Week 10 EOC: Ginch Gnoch Exercise

If Ginch Gnoch put an advertisement up on a freeway I would feel that they are well within their rights to put it their. I know many would argue the fact of what children see and showing profanity in such a public place. Though people everyday as well as children can see and find anything ver easily today through use of the internet and through everyday life. People need to be able to open up to new ideas instead of being cut off from certain things so it has the ability to open peoples eyes to something new.

Week 10 EOC: Ginch Gnoch

1. Ginch Gonch's advertising is unique for one thing that they are not worried about what people expect or want of them they know their target market and know what they like and if others do not like their advertisements then they do not want them to wear their product. As well as in some advertisements people are not even wearing their product but rather being hung as art to show how they want you to see the artistic image of their product. I think people buy their products because they are unique and give people something to show their individuality.
2. I think if you know your target market and are being respectful with your advertising then yes use sex to sell your product as everyone know sex sells and everyone should be able to embrace their sexuality. Another retailer who does this is Dolce and Gabanna they have always had sexual things in their advertising to attract people to their brand. It helps make their products more desirable to many customers giving them an idea of what their life could be like if they wear that product.
3. I think he figured out that they were going to be the perfect target market for his product to sell to.I think the gay consumers are growing and they are more aware of new things and willing to try something different more then others so it was great for his product to get out for other to hear of.
5. I would do something for the holidays such as christmas and halloween something for people to get in order to celebrate their favorite holiday all year long.

Week 9 EOC: Brini Maxwell Exercise

If I had to think of a way to brand myself I would have to first think of all the positive things I see in myself. My brand would be a for women who are free spirited, strong, independent, and adventurous. A brand that can be girlie but have a tomboy flair knows how to dress for every occasion and likes to maintain a certain sense of individuality. It would have a certain flair of 70's style as well. My logo would be the outline of a flying birds beautiful and graceful though tough when brought together they will be flying to represent their free life style. My card would be off white with a grunge feel with my name and birds lightly flying up and off the card behind the writing. The writing would be old fashion script as if someone wrote it themselves. My theme song would be along the same lines as "Here is a Heart" by Jenny Owen Youngs. I would sell women's clothing everything from sweaters to shorts it will be styled based off of what i wrote above. My target audience would be women between the ages of 18-25. It would be sold in a little boutique and one day expand into a global brand.

Week 9 EOC: Brini Maxwell Discussion Questions

1. The Brini Maxwell television personality has been successful due the idea that you can be like her and do the things she does. She gives women that idea of the ideal women by giving them a women who was created off of the ideal women of the past that can do many things to uphold the ideal household. Her personality is what makes the brand it brings a certain style to the brand that fits her look and everything she is trying to uphold in her image.
2. Ben Sander became Brini Maxwell in 1998. The idea was inspired by a collection of retro-styled home fashions, cookbooks, and magazines. Earlier television personalities, such as Sue Nivens, Mary Richards, and Ann Marie. With these steps he created a revived past celebrity homemaker with a modern flair. I think he was a success many women saw Brini Maxwell not the man behind her he gave women a leading woman to simulate though at the time many were not ready for a man imitating a woman some were not open to the idea of a man telling woman what and how they should take care of a household.
3. I think Brini Maxwell's message was that you can be a homemaker in a modern way no longer did you have to just be a women nor did you have to live by the same laws that once applied to the homemaker title.
4. I think Brini Maxwells target market would be the baby boomers of this time. They were raised on the same ideal image of a women that she was portraying as well as they would be the generation that would understand and know the women that she was imitating off of. A women like her the idea housewife in a modern time.
5. I think it was a smart in the re-branding process it put her in a different view and market then that of people like Martha Stewart who has control of the television gives her an edge online.

Week 8 EOC: Dante Beatrix Exercise

Week 8 EOC: Dante Beatrix

1. I feel consumers feel such a close attachment to their bag because many today save for long periods of time to be able and buy a bag they have wanted for a long time as well as the fact that to many it shows status as well as personality.

