Class Evaluation

We often joke that Stefanie and I have it the worst because we have 3 classes with Pinto this quarter, this has worked out to our advantage if anything. All 3 classes are different animals but all work together in the same ecosystem, if you know what I mean. Branding is about stepping outside of the box and being yourself, unique, and listening to your customer’s wants. By being nobody else but yourself and promoting that as a brand you can make a mark in history. Storytelling is also one of the biggest components of branding. By creating an image, concept, and identity with your client you can create, establish, and reinforce a strong emotional connection with them. Pinto helped us to understand these concepts in depth, not just straight from the book but he showed us situations that no other instructor has and made us realize that everyday things are powerful brands. The book was also excellent, it took designers that have been around for years and broke down their branding strategies and identified their consumer and how their spoke to them. One of the great things about the book was not only did they profile experienced designers but they also new designers that I’ve never even heard of.

Storytelling

"The storytelling process relies on a company's capability to make an emotional connection through their brand and to build target markets."
I added this blog posting into my final because if I were to ever be a Brand Manager. This part would be one of the most important, in my opinion. Throughout all visual communications of a brand whether it's advertising, marketing, branding, visual merchandising, there must be a story told. It doesn't have to be a fantasy story like Alice In Wonderland, yet an idea, concept, or identity that IS what the brand represents and what comes into the minds of the consumer.
Power For All Womankind will be all about women empowerment, Step Into Power will be the company's slogan. Advertisements will show a before and after, the woman that wear normal shoes and is treated badly at the club, work, and even home. After the woman steps into her Power For All Womankind shoes she is kicking ass at the club, demanding respect at work, and taking control of things at home. We will partner with artists and have advertising campaigns that show historic women of power wearing Power For All Mankind heels and flats.

Name & Logo

Power For All Womankind
Step Into Power

Logo - see on board

Create What You Would Want Them To Look Like

See on board

The designs are going to be small in quantity and high in quality. Every design will have a flat counterpart that can be purchased along with the heel for exactly half. Designs will be fashion forward and not exactly focused on comfort yet just making the wearer look extravagantly sexy, powerful, and confident.

Define Your Market and Also Your Idenitity

"In her words, she realized "that few women really can afford a $2,000 dress, so I would love to design clothing that people can actually afford."
The identity and image I want to create and project is high end footwear for women. But that market that I want to attract is a young professional women who is socially active. The brand is going to focus on empowering women with advertising and marketing strategies. Power For All Womankind will donate money and time to organizations that focus on empowering young women.

Who Am I Aiming These Shoes At?

The primary target for this product is going to be females from 21-30 that make around $25,000 a year. In this age range, the market starts to establish and develop what brands they are loyal to. If we can capture them from the beginning we can make them clients and get return business from them. It is known that younger females have a lot more shoes than their older counterparts but they also have a wider array of brands and also a bit cheaper. Females in their 20's tend to make purchase decisions dependent upon value and so for them, buying a higher priced product is a better choice then the cheaper version.

What You Want To Produce

"The evolution of a product or brand, moreover, is different from just dropping one idea in favor of another. Once a brand identity is established, it can be enhanced..."
I want to create a brand that sells high end stilettos and boots and also sells the same styles in a flat. When a woman gets tired of the heels she can slip them off and put on some flats that are in the exact same style. The heel version will retail for about $200-$300, whatever the heel retails for, the flat will retail for exactly half of that. I've seen the need for this so many times on the daily. When I'm at work the girls get tired of wearing their heels so they need to take them off and slip on some flats that don't match with what they're wearing or are just plain ugly. Even at the clubs when girls are drunk and tired of walking and dancing in their heels you see them walking around shoeless, not very sanitary or classy. This way you will have a go to flat that is still high end and fashionable.

