1. In what way is
Vera Wang a great example of the ever-changing career path of an individual?
Vera has shown tremendous growth in her career. Starting out with just a dream in hand and
growing to be the amazing designer she is today, Wang has made herself a
legend. “Her
career path reflects a woman who is educated, cultured, and able to transfer skills
from one area of expertise to another.” Brand Story by Joseph Hancock page 75 Vera never considered herself too good
for anything. When starting out, she was
just a temporary assistant which entailed fetching coffee and catering to
models during shoots. She worked her way
up to be the youngest editor Vogue as seen and was soon found designing wedding
dresses of her own. Today, her company
appeals to the masses. “The Vera Wang company has many leading branding partners to
ensure that the line maintains its integrity.
This company is dedicated to designs that reflect the true Vera Wang
style…” Brand Story by Joseph Hancock page 81
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?
The website includes Vera’s current collections in fashion,
current wedding gowns and the option to make an appointment and find out where
events are, many lifestyle products, where her stores are located, and other
website navigational tools. It looks as
though that Vera has expanded her lifestyle products since this book was
written. “The
company continues to grow and may well be on the way to becoming a global
brand. With products that range from
couture fashions to bed linens, the future looks bright for Vera Wang’s empire.” Brand
Story by Joseph Hancock page 86
3. In your own words
describe the Vera Wang brand. How does
this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?
Vera Wang is a lifestyle brand, like Ralph Lauren. However, appealing to just one market was
beyond what she wanted. Vera Wang
quickly realized that very few women could afford high end clothing and wanted
to make her brand available to the average woman. She approached this very delicately, in my
opinion, as to keep the status of her high end fashion she created, while still
reaching the masses with cheaper products.
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