2. I do not really have a favorite brand of bag I know a good brand when i see it. Though I recently bought myself a Marc by Marc Jacobs and the quality is very good and it hangs perfectly as well as I love all the colors that they offer in purses as well as wallets.

3. Now when you got to the website the first thing you see is famous stars and their children with their backpacks and lunch boxes. They now have become more of an exclusive brand and are trying to get people to want something that stars are using. 

4. I think sometimes this is just what some people want.  I think that branding is the most important thing that she can do and is one amazing thing that she needs to keep doing.  Yes I have a designer brand it is Armani and I love it not only cause I love the brand but because I love how durable it is. 

Week 7 EOC: Johnny Cupcakes Exercise

If I was a new designer of a product line I would promote my line in the same way that Johnny Cupcakes did since it would be one of the best ways to reach people my own age. With all the new technology you have to be up on the ways of catching peoples attention especially the younger generation and Johnny Cupcakes is a prime example on how to reach this client base. To my target market i would promote through self-promotion. Such as e-mail, internet and blogging. "Johnny Cupcakes has launched a multimillion dollar company that continues to grow through viral fashion branding." Brand Story Pg.109 To spread the word of my product I would do things like blogging or making videos on youtube using friends to promote my product. "Youtube has become a cheap easy way for people to become famous as well as companies to advertise and promote their products." Sacramento Bee. Article. Jason With this kind of advertising promotion for my products to reach the national market I think wouldnt take to long though to reach and international market will take longer.

Week 7 EOC: Johnny Cupcakes Discussion Questions

1. Viral fashion branding is a marketing technique using pre-existing social networks in order to gain word of mouth advertising. All of Johnny's fashion branding had been implemented through 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.
2. Viral branding is a good way of promoting product because it is essentially very cheap and you have the ability to promote to who and where you would want in order to reach the audience you desire.
3.Johnny Cupcakes allows customers to feel like they are special by giving them an individual brand where they pick something that fits their personality such as using things like tv shows and characters like Hello Kitty and Rugrats in order for people to pick but what fits their particular brand.
4. Johnny Cupcakes brand relates more to the Generation Y rather than the baby boomers and Generation X. The nostalgia and pop culture influences he uses are more for the Generation Y who are now ages 18-25 who watched shows like Rugrats, Ahhh Real Monsters, and CatDog when they were little.
5. I personally like Johnny Cupcakes idea and his products though I do not consider his idea to be to original since it is mostly graphic t-shirts using characters from tv shows and making them his own it is very simple. Though his idea did work and i think it was creative and something that catches peoples attention.

Week 6 EOC: A&F Exercise

The store I went in was Super Dry I picked it because it has a similar atmosphere to Abercrombie. From the outside of the store you can already tell the store is very laid back with a relaxing style. The outside has wood panels as well as duffel bags thrown through the windows and a picture of a man and women in a relaxing atmosphere with grass as if walking through a field. As you walking the lighting and music is the first thing you notice as well as the mason jar lamps hanging from the ceiling with wood and brick panels. The employees reflect the style of the store they all were wearing clothing that was sold in the store and they were all shorter and thinner which as well fits the style of the clothing. They try to keep their store unique to match their brand. “At Superdry, it’s no secret that we’re all about unique clothing. We care about the experience just as much. We believe actions speak louder than words, so try to show how much we care by the way we do things.” Superdry.com

