Ginch Gonch Ch 10 exersice

With the matter of Ginch Gonch; billboard I believe they have there amendments rights to advertise where ever they choice. I don’t think they were intestinally picking that location for the high school, but more for the freeway advertisement. The reason why I think that is because the high school students are not there target market. Another thing I think the reason why they should continue with the billboard is because it is not directly in front of the school, but down the street. As long as the sign is not in the school zone they should have no issue with it.

Discussion Questions Ch 10

                                      Discussion Questions Ginch Gonch

1.     What key characteristics of Ginch Gonch’s adventertising makes them unique? Why do you think consumers buy Ginch Gonch products?

Ginch Gonch advertisment is directed toward their target consumer, and they do not let any one hold them back on that. They advertise there underware usually in a field or with no one but nature around them. One key characteristic is there use of people and space, in some ads they have woman but mainly with only men.  “These ads are personal expression and freedom. Ginch Gonch ad’s signify this ideology both written work and visual spectacle, creating a connection with human emotion through original marketing and innovative ideas that push the boundaries of traditional appealed this company.”

2.     Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?

No because the market Sutherland is marketing towards, is attracted to sex and that is what this company gives them. “Some may argue that using nudity in advertising or hiring exporonographic models is wrong and immoral, but that is not our decision to make.”

3.     Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?

“Sutherland doesn’t care in the least that some come members of the public might find direct gay marketing offensive.”

4.     If you were in charge of Ginch Gonch’s next fashion assortment what would you call it and why?

I would name their new fashion assortment sprite. This line would be a fairy tale themed line. You would be able to get you prince charming and Cinderella underwear.

EOC- Ch8 Discussion Questions

Week 8 Discussion questions Dante Beatrix

1.     Why do customers feel such a close attraction to their bags?

“The company focuses on bags for every purpose: tote, laptop bags, diaper bags and pets carriers.”  Its initial mission was to create the bag that a girl with the “it” bag would use for all her other stuff.”

2.     What is your favorite brand, bag, briefcase, or backpack, and why? How does this brand reflect your personality? Do you think you will ever switch to a different brand?

I really do not have a favorite brand yet. I am still shopping the market to find my go to favorite brand that will never fail. My dream bag would be medium to large size that matches everything, and that is not heavy. I have currently been shopping through the Marc By Marc Jacobs collection.  I have been using handbag brand such as, fox, Brighton, Katy Van Zeeland bag, I am not brand loyal and would switch for the right bag.

3.     Now that you have read this chapter, go to www.dantebeatrix.com and explain how the company has evolved. What is the latest news? How do you think the lines reflect current fashion?

The company has involved in the online site and also the clientele a well.  In the chapter her key advertisement was toward woman. Now online her catalog is geared toward children and the mother who buy for their children.

4.     Why do you think Dante Beatrix is so successful with the company’s idea to pursue graphic design instead of just focusing on designing bags? Is branding a key element that drives you to purchase a bag, brief case or backpack? What is the brand? What feature really makes it special, or is it really just name that makes it unique? Describe your answer?

“ Reflecting the current trends among women, this company is successful because the product line us unique and stylish. “ “ Dante sells many bags at retailers such as Nordstroms, Barneys New York, A Pea in the Pod,  and Baby Style.” This is why she is so successful.

EOC-Chapter 7 Exercise Question

Chapter 7 Exercise question

If I was to create a brand such as the “ Johnny Cupcake” brand I would use viral marketing to reach my target market. I would use a collection of social media outlets, Facebook, stumble upon, and tumblr, word to mouth and self-promotion, such as different celebrities to wear the brand. I would have an almost food truck style of promotion, using twitter fans can follow where the next trunks show will be and they can drive and get the newest limited addition t-shirt for that week. I would create a limited addition t-shirt that would be featured one month, but it would be sold one week out of that month in selected cities. This is a great way to create word of mouth.  It depend on how much the customer loves the product to be able to tell how fast it will spread on a national, or international level.  If the customer takes to the product right away I would estimate within five years that the brand could be at a international level. With a two year for a national (United States) level. You can't always predict the market place, but if you keep up with the forecast the company will succeed.

EOC-Chapter 7 Discussion Questions(Johnny Cupcakes)

Chapter 7

Discussion Questions

Johnny Cupcake

1.     What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market?

Is a mulit-million dollar brand that grows through different types of branding.  “All of Johnny fashion branding had been implementing through self-promotion, word of mouth, or by using electronic methods such as e-mail and the pruner.”

