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.

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.