Final Evaluation

I feel that this classroom experience has been great! I have learned so much from Brand Marketing. I have learned how to create a brand, about existing brands and different types of brands, different ways to build a brand and how to market as a brand. I truly feel that I have met all the criteria in the course competencies. Perhaps the best thing I took out of this class was how to build a successful brand. I learned that you have to start with something you WANT to do. To be successful, a brand needs to be reflective of the owner’s style and passion. Learning about other brands helped me to see what has to be done to establish and build a successful brand. The most helpful and inspiring brands that we learned about, for me, were Johnny Cupcakes and Vera Wang. These two brands began as a passion for the brand owners. Both of these companies have now gone on to become successful, wealthy brands. I learned a lot from the midterm and final projects. I like that in the midterm we studied how existing brands have branded themselves over the years. Later on, in the final, we created our own brand and product that we would sell. I really want to own my own store one day so this type of activity was very relevant and helpful to my future career. Overall, I have learned a ton from taking this course. I have missed three assignments and did not always keep up with my “tweets” and regrettably admit to such. However, my midterm and final projects are very elaborate and, I think, display that I have taken a lot from this course and will be able to apply it to my life in years to come. Overall, I would have to give myself a B in this course.

EOC Chapter 10 Discussion Questions

1. Ginch Gonch has many characteristics in their advertising that make them unique. For one, they offer a fun, carefree, childlike feel to their advertising through their graphic printed underwear. Also, the company markets to a very specific niche that consists mainly of homosexual men and all young women. Consumers purchase Ginch Gonch products because they feel a connection to the brand. Ginch Gonch targets its market very well and portrays a lifestyle that this target wishes to exude.

2. I do think it is ethical to use sex to sell products. The fact of the matter is, sex sells. Especially living in a city like Las Vegas, this is a true statement. Sex sells because people want products that offer them a lifestyle the desire. A great example of a company that uses sex to sell its products is Abercrombie & Fitch. This makes their products more desirable because the people portrayed wearing them are "beautiful," "sexy" and all of the other shallow characteristics people, especially at the target market (guys & girls 15-22 years old), want to display.

3. Jason Sutherland decided to market to the gay community because it is a market that is rarely sought out and catered to. Also, the gay community is really the only men who care about their underwear. Before Ginch Gonch, all nice underwear companies were limited to Armani, Calvin Klein, etc. There are definitely a ton of gay consumers. Gay men tend to care about the way they look and how well they are groomed. The gay community as a consumer group is probably equivalent to women, by means of purchasing.

4. If I were in charge of Ginch Gonch's next fashion assortment, I would call it Cowboys & Indians. This assortment would be western inspired and, I think, really speak to both the gay community and women.

Final Project Step 5

Name and Logo

“It is all logo overkill and about the consumer remembering it, like a breakfast cereal.”[1]

With such simple merchandise, I will really have to work to create a logo that stands out among others. This quote from Jill Walker-Roberts reminds us that a brand has to be recognizable to gain popularity.

The name of my label is going to be Love in the Sky. This name represents what my label is all about and is unique. The Love in the Sky name has not been used for any boutique or store yet. Love in the Sky was derived from the expression “Love is in the air.” I tend to incorporate the word “love” with things like comfort and happiness; Feelings that I want the customer to experience from my label.

The Love in the Sky logo will consist of just that. It will be a simple outline of a heart with the outline of a cloud attached at the lower right corner of the heart. This logo will be simple to match the simplicity of the company.

“The stories conveyed through branding cause an emotional response in the marketplace and, ultimately, individuals identify with the brand.”[2]

“They have to know who their customers are and what they like or dislike.”[3] – Krista Pharr-Lowther on being asked how retailers mold trends to suit their business.

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[1] Brand/Story. Joseph Hancock. Chapter 8. Page 133.

[2] Brand/Story. Joseph Hancock. Chapter 12. Page 185.