EOC Week 10: Valentino vs. Ginch Gonch

Valentino and Ginch Gonch… there are so many differences yet they are capturing somewhat of the same market. Valentino is timeless, elegant, classic and a dominant force within the fashion industry. Ginch Gonch is fresh, young, edgy and yet still very dominant in the industry. One of the biggest similarities that the two brands share is within their branding strategies. Stepping out of the crowd and stepping into individuality, when you put on Valentino you will capture the attention of everyone and above all else you will feel amazing. If you wear the Ginch Gonch underwear you aren’t just going to be wearing plain whitey tighties, you will be unique even down to your underwear and with that you will feel young and edgy. In looking at the advertising for each company I noticed that Valentino uses extraordinarily young models in their campaigns but still keeps with a classic backdrop, natural models that wear no make-up. I also noticed that they use two different shots of the models, one dominant nude photo and another with the model dressed in the Valentino gown. This reinforces the very Italian brand image of natural beauty and it also alludes to sensuality. The Ginch Gonch advertisements include several models in almost nothing but the underwear sometimes doing very sensual things. But, I noticed that they are usually placed in situations having to do with whatever the underwear has on it.

BOC Week 9: Exercise

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.

If I had a brand I would start my own line of clothing and accessories. I’m very passionate not just about clothing or fashion but about my own personal style, even observing the style of other people is very interesting to me. The brand would be called All American, the premise of the brand would be what the all American is to me as the owner. The All American Badass is what lies in every American’s soul, I want to be able to communicate this to the rest of the world through very wearable clothes that represent a brand and a concept. I would pick two different songs from two different artists and two different genres, The Ramones and Tupac. My target audience is young 18 to 25 year old adults that love edgy high-end fashion; they will probably make $23,000 and up, and of course love to be American. I would market my brand everywhere that my target audience would look, magazines, wholesale, internet.

BOC 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 marketplace. 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 lot of us have heard of the vending machines in the clubs that have the flats in them so when a girl goes out, if their feet start hurting they can buy a pair of flats and just wear them. Well this is obviously a pretty good idea but why not take it another step? I want to make a brand that sells high-end stilettos and boots, but instead of making the girl buy the ugly flats in the vending machine if they’re even available. I would just make that same style of the heel into a flat so the girl has the option of purchasing the flat with the heel. All of the footwear is going to be limited on the quantity that’s made.

EOC Week 8: Discussion Questions

1. Why do consumers feel such a close attachment to their bags?
The handbag is considered an investment to many women, pet carriers are meant to protect a person’s pet, and a baby bag carries every little thing that you might need for your baby.
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?
Personally, I love Gucci bags. The Gucci logo is a classic in luxury fashion. I like to think that my own personal style is very classic but I still always like to have an edge that’s my own, whether it’s in style or not, if I want to wear it I’m going to. I think the Gucci brand resembles this also, especially with the assortment of bags they offer.
3. Now that you have read this chapter, go to www.dantebeatrix.com and explain how the company has evolved. What is the latest news? How do you think the line reflects current fashion?
The company has taken on eco-friendly construction with three lines of bags called the Eco-Pack, the Little Eco-Pack, and the Eco Stroller Tote, this very much so represents a trend that is happening in today’s fashion.
4. Why do you think Dante Beatrix is so successful with the company’s ideas to pursue graphic design instead of jus 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 answers in detail.
In reference to Dante Beatrix, I believe that the company identified the graphic designs as a way to reinforce their brand identity with their market. I think that it depends on what market you’re talking about as far as branding. There are some people that will say it doesn’t matter what brand a bag is, as long as it does the job they’ll take it. But, like Pinto says, we don’t care about them. So yes, I believe that the brand is one of the dominant reasons a person will get a bag.

EOC: Week 6 Visuals

I think Urban Outfitters is one of the best stores you should visit when you want to get a really good picture of how a company sets up a store and merchandises in contribution to branding efforts. Every store has the same vibe when you walk in; the fixtures might not all be the same but they relay the same message. The colors that are used throughout the store are the same store to store. If you are expecting to receive a top notch customer service experience then Urban Outfitters isn’t going to be your store. In every store they are very consistent about the environment being self-service. The only time anyone talks to you is if you ask them a question first. But it doesn’t put you off because the way the product is merchandised, everything is very accessible to the customer. There is a very specific style of product that Urban Outfitters carries, therefore the mannequins are outfitted to entice the customer and also to give him/her different ideas on how to wear clothing.

