BOC Week 7

You are the new designer of a product line of fashion goods. Using Johnny Cupcakes as a model, how would you promote this product to your target market? You have a very little advertising budget and have to do most of the work yourself, so how would you spread the word about your product? How long do you think it would take for your product to reach the national or international markets? Why?

Starting up a new product line of fashion goods as a new designer is remarkably difficult. For the purpose of answer the questions above, the example of a food business will be used. This one sells authentic Mexican food. To promote the food to your target market, you have to get your name out in the public. This could first be done with just a website and a cool bus-type vehicle to deliver the food out of. Then you would take the bus around to popular sites around your city to sell your food. The smell of the great Mexican food would attract customers right away. By being at different locations at the same time, same place each week, you would be able to spread the word about your product. The trick is to make EXCELLENT food that people will tell their friends about. This would require very little money. It would take a very long time for the Mexican-vending to catch on at a national and global level because you would have to have people all over working for your company. I would say that to reach a national level it would take about 3-5 years. I do not think, however, that a Mexican-food vendor would ever become an international market.

Chapter 6 Discussion Questions

1. Abercrombie & Fitch does not reinvent its brand strategy every year through product assortment. The company sticks to its signature preppy style while incorporating new trends each year. Abercrombie & Fitch has proved to be very successful thus far because they are able to provide their target market (18-22 year old men and women) with the apparel that they desire. The company’s “casual luxury” style is able to build brand loyalty with regular customers while picking up new customers every day.

2. Abercrombie & Fitch brands its products through rugged iconic patches or their signature moose logo on all of their apparel which has enabled the company to create exceptionally strong brand recognition. Everyone knows the A&F name. Also, the style of clothing from Abercrombie & Fitch is especially distinguishable: distressed, relaxed and beach-like. The A&F branding practices have proved to be successful throughout the 2000s. However, I feel that Abercrombie will have to re-invent its look and style if it really wants to grow with the consumer. So far, Abercrombie & Fitch has been incredibly successful in its brand practices but I feel they will have to change after some time.

3. Retail store atmospherics such as music, fragrance, lighting, store props and retail brand associates strengthen a brand message by conveying to all consumers what Abercrombie & Fitch is all about. Abercrombie & Fitch prides itself on entertaining customers while they shop. The atmospherics of A&F’s retail stores communicate with the customer and make them feel like they have a connection to the brand. This also weakens the brand message by rejecting a large consumer group of 18-22 year olds that do not like dance music and half naked men around them while they shop.

4. When walking into an Abercrombie & Fitch store, a consumer feels like they are at a nightclub. The emotions are different for each customer. A loyal customer feels excitement and happiness when entering the store, where as, an unfamiliar customer may feel overwhelmed. I do not think that Abercrombie & Fitch tries to intimidate its customers by using extremely attractive models. I think that A&F wants to add to their brand image using these models while also giving the customer the idea that if they wear these clothes, they will be just as attractive as the models.

BOC Week 7 Exercise

The store that I visited was Hottie, a locally owned retail chain here in Las Vegas. The location that I visited was is on Eastern & Silverado Ranch in the Silverado Ranch plaza.

I would like to start off by saying that Hottie is a store that much resembles a Forever 21 or Wet Seal. That being said, when you enter the store, you are slightly overwhelmed by the amount of clothing and color that the store has to offer. This particular day (I’m not sure if it’s like this everyday) there was techno music playing from Sirius radio all over the store. I think that techno music is a good choice for the store because it really helps build the party girl atmosphere.

Hottie’s fixtures are just like what you would find at a Wet Seal. There are several free-standing hanging racks, lots of wall-hanging racks and circular hanging racks for sales merchandise. Along the back walls of the store, you find SEVERAL different brands and types of shoes.

The customer service at Hottie is always rather good. If you visit the store often, you are likely to see a familiar face. Upon walking into the store, you are kindly greeted by an associate and asked if you need any assistance. The girls working are more than happy to help you find sizes and get you into a fitting room.

The brand image that Hottie offers is trendy, chic fashions at budget prices. The story that is told to the customer is that of a fashionable, well-dressed, trendy 18-30 year old woman who has to shop within a budget. This story and image are very easily recognizable through the store space. The store space also clearly reveals a lack of quality in the clothing that you will receive. Hottie is surrounded with a Target, Marshall’s, GNC, Layne Bryant, Ulta, Bath and Body Works and other discount stores. This location tells the customer that they will be receiving budget clothing.

