Eoc Week 8: Exercise

The product that I picked to do is a new dress shirt for women. A shirt that is just not one sized. It would have an upper body size and a lower one. With breast sizes naturally and artificially getting bigger in America and the waist getting smaller why are there not clothes that come made to wear that fill those needs? I have been asking my self this question for many years now. The coco cola body shape is praised but there is not market that takes an advantage of it. I have found a very select few that take action on this market but it is not in the United States. I would first launch a dress shirt since the professional women uses them often and then expand on to other items. I would have the sizes numbered just have the upper size then lower and make it easy to figure out. The brand that I did find had a hard to read chart that you had to refer to which I found to be a hassle. Having the two sizes will eliminate the need to have to see a tailor or wear a different shirt under and not button it up all the way. Since the shirt is a lot more labor intensive and specific it would be of a higher price but I feel people would not mind the higher price. It would make shopping a lot easier and you would not have to pay extra tailor cost so it would about even out. I would call my brand DBC that stands for Designs By Coral. I would have the logo be simple black and white with some of the letters overlapping each other similar to that of Louis Vuitton. This would also help add the elegance to the brand and help add to the use of the higher price point. I would like to featured in high-end department stores and maybe have a hand full of boutiques. I think that the current sizing charts are not up to date for the people of today and that they should be updated to fit our needs for now.

Eoc Week 8: Discussion Questions

1.) Why do consumers feel such a close attachment to their bags?

Consumers feel such an attachment to their bags, because it is an expression of their personal style. It is a way to show others our status and personal style.

2.) What is our 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?

My favorite brand for bags is Louis Vuitton. I feel that it represents my personality, because I feel some of the things I wear can be classic but I like to bring attention to myself with flashiness. I don’t feel that I will switch brands I love the brand and they are of great quality. I think that they will always be the first brand if bag that I will think to go to. If I were to buy other brands I would not use them as much I would my Louis Vuitton.


3.) Now that you have read the chapter go to www.dantbeatrix.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 evolved in to children’s lunch boxes as well. The brand is a favorite for celebrity children. Also the company has expanded in to green products as well. The website does not feature the dog carriers, but can still be purchased on other sites.

I feel that the brand reflects current fashion with the graphics and the bright colors that they use.

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 answers in detail.

I think that the company is so successful in using graphics, because the market that they appeal to children, new moms, and pet owners. People want t stand to more then ever and graphics are a great way to do so. Branding for me is a big reason to buy a bag the one I have right now is a designer bag. It is my everyday Louis Vuitton bag. The features that I like about it the most are how strong they are. Using the bag almost everyday for a couple of years old and still showing little to no wear. You can tell it s worn, because the leather is darkened, but that just adds to the bag if you ask me.

EOC Week 7: Discussion Questions

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

Viral fashion branding is branding that is done through self-promotion, word of mouth, and electronic methods such as email and or the Internet. His branding strategy worked well with Jonny cupcakes, because his target market the youth is able to relate more to him and his brand. His blog features a lot of personal things such as his retune family members, and more. This helps the consumer have a bigger bond with the brand. Since his clients are a younger base things such as word of mouth and the Internet worked better, because that is what that age group does the most talk about exercises and goes online.

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

Viral fashion branding is a very good way to promote a product, because it is free and you do not have to hire an expensive firm. Also word of mouth is a lot more powerful then an ad telling you how something works. Having a person that used the product and can tell you even more is way more persuasive. Another brand that uses viral branding that comes to mind is the slider truck that comes out side of our school. All of their followers heard of them from online or word of mouth. The brand reminds me of the Jonny Cupcakes brand a lot, because they are unique and the art that is featured on the truck as well.

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

One of the biggest ways that Johnny makes his customers feel special is through his blog. His blog allows him to connect with his customers on his personal believes on certain topics. Also they are able to see what a typical day consists of for Johnny. This gives the customer a lot more personal attachment to the brand owner. They are able to interact with him and in turn the brand, which makes a lot more loyal customer, because a relationship is born with them.

4.) 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?

I think that baby-boomers could relate to the brand since he uses a lot of all American nostalgia in his designs. This makes it easier for a more diverse audience to relate to the brand. The older generations may relate something to something in their childhood and purchase it. Also the baby-boomers seem to want to stay young and why not with the Johnny Cupcake brand?