EOC: Chapter 5 Exercise

It is time for some self – reflection by answering the following questions: What are your professional 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?

As of right now I’m in the process of transferring schools from Las Vegas to Los Angeles. The fashion market in Los Angeles has more opportunity in what I’m interested in, I also want to graduate with a Fashion Marketing & Management degree oppose to the one I’m pursuing now. I’ve always loved visual communications so I know I want to do something in that field. Anything in marketing, public relations, advertising, styling, or merchandising I would love. I have experience already in merchandising so I’m going to try to get a couple more internships when I transfer to Los Angeles in the field of marketing. The only thing I can see getting in my way is the competition, but I’m not too worried about it. I’m ready and well qualified for any position I would apply for. I would never apply for a position I know I don’t have the knowledge or capacity of doing. I know that I will be the best at whatever I do; I will work harder, smarter, stronger, and faster than my competition. My goals are constantly growing and expanding to encompass more things I see attainable for myself so I never think of establishing a stopping point, more of a stepping point.

EOC: Chapter 5 Discussion Questions

1. In what way is Vera Wang a great example of the ever – changing career path of an individual?
Vera Wang’s career is a great one to look at no matter what industry you are in. By looking at the choices she made and the cause and effect situations she was in you can learn a lot. She went from being an editor at one of the most powerful magazines in fashion to creating her own wedding gown and establishing an empire based on a thought and theory.
2. Go to www.verawang.com. What changes have occurred in the company since the writing of this chapter? Has the brand expanded into other products?
Vera Wang now offers luggage, shoes, flowers, tabletops. Also, she offers a service where you subscribe to get a daily email from the company offering tips, advice, and her own personal secrets of the industry.
3. In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?
The first word that comes to mind when I think of Vera Wang is elegant. Dolce & Gabbana is very about being edgy and fashion forward with their designs and theory in branding. Ralph Lauren is very refined with a hint of edginess. Vera Wang is very feminine and womanly compared to these two brands,

Midterm: Ford

Midterm: Halston

When discussing Halston it’s hard to not think of his rise to becoming known as the Best American Designer in the 60’s and 70’s. The infamous designer is known for many things but in relation to Branding, he is the first designer to realize the potential in licensing his name.

Before that, lets get into a little history on Halston. The first job he ever had in fashion was as a window dresser in Chicago while attending the School of the Art Institute of Chicago. Halston always had a knack in sewing, soon he was designing his own hats. After the local newspaper ran a story about his hats he opened his first shop. When Halston relocated to New York City he worked for Lilly Dache, a famous American milliner. During his time at Dache, he began to meet and establish relationships with important editors in the industry. After his time at Dache, Halston moved to Bergdorf Goodman to become the Head Milliner. It was during this time when he really began to understand the name you can create for yourself in the industry. Halston then began thinking about how he could make money off of his name as a brand, he knew had to expand but didn’t know how.

“Out went the girly patchwork-hippie styles and in came a virtually opposite refined minimal look. That look was defined almost single-handedly by one man who, to glimpse him in the early years of his career, you wouldn't think would define much of anything except good looks and good style. But define he did. Even if you can't name any politician or broker or financier of the time, you will remember Halston.”
http://www.januarymagazine.com/artcult/halston.html

After he established himself as one of the top milliners in the country he decided to try his skills in designing women’s ready to wear. His designs were loved by several style icons of the era such as Bianca Jagger, Liza Minnelli, Elizabeth Taylor, and Babe Paley. This was when Halston realized the opportunity to expand, he realized whom his customer was and where he could make more money. He sold his name to Norton Simon who then used it to sell the 2nd most successful fragrance ever. Then, Halston and Norton Simon partnered with JC Penney’s in order to come out with a diffusion line so that women of all different incomes could wear well-crafted clothing.