EOC Chapter 5 Discussion Questions

1. Vera Wang is a great example of the ever-changing career path of an individual because she started out in one design category and ended up in a totally different one. Vera Wang started out as a figure skater and then decided to make her own wedding dress. Vera then began making lots of wedding dresses to be sold in stores. From wedding dresses, Vera Wang expanded into ready-to-wear collections, lingerie, china, stemware, barware, fragrances and home décor. Vera Wang has had many successful products and product lines which is what has made her name into a successful brand.

2. Since this chapter was written, a few changes have occurred at Vera Wang. These changes include expanding into new lines of product. Eyewear has been added along with shoes, luggage, mattresses and flowers. The Vera Wang website is very beautiful and could make anyone a fan of her work. Vera Wang’s shoes, eyewear and luggage are very cool, I took a peek for myself. I think this website is very well constructed and does a great job marketing.

3. The Vera Wang brand is based off of femininity and sophisticated drama. Vera Wang did not strive to create a brand that sent a message similar to that of Dolce & Gabbana’s or Ralph Lauren’s, but a brand that inspired women to be beautiful, feminine and elegant. Vera Wang’s start in Wedding design changed they way women look at wedding gowns forever. Vera’s beautiful and innovative wedding designs brought a whole new element of fantasy to women’s weddings. Vera Wang stands for femininity, elegance and sophistication as well as plays into emotions such as love, empowerment and graciousness. Vera Wang was able to build such a strong brand because she applied her clothing to the correct market when it was highly needed.

EOC Chapter 5 Exercise

My professional plans for the future are not completely set in stone quite yet. I would like to finish up my Bachelor’s degree and find a job here in Las Vegas. My ideal job right out of college would be a position at a store like Urban Outfitters or Roxy designing the window displays at different locations around town. This title would probably be along the lines of “Visual Merchandiser.” Eventually, however, I would really like to own and run my own store. This store would be a fantasy boutique and sell everything fantasy from lingerie to shoes and costumes. I would open it in a larger casino here in Las Vegas, such as the Palms, and think that it would do rather well. I intend to make this happen by landing the first jobs I want and making the proper connections to open my own store. Stumbling blocks along the way would be landing that perfect job, making the right connections and starting a business. All three of these things would be very difficult to overcome. It will definitely take a few years to reach my goals but would hope to do so in the next five to ten years. I would like it to be shorter but who knows?

Midterm: Aveda Shampoo

“Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility - not just in the world of beauty, but around the world.” 1

“Aveda” is Sanskrit for “all knowledge.” In 1978, Aveda, which is a manufacturer of flower and plant-based beauty products, was launched. This same year, Aveda introduced its first hair care line. Also in 1978, Aveda pioneered the term “Aromatherapy” with its first essential oil composition.

In 1984, Aveda launched its first skin care collection, which would continue to grow over the next 20 years. A few years later an Aveda makeup line was introduced in Canada. Finally, in 1989, Aveda opened its first free-standing Environmental Lifestyle store in New York City.

In 1990, Aveda opened its first Spa Retreat in Wisconsin. The same year, the company participated in the 20th Anniversary of Earth Day. This celebration would eventually become Earth Month, a campaign run by Aveda. Throughout the next twenty years, Aveda would partner with several tribes and people all over the world to not only help support them but learn something from them as well.

“In order to be Beauty, it also needs to be Good. Beauty is the result, but also the process followed in pursuing that result.”1

Today, Aveda prides itself on being the first company to endorse and sign the CERES (Coalition for Environmentally Responsible Economies) Principles. This encourages higher corporate standards of corporate environmental performance and disclosure. Aveda today runs several businesses all over the globe as well as schools and institutions that highly train associates to master the craft of eco-friendly beauty. Aveda is also the first company in incorporate 80-95% post-consumer recycled high density polyethylene in all of its retail shampoo bottles, which are made from recycled milk bottles.

Aveda operates a few campaigns as a business to better spread the message of Earth-friendly products. These campaigns include Aveda Earth month, which takes place in April, Breast Cancer Awareness in October and a year-round Recycling Caps with Aveda program.

Aveda’s best known campaign is Earth Month. Each Earth Month, Aveda raises more than $2.1 million in thirty days in support of clean water rights.

“Each year during the month of April, Aveda salon and spa professionals, employees and guests work together to raise funds for grassroots organizations that protect biodiversity and address environmental issues around the world.”2

Aveda’s globally conscious outlook has inspired numerous people around the globe, especially in the world of fashion and beauty.