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

I feel the Johnny Cupcake brand is that of a unique one. I feel that the brand should expand it’s children’s wear a lot more. The online store does not feature a diverse selection for children. Also they do not have any infant clothing only older children’s clothing. What they do feature says that it recently restocked so it seems as if it has been selling well. Oddly the children’s line is not bright and is very basic. With the customers that the brand has already I would imagine that many of them have children or will soon. If they wear and like the brand they would be more opt to put their child in it. On top of the children’s market is a great and very fast expanding market that they should take advantage of.

EOC Week 7: Exercise

If I was promoting a new line and had to use viral marketing Johnny Cupcakes is a great brand to make a plan to follow. Making a blog and having some way for the consumer to attach to the brand can make them a return customer. Advertising on blogs that are similar to the brand that I am promoting would also be something that I would do. Also I would give celebrities that our target market watch and have them try to use or wear the product. Creating social network pages would also be something that I would do if it were a big part of my target markets day to day life. I would also send samples to Youtube gurus that my target market subscribes to. Many of their followers want the products that their favorite person on Youtube wears. People love free things and love to talk about the product if they like the product. I would try to create as much buzz on other blogs and websites that many people go to already. Trying to be featured in stories as well. Also I would be sending samples to magazines and try to be in contact with the editor in trying to be featured in their magazine. I would also try to be featured in gift bags at events that are similar to the product that I am promoting. The internet is a great marvel of the modern world, and can be used to promote many new products and businesses. This can make it easier to promote new things but in turn harder, because it is a lot easier to find similar products. If viral promoting is done the right way at the right time with the right time it can be very successful in expanding a brand, and Johnny Cupcakes is a great example of it.

EOC Week 6: Exercise

The store that I went to was Louis Vuitton, which is one of my favorite brands. Louis Vuitton always has interesting window displays, and a simple floor set up. A lot of the bags that are sold are not out in the open. This helps make the brand feel more exclusive, and also makes customer service very high. The displays feature a lot of wood and glass that add on to the high-end feel of the brand and of its stores. Since tings are laid out and not cramped you know that you are in a high-end store. Unlike those discount stores that are packed to the brim with little to no customer service. Also the sales associates wear all black and look very sleek. You can also tell that the store puts a lot of attention to detail in the displays. Doing little things like making sure that the bags that are out are perfectly lined up at all times. They take a lot pride then lower end stores and we expect them to since their products are high end. Also we expect that the associates have more knowledge about the products that they feature. All though the store is very nice sometimes it can be a little intimidating to walk in to the store. You feel the associates making judgments if you are able to afford to shop or if you are just window-shopping. They are able to spot who is serious and who is not a lot easier then other stores. I have also had the problem of not getting a lot of customer service when asking to look at certain products. Due to this there are certain stores I will not go in since they have not helped me when thinking of what I want to save up for.

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?

A & F offers the same things every year and only makes minor changes to its products. It is successful for them, because their sales are great and are a big competitor in the retail industry. I think that they do so well with this, because their consumers know exactly what to expect when going in to one of their stores. The product does not change, but they are content with it and expect it.

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

A & F does many things to brand it’s products. First thing is the mouse logo. Also the half nude models that grace the shopping bags, in store pictures, and much more. Their branding is very successful it is very easy to point out an A & F shirt, jeans, shopping bag, and all of their other products.

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?

It helps to add a mood when shopping and makes it more of an experience. On the other hand the store is very dark, the cologne is very strong, and it is hard to hear from the music. I personally never shopped there for these reasons, and know many others that feel the same way. Doing this they possibly turn away a great number of customers.

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?

When I step in to an A & F store I want to turn right back around. The smell is way to strong the music is to loud it is dark and the tables block walk paths. I feel that the store has to much of a sensory overload. I think that they try to be intimate with the models with the poses that they have them in. Also most of the time the models are faceless so you can imagine whom ever you want with that body.