[3] Brand/Story. Joseph Hancock. Chapter 12. Page 191.

Final Project Step 4

Create What You Would Want Them To Look Like

“She took the simple idea of designing her own wedding dress and, in fewer than 20 years, turned it into a multimillion-dollar company …”[1]

The clothes my label will sell will be both comfortable and stylish. I, personally, wear a lot of loungewear. I wear these clothes at home, to school, while doing homework, while cleaning, to my boyfriend’s house, etc. Loungewear is cool because it is meant for the home but accepted as appropriate on-the-go wear. For example, celebrities are always caught in sweats or yoga pants and a jacket at the airport or while getting coffee. My loungewear will not only be what I want to wear but what a lot of women want to wear.

“Sander became a national celebrity by taking a simple idea from his own personal collection of vintage products to create a fashion-branded style.”[2]

“Sutherland decided he would address the issue by designing and manufacturing a better product. However, it would be totally different and reflect his personal convictions …”[3]

“I think that personal style is an important element of a person’s ‘brand.’”[4] – Jennifer Lea Cohan

“Fashion branding shapes and contextualizes a garment or accessory to establish its identity.”[5]

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[1] Brand/Story. Joseph Hancock. Chapter 5. Page 73.

[2] Brand/Story. Joseph Hancock. Chapter 9. Page 145

[3] Brand/Story. Joseph Hancock. Chapter 10. Page 159.

[4] Brand/Story. Joseph Hancock. Chapter 7. Page 117.

[5] Brand/Story. Joseph Hancock. Chapter 1. Page 5.

Final Project Step 3

Define Your Market and Also Your Identity

“A&F took basic garments and made them its own.”[1]

 The spin on my label is going to be simple. By having a simple style in loungewear, it will appeal to all women in my target market. By printing silly phrases or pictures onto the loungewear, it would appear to "little girl-like" and resemble Victoria's Secret's PINK line too much. By going with a simple style, it will appeal to all women and be distinguishable only by the label's small logo. 

 “The branding stories of Dolce & Gabbana have targeted those who may not normally be expected to enjoy high-quality fashions – the avant garde, bohemian, ethnically diverse, eccentric, unique, nontraditional, and unusual have been part of this duo’s success.”[2]

 For a company to be successful, it helps if the target market is diverse. The target market of my label includes ALL women from the ages of 20-40. This means women of different races, backgrounds, beliefs and opinions. Everyone woman needs loungewear!

 “The Vera Wang style became the epitome of wedding fashion, worn by numerous celebrities.”[3]

 When you take over a market that needs help, like wedding dresses for Vera Wang, it is easier to establish a brand. My label would be much like this because there is a definite need for cute, comfortable women’s lounge clothes. Victoria’s Secret offers fashion loungewear but otherwise, a customer is stuck at Target or Wal-Mart.

“I think that consistency in one’s image, whether fashionable or not, is important, as is determining the image that one is trying to project to one’s fans.”[4]

By choosing a simple style, it will be easy for my label, as well as myself representing the label, to remain constant with its signature fashions.

“Brini has accomplished this by creating a unique visual milieu.”[5]

 Much like Brini Maxwell, I will have to work to create a unique visual milieu. This will be done with my label’s clothes. The clothes will represent a busy woman who needs to relax at home.

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[1] Brand/Story. Joseph Hancock. Chapter 6. Page 91.

[2] Brand/Story. Joseph Hancock. Chapter 4. Page 53.

[3] Brand/Story. Joseph Hancock. Chapter 5. Page 77.

[4] Brand/Story. Joseph Hancock. Chapter 7. Page 117

[5] Brand/Story. Joseph Hancock. Chapter 9. Page 145.

EOC Exercise Week 10

Ginch Gonch is a company that branded itself as a new market that had not been reached before. This market is underwear, specifically branded toward gay men. The advertising campaigns that Ginch Gonch uses advertise mainly to women and gay men. This target market is focused on looking good and doing so in style. The pop-culturized designs from Ginch Gonch make it appeal to a younger market. Though the underwear the company makes is somewhat pricey (for underwear) it is purchased by its target market on a regular basis and those customers, generally, remain loyal.