Week 6 EOC: A&F Discussion Questions

1. A&F does not reinvent its brand strategy every year though the product assortment it carries year to year has not yet be unsuccessful. They provide the ultimate branding expereince dim lighting, smell of fragrance, and booming music. The in-store branding concept has led to multimillion-dollar sales of T-shirts, denim jeans, and cargo shorts year after year; everyone from middle-school students to atheletically fit adults loves the trim silhouettes.
2. A&F brands its products by using  very attractive models both male and female to attract customers not only into the store by using half naked greeters but also the catalogs and all other marketing attempts having people believe that if they buy the clothes from the company you are given the lifestyle the Abercrombie customer supposedly lives with a sense of freedom and strong sexuality. Weather or not I think these are successful year year after year they have been successful so it must be working very well.
3.Everything that you first notice when you walk into an A&F store the  music, fragrance, lighting, store props, and the associates help strengthen the brands message they want to convey to the customer.When you step into a store it is like stepping into a night club that sales clothes though many have thought they have been over the top they still continue to be successful year after year. Everything inside the store is how the store continues its image and sells multi-million dollars worth of shirts and shorts.
4. When I enter an A&F store the first thing I notice is the smell though I do like the smell of the store and their cologne it is pretty strong and stands out to me above anything else. I dont think they try to intimidate the customer by using attractive models but rather persuade the customer by having men wanting to but their clothes in order to look like the models and women buying their clothes in order to get men that look like the models. Though I am sure some customers who do not fit the Abercrombie look and style feel uncomfortable when they walk into a store with men and women who are half naked.

EOC: Week 5 Vera Wang Exercise

 I have always considered what the future is going to hold and though I like to think it is something I can plan out step by step or know exactly what I am going to do or be but many things can happen that curve everything that can happen. At the moment my plans for the future are to finish school to get my degree in order to know about my intended profession. I have a job at the moment that I really like and would enoy working my way up to one day become a buyer for the company. Though I have also always wanted to do event planning in the fashion industry though I know I would have to work my way up to the position. I would first either be an intern or an assistant for an already event planner. I intend to make this happen by working as hard as I can and being patient for the amount of time it will take for me to get to exact position I want. In the fashion industry you move up due to your experience and knowledge that comes with time. I think along the way there will be things that can either change my idea of what I want to happen such as moving somewhere that I do not have the means to from doing such things as not being paid for an internship. I know it will take time for me to reach my ideal career choice but I am willing to do what it takes and be patient to get there. 

EOC Week 5: Vera Wang Discussion Questions

1.     Vera Wang is a great example of the ever-changing career path of an individual due to the many changes she went through to make her career path possible and everything she didn’t do. Her original path that was set by her family was for her to go into the medical field but instead she was set on a demanding goal of being a figure skater. She decided while in school she wanted to be a fashion designer and went and got a job as an assistant for vogue then later became the accessory editor for vogue. With those connections she worked her way into Ralph Lauren and then finally developed her famous fashion house Vera Wang.  She understood that with hard work, dedication, and patience she would get where she wanted.

2.      The book was very updated on things she has been up to though now she has also a line of footwear, eyewear, flowers, tabletops, luggage and mattresses.

3.     The Vera Wang brand is classic and gives women a feminine feeling through her designs and her lifestyles. She has an endless way of making things such as a women’s wedding seem simple she provided that lifestyle like Ralph Lauren.

EOC: Midterm Project- Dove

                                           

Dove toiletries known for it’s logo a silhouette of the brand’s namesake bird which is how each one its products are recognized. Dove products include deodorants, body washes, beauty bars, lotions, hair care, and facial care products which are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey, and United States. Dove’s vision is, imagine a world where beauty is a source of confidence, not anxiety. In their movement for self-esteem Dove is committed to building positive self-esteeem and inspiring all women and girls to reach their full potential. Dove also holds a campaign for real beauty which is a global effort launched in 2004 to serve as a starting poing for widening the definition and discussion of beauty. “In addition to changing women’s views of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel. Dove distinguished itself by using models that ranged from size six to fourteen. Abandoned the conventional cynical method of portraying, perfect women as beauty role models.” Article. Dove Campaign for Real Beauty Case Study. Melinda Brodbeck and Erin Evans. March 2007 Dove’s target market has always been real women with the goal to make them feel empowered and even now they are targeting men which was launched in 2010. Women are each broken off into groups depending on age due to the stages skin a women’s skin goes through throughout their lives. Dove uses magazines as a key partner in its marketing strategy in order to show “real women.”  “The Dove women are familiar not only because they seem to be grinning from every street corner but also because they look like the vast majority of the women one might encounter at the neighborhood gym -- not fat but not buff either. They are commonly referred to as "real women," an infuriating term that suggests a model or an actress or any woman who does measure up to an unspecified standard of svelteness is somehow artificial. Real is equated with big, chubby -- not sample size, which is as real as it gets in the fashion industry.” Article. Dove Looks Real. Washington Post. Dove competes fiercely with Procter & Gmables’s Olay and Johnson & Johnson’s Neutrogena. Dove supports partnerships with after-school programs, self-esteem building events and educational resources. Dove also supports a partnership with Alliance for Women in Media. Some Clubs they partner with are girl scouts, Boys and Girls Clubs of America, and girls inc. “Dove helps encourage girls to embrace their unique beauty with their workshops, guides, activities, and videos brought by Dove. Jess Weiner

