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.

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.

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,

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.