EOC Week 10 Exercise

You have been hired by a fashion consultant to help solve an argument between a social morality group and the GG marketing department.  The morality group feels that Ginch Gonch should not be allowed to have billboard of their new advertisement next to a major freeway and 100 yards from a highschool.  However, the marketing team at Ginch Gonch feels they are within their rights to market their products anywhere they want.  Your job is to discuss the pros and cons of each side and make a decision on what should happen.

There are many factors that may shape the decision of what is proper and what isn't.  Companies should have the right to advertise their products freely, regardless of their sexual inclination.  However, in this case, there happens to be a school within walking distance from the prospect billboard and the advertisement content may be inappropriate for kids (considering previous GG ad campaigns).  The same freedom of speech and opinion that is granted to GG, it should equally apply to a morality group and concerned parents. In this particular case,   I believe that both the moral group and GG should agree upon a censored or soft ad that still represents the brand but yet does not offend anyone. Perhaps a heterosexual oriented ad would be the key answer

EOC: Week 10 Discussion Questions

1. What key characteristics of Ginch Gonch's advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
GG ad campaigns could be categorized as bold and risky.  It does not censor its sexual inclination and embraces the homosexual consumer through their ads.  However, the company offers an underwear out of the traditional black, gray, and white that tries to convey a youthfulness through their garments. 
2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do thins? How does it make their products more desirable?
It is fair game to use sex as a branding tool and not unethical.  Some of the most recognized names in fashion have used it and they could perhaps also thank their ads for the majority of their success.  Brands such as Dolce & Gabanna, Calvin Klein, and Abercrombie and Fitch have utilized this controversial model.  I believe human psychology could aid in the understanding of why this technique make this products so desirable.  My opinion, people enjoy being part of something daring. 

3. Why do you think Jason Sutherland decides to market to the gay community? Do you think there are a lot of gay consumers? why?
 He targets the gay community because it appeals to the gay community.  The underwear market sector has proven to hold a large discretionary spending in the recent years.  It is also true that the gay community does hold most of this spending since they normally do not incur family expenses
4. If you were in charge of Ginch Gonch's next fashion assortment what would you call it? why?
I would brand a unisex Ginch Gonch fragrance and body lotion called Tootie-Fruity.  It compliments the fun and fresh vibe of GG's company philosophy through its name and its function

EOC Week 9: Exercise - How would you create your own personal brand?

Ben Sander branded himself as Brini Maxwell. How would you create your own personal brand? What would your logo be? How would you design business cards? What would your theme song be? What would you sell? And who would your target audience be? Finally, where would you show your brand? On television, in a store, or on the Internet? Write and design a project that reflects the ideas of developing your own personal brand. Use the previous questions as an outline

My personal brand would target and compliment the themes, subjects or topics that interest and inspire me.  It would compliment me as an individual and would also enrich audiences perception of my persona.  
I highly value ancient knowledge and the symbolism behind their art, culture, architecture, and believes.  For that reason, my logo will be composed of symbols.

As a description, it is a Seven Leaf Laurel Crown.  For a detailed background symbolism behind the Crown of Laurel and the number Seven, please refer back to an Ancient Symbols Encyclopedia
Both, my logo and business cards will be designed in Photophop.  My business cards will be double sided to avoid cluster, simplicity, and elegance

There are a few musician that inspire me and that would compliment the overall idea of the brand. 

Artist:  Lupe Fiasco

Song:  Words I Never Said

Lyrics:  I think that all the silence is worse than all the violence Fear is such a weak emotion that's why I despise it We scared of almost everything, afraid to even tell the truth So scared of what you think of me, I’m scared of even telling you Sometimes I’m like the only person I feel safe to tell it to I’m locked inside a cell in me, I know that there’s a jail in you Consider this your bailing out, so take a breath, inhale a few My screams is finally getting free, my thoughts is finally yelling through

http://www.azlyrics.com/lyrics/lupefiasco/wordsineversaid.html

Artist:  Chiddy Bang

Song:  Nothing on We
Lyrics:  And everything ain't what it seems And this is for the people that's chasing they dreams Get your money hustlin' love So could you get your money hustlin' love But don't let them take it, rules we breakin' Tryin' to get it cause we overachieve Mama I made it, now they hate it But you could trust they got nothing on we Nothing on we
http://www.azlyrics.com/lyrics/chiddybang/nothingonwe.html

My debut product would be a line of t-shirts.  The reason behind it is because blank tees are like blank canvas, and through them I can portrait constructive but objective philosophies, stimulate interest towards relevant themes, and ignite awareness.
As far as of marketing, my plan is to create broad channels of distribution through my online site and through popular online and physical retailers.  I've decided to allocate a "promotional batch" of tees towards the influential network of friends I fortunately possess. And I would saturate all sorts of social media in order to cultivate and build brand awareness through my online presence.