EOC: Midterm Project- Oakley

                                                                   

Oakley Inc. based in California makes sport equipment including sunglasses, visors, google, watches, clothing, bags, backpacks, shoes, prescription glasses, football and hockey eyewear, golf gear. They hold more than 575 patents for eyewear. Oakley was started by Jim Jannard in 1975. He first started selling motorcycle grips using a patented material.  In 1980, Jannard released a pair of goggle called the O-Frame with his logo on the side which earned him recognition. Once they were recognized they have now become one of the biggest sport brands while maintaining a large sport team roster which includes some of the World’s top athletes. Some examples include: Shaun White, Lance Armstrong, Ricky Carmichael, James “Bubba” Stewart, Rory Mcllroy and Samantha Stousr. Not only does Oakley support just the sport but they also maintain US standord issue, which provides US military and law enforcement eye protection. “Oakley Government Sales has been selling to the US Military and US Government for over 20 years. Over time Oakley's military line has transformed from a few models to a highly specialized division within Oakley. These products are designed exclusively for government customers, and are not available in retail stores.” Article. US Military Issue Oakley was created for world-class athletes those who see the limits of possibility as just another challenge. “Their dedication drives us to look beyond the conventional ideas of industry standards. It’s in our DNA to identify problems, create inventions, and wrap those inventions in art. And simply to make things better than anyone thought possible.” Jim Jannard. Oakley’s top competitors are Calvin Klein, Marchon Eyewear, and Nike.

“The innovation of Oakley has often allowed them to surpass the competition and capture a wide section of the market during a product launch.The brand is also well known for its ability to sign up popular sports professionals and endorse competitions and events. Their ability to seal lucrative sponsorship deals has promoted the company within a range of sports, moving outside of the motocross market that they traditionally dominated.” Article. How Oakley Beat their Competition/ Gabriel Ross. Oakley will always continue to move forward through its blends of science and art to redefining their products to keep them the best at what they do. 

EOC: Midterm Project-Dole

                                                    

Dole was founded in Hawaii in 1851, it is the” largest producer and marketer of high quality fresh fruit and fresh vegetables. Dole Food Company, Inc. believes that in order to perpetuate sustainability, it is of the utmost importance to treat our people, resources, environment and community as our most precious assets. Business can be an important actor and agent for change through creating products and services that society values, establishing primary jobs and efficiently using resources. As a company dedicated to making the world a better place to live both today and in the future.” Dole’s mission is to: 1. Providing the world with healthy and nutritious foods. Offering employees competitive wages, ample benefits and safe work environmenr. 3. Enhancing and empowering our communities to advance and prosper 4. Protecting our natural resources and actively seeking ways to reduce our environmental impact.As well as a line of packaged frozen foods. Dole now helps people learn how to balance nutrition and exercise to live a healthier life. They help in women’s health, men’s helath, weight loss, and fitness. They keep updated on what is new and healthy and share it with people all over the world to help improve their lifestyle. They also show kids how getting healthy can be fun by exploring eating and exercise adventures at SuperKids. They let kids participate in thing such as games, music, comics, and celebrations to encourage a healthy life. "Everything you need to get your students excited about eating fruits and vegetables." Article. Dole 5 A Day. Solange Bushra Wasef. Dole likes to stay responsible in order to protct its greatest assets (people, farms, and environment. Dole has built its sustainibilty strategy on four pillars: water management, carbon footprint, soil conservation and packaging. “Dole Food Company, Inc. employs more than 50 scientists in five research centers throughout Latin America, the Philippines and the United States. These scientists specialize in fields such as general agronomy, irrigation, nematology, plant pathology, physiology, horticulture/plant propagation and spray technology, as well as post-harvest physiology.” Article. Dole Impact. Jeffery Logan. Dole’s competitors consist of Fyffes, Ocean Spray Cranberries, and Seneca Foods. Dole targets all families to show that the intire family xan be healthy and they can show you how. Dole will continue to fill the world with healthy and nutritious foods.