Valentino is a man that branded himself as a designer name and label, mainly for women, and targets itself at a small, high-class audience. Valentino worked very hard to create a name based on classic beauty and elegancance. With four branches of his brand, Valentino defines itself as an appeal to the luxury market.  The valentinofashiongroup.com website speaks highly of the brand stating, "Its image of glamour, exclusivity and strong style make Valentino a brand well known for the sophistication and elegance of its creations. " 

Clearly, Valentino and Ginch Gonch are two very different brands. However, both began with one man who had a clever brand concept that would appeal to a unique market. 

EOC Chapter 9 Discussion Questions

1. What makes Brini Maxwell's tv personality unique is several different things. The first is that Brini Maxwell is perceived as something she isn't. She is a he. Also, Brini emulates a woman from past decades from the 1950s-70s. Brini is retro-styled and an all-around twentieth-century woman. Her personality benefits the brand by representing the ideals that the show is trying to portray. Brini Maxwell's personality defines the show's setting, production values and the theme of each show.

2. Ben Sander developed Brini Maxwell when he came up with an idea to make a cooking show after coming to the realization that his cook-wear would never be noticed. Sander introduced his idea for a show to his family, who immediately agreed to fund the show. He then named his character Tigs Vanderveer but decided the character was too stuffy. Brini Maxwell came from Sabrina in Deceptions and Judy Maxwell in What’s Up Doc? The show was shot in Sander’s 600-square foot apartment. Ben Sander was absolutely successful in developing Brini Maxwell because the show became a hit and is still produced as a podcast today.

3. I think Brini Maxwell made it into the national spotlight on tv because “she” introduced a tv concept that had not been seen since the 1970s. Brini’s retro style mixed with those American dream “ideals” of home life fascinated viewers all around the United States. Also, the fact that Brini is actually a man, not a woman, is very fascinating to viewers. Brini Maxwell’s brand message was that men can be full-service domestic divas, just like Martha Stewart and still match even her success.

4 .Brini Maxwell’s target market today is the baby boomer generation. Baby boomers are drawn to watching Brini Maxwell because she emulates a life that they once lived. Baby boomers were born between 1946 and 1964. This means that the retro lifestyle Brini Maxwell portrays is the show is a lifestyle that this group of people (baby boomers) lived and aspired to live.

5. Brini Maxwell’s iTunes podcasts and vidcasts on the Internet is a great way to keep the Brini Maxwell brand alive. True fans and Brini lovers are able to enjoy her show even though it is not available to the whole world. As the baby boomer generation continues to lessen, I do not feel that Brini Maxwell on tv could do very well. I think it’s great that Brini has such great fans that follow her on the radio and Internet. Brini Maxwell has been successful in rebranding itself.

Final Project Step 2

Who Am I Aiming These Clothes At?

“… For their garments to achieve prominence, retailers and manufacturers had to adopt various methods of promotion targeting specific types of clientele.”[1]

The clothes for my label are aimed at women ages 20-40. Women at these ages all feel the need to feel comfortable while also feeling stylish and sexy. Whether soccer moms, women working out or college students, all women in this age market have a need to be comfortable. It is always nice to feel comfortable and look cute, even if it's just exercising, lounging around or cleaning the house.

“Dolce & Gabbana’s branding story is about taking the nontraditional fashion consumer and demonstrating how they can be stylish and sophisticated in their own way.”[2]

Something like D&G, my label will show women who may not feel pretty in their loungewear that they can find loungewear that will. The lounge/sleepwear of my label is not only comfortable but also sexy and current. Instead of big, droopy t-shirts, my label will offer women better things to wear when running errands, going to the gym, etc, bringing style and sophistication into their apparel.