“You can spot Aveda everywhere from red carpets to catwalks, including the runways of Thakoon, 3.1 Phillip Lim, and Project Runway winner Christian Siriano.” 3

As an eco-friendly beauty company, Aveda does not have a great deal competition. Though many companies have tried to launch eco-friendly lines, they have not done so with commendable success. As a hair care line, Aveda challenges and competes against companies like Paul Mitchell, Gary Manuel and WEN. Aveda attempts to out-do its competition through its Earth friendly vibe and message.

In 2007, Aveda became the first beauty company to manufacture with 100% certified wind power. The funding of new wind energy sources produces enough wind energy to operate 100% of the electricity used by the primary manufacturing facility, distribution center and corporate headquarters, which are located in Blaine, Minnesota. Aveda is the largest corporate purchaser of wind energy in Minnesota.

“Commitment to earth and community care is a cornerstone of Aveda's corporate culture. This has been true since the company's founding in 1978 and has continued throughout our 30 year history.” 4

1 http://www.aveda.com/aboutaveda/mission.tmpl
2 http://www.aveda.com/aboutaveda/earth_month_about.tmpl
3 http://www.folica.com/brands/aveda/
4 http://www.aveda.com/aboutaveda/earth_fund.tmpl

Midterm: Colgate

“For more than 200 years, Colgate people and Colgate values have been at the heart of our success. We are proud of the powerful strategies and sharp focus which drive our success today. Thanks to all Colgate people, our consumers and business partners for their contributions in helping us to become strong, focused and truly global company we are today.” –Ian Cook, Chairman, President and CEO 1

Back in 1806, William Colgate began a starch, soap and candle business in New York City. In 1857, after the death of William Colgate, the company was renamed “Colgate & Company” and was managed by his son, Samuel Colgate. A few years later in 1864, B.J. Johnson opened a soap factory in Milwaukee, Wisconsin. The factory would later become Palmolive. In 1873, Colgate introduced toothpaste in a jars and later in collapsible tubes in 1896. Finally, in 1900, Colgate won top honors for its remarkable soaps and perfumes at the World’s Fair in Paris.

After 100 years of business, the five sons of Samuel Colgate incorporated Colgate. Colgate then distributed two million tubes of toothpaste and toothbrushes to schools around the US and provided hygienists to demonstrate how to properly brush teeth. By the 1920s, Colgate began establishing business in Europe, Asia, Latin America and Africa. Near the end of the 1920s, Colgate merged with Palmolive and was first listed on the NY stock exchange in 1930.

“Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide.” 2

Colgate-Palmolive is now a highly valued, award winning company. In 1996, Colgate’s program “Bright Smiles, Bright Futures” (an oral health education program) spread to fifty countries and now reaches over fifty million children each year. The awards Colgate-Palmolive have received have been numerous and global. Some of these include “100 Best Companies to Work For,” “Best Companies for Minorities,” Top 50 Employers” and “Global Most Admired Companies” from Fortune Magazine and Equal Opportunity Publications.


“Our three fundamental values — Caring, Global Teamwork and Continuous Improvement — are part of everything we do.” 3

Colgate prides itself on being a diverse, caring, always improving company. They are able to do this through their three core values above. Colgate claims to care about their customers, shareholders and business partners, all alike. The company also prides itself on staying connected with all Colgate people throughout the world and always improving.

“By better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will ‘become the best.’”3

Colgate’s code of ethics is extensive and valuable document. Looking over the Colgate code of ethics would make any person proud to be a Colgate person. The company highly values its customers and prides itself on being a diverse and ethical company.

“Since 1987, our Code of Conduct has guided us with a set of principles that reflect Colgate’s values and established standards governing our ethical behavior. The Code of Conduct is regularly updated and reissued to ensure its comprehensiveness. Since the last update, events in the business world have reminded us of the vital importance of conducting business in an ethical and compliant manner.” –Colgate Code of Conduct 4

As a company that produces oral and health care products, Colgate faces a lot of competition. Toothpaste competition includes Aquafresh, Sensodyne, Arm & Hammer, Aim and a few others. Perhaps, Colgate’s biggest competition, however, is Crest. These two oral hygiene companies have been in competition since the 1940s. Crest, however, was not introduced until this time, where as, Colgate had been established for over 100 years.