Week 4 EOC: Exercise

 

This Dolce & Gabanna ad though vulgar to most it is advertising their jeans as well as their shoes. If you look closer as this ad you see some things most would not notice at first glance first there you would see a man standing with pants down around his ankles and another behind him sitting in a chair with no pants on. If you look closer you see in the corner another mans legs bending in front of the other man in a provocative position. The ad fits this particular brand since they were the first to target the gay consumer and their advertising has always been controversial. This ad was a remake of the Puma ad that had a women crouching in front of thee man and like most Dolce & Gabanna ads they spun it to fit their way of advertising. Subliminally suggested is a man giving the other oral sex while another man is sitting behind looking in that general direction. In history no one would ever think of advertising something so provocative especially something that is insinuating a gay sexual incounter. I feel this advertisement is intriguing it shows something that before would of been to much and is not trying to hide what many in todays world can not deal with while reaching a particular consumer group. 

EOC: Midterm Project - Starbucks

                                          

The product I have chosen to do is Starbucks. Starbucks started in Seattle offering some of the world’s finest fresh-roasted whole bean coffee. Starbucks has always been a different kind of company. One that not only celebrated coffee and rich tradition, but also brought a feeling of connection. Their mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks first revolutionized the coffeehouse industry by marketing expensive, high-quality coffee as well as a "third place" between work and home - a warm, clean, and inviting environment where customers go to escape the chaos of daily life. Today, with more than 15,000 stores in 50 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world. Starbucks primary target market is men and women aged 25-40. Which accounts for almost half of their total business. “ Starbucks appeals to this consumer age group through hip, contemporary design that is consistent in its advertising and décor, and working to keep its products current as status symbols.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?” Young adults aged 18 to 24, total 40 percent of Starbucks sales. Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. “Starbucks appeals to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?”   When Starbucks first started its competitors were other specialty coffee shops in the United States as well as Second Cup a Canadian franchisor. Now with McDonald’s McCafe the competition has changed for Starbucks. Some of their top competitors are Dunkin Doughnuts, McDonald’s, and Nestle. Starbucks created a loyal customer base due to giving the people somewhere to go in between work and home where they can relax. “Starbucks is reputed to be one of the most uniqueness coffeehouses of the time. No one can possibly compare to the atmosphere and quality of Starbucks.” They also created the sense of a community by each Starbucks helping with not only charities around the world but as well as charities within each community they are a part. People are also attracted by their organic and go green concepts using recycled materials as wel as getting coffee beans from a fair farm. After Starbucks celebrated their 40^th anniversary they decided to start getting ready for their next 40 years by first changing their logo which they did by removing the “Starbucks Coffee” from every cup. They wlll also be testing at their home store the idea of serving wine and beer at the stores in order to serve a more night time customer

Week 3 EOC: Ralph Lauren

Discussion Questions

1.  1.  Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric, or sits behind the compute-aided design. As the king of merchandising he has total creative license to dream up ideas that influence his brand.

2.   2.Before Ralph Lauren worked for himself he worked for Brooks Brother in the late 1950s. In the 1960s he took a position with a Boston-based tie manufacturer. Working there gave him a chance to network in the New York garment industry. He learned early that building relationships was essential to creating his own brand.

