction. 23,000 cases from California were moved to Texas and from there they were shipped to the Dominican Republic and sold at 50% discount. “The sale of the appleless apple juice product earned the Beech-Nut Corporation approximately $60 million over a ten-year period .” http://socyberty.com/crime/the-beech-nut-apple-juice-scandal/ This author sees that Beech-Nut Apple Juice completely destroyed their brand name. By hiding from this scandal and avoiding the law, Beech-Nut became unprofessional and downright untrustworthy. It’s disgusting that a company would overlook the “appleless apple juice”and just write it off. Lying to customers is no way to gain sales because it is inevitable that you will be caught. You can’t hide things so crucial forever.

Week 3 EOC: Exercise Chapter 3

Most designers and merchandisers that have an established name have been working for a while in the retailing, manufacturing, or design industry.  Identify someone who you feel reflects the type of fashion brand you would develop and write a 750 word essay on his or her career.  How has each of that person’s experiences helped them develop a successful brand?  What do you think the future of their brand will be?

Out of a multitude of designers I could possibly identify myself with Louis Vuitton is the first one who comes to mind.  The Louis Vuitton fashion house creates pieces with clean lines and beautiful shapes.  A specific line that comes to mind is the 2010 fall collection.  With 1960’s inspired pieces, Louis Vuitton proves that vintage definitely fits well in their repertoire.

So, where did Louis Vuitton get his start?  At the tender age of 10, Vuitton’s mother died and his father soon remarried.  Vuitton’s new step mother was as evil as the step mother in Cinderella.  “A stubborn and headstrong child, antagonized by his stepmother and bored by the provincial life in Anchay, Vuitton resolved to run away for the bustling capitol of Paris.”  http://www.biography.com/people/louis-vuitton-17112264  When he was only 13, Vuitton started on foot to Paris.  He traveled for over 2 years and fed himself along the way by taking jobs here and there.  The trek was 292 miles and he arrived in 1837 at the age of 16.  Louis Vuitton was, at even a young age, an amazing person, in this writer’s opinion.

In 1852 when Napoleon became the Emperor of the French , his wife hired Louis Vuitton as her personal box-maker and packer.  “This provided a gateway for Vuitton to a class of elite and royal clientele who would seek his services for the duration of his life and far beyond, as the Louis Vuitton brand would grow into the world-renowned luxury leather and lifestyle brand it is today.”  http://www.biography.com/people/louis-vuitton-17112264

1854 was an important year in Vuitton’s life.  He married a 17 year old beauty that year.  He also left the shop he was working at and opened his own box-making and packing shop in Paris.  The sign outside his shop read, “Securely packs the most fragile objects.  Specializing in packing fashions.”

“In 1858, four years after opening his own shop, Vuitton debuted an entirely new trunk.  Instead of leather, it was made of gray canvas that was lighter, more durable, and more impervious to water and odors.”  http://www.biography.com/people/louis-vuitton-17112264?page=2  Unlike any other trunk, however, his trunks were rectangular as opposed to the common dome shaped trunk.  Vuitton’s trunks were stackable which was highly convenient and extremely innovative and creative on his part.  You could say that this was the birth of modern luggage.

While Louis Vuitton was alive, it is evident that he made his name in his luggage brand.  So why are there fashions out there today with his name on them?

“[Louis Vuitton’s] son Gaston-Louis Vuitton took over the company in 1936, furthering the business into an international brand.”  http://nymag.com/fashion/fashionshows/designers/bios/louisvuitton/  Purses and wallets were a new addition to the company and by 1959, it was expanded into what is the well known brand of women’s purses.  In the 1970s, the brand was expanded into Asia.  In 1987 the brand merged with Moët et Chandon and Hennessy.  Ten years after that, only 15 years ago, ready-to-wear fashion was incorporated in the luxury luggage brand.  Hired for the job was, “New York designer Marc Jacobs…who immediately added an incredibly lucrative clothing business.”  http://nymag.com/fashion/fashionshows/designers/bios/louisvuitton/

Marc Jacobs created an image for the Louis Vuitton woman.  The classic luggage made by Mr. Vuitton himself were inspiration for his own son’s expansion to purses and wallets which then inspired Mr. Jacobs to created wearable fashions for the Vuitton woman in today’s world.  Without the road paved by Louis Vuitton, the world would not know of these fashions.  His brand is iconic and will live on forever.  Now, with ready-to-wear clothes, his brand can evolve and keep the interest of the ever changing, fast paced world known as fashion.