“Our reputation has been built upon the quality and safety of our products. Our commitment to quality and safety is essential to the continued growth and success of our Company.”4

1 http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvsp
2 http://www.colgate.com/app/Colgate/US/Corp/History/1991.cvsp
3 http://www.colgate.com/app/Colgate/US/Corp/LivingOurValues/CoreValues.cvsp
4 http://www.colgate.com/Colgate/US/Corp/LivingOurValues/CodeOfConduct/PDFs/DY-245%20code_of_conduct_p_ENG_no%20faq.pdf

Midterm: Minute Maid Orange Juice

“To understand why Orange Juice is so special you have to start with the orange.” 1

In the 1940s, a better method of processing orange juice was introduced. After experimenting for three years, the National Research Corporation of Boston, Massachusetts developed an orange juice powder that was high in flavor.

“During its first year of operation in 1946, the company recorded sales of $374,500. Just five years later, sales reached $29.5 million.” 2

The problem with the orange juice powder, however, would turn out to be a big one. It was difficult to commercialize the powder. Thus, frozen orange juice concentrate was born! This rich, fresh-squeeze tasting orange juice began with limited production.

With the rise of the new frozen concentrate, the company from Boston had to come up with a name. Known for its minutemen, the city’s orange juice was named “Minute Maid!” This name would soon reflect the convenience and simple preparation of the refreshing orange juice.

In the early days, when the company was first introduced, there was no money to advertise or promote the Minute Maid orange juice. This caused the product to be offered as free samples, which were passed out door to door. As demand for the product rose, frozen juice cabinets would empty in stores all over the Boston area.

Minute Maid orange juice ended up becoming so successful that it caused its producer, Florida Foods Corporation, to rename itself as The Minute Maid Company. This was just the beginning of the result of the valuable trademark.

“Minute Maid® has perfected a way to offer great taste all year round with a process that captures the flavour and aroma of oranges. Packed with vitamin C, folate and potassium, orange juice not only tastes good, it’s good for you.”1

In 1960, the Coca-Cola Company purchased the Minute Maid Company. One year later, an “essence recovery” system was discovered to help capture that fresh-squeezed flavor. In 1973, Minute Maid introduced ready-to-drink chilled orange juice like you see today. In 1987, plastic bottled Minute Maid ready-to-drink orange juice was produced and “Minute Maid Calcium Rich” orange juice was launched.

Finally, in 1996, Minute Maid found a way to get the taste bud sensation of eating a fresh, ripe orange. This led to the introduction of “Minute Maid Premium 100% pure” ready-to-drink orange juice.

“The oranges used in Minute Maid® orange juice products come mostly from Brazil, the largest producer of oranges.”1

Brazilian oranges are most related to that of Florida’s oranges. Due to the fantastic weather, harvest season runs from July to January. Brazilian orange varieties include the Pera (much like the Valencia), the Hamlin, Parson Brown and the Natal.

In 2003, Minute Maid introduced new types of juices and teas to build to the Coca-Cola Company. Today Minute Maid makes several juices including fruit punch and tropical punch, lemonade and pink lemonade, cranberry juice blends like cran-apple-raspberry and a numerous amount more.

Today the Minute Maid orange juice competes with many other orange juice companies. Minute Maid’s competition includes Tropicana, Florida’s Natural and Simply Orange. These companies are the leading names in orange juice. Dropped to number two, Minute Maid closely trails behind Tropicana.

“As we add more nutritious, healthful products to our product line-up, we never forget the early attributes emphasized by John Fox and his team – taste, quality, convenience and most importantly, nutrition.” 3

1 http://www.minutemaid.ca/en/inside_story/about_orange_juice.htm
2 http://www.fundinguniverse.com/company-histories/The-Minute-Maid-Company-Company-History.html
3 http://www.minutemaid.com/about/History.jsp

EOC Chapter 3 Exercise

“Emilio Pucci was the kingpin of textile reinvention and beautiful prints in the fifties and sixties. His designs revolutionized the world of fashion, knocking the previous trend of dull colors and heavy fabrics out of fashion and developing a fan following that was almost unheard of at the time.” 1

Emilio Pucci, also known as the Prince of Prints, was born Marchese di Barsento Emilio Pucci in November of 1914 in Naples, Italy. Born and raised in Italy, Pucci was a hardworking scholar and skier. He was a member to the Olympic Italian skiing team and received a scholarship to Reed College in Oregon. As a member of this team, Pucci decided to design the team uniforms, which is where he began his career in design.

In 1947, a photographer for Harper’s Bazaar photographed Emilio Pucci in his uniform which he had designed himself. The photographer and her editor were so impressed with the uniform that Emilio was asked to create and design the skiwear for an article on European Winter Fashion. This got Pucci enough attention to begin his own clothing line for women as well as allow him to open a couture house in 1950 in the Isle of Capri.