EOC: Week 8 Exercise

Many of us have an idea for a branded fashion product that is missing in the world.  Design and brand a fashion product that you think is missing from the market place.  Before you start you will need to conduct research to see if it already exists. Also, you should figure out if there is a need for the product.  Use current periodicals such as Women's Wear Daily or WWD Accessories to help you with your research.  Explain your findings to the class

A very neat and progressive concept that I had in mind is the "Sun-Contact Lens".  The sun contact lens lies under the accessory's category and it principally consists of a combination of sunglasses and contact lenses.  It erases the boundaries of having to remove glasses from your face, of avoiding an extra carry-on item, of avoiding face tanning lines, of even letting people know you are even wearing sunglasses. 
The ideal prototype would only need an ultraviolet protecting shade on the pupil area and the rest of the lens is clear for a normal look
Not more need for uncomfortable shades when their purpose are sprightly utilitarian

EOC: Week 8 Discussion Questions

1. Why do consumers feel such a close attachment to their bags?
Bags in our current society are not only utilitarian items, they have become a fashion accessory as well. The primary reason why consumers, normally women, show a personal attachment to theirs bags is because its their first accessory of choice and in which they will carry most of their personal / valuable stuff.
 
2. What is your favorite brand of bag, briefcase, or backpack, and why? How does this brand reflect your personality? Do you think you will ever switch to a different brand?
At this point in time, I do not have a bag of choice but for many years I was a Jansport consumer and wouldnt trade for the world.  It reflected my appeal to outdoor activities plus it held a "belonging" meaning behind it because most of my circle of friends at the time were Jansport customers

3. Now that you have read this chapter, go to www.dantebeatrix.com and explain how has the company evolved.  What is the latest news? How do you think the line reflects current fashion?
First of all, the website is no longer called www.DanteBeatrix.com; it is currently found under www.BeatrixNY.com  At first glance, the main element that pops out is their celebrity sponsorships.  This celebrities are being photographed with their children and sporting the Beatrix bags while doing their everyday activities.  The site offers an interactive kid-friendly legend/design map component which I think is pretty neat since it details info regarding the animal(design) of your choosing.  Their site structure seems pretty navigable for both kids and adults, yet still holding a professional and presentable look.  Under the news category, its important to notice how Beatrix is monthly featured in editorials through company ads or spotted on a celebrity and their child. The designs are pretty simple, on my personal opinion, however, the fabric colors are pretty up to trend

4. Why do you think Dante Beatrix is so successful with the company's ideas to pursue graphic design instead of just focusing on bag design? Is branding the key element that drives you to purchase a bag, briefcase, or backpack? Look at a bag you have now.  Is it designer? What is the brand? What features really make it special, or is it really just the name that makes it unique? Describe your answer in detail
Personally, I believe her sales are a product of her branding strategy.  I'm currently using an Adio backpack.  Adio is primarily known for casual apparel with a distinct popularity in the skater and punk rock culture.  The backpack is quite utilitarian and ergonomical by design.  Plenty of pockets and zippers. It expands and constricts depending on your liking

EOC: Week 7 Exercise

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 limited 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 for your product to reach the national or international markets? Why?

First, I would try to target a concept in which I could directly relate with and that complimented my persona.  By doing so, my circle of friends and acquaintances will seem compelled to be part of my first advertising wave.  I would use my personal social media outlets to promote traffic to my brands site, blog, and company's social media pages.  I would later focus on stores, boutiques, and department stores which target this same audience, in a strategic manner (location, product assortment, price points, etc).  With consistency and perseverance the brand could take off in no time.  I would also make sure my production facilities could fill in the orders in a timely manner before setting up accounts with merchants.  As the brand grows, it is vital to recruit help since a "one man team" approach isn't always favorable.

EOC: Week 7 Discussion Questions

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

In Johnny Cupcakes scenario, the viral branding component came into play with the cupcake design being applied to every single tee shirt theme and later on, to every product.  He also utilized the symbol association between cupcakes and bakeries to provide his customers the full package, the atmospheric shopping experience.  Many factors dictated Johnny’s success primarily in the youth market.  For example, the tee shirt industry normally targets a younger generation, its contemporary cartoony designs are quite popular within college students, and the exposure he was able to provide his brand through his band’s US tours were also crucial.  The brand is pro-active in the net and with its customers.

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

Viral branding is a marketing tool which tends to spread among people quickly through catchy concepts or designs.  It normally revolves around iconic symbols, themes, places, even dates which provide the product with part of the hype wave.  In my opinion, a brand knows when viral branding has been achieved when people willingly submit into purchasing your product just because of the associated feeling of belonging within their social circles.  Sometimes these “submissive” customers do not necessarily like the product, it strictly comes down to fitting in.