“He believed that by dressing in a particular style, he would be iconic in the manufacturing business.”[3]

I, kind of like Ralph Lauren, would dress very trendy and fashion-forward so that my customers would feel they can be fashion-forward when going out and working but they can be cute and comfortable when they are at home or on the go. By dressing fashionably, customers even with the best fashion sense could feel they connect with the clothing and the brand.

“She designed one herself and since then has redefined the concept of wedding dresses and the entire ceremonial package.”[4]

Like Vera Wang, my product idea came from a market that I wish was more available. A lot of the clothes at my brand will be designed for me and what I would like. However, I think that the loungewear market needs more attention and should be a great addition in the retail market.

“… Wang’s clients started to ask her to plan their weddings or to recommend certain types of accountrements for the event. So she started designing hard lines, among other things.”[5]

My brand has potential to go further than just loungewear. With some workout apparel incorporated with my collection, my brand could eventually sell tennis shoes as well as hook up personal trainers, yoga classes, pilates classes, gyms, etc. with those customers looking for one. Also, while selling loungewear, slippers are a possibility.

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[1] Brand/Story. Joseph Hancock. Chapter 2. Page 13.

[2] Brand/Story. Joseph Hancock. Chapter 4. Page 53.

[3] Brand/Story. Joseph Hancock. Chapter 3. Page 37

[4] Brand/Story. Joseph Hancock. Chapter 5. Page 74.

[5] Brand/Story. Joseph Hancock. Chapter 5. Page 78.

Final Project Step 1

What I Want To Produce

"“… if the goal is building a business for the long term, the first and most important component is to have a good product.”[1]

The product my label produces is comfortable women's sleep/loungewear. This collection includes comfortable nightgowns, boxer shorts, pajama & lounge pants and basic t-shirts and tank tops. This loungewear label offers women the type of clothing they want at home and on the go. Loungewear's popularity has been on the rise for years and is especially popular amongst young women. The label focuses on severe comfort and catering to what women want in their loungewear. The label's clothing will be made from cotton, modal and spandex, often combining the three. Each loungewear store will be located in select cities around the United States. 

“… the image a product projects defines it and its company, whom it appeals to, and the associations it conveys to the consumer.”[1]

“A good product is even better if it has a strong concept behind it and is made well.”[1]

“Branding, a crucial part of a business, follows after" [product choice] "and must respond to a product’s basic strengths.”[1]

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[1] Brand/Story. Joseph Hancock. Foreword. Page XVII. Thom Browne.

BOC Chapter 8 Exercise

Accessorize your hooves!

Foot jewelry is a fashion item that is clearly missing from the marketplace. Foot jewelry includes ankle bracelets and toe rings. With summer being everyone’s favorite season, it is a mystery as to why jewelry for feet has been so immensely neglected. Women in Southern and Western states of the U.S. alike would be a big market for jewelry for feet. Places like California, North/South Carolina and Florida would be all over this trend. Foot jewelry is perfect for those warm, sunny days in flip flops or a day at the pool or beach.

Popular in India, ankle bracelets bring attention to the feet and make them appear cute and luxurious. Ankle bracelets can range from simple designs like basic chains to chains with beads and charms on them. Ankle bracelets can even get so detailed that they loop around the ankle and connect down to the second toe.

Toe rings, made popular by hippies in the 1960s, accent the feet and make toes appear cuter. Toe rings were popular in earlier years but have since lost their way. Sold mainly on the beach and in beach-climate areas, toe rings are popular among women who tend to wear less on their feet.

Accessorizing your feet is great way to bring attention to an area of the body that is often ignored. Don’t let your feet go unnoticed.

EOC Chapter 8 Discussion Questions

1. Consumers feel a very close attachment to their bags. This is mainly due to the fact that bags are often seen as a status symbol or expansion of their personality. A consumer spends lots of time looking for and choosing the right bag. Many women view bags as an investment and see no problem in spending between $650 and $1500 on a bag. Most women carry their bag around everywhere so they want it to be representative of themselves.