Week 3 EOC: Discussion Questions Chapter 3

1.  Is Ralph Lauren a designer?  Why or why not?

Ralph Lauren is a designer, as well as an excellent merchandiser.  I feel Lauren is a designer because he creates clothing from inspiration and experience.  Anyone who creates is a designer, in my opinion.  He creates what he feels.  “By looking beyond the fashion trends at the time, Lauren’s concept was to sell wider ties with a larger knot at the top.  During a time when ties were only 2 to 3 inches wide, his ties measure 4 inches across.”  Brand Story by Joseph Hancock page 37

2.  Where did Ralph Lauren work prior to working for himself? 

“His first position was at Brooks Brother in the late 1950s.  In the mid-1960s, Ralph Lauren took a position with a Boston-based tie manufacturer, Rivetz.”  Brand Story by Joseph Hancock page 37

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?

Lauren has many different divisions from men’s wear to women’s wear and even a children’s line.  He creates for every member of the family and he even creates for the home.  He’s very diverse.

4.  What is your favorite division of Ralph Lauren?  How does that division emulate your personal lifestyle?

My favorite division of Ralph Lauren is his home furnishings.  Currently he has a line called Rosecliff which says it’s, “the relaxed romance of a turn-of-the-century seaside manor.”  The description alone sounds heavenly and the furniture is absolutely stunning.  It emulates my lifestyle in that it’s understated, simple, and elegant, which suits my tastes perfectly.

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?

I think Ralph Lauren has done a fantastic job in with his career.  He is not one easily compared to.  Every designer who has made it big is specific in their niche, thus making them extraordinarily different.  He is a huge success and has been for many years.  “Lauren’s company continued to flourish, launching new product lines, expanding into the international market, creating award winning fragrances, and sharing the wealth through philanthropic efforts.”  Brand Story by Joseph Hancock page 44

Week 3 BOC: Women's Professional Swimsuits

BOC: Four Well Known Brands 1

When you hear, "easy, breezy, beautiful" what is the next word that pops into your head?  “CoverGirl” is your answer!  No, I’m not talking about the 1944 movie starring Gene Kelly.  I’m talking about one of a girl’s best friends.  Makeup, of course! 
“Since 1961, CoverGirl has been a fashionable cosmetic line, competitively priced, with formulas that are clean, fresh and natural, and that are good for the skin.” http://covergirl.custhelp.com/app/answers/detail/a_id/968  Starting with a modest number, Covergirl only had 6 products at the birth of the company.  However, today there are countless beauty products produced by the one and only CoverGirl.  The name “CoverGirl” came about because this company wanted models on the cover of magazines to wear the product. 

“CoverGirl is the leading Cosmetics brand in the U.S. mass market with over $700 million in

annual sales.”  http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf  Women can easily change their look with the reasonable prices they have to offer.  They’re coming out with new products so often, as well, that many women will return just to try the new product. 

Very recently “In late 2005 and for the first time ever, CoverGirl enjoyed success in Eyes with the introduction of breakthrough mascara innovation.”  http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf  An iconic brand overtakes them, however, in that department.  Think about a green and pink tube… sound familiar?  They are the long-standing #1 mascara but CoverGirl was determined to take over the Eyes segment of the market as well.  CoverGirl launched a mascara called Lashblast Mascara that ended up being the biggest U.S. cosmetics launch ever.  “Next Big Thing was the catalyst for our holistic campaign. While we had designed a strong proposition, the launch could only be successful with a showstopping, holistic advertising campaign that rallied behind a single, clear message.”  http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf

CoverGirl foundation was the first makeup my mother ever let me put on when I was in the 6^th grade.  I thought I was such hot stuff strutting around with my fresh looking CoverGirl-ed face.  Since then CoverGirl has come out with many new foundations to try.  A particular kind that I am partial to at the moment is called “NatureLuxe Silk Foundation” and yes, it is as luxurious as it sounds.  The product description online reads, “Redefine natural beauty with our lightweight silk foundation. With a touch of cucumber water and a hint of jojoba and rose hip extracts, our light yet luxurious formula takes heavy weight out of your polished finish.” http://reviews.covergirl.com/1332/cg_natureluxe_silk_foundation/natureluxe-silk-foundation-reviews/reviews.htm  Not only does this foundation look beautiful, but it smells delightful as well.


As no stranger to celebrity endorsers, you won’t be surprised to learn that CoverGirl’s very first celebrity was just a few years after the company was developed.  The first celebrity endorser was actress Jennifer O’Neill in 1962 when she was just 16.  Jennifer went on to have a 30 year contract with this company.  CoverGirl products sky rocketed into the top selling makeup line in the country.  Because of her long standing reputation with them, Jennifer is commonly known as the face of CoverGirl.  Since Jennifer, many celebrities have been the CoverGirl face.  Recent celebrities include Drew Barrymore, Ellen DeGeneres, Sofia Vergara, Pat McGrath, Queen Latifah, and Taylor Swift.  Taylor Swift is the face of the NatureLuxe Silk Foundation, as well as other NatureLuxe products.