EOC Week 5: Exercise

My plan for the future is to be a buyer for a high-end department store. I would love to work for Barneys, because they have a buyer for each store. It would be like working for a big boutique, but would have the big business stability. I like how there is a buyer for each store because it would be a lot easier to know you customers then if you where regional buying. I see this taking about ten years or even longer. I know that it takes time to climb up the business latter. Also with it Barneys and being high end it might take even longer then that. I know that you have to work you way up and be an assistant buyer first, and work at other companies first. I try not have an exact idea of what I expect to do after receiving my degree, because I do not want to feel disappointed if tings do not work out how I expect. Things never seem to turn out exactly how you think they will especially when talking about the future. I would like to move out of Las Vegas since I have been here for a long great amount of my life. Moving to a bigger city such as Los Angles or New York or even Paris if I learn more French. I would love a change of pace and even living over seas. The reason why I would like being a buyer so much is, because they travel so much. I love being on the move and can get bored easy so traveling often would keep me interested and not stir crazy. I like how much control that they buyer has and in a sense they get to go off and do their own thing.

EOC Week 5: Discussion Questions

1.) In what way is Vera Wang a great example of the ever-changing career path of a individual?

Vera is a great example, because her brand has evolved so much since her career path is changing. She went to only dressing women on the most important day of their life to so much more. Going beyond just the wedding day. Her line first expanded in to stationary and lingerie. Now you are able to purchase her fragrances and wear her brand everyday not just one event. She then paired with mass merchandiser Kohls for a diffusion line. The line features clothing, accessories, and lingerie, and is named Simply Vera.

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?

The biggest thing that has happened since the book came out is a RTW line. It is not the same line that is featured at Kohls, but a higher end line of clothing. It looks as if the new line has only been around since fall 2010, and just features Vera’s name for its label.

3.) In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?

When I first think of Vera I think of a classic romantic wedding gown. Her band can be very exclusive and a high end wedding gown or affordable for just about everyone at Kohls. Her brand varies from Ralph Lauren and D & G, because the variety is so much different. They do not dress a women for the biggest day of their live, and then go to dress them for everyday wear.

BOC: Mid-Term

“The Bentley W. Company is a British producer of cars. It was founded by Walter Owen Bentley on the 18th of January 1919.” (http://www.thesupercars.org/category/bentley/) Walter Bentley and his brother bought a French auto company and renamed it Bentley with the headquarters in Mayfair. The company had a brief period in which they made airplane engines and then in 1920 the first Bentley car was made with the Flying B insignia and all. A year later in 1921 the car was delivered to its first customer. Bentley cars where entered in to racing right after its release and the company saw its first win in 1921 at Brooklands. The companies web-sight is stated in saying “If we had mission statements in those days, it could not have been expressed more eloquently than in the words of W.O. himself, “To build a good car, a fast car, the best in class” (http://www.bentleymotors.com/world_of_bentley/about_bentley/) In the early 1930’s Rolls-Royce bought the Bentley brand. After Rolls-Royce purchased Bentley they intergraded some Rolls-Royce parts and the brands seemed to buck heads. Later on in 1998 Rolls-Royce and Bentley where bought by Volkswagen. Volkswagen has made it appoint to keep Rolls-Royce and Bentley separate and now has the two being made in two different locations unlike before. “Since its introduction at the 2003 Detroit Auto Show, the Bentley Continental lineup has expanded from one very fast sedan to seven even faster sedans and convertibles, including one flex-fuel vehicle.” (http://www.thesupercars.org
/category/bentley/)

The company has expanded in some areas that may shock some people the company has released their own laptop of all things about two years ago. “the laptop features a hand-stitched leather lid cover and a curved metal case painted the same colors as the car. When closed, the laptop can be carried by its handle, which is also reminiscent of the door handle of the automobile. Otherwise, you're getting a pretty standard laptop, featuring Windows Vista 64-bit and a 160GB hard drive. It costs a whopping $20,000.” (http://news.cnet.com/8301-17938_105-9999907-1.html)


