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.
Wednesday, September 22, 2010
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.
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.
Wednesday, September 15, 2010
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.
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.
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.
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.
Wednesday, September 8, 2010
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.
Wednesday, September 1, 2010
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.
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.
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.
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