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

This is one of the best marketing forms because it is the least expensive with word of mouth, and internet promotion. “This allows each person who visits the to feel as if he or she is a part of the success.” The first brand that comes to mind is Threadless, they only use viral marketing methods as their marketing and advertisement campaign.

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

“The company added surprise’s to the boxes when filling internet orders. Customers would find items such as trading cards that were popular in the 1980s and 1990’s featuring ninja turtles, Ghostbusters, and garbage pail kids.” Yes, I believe that this very important for the brand image that Johnny Cupcakes really wants his brand to create. This is why he has such a cult following.

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

I think that it only appeals to generation Xers, is that is style of his trunk show. He sells out of the old suit case truck. Other than that I do not believe his brand appeals to that specific generation.

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

I think how he sells his product in his brick and mortar store is very unique shopping experience for anyone. As a product line I think its basic, in the Indy style. Its your basic graphic t-shirts, sweaters, and other merchandise.

Chapter 6 Discussion Question A&F

Chapter 6 Discussion Question

Abercrombie &Fitch

1.     Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?

A&F does not change their brand every year. They have a consistent image that they up hold.  A&F sticks with their preppy, dim lighting, the smell of fragrances, and booming music. A&F has proven that this is a successful method, by selling good quality products. A&F is selling a life style that it’s consumer’s need and want.

2.     How does A&F brand its products? Do you think its brand practices are successful?

A&F brand its products with it signature logo all over the place. When the bold logo is not cross the garment, there is a little recognizable logo place perfectly. I think it is very successful towards their target market they are trying to reach. “ A&F believes it offers the consumer excellent quality and key trends, and pride it’s self on the capability to sell product at full retail price.” Page 90

3.     How do retail stores atmosphere such as fragrance, lighting, store props, and retail brand associate strengthen a brand message? How do you they weaken?

With all of these features, is how A&F translates their brand message their visual aspects of their store.  The loud blaring music, dark ambiance, and shirt less men are what draw in the customers from walking by.  “ The darken back drop of the store enhances the in-store marketing and the ideology that this space might be exclusive.” Page 98 This can also weaken the brand because they can scare away other demographics that might like the brand but not the retail environment.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models?

No, I do not think that they are purposely trying to intimidate their customers, but they might by giving them the impression that only good people should, and only wear A&F. “ The presence of shirtless greeter at A&F stores has gen generated a niche market for this company and reconnects the to the sexual innuendo that was present in the magalogues.”

EOC-Chapter 5 Exercise

Chapter 5 Exercise

              My professional plans for the future is to create a life style brand, and a film costuming company. Creating different lines for every aspect of the home, person, Film and fashion. The first thing I would like to start off with my jacket collection, and casual wear collections.  I plan on starting with an online store, “ E-comerence” website. With having an extensive marketing and advertisement campaign is where I will create brand recognition. Once the site is up I would like to open a small boutique. This is where customers will have the opportunity to try-on the clothing.  One major stumbling block along the way is creating brand recognition on a new product. This is a major obstacle, but it has been done before, so I know it can and will be done. Only time can tell how long this will take. I am already doing freelance work in film for costuming. So with passion comes will to successes, and I have tones of passion.

EOC Chapter 5 Discussion Questions

Vera Wang

1.     In what ways is Vera Wang a great example of the ever-changing career path of an individual?

She is a get example because, she has been all over the industry, an editor at Vouge, unemployed, designer for khols, and a designer of bridal gowns and wear.  Wangs career has expanded over a twenty year span.

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 only thing that has changed on the Vera Wang website is that she has, updated it too be technology correct. She has a blog link, and app options. The brand has not expanded since the writing of this book. “ The company continues to grow and may well be on the way to becoming a global brand.”

3.     In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?

The Vera Wang brand is tasteful and classy. Wang is what every little girl dreams of when dreaming of her big day. “ She has proven that you can pursue your dreams and reach your ultimate goal.” The one major way I differs from D&G and RL is that Vera Wang only sell woman’s clothing. Her brand is not targeted toward men one bit. Her and her brand focus on woman’s clothing for every occasion. From the big day to everyday.