The NatureLuxe line consists of silk foundation, gloss balm, and mouse mascara.  The NatureLuxe product carries a common theme in that all of these products are “light as air”, “luxurious”, and have natural ingredients.

Week 2 EOC: Exercise Chapter 2

Trace the history of the fashion brand Burberry.  Examine its ads today and those from past campaigns.  What are the differences?  Has the target market changed?  Did this fashion company follow its target market clients as they aged?  Back up your research with clear examples.
Thomas Burberry, the man who created the iconic Burberry brand that we all know and love today, started out at the fresh age of 21 back in 1856.  It all started with a small outfitter’s shop in Basingstoke, Hampshire, England.

Around 1895, the Burberry trench coat was given a name when worn by British officers during the Boer War.  The picture to the right is an advertisement for Burberry around the time the company was just starting out.  Clearly the target market was the men who were serving in the war, hence the words "uniforms and topcoats".  It doesn't look like the men who fight in the war are the target market these days.












The picture to the left is another Burberry ad, however this one was done in the 1920s.  "Costumes and overcoats" is certainly much different than the ad shown above.  Even a woman is featured in this ad, thus proving that women may also wear this brand.  The ad reads, "Burberry designs for Ladies' costumes and sport suits, lead the fashions; their artists originate; their models therefore have distinctive character which appeals to those who 'dress.'" Also, "The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat in the 1920s."http://www.burberryplc.com/bbry/corporateprofile/history/








Burberry is clearly set to high standards today.  Even in the 1950's, "During the Second World War, Burberry continued to supply high quality gabardines to servicemen in all branches of the services. Burberry was first awarded the Royal Warrant from Her Majesty The Queen in 1955."  http://www.fragrancex.com/products/_bid_Burberrys-am-cid_perfume-am-lid_B__brand_history.html

Today's ads (right) are obviously much more risque than Mr. Burberry had oringinally intended.  However, sex sells and in order for a business to be successful, in my opinion, you must grow with your target market.  Do what appeals to the consumer, while still staying true to the brand.  The iconic Burberry plaid lives on.

Week 2 EOC: Discussion Questions Chapter 2

1.      How has fashion advertising changed since the mid-twentieth century?  What are some of the differences between ads that appeared before the 1950s and those from the 1950s, 1960s, and today?
“Fashion branding became important as the popularity of mass-produced fashion (or mass fashion) grew in the twentieth century.”  Brand Story by Joseph Hancock page 13.  Technology, transportation, and mass communications improved after the 40s.  In a 1950 Jantzen swimwear ad, a “sexy” message is present.  In a 1960s ad for Maidenform bras, it was the beginning of postmodern advertising.  Today the same messages are present in ads, however they are much more prominent and scandalous.

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 of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdillard?
“The main function of fashion branding is to provide a structure that uses images and language to impart a meaning to retail products.”  Brand Story by Joseph Hancock page 24.  Generating meaning to consumers is important.  Baurdillard believed postmodernism defined fashion and came up with hyper reality, a theory that explains consumers are unable to define what is attainable and what is unattainable (a fantasy).

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.
McCracken listed 9 different meanings that are usually targeted by companies.  They are the following: gender, lifestyle, decade, age, class and status, occupation, time and place, value and fad, fashion, and trend meanings  “According to McCracken, meaning moves from the ‘culturally constituted world’ to the gatekeepers of consumer goods to the individual consumer, all three add meaning to a brand as it passes through their domains.”  Brand Story by Joseph Hancock page 30.  I agree with this list because it doesn’t seem to have left any stone unturned.

Week 2 BOC: My Voice

The fashion industry is ever-changing and ever-growing.  The world moves at a rapid pace and fashion is no different.  Most people wake up in the morning and make a conscious choice on what pieces of clothing they are going to put on.  Every morning I look forward to this choice.  What outfit will I wear today to show people how I am feeling?   What pieces will I decide to pair together?  How do I want to portray myself today?  Quirky, vintage, elegant, grunge, simple… there are so many choices.  Working in the fashion industry is the most exciting job that I can do.  I have such a deep passion for this and I want to show what I have to offer.  I aim to showcase my talent, to help others find their fashion talent, and to get them excited about waking up in the morning just so they can put together the perfect outfit.  Fashion is deeper than looking pretty.  It expresses a person’s style, personality, mood, feelings, status, etc.  Clothes speak a universal language and that’s a beautiful thing to me.  I want to work in this industry so I can speak to people universally and so when others wear my clothes, they can do the same.  Every day is a new choice to project an image about how others will see you and more importantly, make you feel a certain way about yourself.