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

Unlike many other figures behind viral brands or products, Johnny Cupcakes is known for his personable characteristics and his direct involvement with his customers.  Either by attending every Set-Up shop, by daily blog updates featuring customer’s pictures, even by scheduling kickball games with customers and staff.  Is it very important since it continuously fuels the viral effect which ultimately contributes to the success of the brand.

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

As Johnny grew, his brand strategically started developing designs with themes that targeted different audiences.  Once the buzz is going and everyone wants a piece of it, then adjust to the conditions and provide the consumers what they want, something Johnny has been able to manage quite proficiently.  Also, the areas and physical Johnny Cupcakes store are normally been traffic by people of all ages and cultures.

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

In my opinion, the brand’s concept is original but the artwork concept and use of repetitive symbolisms is something I’ve seen within many other brands.  In Johnny Cupcakes position I would probably license an actual cupcake business, maybe using organic or healthy ingredients. 

EOC: My Pitch

Label:  NOSTRUM CONSILIUM
Age Group:  18 - 30 (males)
Style:  Casual Luxury (t-shirts)
Logo:  Laurel leaf crown of seven leafs
Designs:  Photoshop files

Concept: 
 
The apparel industry, it is attempts to enhance from within has supported a variety of humanitarian and eco-conscious movements, such as opposing to animal cruelty and working children, defending workers right, and innovating new manufacturing techniques
We as brand will contribute to the universal efforts not only by making consumers sensitive to its production but by also appealing to consumers intellect through the conceptual art of our designs.
The product will be The intent is to portrait constructive and objective philosophies through the use of stylized photographic images and momentous quotes which target controversial and contemporary themes
The NOSTRUM CONSILIUM consumers appeals to a casual luxury taste and lifestyle, values independent thinking, embraces open mindedness and individualism.  He tends to view himself as a humble leader and knows that the life is much more than the status and social quo

EOC: Week 6 Exercise

How do retailers convey their brand image through their retail stores?  Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates.  Does the retailer convey a specific brand image to the customer?  What is it?  Is a story being told?  How does the store space influence your opinions about the product being sold?

For this exercise I choose to visit H&M at Town Center.  H&M is known for their up to date trends, their good quality garments, and their affordable prices.  There isn’t much of an atmospheric element which might be just what the H&M brand wants to portrait.  Their product assortment is constantly changing, which keeps their niche audience coming back regularly.  Their friendly and casually dressed staff makes this store a pretty enjoyable place to shop.  There aren’t sales associates trying to sale you anything or asking you if they can help you find a particular item, which I personally think is great. 

The brand story conveyed is pretty much based on all the above mentioned elements.  No lifestyle marketing or emotional triggering cues, just simple and straight to the point. 

EOC: Week 6 Discussion Questions

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

I believe their product assortment remains unchanged and for a while have included the same basic items such as cargo shorts and pants, t-shirts, polo shirts, woven shirts, fragrances, denim, etc.  However, they have adjusted some of these items to compliment a more body-conscious fashion silhouette.

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

Their major branding tool is the lifestyle connection triggered on consumers by their marketing and ad campaigns.  From the in-store dynamics (smell, music, employees, visuals, store aesthetics) to their out-store mechanics (catalogs, ads, word to mouth).  It is quite successful and profitable. 

3.       How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

The combination of these tools is what sets A&F above its competitors.  The reason being is that they are not only appealing to consumers through their products but also through a psychological and emotional medium which are conveyed by the above mentioned elements.  The brand has only been exposed to a multi cultural weakness by only advertising with Caucasian models, however, the company started employing multiracial associates

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?

I’m not personally an A&F consumer or fan.  I normally feel clustered in their stores.  Even though this strategy has worked for them for many years, I personally believe that the brand is a deceiver of reality.  I don’t think consumers feel intimidated by their models, they only feel curious to look, to experiment, or to copy.

EOC: Week 5 Exercise

It is time for some self reflection by answering the following questions:  What are your proffesional plans for the future? How do you intend to make those plans happen? What stumbling blocks do you think you will have to clear along the way? How long do you think it will take to reach your goals?

Personally, I’m on the verge of launching my own clothing line, Nostrum Consilium.  It is a project I have dedicated nearly 6 months to and to which I conceptualized and developed all elements and business dynamics of such.  These include: business plan, financial projections, market research, manufacturing connections, creative artwork, logo, designs, website, etc.

I pitched a few investors for a couple of months and sealed the deal on a 70/30 ownership with a $15k initial investment.  Corporation, trademarks, and copyrights have been filed.  Currently, I’m dealing with production and finalizing my distribution channels.  I designed a marketing strategy which is ready to be applied once production is ready.

It is a project I take an enormous pride upon since I built it all by myself and for which I have sacrificed so much for.  Within the next few weeks, pre production samples will be arriving and upon approval, I will be officially in business.  Nostrum Consilium will be available in the next month or two