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!

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

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 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 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 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).