“What started out as a need to design new and more functional skiwear for his ski team became a fashion empire for Emilio Pucci.” 2

After announcing himself as a designer, Emilio Pucci was able to create designs and garments straight from his imagination. The result of this was his well-known bold and colorful kaleidoscope prints.

“Pucci's brightly patterned silks became an international sensation in the 1950s and 1960s, when fashion icons like Jacqueline Kennedy were often spotted in his kaleidoscopic designs.” 3

“Pucci not only changed the color spectrum of high-end fashion, he also made ample use of stretchy fabrics that had previously been relegated to swim and ski wear. He moved away from the heavily tailored looks of the 1940s and into the realm of comfortable, wearable separates.” 3

When the 1970s came along, Pucci’s designs began to fade out in popularity. His fashions had fallen out of Vogue and the brand remained on shake-y ground until 1991. In 1991, designers such as Donatella Versace and Moschino began to show designs heavily influenced by Emilio Pucci on the runway. One year later, Emilio Pucci died and the company was taken over by his daughter.

Today, the Emilio Pucci brand is doing better than ever. In 2000, the company was bought by LVMH and has been operated under the admired name since.

“Pucci now lives on, under the guidance of his daughter who holds the position of image director and Christian Lacroix who was recently named the artistic director and is a good match for the brand, considering his mastery of color and affection for sixties and seventies styling.” 4

It is quite clear that Emilio Pucci’s legacy has left a strong mark on the fashion industry. Today, you see Pucci clothing all over the runways. The popular bold prints have come back into style with the change of the century and have been welcomed open-heartedly.

“… for the style that made its name in the 50's and 60's has become the subject of both private and museum collections and his influence on textiles and prints is still very relevant in today's world of couture fashion. … It is obvious that it was Pucci’s combination of elegance and excitement that resulted in his tremendous success.” 4

1 http://www.lifeinitaly.com/fashion/emilio-pucci.asp
2 http://articles.directorym.com/Emilio_Pucci-a802.html
3 http://www.zimbio.com/100+Most+Influential+People+in+Fashion/articles/171/Fashion+Influential+69+Emilio+Pucci
4 http://articles.directorym.com/Emilio_Pucci-a802.html

EOC Chapter 3 Questions

1. Ralph Lauren is not a fashion designer; he is a merchandiser. This is because “Lauren is the is a conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric or sits behind the computer-aided design (CAD) software program.”

2. Before working as Ralph Lauren, Ralph Lauren worked for a tie manufacturer called Rivetz. Working there, Lauren came to the conclusion that sales did not always come from customer service but more-so personal appearance. Lauren’s unique style brought him attention from clients and peers alike. After working for Rivetz, Lauren began working at another tie firm called “Beau Brummel.” This company allowed Ralph to launch his own line of ties. At this job, he created a different look of wider ties and gained acknowledgment. These jobs proved beneficial to Ralph Lauren because they allowed him to recognize ways to create sales as well as learned how to create a successful image through dressing.

3. Ralph Lauren currently operates seven divisions under his name. You can definitely identify the target market for each division. These markets are very diverse. Ralph Lauren has Polo, Polo Sport, RLX, Rugby, RRL, Purple label and home goods. These lines each target a certain consumer. For example Polo attracts men and women of higher income that want a preppy, golf-like look. Polo sport attracts the same style at a lower price point. RLX attracts athletes looking for the best in sports clothing. Rugby attracts the Y Generation and those with the preppy Ivy League look with a punk-ish twist. RRL is a line created for those who want a western, fancy cowboy look and is more expensive. The Purple Label is a line of tailored clothing at a higher price point. And the home goods line attracts those who want the Ralph Lauren lifestyle feel.

4. My favorite Ralph Lauren division is the Rugby line. I like that it offers the preppy style with a twist. I think that it’s really cool that Ralph Lauren thought up the idea to use a skull and crossbones in place of the polo logo.

5. Ralph Lauren has built on his original brand to create an empire and an almost unparalleled career in fashion. His success in doing so has come from establishing a specific name for himself and expanding into different styles and lines. “Ralph Lauren’s success is the result of networking, creative thinking, increasing public awareness, strategy and, most importantly, a focus on a clear vision for the brand – a consistent image and story.”

Brand/Story. Page 36. Joseph Hancock.
Brand/Story. Page 44. Joseph Hancock.