“Halston, who introduced U.S. women to the pillbox hat, slinky jerseys, tunics and Ultrasuede, who dressed Betty Ford, Liza Minnelli, Jackie Kennedy Onassis and Elizabeth Taylor, and who partied hard with the best of the jet set, had succumbed to AIDS.”
Read more: http://www.time.com/time/magazine/article/0,9171,969773-1,00.html#ixzz0wyzOX8oi

At the time, Calvin Klein and Ralph Lauren were in New York designing their lines but Halston still reigned supreme. The two competitors were a premier company while Halston was looked at as the luxury couture line of America. The downfall of Halston came when his addictions and partying starting taking over his life. AIDS began claiming many names in fashion and it finally took Halston in 1990 when he was pronounced dead after being in the hospital. The Halston brand is still alive and today but can only be seen primarily on those who are socialites or high society.

Midterm: Axe

Remember in high school, when you would walk by the guy’s locker room after every gym class and all you could smell is the stench of what you knew was Axe. After a while you might have got headaches every time you smelled it and it just reminds you of the guys you went to high school with. This is exactly what Axe intended to happen, which is why I chose to profile the company. After I started learning about Advertising and Marketing, I would think back to certain products and wonder what kind of marketing they did and see if it ever had any effect on me. Axe was certainly one that did. The company is owned by Unilever and actually started out in France, which kind of surprised me. The first product was the fragranced aerosol body spray, it was a hit and soon Unilever wanted to expand into the whole European market but ran into problems when they tried going into The United Kingdom. Trademark problems forced Axe to be released as Lynx in the United Kingdom and also in Ireland. When the brand was launched in the United States, it was the most success they had yet.

From 1983 to 2010 there were more than 30 different fragrances released each year. Some of them are only released in certain countries where the marketers have done research and know that the fragrance will have appeal.

“A recent radio report dealing with AXE’s environmental problems in California (AXE was forced to reduce the quantity of propellants in its sprays to comply with clean-air standards)”

[1] http://www.nstperfume.com/2010/04/21/axe-twist-fragrance-review

Axe has had some Public Relations nightmares in their past. Because the product was created before the Green Movement started they’ve taken some blows about having an aerosol can as their main seller and not switching it. Also, in 2008 a 12-year-old boy died in a hospital in England. The coroner said that it was a result of spraying large amounts of Lynx in a confined space.

“It's supposed to be used to make you smell clean and fresh, but instead it's got many teens smelling smoke. In a phenomenon that's growing, teens are using Axe Body Spray to light themselves, their friends and objects on fire.”
[2] http://toronto.ctv.ca/servlet/an/local/CTVNews/20070928/axe_spray_070928?hub=EdmontonHome

I personally have seen boys that I went to school with do this and fortunately it didn’t end with injuries. But a lot of teens weren’t so lucky, there were numerous accounts of people being injured from the “mini flamethrower.”

Axe’s explains their competitors as Old Spice and also designer colognes that have fragrances or body washes sold at a lower price such as Marc Jacobs and Versace.

The identity and target market of Axe are very specific to young teen’s, they captivate the audience by showing campaigns about lame guys not being able to get any girls until they get the “Axe Effect.” In essence the marketers for Axe are using sex in order to capture their customer.

EOC Exercise Chapter 4

In this chapter you discovered that Dolce & Gabbana are known for their unique advertising campaigns. How well can you read (or analyze) one of their ads or any other fashion ad? Find a fashion ad and share with your colleagues all the innuendos you find hidden in the ad. How does this ad reflect culture or history? Does this ad say anything about the particular brand? What is subliminally suggested? Back up your thoughts with reasons from history, culture, or contemporary ideas.

For the exercise I chose a Balmain ad from the 2010 Spring Campaign, there was a lot of hype about this campaign after the collection was shown in the previous months. I feel that this ad engulfs what the Balmain brand is, its cutting edge, fashion, androgynous, womanly, strong, and rugged. The collection was inspired by military and also by the outdoors so the setting is perfect. The face of the Balmain collection is a supermodel named Daria, she is perfect for the role because her face is very boyish yet she has long feminine brunette hair. The setting is a jungle and it looks like she is either stranded or jus parked waiting for something… it’s night time in the jungle. She is leaning back on the vehicle in a very laidback, “what’s up fellas” kind of stance. This is perfect because it goes back to what the essence and image of the brand is. It also leaves the viewer of the message wondering not only about the clothes but about the advertisement itself, it creates the perfect story. The military theme is reinforced by the camouflaged seats of the jeep.