Week 1 EOC: Exercise Chapter 1

Find a fashion advertisement.  Identify any historical, social, or cultural icons in the ad and share the story the ad is trying to tell the viewers.  How does this ad make the consumer want to purchase the product?

I chose a Versace ad featuring Gisele Bundchen.  The pool used as a backdrop offers the flow and majestic feel that water offers.  The blue tint to the photos is given to add an underwater, other worldly feel.  Gisele is portraying a siren whose objective is to ultimately lead a man to his divine demise.

In Greek mythology, sirens are known to be dangerous creatures who are temptresses and seductresses.  Sirens lure passing sailors to their death with their extreme beauty and melodic voices.

The myth suggests that sirens were so distracting that sailors would often crash their ships into rocks.  Once the sailors were ultimately shipwrecked, the sirens would lure the sailors in further.  In the Odyssey it says, “Odysseus gave all the men wax to plug up their ears and then asked them to tie him to the mast.  He made them promise that however much he pleaded, shouted, or asked to be set free, they were not to untie him.”  The siren’s call is so strong that the mariners had to go to extreme measures to resist them.

Everything from the gold to the background to the color of the photo to Gisele’s facial expression offers a story of pure seduction.  Men will be drawn to your beauty if you wear this outfit, so says Versace to the viewer and potential customer.  The idea that this advertisement offers is that Versace is sexy and to be lusted after.

Week 1 EOC: Discussion Questions Chapter 1

1. What is fashion branding? How does branding establish a product's identity?

“Fashion branding has been defined as ‘The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special, and identifiable.’ ” Brand Story by Joseph Hancock page 2

Branding establishes a product’s identity by creating a vision.  Having a specific image is what consumers can identify with. 

2. How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices?  Can you give an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?

Craftsmanship is used to make a garment appear unique, companies establish a good reputation, and brands are labeled on products.  These are all factors that make seemingly ordinary items a luxury item.  Underwear is another example of an ordinary item that may be perceived as luxurious should it be labeled with a brands logo.

3. Race, ethnicity, religion, and sexual orientation play a part in purchasing decisions.  Identify three consumer groups that are different from you.  In your opinion, do they differ from each other with regard to fashions and the types of brands they purchase?  Why or why not?

I am a young consumer and my buying habits and needs are obviously different than that of a 40 year old woman.  A 20 year age difference is enough that our spending differs from each other exponentially.  Religion is another consumer group that differs from each other all across the board.  Being the religion that I am, I see many styles of clothes that I would not wear for modesty reasons.  Sexual orientation is the same way.  In my opinion, straight men wear dramatically different clothing than the majority of gay men.

I feel that these groups differ from each other in regards to fashions and brands because being a part of these groups, in my opinion, is similar to being a part of a community.  Gay men may have a trend going, such as bow ties, while 20 year olds are into bohemian fashions.

Week 1 BOC: Slip! Slop Slap!

Slip! Slop Slap! is an ad campaign that was formed in the 80's that was prominent in Australia. 
“One of the most successful health campaigns in Australia’s history was launched by Cancer Council Australia...”  http://www.cancer.org.au/cancersmartlifestyle/SunSmart/Campaignsandevents/SlipSlopSlapSeekSlide.htm  The commercial features a cute little seagull named Sid.  Sid goes throughout the commercial informing the viewers about the sun’s harmful effects.  His purpose is to show that reduced exposure to the sun can reduce risk for skin cancer.  “Skin cancer is the most common form of cancer in the United States. More than 3.5 million cases of basal and squamous cell skin cancer are diagnosed each year, while more than 75,000 people develop melanoma, one of the deadliest forms of skin cancer.” http://www.cancer.org/Healthy/MoreWaysACSHelpsYouStayWell/acs-skin-cancer-prevention-activities

The commercial’s catchy tune gets the thought in viewer’s heads to:

• Slip on a shirt
• Slop on sunscreen
• Slap on a hat

“Cancer Council believes its Slip! Slop! Slap! campaign has played a key role in the dramatic shift in sun protection attitudes and behaviour over the past two decades.”  http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/  It is amazing how successful this campaign was, and still is, to have altered the way people think about the sun.  Creating awareness could save many people’s lives to cut down on rates of getting skin cancer.

In 2007, the campaign was updated to not only slip, slap, and slop, but to also seek (seek shade) and slide (slide on sunglasses).