The laptop is made by Ego and is a limited edition laptop for the company. Bentley also has other partnerships for what they call the Bentley collection, which features Bentley silk accessories, leather gloves, and cashmere stoles. All of this plays in to their consumers either the people that already have a Bentley and feel even closer to the brand or the ones that cannot afford the car but want to feel the opulence and quality of the handmade Bentley name. The company’s main competitor is sadly Rolls-Royce which has always been a deep rooted rival. Even though in my opinion a Bentley is for a younger crowed that likes to drive and not to be driven and is a tad for flashy. Another competitor is Aston Martin, Maybach, and Maserati. Basically and six figure that you have ever pictured driving or being driven in to put it simply. The car is described as “The Bentley brand is to luxury cars what Everest is to mountains. Those with wallets deep enough to meet the six-figure price tags of the company's vehicles are treated to towering levels of refinement and prestige. Bentley coupes and sedans are mostly hand-assembled in Great Britain at the manufacturer's state-of-the-art Crewe factory” (http://www.edmunds.com/bentley/review.html) When buying a Bentley you are getting exactly what it is that you want in a vehicle custom paint colors and leathers are not surprising none the less. In latest news “The British company has prepared two special edition models designed especially for the Middle East market and they are the Bentley Continental Flying Spur Arabia and the Bentley Continental Flying Spur Speed Arabia.The car-maker decided to launch these two models as the Middle East market now represents 10 percent of Bentley sales world wide” (http://www.carsession.com/car-news/bentley/)

BOC: Mid-Term

“Revlon was founded in 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the REVLON name. Starting with a single product - a nail enamel unlike any before it - the three founders pooled their meager resources and developed a unique manufacturing process.” (http://www.revlon.com/en/Revlon-Home/Revlon-Corporate/Corporate.aspx) In 1960 Revlon even helped with war efforts by making first aids kit and dye makers for the navy. By the end of the war Revlon was staring to make manicure and pedicure instruments. In the 1950’s Revlon launched a twice a year nail polish and lipstick promotions that would tie in to the seasons fashions. At this time they also turned to T.V. ads to help boost sales. Revlon stared being offered on the New York Stock Exchange (NYSE) in 1956. “Revlon laid the ground work for its highly successful international presence in the 60's, bringing the "American Look" to the rest of the world through advertising featuring U.S. models.” (http://www.revlon.com/en/Revlon-Home/Revlon Corporate/RevlonHistory.aspx#2)

Revlon introduced Charlie in the early 1970’s a fragrance that was designed for a young, working women market. In the mid 70’s Charlie was the number one fragrance in the world. Charlie was such a big hit that in 1977 sales for the fragrance passed $1 billion. Growth for the company happened in the 80’s when the company was sold to MacAndrews & Forbes Holdings, also in this time period Almay was added to the Revlon brand. The 90’s was a big time for Revlon they strengthened their role in the industry and produced the first transfer resistant lip color. The color resistant lip color idea later lead to a line of transfer-resistant line of products, which was named ColorStay. This closed the gap between Revlon and its competitors and they became the number one brand in mass cosmetics. In 1996 Revlon was offered again to the public on the NYSE. “The Company's products are sold worldwide and marketed under brand names, including the Revlon ColorStay, Revlon Super Lustrous and Revlon Age Defying franchises.” (http://topics.nytimes.com/top/news/business/companies/revlon-inc/index.html)

Their competitors are Maybelline, Loreal, and Max Factor. The target market is the Middle American women that doesn’t want or can pay for department store cosmetics. “If you are looking to find makeup that offers both affordability and quality combined into a single makeup brand you should consider looking at Revlon makeup. Because Revlon has been around for many years most women are familiar with the brand.” (http://revloncosmetics.net/) “Revlon products are primarily sold by mass merchandisers and drugstores such as CVS, Target, Shoppers Drug Mart, A.S. Watson, Boots, and Wal-Mart (its biggest single customer, accounting for some 20% of sales).” (http://biz.yahoo.com/ic/48/48062.html)

Revlon has had several celebrity endorsmets such as Jessica Alba, Jessica Biel, Eva Mendes, and Julianna Moore just to name a few. Revlon even has a pro website which I found interesting it reminds me how the big makeup tycoon MAC has a whole pro line. Unlike MAC though Revlon’s pro sight features hair care and not makeup.