2. My current favorite brand of bag is Lucky Brand. Lucky Brand makes bags that are very representative of my personality and style. My most recent Lucky Brand bag is dark brown suede with a large studded peace sign off-centered to the right. This is very reflective of my style because I have a very bohemian style. Lucky Brand puts special features into their bags such as cloverleaf interiors, hidden pockets and well-made, durable construction. As my income increases while I get older, I will definitely switch to a new brand of bags. I really like Etro and Bottega Veneta bags but can not currently afford them.

3. By visiting the website, it is easy to see that the Dante Beatrix company has evolved in a few different ways since this chapter was written. For example, the company seems to label itself just as “Beatrix” as opposed to the original “Dante Beatrix.” The website shows several celebrities with Beatrix bags not for themselves but for their children. Beatrix seems to have become more of a children’s brand than a women’s. The focus of the brand has clearly become children’s backpacks, lunch boxes and wheelie bags. Few adult bags are pictured. The line reflects current fashion by being eco-friendly. In today’s fashion world, Eco-friendly lines are very popular and on the rise. By creating eco-friendly bags, Beatrix is really reaching out to the fashionable and green consumer.

4. Dante Beatrix is so successful with the company’s ideas to pursue graphic design instead of just focusing on bag design because it had not been done. There are backpacks for kids everywhere but there are not many with such fun designs and the quality of a Beatrix bag. Celebrities and wealthy people have to dress and accessorize their kids and want to do so with style. Beatrix provided an answer. Branding is not what drives ME to purchase a bag but for a lot of people, it is. This is why such a rise in counterfeit bags has occurred. My personal current bag is not designer label. It is made by a company called “The Sak” and was found at Dillard’s. I only spent $80 on it and I love it. The bag is very reflective of my style. This particular bag has black straps, a front and back exterior pocket, a zipper pocket on the back interior and two smaller pockets in the front interior. The interior lining is a red-orange and the bag is large enough to carry everything that I like to carry. The exterior is white and filled with tree branches, birds and clouds with words such as “Peace” and “Happy & Free” in them. This bag represents me and my state of mind, despite its low cost.

EOC Chapter 7 Discussion Questions

1. Viral fashion branding is the process of taking your branding message and having it catch on and spread successfully. This type of fashion branding is usually done by simply using self-promotion, word of mouth or by using Internet and e-mail. This made it very simple for the Johnny Cupcakes brand to become popular in the youth market because the brand related to that particular generation. Being promoted through pop art-esque designs and the Internet, Johnny Cupcakes really reached out to the youth culture.
2. Viral fashion branding is a good method for promoting product because it gets the word out into the public while still keeping exclusivity. Many brands currently use this process. Some of these include Mary Kay, Avon and my friend’s slider burger truck: “Slidin’ Thru.”
3. Johnny Cupcakes makes his customers feel special with added surprises. Orders that were filled via Internet would be delivered with little surprises such as popular 1980s and 1990s toys. It is very important to make customers feel special because it builds the customer’s relationship with the brand. By making a customer feel special in some way, the customer’s loyalty could ultimately be won over.

4. Johnny Cupcakes definitely relates to older generations. He does so by picking convenient store locations such as the one on Newbury Street. This location is surrounded with well-known, highly valued chain stores such as Armani, Ralph Laure, Cole Haan and French Connection. Seeing a youth-like store in such an area causes older people to wonder what is so special and go and check it out for themselves. Johnny Cupcakes also does this through his use of nostalgia and popular culture. By re-inventing older styles or taste, Johnny Cupcakes is able to rope in many different types of audiences.
5. I feel that Johnny Cupcakes is a very unique brand. He was the first to really create a big business through viral fashion branding while remaining loyal to the technique after success. Johnny Cupcakes offers a variety of products already but things such as socks, shoes, belts and hats are all items that I would look into selling if I owned the brand.