EOC-Chapter 4 exercise

Sketchers is a mass-market moderately price shoe brand. They have had many celebrity endorsers, such as Ashley Simpson, Torey Spelling, and Kim Kardashian. In till Kim joined the sketchers team there ads were nothing extraordinary. You wouldn’t take a second glance or even remember one. Super Bowl 2012 they decided to change that. With Kim Kardashian on their side, the Celebrity who is famous for? Well we are still trying to figure that out. Sketchers took her image and created a controversial advertisement and made us all remember sketchers. The commercial is for sketcher Shape-Up shoe. The shoe that tones and firms while you simply walk. “ Kardashian flaunted some of her best assets in her much talked about super bowl ad.”Wearing slim-fitting workout clothes, Kardashian "breaks up" with her half-naked trainer in the spot for something more a little more inanimate.”
"I don't know how to say this ... you're amazing, the best I've ever had," she tells her attractive workout partner in the ad. "But things just aren't working out ... it's not someone else, it's something else."

http://www.popeater.com/2011/02/07/kim-kardashian-skechers-ad/

EOC WK4-CH4 Discussion Questions

Discussion Questions Chapter 4

Dolce & Gabbana

1.     Currently how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, How?

The currently have three brands; Dolce & Gabbana, D&G, and D&G junior. The company on a size wise of more brands to the name, no they haven’t. Dolce & Gabbana as a niche fashion brand has grown extensively. D&G has become a household name in the world of fashion.

2.     Do you think Dolce & Gabanna caters to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed woman like Isabella Rossellini, Madonna, Kylie Minogue, and Brooke Shields? Do you think theses woman are risqué? Why or why not?

I personally do think that they cater to all fashionistas everywhere just because the price points of the brand cater to every income level. They are more moderately priced item for different consumers. D&G is a mass-market brand catering to higher, low-higher income men and woman. You can’t find this brand in your local malls though. This is a specialty retailer and they make sure it’s not available! D& G has dress these woman because they are relatable to the brand. They are popular celebrity woman who has a great career and D&G wants the consumer when they see this celeb, to think of the brand. The celebrities see that this brand is a great one and they want to be a part of it.

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

I don’t think so because they are people too and they do have the same style and taste of anyone else. I do think they like brands like D&G because of their advertising campaign. Brands like these target the gay community, so they are more likely to lean towards the brand.

EOC WK3 (Chapter 3-Exercise)

Calvin Klein

“Between love and madness lies obsession.” Calvin Klein is a perfect example of a person who has created a well-established fashion brand. Klein’s business consists of clothing (men and woman), cosmetics, fragrance, and home goods. Klein built this branded empire from his first line of coats and suits. This is where he got his start in the fashion industry. He is known for his racy fashion ads, he took sex sells to the next level. In the 1990’s actors and models like Mark Walberg, Kate Moss, and Brook Shields were the face of Calvin Klein Jeans. These advertisements were considered Controversial, but he made a long lasting impression on the industry. Klein was born in Bronx New York, on November 19, 1942. He was raised in a middle class Jewish community. Klein attended New York school of Industrial Art (it is now known as The High School of Art and Design) and the Fashion Institute of Technology. He graduated from Fashion Institute of Technology in 1962. In the beginning Klein work at three firms where he got his recognition for his coat and suit design. Klein soon became known as the intrinsically American Style. While being a true American classic Klein was able to stay up to date with the new trends. In 1968 Klein and his long time friend Barry Schwartz partnered up to form Calvin Klein Ltd. This is the mega brand we see today. Even though Klein is known for his woman’s sports wear, and men’s wear; his brand also include jeans, shoes, underwear, bed sheets, cosmetics, skin care and fragrances. Quickly after partnering with Schwartz the word spread threw the fashion industry that Klein is a sleek and talented designer. In 1970 is when he introduced he Jean line. “Calvin Klein is said to have instigated a revolution in advertising when he launched his jeans range - the original designer jeans. This new range was advertised as wholesome, sexy and practical, using the model Brooke Shields.”(bio.com) In 1982 the underwear, and men’s wear line was introduced; also during the 1980’s Klein’s fragrance was released. These fragrances include “Obsession, Eternity, and Escape.” Over time swimwear, accessories, and eyewear was added to his empire. He got married in 1986 to Kelly Rector, but ten years later followed in divorce. In the 1993 Klein made a huge impact on the market by releasing his unisex fragrance “CK One”. In 1993 marked Klein’s twenty-fifth anniversary. Shortly after in 2002 he hired Francisco Costa as his new creative Director of his woman line. Klein sold his company to Phillips-Van Heusen this is when he retired. The creative designer for his men’s wear, Calvin Klein line, and Calvin Klein Jean is Italo Zucchelli and Kevin Carrigan. Klien is still the company’s creative chief. Klein has many awards, over is career to honor him and his success with the CK brand. He was honored with the Council of Fashion Designer of the Year, for men’s and woman’s wear. Klein was the first designer to win both categories in the same year. His background in education and work history prepared him for the brand he created today. Much as any designer he worked for someone else in till he got his break. His big break came from his coats, and suit designs. You can come pare Klein to other major branding creator, such as Ralph Lauren. The reason why I would choose this designer over any other in the industry today, is because of where he got his start “ recognition.” Calvin Klein was originally recognized for his coats . He is relatable to what I would like to do. I want to start off with a coat line, and work my way into other brands. He is an inspiration for anyone who wants to create a successful brand. He knows that branding is everything.