BOC: Mid-Term

Whats more simple then a hair tie right? Wrong in my book I only choose Goody but ever wonder what the Goody brand is? “At the turn of the century, Henry Goodman immigrated to the United States from the town of Gritsev in the Ukraine. With a single pushcart, he and his sons began selling rhinestone-studded hair combs on New York's city streets. And in 1907, Goody was founded.” (http://www.goody.com/#/history) It may seem like simple product but for women the hair tie is a very important item for day-to-day life. I use Goody over other brands, because the quality seems to be higher and they don’t stretch out or break easily as others do. “Today, they are based in Atlanta, Georgia, and are recognized worldwide. They have also won the American Beauty Association’s ABBIE award. They provide a whole range of Goody hair products such as styling tools and hair accessories, to women everywhere.” (http://www.killerstartups.com/Site-Reviews/goody-com-all-about-hair-and-hair-products) Goody’s competitor is Scunci, which is a newer brand and is personally my second choice. The target market for this product is anyone who had long hair that needs to be pulled back. To appeal to women Goody has came out with three lines Exotic Utopia, Decadent-Chic, and Mosaic. The Decadent-Chic is being described as “If you like to look glamorous, then you will want to check out Goody's Decadent-Chic collection. Goody's lavish and opulent accessories were designed to bring out your inner princess.” (http://ezinearticles.com/?Goody-Hair-Products-Are-Not-Just-For-Kids&id=1270255) The other line Mosaic is descried as “It was designed specifically to cater to the needs of African-American hair.” (http://ezinearticles.com/?Goody-Hair-Products-Are-Not-Just-For-Kids&id=1270255) Lastly Exotic Utopia is “The headbands and scarves have animal prints and jungle patterns that bring out your exotic side and they work wonderfully well with summer and beachwear. The colors in this collection are vibrant and lush.” (http://ezinearticles.com/?Goody-Hair-Products-Are-Not-Just-For-Kids&id=1270255) Goody has grown so far the little beings that it had back in 1907. The only thing I feel that they should expand on is total hair they should make and sell shampoos and such then the brand would be a one-stop shop. The company has done well in expanding its brand but I think they cold do a little but more to gain all of what the market has to offer. By expanding off to the African American market they have gained a large amount of consumers. If the company where to expand to styling products or other forms of hair care they would expand greatly and what company does not want to grow even more? I know if I wasn’t buying a salon brand and saw that Goody had a new line that I would try it since I like the brand already.

EOC: Chapter Four Exercise

EOC: Chapter Four Discussion Questions

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

Dolce & Gabbana has many divisions such as their lower end line D&G, juniors, perfume, and accessories. I feel that the company has stayed about the same in size just for the fact the people are not buying as much of high fashion as they had done so in the past.

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 feel that Dolce & Gabbana filled a blank that was in the fashion industry. The brand is high fashion but is still obtainable and is sexy. They push the limits that other brands would not to dare to do. I feel that Dolce & Gabbana have dressed stars such as Madonna, because they provide the sexiness and quality that she and other stars seek for. I think that these women are considered to be risqué but in my personal believe they are not a risqué as others may see them.

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?

I feel that in general that the gay and lesbian consumers do purchase different fashion brands then heterosexuals. The average male is not in to high fashion and most gay and lesbians are more fashion forward. I think that it was smart for Dolce and Gabbana to market to this consumer, because I do not know of another fashion brand that does market to them so openly. This group of people is a growing market and may give them a stronger brand follower due to the fact that no one else is doing so.

EOC: Chapter Three Excerise

EOC: Chapter Three Disussion Questions

1.) Is Ralph Lauren a designer? Why or why not?

Yes Ralph Lauren is a fashion designer but he goes beyond that and is a lifestyle merchandiser. His brand is sold as a whole way of living you can go beyond buying a polo and purchase sheets, perfume, and even house paint to name a few. He goes designing clothing but has a whole living ideal along with his brand.

2.) Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?

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 Laruen has many divisions to his brand women’s and men’s clothing as well as children’s then he also has fragrance and a home line. I would say that the home line and children’s are the only ones that are not homogenous. The target market are those people that are of higher society or want to feel like they are and want an American preppy western feel.

4.) What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?

I personally do not have a favorite division of Ralph Lauren. The brand is not one that I relate to also the clothing is nothing that I would wear. If anything I would be able to relate to his home furnishings I like his sheets and paint colors that he has.

5.) How has 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 has built his empire by having a colt like following people who wear the brand just don’t own one item of his. He makes it so that they keep coming back for more. Someone that compares to him would be Tommy Hilfiger. Their brands and the people that wear them are similar. Both empires are huge and are very hard to match or even come close to.