3.     3.Ralph Lauren operates the following divisions under his name: Polo, Purple Label, Black Label, Blue Label, Polo Ralph Lauren, Polo Denim, Rugby Ralph Lauren, Lauren by Ralph Lauren, and Ralph Lauren Golf. Each label with its own target market from Purple and Black label being more for the wealthier and the Polo brands being more for the sporty. The labels are more homogenous even though each of the brands are slightly different Ralph Laurens target customer fits the different day to day activities the customer faces.

4.   4. My favorite division of Ralph Lauren is the Women’s Blue Label line. The style fits my lifestyle since it is casual yet refined with its rustic and toughness look.

5.    5.Ralph Lauren never changed his brand and stuck to what he wanted it to be and expanded it on popular movies and shows which carried interest into the style. Another famous designer that has done this is Coco Chanel like Ralph Lauren she picked a style that was different then anything else offered at the time and become a world wide sensation. 


exercise

Fashion designer Coco Chanel, born August 19, 1883, in Frnace, is famous for her timeless designs, trademark suits, and little black dresses. “Not only did she make “black” the black it is today, but she also created the wardrobe staple that none of us can live without- the little black dress!”Chanel was raised in an orphange which is where she was taught to sew.  She then moved on to tailoring clothes for military and society women.  With the help of some wealthy men in her life and good connections she started selling hats in 1910,. She later added stores in Deuville and Biarritz and begun making clothes. Her style was different from every other women she believed in comfort rather then the binding clothing most women wore.Her style was about simplicity and comfort and she told Harper's Bazaar in 1923 that "simplicity is the keynote of all true elegance."She even decided that unlike most women she would make pants so she could ride a horse like a man. Which led to her first taste of success which was a dress made from old jersey to keep her warm on a chilly night. Coco was not afraid to be her self and to continue to do what she believed what was going to be the future for women. “A few years later she also introduced the now legendary Chanel suit with a collarless jacket and well-fitted skirt. Borrowing elements of men’s wear and emphasizing comfort over the constraints of the then-popular fashions, she helped women say good-bye to the days of corsets and confining garments.” Her first clothing was very successful her sencond one did not do as well but she continued to do what she did best and it grew into the one of the worlds most known fashion houses. Her years of sewing and understanding how uncomfortable women’s clothing was is what gave her the experience to expand her into the future.

Week 1 EOC: Ch.1 Exercise

Levis struggled for years to find its voice in advertising. Now that they have found it they find new ways to advertise towards what helps their company. They manages to tap into their original roots which is hard wearing jeans for the hard working pioneers that found the Western U.S. and they’ve done it in a stylish way. The ad featured shows a man walking through a field with his jeans and plaid shirt. The captions saying “ this country was not build by men in suits.” It is advertising to hard working men saying that you do not need to wear a suit to move forward. With the way the market is today it is difficult to get people to buy but to get people to buy American will move people to think they are helping the country and what it stands for. Levi was brilliant with this ad campaign of going forth reminding people of hard times America went through and how it was overcame. 

Week 1 EOC: Discussion Questions Ch.1

1.    1.Fashion branding is the image of a particular product or service that consumers quickly associate with a particular brand, that offers and overall experience that is unique. Branding is not about individual products, but creates an identity for the company. Fashion branding is the context that surrounds the garment as well as the image that designers, retailers, manufacturers, and promotional consultants create in order to encourage consumers to buy new items. Fashion branding is a process whereby designers, manufacturers, merchandisers, strategists, creative directors, retailers, and those responsible for selling fashion create campaigns and give fashion products a unique identity.

2.    2.A t-shirt, pair of jeans, and sweatshirt can be dull without fashion branding but if you want to sell any of these items as a high price item you have to giving them an international recognizable reputation. Another item that you does not have to be a luxury item but has been marketed as is watches there are many watches that you can buy for very cheap and even now a days people do not even use watches since they look at the time on their phone though watch companies have made watches appear as a luxury item by using celebrities to advertise or even just wear the product to make it seem more upscale.

3.   3. There are many consumer products that do not interest especially because of my sexuality as a woman I am not interested in the same things as men such as products that are only targeted to men like axe.