EOC Discussion Questions Chapter 4

1. Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how?

The company has 3 different brands: Dolce & Gabbana, D&G, and D&G Junior. They haven’t grown to have different lines but the company has expanded with their 3 current lines.

2. Do you think Dolce & Gabbana cater to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed women like Isabella Rossellini, Madonna, Kylie Minogue, and Brooke Shields? Do you think these women are risqué? Why or why not?

I think that they were definitely the forerunners in having some risky and cutting edge fashion that other more contemporary and elegant designers of the time would have never even thought of coming out with. They dress these women because in the public eye, they were exactly what D&G was, different and risky. I think it was a branding strategy, by dressing these particular women, it helped to create a certain image around Dolce & Gabbana. For their time yes I believe that they are risqué, they did things that went against what people thought was ok and didn’t care.

3. Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals? Do you think it was smart for Dolce & Gabbana to target this market? Why or why not?

Most of the time, gay people like to think of themselves as fashion forward, so targeting that market was a very smart idea for the company. This was a market that needed to be filled and also needed a voice in the fashion industry, D&G helped to curve the straight line that fashion had been taking since its inception. The gay community felt a personal emotional connection with the brand, at the end of the day, that’s what it’s about.

EOC Exercise Chapter 3

Most designers and merchandisers that have an established name have been working for a while in the retailing, manufacturing, or design industry. Identify someone who you feel reflects the type of fashion brand you would develop and write a 300 word essay on his or her career. How has each of that person's experiences helped them develop a successful brand? What do you think the future of their brand will be?

A brand that I think has done a really good job at creating a name for themselves in the fashion industry is Los Angeles based company, 7 For All Mankind. Although they were not the first to have premium denim, they were the first to sell quality denim at a luxury price. They approached celebrities with endorsements and soon we started to see celebrities all over in sevens. I believe that this is one of the best kinds of promotions a company can do, if they can actually get the celebrity to do it. Now, 7 For All Mankind has it’s own stand-alone stores that are few and far between, they are weary on not opening too many stores in a short time which I think is a good idea so the market doesn’t get too saturated. If you walk into one of their stores, it is merchandised very unique and unlike any other denim store I’ve seen. Everything is placed very strategically and the fixtures are very luxury-like. The one thing I love about Seven is that even though they come out with different collections every season, they always have the basic cuts and washes that they started out with. Nothing they have is ever too crazy or trendy, this is in order to make sure that no matter where or when you wear your Sevens, they will always be in style.

EOC Discussion Questions Chapter 3

1. Is Ralph Lauren a designer? Why or why not?
-Ralph Lauren is not a traditional designer, he is a merchandiser and in essence not only the CEO but the Chief Branding Officer. Without Lauren’s ideas on how to merchandise and brand the garments, they are nothing.
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
-Lauren worked at Rivetz, a manufacturer of ties. This helped Lauren to understand the importance of networking and also becoming iconic and unique in an industry where thousands are willing and qualified to work.
3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
-Ralph Lauren has 3 divisions under his name; they are Polo Ralph Lauren, Rugby Ralph Lauren, and Club Monaco. Club Monaco is aimed towards an older clientele, they use mostly natural tones and blacks and whites. Rugby Ralph Lauren has a preppy style, a hint of British style aimed towards a younger demographic. Polo Ralph Lauren is targeted to the middle-aged person who likes a more tailored look that still has a bit of an edge.
4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?
-Personally, I wouldn’t buy anything from any of the divisions. The brand isn’t exactly my style, but if I had to choose I would pick either Polo or Club Monaco because I love wearing natural colors, and I like the put together edge of Polo.
5. How was Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?
-Ralph Lauren learned at an early age that making yourself unique among others is crucial. He saw gaps in the American fashion market that needed to be filled and did so. He is also very good at recognizing where there is opportunity for growth and uses his brand to his advantage.