EOC: Apple juice scandal

The Beech-Nut apple juice scandal was one that shocked Americans. The company sold apple less apple juice. The company used concentrate to help cut costs but the concentrate that used was made up of sugar water and chemicals no apples. After four years of producing the apple less juice there was an investigation done by the Processed Apples Institute that discovered the truth about the juice. The person that investigated the case was Andrew Rosenzweig who was a former New York City narcotics detective and future chief investigator for the Manhattan District Attorney’s office. He followed a truck of sugar water from Food Complex, which was the manufacture to a Beech-Nut facility in New York. He also confronted Beech-Nut’s executives about the matter and secretly recorded them which was later used as key evidence against the party. Fearing that their product would be seized by authorities Beech-Nut moved the rest of the stock of juice to New Jersey which fell out of New York’s jurisdiction. After this the company came up with a plan to ship the rest of the cases in inventory to the Caribbean. As well they shipped cases to the Dominican Republic and sold them at a 50 percent discount. The sale of the apple less apple juice made the company $60 million over a ten year time period. The juice was later recalled in New York, which later led to sate and federal investigations and recalls. New York sate sued Beech-Nut for $250,000 and at that time it was the biggest penalty ever issued for consumer violations. Also the company agreed to pay a $2 million fine and also pleaded guilty in the case. Executives Hoyvald and Lavery also paid fines totaling $1000,000 and where issued prison sentences of a year and one day. This case was so big, because it was one of the first time that executives in top-level corporations where held responsible for their violations.

BOC: Mid-term

Pop chips is a new brand of healthy chips. Unlike the greasy chips or those nasty baked ones pop chips is exactly what the name implies this chips are popped. The brand has seven flavors that include the normal chip flavors such as bbq, sour cream and onion, and salt and vinegar. The brand is based in San Francisco, California. This brand has expanded quickly since its start in 2008 and hopes to have revenue of $40 million of which they are hoping to break even this year. Last year the brand tripled revenue from the year before at $19 million. They are doing this by expanding to big cities such as Boston, Chicago, and Miami. The company is very small the headquarters in San Francisco only has 35 employees. Their ad campaign is "love. without the handles." (http://www.usatoday.com/money/companies/management/entre/2010-04-12-popchips12_ST_N.htm">http://www.usatoday.com/money/companies/management/entre/2010-04-12-popchips12_ST_N.htm)

Something interesting about the company is that the CEO Keith Belling responds to every email personally. Which is unheard of in today’s business, which doesn’t make sense the CEO, should know what is going in the company and see the feedback that they are receiving from their customers. Karen of New York city would know she sent in an email just expecting a generic response and maybe a coupon but got back much more than that. “…It was a simple letter, just saying thanks and how much I enjoyed their product. Within hours I got a personal response from the CEO, not only thanking me for my letter, but also offering to arrange an in person meeting with their NYC marketing manager so we could discuss any ideas I might have. As someone who was hoping for a coupon... I just got out of meeting with Whitney, the marketing manager, who presented me with a huge box full of popchips bags and graciously offered to provide snacks and supplies to a weekly pub trivia night I host…” (http://consumerist.com/2009/06/popchips-turning-loyal-customers-into-cult-like-snack-food-following.html)

The brand is aware of their competitors from the big brand of Frito-Lay to smaller brands such as Sensible Portions. They have their rivals products cramped in the back office of CEO Keith Belling. The company goes above-and-beyond so that they build a loyal following, which is needed at $1.29 for a single serving bag since a release according to Information Resources’ 2010 State of the Snack Industry report that one in four consumers, has cut back on snack spending. What makes the brand so unique is that the ships are not fried nor baked but popped. It is like a cross between a rice cake and a chip. The company President Turpin handles the bulk of productions anything to financials to manufacturing. The two met in 1999 where they worked on a different project and in 2007 “they found a manufacturing firm that made rice cakes and other snacks — and soon discovered that with heat and pressure, they could pop other starchy food, such as potatoes. They bought the plant, and in 2007, the duo officially launched Popchips.” (http://www.usatoday.com/money/companies/management/entre/2010-04-12-popchips12_ST_N.htm)

The campaign is done my Pereira & O’Dell which is also in San Francisco. “Ads in the campaign carry whimsical headlines like “Love. Without the handles,” “Regret. Nothing,” “Tastes like it should be bad for you,” “Sandwich. Meet your new B.F.F.” (as in “Best Friend Forever”), “Snack. Smile. Repeat” and “Snack like nobody’s watching.” (http://www.nytimes.com/2009/06/29/business/media/29adnewsletter1.html?_r=1)