Eoc-Chapter 3 Discussion Questions

Chapter 3
The History of A King: Ralph Lauren

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

No Ralph Lauren is merchandiser. Lauren is the creative force behind his brand. He does not create patterns or sews the actual sample. “Ralph Lauren has dedicated 40 years of his life to the creation of his brand image.”

2. Where did Ralph work prior to working for him self? Why do you think this experience was beneficial for his career?

He worked for a Boston-based tie- manufacture, Rivetz. “Lauren was an average sales man, but he was an extraordinary manger.” I think the job was very beneficial for Lauren’s career as a manufacture, he learned the value of self-promotion within a brand. This key trait is what makes him successful today. Also becoming known in the New York garment industry really was a helpful protion to his career.

3. Currently how many division does Ralph Lauren operate under his name? Can you identify the target market for each division? Are they homogenous or diverse?

“He utilized self-promotion as a way to stand out above his peers and get attention from cleints.”

Ralph Lauren currently has over ten brands tied to his name. The target markets range from brand to brand, but they are modern men and woman middle class.

4. I really am not a fan for Ralph Laurens brand specifically, but than again I am not hi targeted market either. However I am a fan of his business strategies and how successful of a brander he truly is.

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?

Lauren has created his an empire from a brand. Calvin Klein is another great example of a person whom we can come pare Lauren to. Calvin Klein has created a brand within himself, that reflects on home, woman, men’s, and children.

EOC-Chapter 1 Discussion Questions

Chapter 1 Discussion Questions

1. What is branding? Branding has been defined as “ The cumulative image of a product or service that consumers quickly associate with a particular product.” Branding is “A competitive strategy and identifiable.” As a consumer we do this every day with out even realizing that we are. When be see the red iconic Coca Cola symbol we immediately associate it with soda. This brand recognition between products is what defines our buying habits. As consumers we will buy something we are familiar with(even if it just the name, not the actual uses of the product) than trying a new product on the store shelves.

2. How are companies able to sell T-shirts, jeans, sunglasses at high prices? The reason why companies can charge so much for a basic product is because of brand name. Consumers prefer buying a higher priced item over a genric or moderately lower cost item because of the name. Consumers feel a scene of security in purchasing something they know. They are paying for quality within a higher priced item. A great example of a item that may not be considered to most people as a luxury item is underwear for men. Men can care a less how their under ware is made as long as it “feels good.” Dolce & Gabbana used that to their advantage when producing their men’s underwear line. D&G used lower grade cotton in the construction of their garment, but charged the high end mark-up because of the brand name. Companies can continue doing this to consumers because; they see there is a need and want for brand names.

3. Race, ethnicity, religion, and sexual orientation plays a huge roll in our buying habits. These groups play into the Maslow hierarcy of needs, when we are buying. Each step is a pivotal roll in when, why and how we buy. Basic needs, safety, Belonging, esteem, and self- actualization are the steps of Maslow’s higher hericy of needs. There are also buying type personalities, emotional, logical, and environmental. I would categorize myself as a mixture of logical and emotional. Most if my purchasing disiccions, are logical ones. I base my purchase dissicion on if I need the item. Than I can be an emotional shopper, I do go shopping when I am upset and need a cheering up. Even though I concider myself as two buying personalities the logical buying personality is dominate.