EOC Exercise Chapter 2

EOC Discussion Questions Chapter 2

1. How has fashion advertising changed since the mid – twentieth century? What are some of the differences between ads that appeared before the 1950’s and those from the 1950s, 1960s, and today?

-Before the 1950’s advertising was just about showing your brand name and a product, a simple message that didn’t really say much and was just simply about showing product. After the idea of storytelling was brought about to advertising, the whole industry changed. Brands now try to capture their consumers in a story that is a connection between the brand and an image.

2. What are some of the theories related to fashion branding (i.e., Barthes and Baudillard)? What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baudrillard?

-Baudrillard says that there are four stages to an advertisement, he says that the fourth stage which is hyperreality is the most effective, it gets the consumer to believe that the message the ad is trying to relay is real. Such as airbrushed models in magazines. From Baudrillard to the more contemporary theorists of advertising, I think they were all on the same page. The most important thing is to capture your audiences emotion by creating a reality for the consumer, the only retailers and designers that will survive, are the ones that know how to brand themselves.

3. What types of meanings does Grant McCracken associate with fashion products? Do you agree or disagree? If you disagree, what would you add to or delete from his list? Give an example of one of the meanings.

Gender, lifestyle, decade, age, class and status, occupation, time and place, value, and fad, fashion, and trend meanings. I agree with all of these meanings, each one of these contributes to the why in the consumers mind.

Exercise Chapter 1

I found an advertisement by Sisley that shows two models doing what is suppose to resemble cocaine but in fact a camisole, on the advertisement is says fashion junkie. This resembles the social climate of our time; fifteen to twenty years ago an ad like this wouldn’t have been acceptable. Now, this is a topic of the American culture and the Sisley ad seems to very strategically and metaphorically poke fun at it.

Discussion Questions Chapter 1

1.Fashion branding is where everyone responsible for selling fashion creates campaigns and gives fashion garments a unique identity, it’s also the planned out process of storytelling. Branding is a cumulative image of how a product or service that consumers associate with a specific brand and also a competitive strategy. You can create an image for a brand by advertising, promotions of campaigns and/or products.
2.By creating a luxurious image around a brand, a company can put their logo on almost anything and sell it at a high price just because of that logo. One product I can think of that some luxury retailers sell at a high price that unless it was made by that brand it would be thought of boring is key chains. When I worked at Louis Vuitton we had key chains that we sold for almost $200.00.
3.

Slip Slop Slap

Slip on a shirt, slop on some sunscreen, and slap on a hat is what Australian’s Cancer Society named their campaign when they declared war on skin cancer in 1981. This campaigned penetrated many Australian families, but didn’t stop there. Several American and British publications preached about Slip, Slap, Slop and soon threw their own spins on the phrase.

“To help remember how to be sun safe, the American Cancer Society has a fun catch phrase: Slip! Slop! Slap! ... and Wrap!: slip on a shirt, slop on sunscreen, slap on a hat, wrap on sunglasses to protect the eyes and sensitive skin around them.”[1]

The campaign especially hit home for many Americans & Australians, the culture in these countries is to have family time outside, where everyone can have fun. Sunburns are taken very lightly with many people but they were uneducated on how sunburns or even just exposure to the sun can cause long-term problems.

“Unprotected exposure to the sun while children are outside playing during the summer months may result in sunburn, permanent damage to the skin, and increase the risk of developing skin cancer.[2]”

Although, there has been a negative side that has come out of launching this worldwide campaign. It is known that unless you get enough time in the sun, soon you will become vitamin D deficient.

“A quarter of a century after the Slip, Slop, Slap skin-cancer campaign was launched, several prominent endocrinologists, orthopedic specialists and other experts say the message to cover up has led to vitamin D deficiencies in between 30% and 70% of the population.”[3]

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[1] http://www.durangoherald.com/sections/Features/Columnists/Creating_Community/2010/07/07/Slip_Slop_Slap__and_Wrap_your_skin/

[2] http://www.aboutkidshealth.ca/News/Slip-Slap-Slop-The-happy-sounds-of-summer.aspx?articleID=8209&categoryID=news-poh2

[3] http://www.theage.com.au/articles/2007/12/08/1196813083745.html