The brand also is expanding its consumer base with a Twitter and Facebook page as well as a Youtube. Also “ads on the video screens in taxi cabs; a sampling program with its own “mobile snack tour,” with a goal of giving away 500,000 bags of Popchips; public relations by Formula PR in New York; and an outreach to trend-setters that seeks to generate positive buzz.” (http://www.nytimes.com/2009/06/29/business/media/29adnewsletter1.html?_r=1) The brand also features Ashton Kutcher as a spokes person. Here is a link to their web-sight to fond out more http://www.popchips.com/

EOC: Chapter Two Exercise

The Burberry ads have changed a lot over time since the first advertisements. In the beginning there was a lot of text that described the item but did not show the item that well. The ads now feature only the products with the only texting being Burberry. The ads of the time before seem to be a lot more military like. Before the brand to me felt not as glamorous as the brand feels now. I feel that the brand has stuck to the target market and stayed tried true to the brand. They still feature the same type of products but have adjusted to today’s marketplace. One of the first things that I think about when the brand comes to mind is the traditional Burberry trench coat. Even though the brand does feature the high fashions of today’s time they still keep in the tradition of the brand. I think that it is one of the few brands that has made little changes but still continues to make it in today’s time and market place. Of course the brand has had to make changes but what b rand that has been around for as long as they have hasn’t? I think the reason that people purchase the brand is for the history that is behind it this also adds to a quality factor they would snot be around for so long if the quality standards where not up to par.

EOC: Chapter Two Discussion Questions

1.) How was 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 1950’s, and 1960’s, and today?

Fashion advertising has changed from the mid-twentieth century, because of the growth of the mass-produced fashion in the twentieth century. This was possible through the development of mass media. The ads before the 1950’s where made for “everyman” and the function and use of a garment where emphasized. In the 1950’s the ads aimed at creating excitement for simple products. The 1960’s a fashion language was developed through the French philosopher Roland Barthes. Hyper reality was formed and though storytelling advertisers tired selling their products to consumers. Today ads re greatly influenced by popular cultures and consumer lifestyles. Also our ads feature a lot of endorsements by celebrities and focus on things such as real or authentic.

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

Some of the theories that are related to fashion branding are those of Barthes and Baurillard. Baurdilard believed that fashion was defined as postmodernism and that the boundary of what is real and what was perceived where blurred. He came up with the theory of hyper reality in which a person was unable to distinguish between what is real and attainable versus a fantasy. Barthies believed that there where three levels in the fashion system that included the real garment, terminological garment and the rhetorical written garment. Hamilton believes that fashion is the transfer from a global level then reaches and individual level. Her theory also dealt with how and why merchandise is made and distributed to the masses. The newer theories deal with why and how they reach the masses on a global level to where the older ones dealt with just that consumer.

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.

The types of meanings that Grant McCcracken associates with fashion products are that by studying clothing we understand the cultural evolution of our society. He places nine meanings that are usually targeted by company’s gender, lifestyle, decade, age, class and status, occupation, time and place, value, fad, fashion, and trend meanings. I agree with McCracken, because all of his meanings that are listed above make sense.

BOC: About Me

As an expert in the fashion business I have always torn apart peoples outfits since the age of five. While attending a specialized high school with classes focusing on business I decided to make the switch from wanting to become a designer to go in to the business side of fashion. When I get my degree in fashion retail management I want to be buyer and go in to styling as well. I love to shop and I pick the clothes that a store will sell will be a great career. Being in fashion does not feel like work to me at all when it is a passion of yours so-called work is not work to me any more. The feeling and confidence when you put on a certain outfit is the feeling that I want to give people when they stop in to my store or when I style them. Clothing is one of the first things we look at and the thing that we can mold in to own personal style. Clothing is the outward way to show people some of our personal believes. Being in the fashion world is fast paste and ever changing and is one of the reasons why I love it the most. It is easy to changes things up and to make them your own. I love finding stores and pieces that no one else has or would think to buy. I am excited to work with different people with different styles from mine to expand my view on the fashion world. Working together as a collaborative effort to put things together others might have not thought of doing but still work.

