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.

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.

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.

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.

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 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.

EOC Chapter 2 Questions

1. Advertisements changed drastically during the 20th century. Before the 1950s, advertisements focused on showing the consumer the practicality of the product they were attempting to sell. After the 1950s, however, advertisements began to focus on a fantasy life of the consumers as opposed to a real one. Since the 1950s advertisements have become more risk-taking and sometimes sexual to appeal to the desires of the consumers. “After World War II … To capture this new consumer dollar, what became important for retailers, manufacturers and designers was the inclusion of meanings and lifestyle in advertising to relate products to the American dream.” (Brand/Story, Joseph Hancock, Page 16)

2. Some of the theories related to fashion branding are The Barthes theory, the Baudrillard theory, the Williamson theory, the Hamilton and DeBord theory, the Agins theory, the Gobe theory and the McCracken theory. All of the theories discuss fashion branding as a means of communicating with consumers. Each theory expresses a different way(s) to relate a brand to its target customer. Each theory discusses how effective fashion branding and how to branding can be come successful. “The work of each of these researchers in the area of fashion branding can be combined to conclude that meaning, associations, emotions and storytelling are all key ingredients or building fashion branding success.” (Brand/Story, Joseph Hancock, Page 31)

3. McCracken’s theory suggests several meanings that are generally targeted by companies. He also suggests that without branding towards these meanings, a brand will not be able to achieve success. McCracken states that there are nine basic meanings that are targeted. These include gender, lifestyle, decade, age, class and status, occupation, time and place, value and fad, fashion and trend meanings. “For McCracken, these meanings are determined by the company, its competitors and collaborators, customers, marketing segmentation, product and service positioning, marketing mix and price of each consumer item.” (Brand/Story, Joseph Hancock, Page 30) I completely agree with all of these meanings because they all describe demographic and psychographic information which is ALL used by brands in early stages of determining their market. Once all of these meanings are established, the brand knows who its market is and can brand and advertise to that specific market. An example of the meaning class and status would be Chanel. Chanel brands to a market based on social class and status. Chanel’s high end products are incredibly expensive and only purchasable by those who can afford high-end designer fashions.

EOC Chapter 1 Questions

1. According to the text, Brand/Story, branding is “the cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable.” The text also states that branding is “A competitive strategy that targets customers with products, advertising and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company.” This means that branding is creating not only a product but also a lifestyle for consumers. A great example of brand is Ralph Lauren. Ralph Lauren offers high quality products in several areas from apparel to bedding to towels. Ralph Lauren is known for their high-quality, preppy style merchandise. Branding helps to establish a product’s identity by adding a certain style or charm to the product. For Ralph Lauren, this style is preppy.

2. Companies are able to charge high prices for everyday items such as t-shirts, jeans and sunglasses after they have established their brand’s reputation. Luxury brand’s, such as Dolce & Gabbana, are able to license their name and logo to companies that mass produce sunglasses, underwear and swimwear to heighten the prices of their merchandise. Consumers are willing to pay more for a brand with a luxurious reputation. Another item sold in the luxury market that was not traditionally perceived as a luxury good is underwear.

3. Three consumer groups that differ from my own are:
• 21-35 yr. old Men
• 45 + Women
• Children
These three consumer groups do differ from each other with regard to fashions and the types of brands they purchase. This is because all three groups want something different from their clothing. Men in the specified age category tend not to care about the brands that they wear or how much their clothing costs. Women ages 45 and up tend to want a look that is sophisticated and mom-like but do care about what brands they wear and are generally loyal to their favorite companies. Children are dressed by their mothers who tend to also stick to their favorite companies which vary greatly from the companies chosen for themselves.