EOC: Chapter One Exercise

The ad that I found was a Louis Vuitton luggage ad that features Catherine Deneuve whom is a French actress. The ad says, “Sometimes, home is just a feeling.” What I feel it is trying to say is that no matter where you are at your Louis Vuitton luggage and bag will make you feel at home. It feels as if the ad is that of an older time period with the train and how the ad is set up. Catherine Deneuve is not overly posed it looks as she is waiting for her train to leave to take her away on her vacation. The ad makes you want to purchase the luggage if you want to feel at home when away on vacation or if you want to look like Catherine Deneuve while on your way somewhere for a trip. Since the ad feels older it helps you get the feeling of the quality and legacy that the Louis Vuitton brand has. Also since you can see the lighting you get the feeling as if you are getting the inside scoop on something. She looks as if she just fished shooting and that she is getting ready to just hope on the train and leave at any moment. It is as if she is telling you to hurry up, because she has somewhere to be and that it is a lot more interesting then the shoot she is doing. The ad makes you want to step in to the Louis Vuitton store buy their classic luggage and take off on some fabulous trip.

BOC: Chapter One discussion Questions

1.) What is fashion branding? How does branding establish a product's identity?

Brand marketing is “The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable.” Also branding is “A competitive strategy that targets customers with products, advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company.” It is what ever that makes a certain company different in your mind any better then from any other brand something sets it apart. It establishes a product by creating a perception of the brand through storytelling.

2.)How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices? Can you give an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?

Through branding companies are able to sell everyday things such as sunglasses and t-shirts at such high process. The company has set such a perception through their branding that people are willing to pay high prices for everyday things. People believe that they will become like the people in the ads and they are willing to shell out high prices to have that perceived lifestyle. Another item that people shell out the big bucks for are tennis shoes. People do not want cheap sneakers from payless they want exclusive shoes with exotic fabrics and skins with unique designs and colors.

3.)Race, ethnicity, religion, and sexual orientation play a part in purchasing decisions. Identify three consumer groups that are different from you. In your opinion, do they differ from each other with regard to fashions and the types of brands they purchase? Why or why not?

Three-consumer groups are tweens, senior citizens, and middle-aged men. They all differ from each other and from me as well. Their purchases very a lot the tweens want to fit in but the parents control the money. They are looking for the newest thing that will make them cool in school. A senior citizen is usually not concerned about designers and does not shop for clothing often and is usually on a limited budget. A middle aged man can be split on clothing choices either they do not care or clothing can play a bigger role. They either buy it their selves but chances are someone goes shopping for them.

BOC: Slip! Slop! Slap!

The slip, slap, slop is a skin cancer promotion that was launched in 1981 by The Australian Cancer Council. The promotion is to slip on a shirt, slap on sunscreen and slop on a hat. “In fact, it has been so successful in raising awareness of the dangers of sun exposure that a new problem has appeared. Some groups are now failing to get enough sun and are suffering from a deficiency of vitamin D.” [1] Some of us think that a sunburn is only a little annoyance and once the pain goes away we forget about it. In fact it can be a lot bigger and dangerous then we think. “[2] Skin is the body's largest organ (as every fifth-grader knows). It serves important roles including protecting internal organs from injury, providing a barrier from germs, preventing loss of too much fluids and regulating body temperature.” The promotion also has expanded to wrap at the end of the tag line, which stands for wrap on a pair of sunglasses. Another thing is to avoid peak hours of sunlight that is from ten in the morning until four in the after noon. “Skin cancer is the most commonly diagnosed cancer in the U.S., but it’s also one of the easiest to prevent. The main cause of skin cancer is overexposure to ultraviolet radiation, whether from the sun or artificial lights… in tanning beds.” [3] The fact that we know so much about the prevention of skin cancer we need to start slipping, slapping, slopping, and wrapping. It is a couple of small steps that can help keep us healthy and at a lower risk of getting skin cancer.

---

1 http://health-psych.blogspot.com/2006/04/flip-of-slip-slop-slap.html

2 http://www.durangoherald.com/sections/Features/Columnists/Creating_Community/2010/07/07/Slip_Slop_Slap__and_Wrap_your_skin/

[3] http://blisstree.com/live/slip-slop-slap%C2%AE-%E2%80%A6and-wrap-for-dont-fry-day-tomorrow/