EOC Exercise: Chapter 10

PROS

·      Being able to have Ginch Gonch billboard anywhere they want should be a right of freedom.

·      High schoolers should be old enough to accept the fact that we live in a gay society.

·      High schoolers could be interested in the products that would help with revenue to the company. “He parked the Ginchmobile outside a restaurant with a glass storefront. As Sutherland entered the restaurant a table of women stoop up and saluted him by dropping their jeans to reveal their Ginch Gonch underwear.” (Brand Story)

·      High schoolers could feel like they can relate to the company and not be self conscious about being gay or not. “We on the gay market…Gay men love them; lesbians love them.” (Brand Story)

·      The public could enjoy the underwear and brand story of live like a kid!

CONS

·      It could have an affect on high schoolers to where they feel uncomfortable.

·      The parents of the high schoolers might not want to have their children exposed to the gay community or almost nude advertisements.

·      People might take it in the wrong way or feel offended. “Sutherland doesn’t care in the lease that some members of the public might find direct gay marketing offensive.” (Brand Story)

Personally, I feel that Ginch Gonch has the right to put their billboard anywhere but at the same time it could offend some people. I think by putting it about 250-300 yards away from a high school would be perfect. It wouldn’t be too close to it where it would cause a big controversy, it would be just right. I also think that high school students are old enough to understand and see this type of brand. High school is where you usually define whom you are by the people you hang with, how you dress and what you do. It could be great for some students who are still trying to “come out of the closet” because they will have an easier time to accept what they are and they can relate to this brand.

EOC Discussion Questions: Chapter 10

1.     The key characteristics of Ginch Gonch’s advertising makes them unique, because they use ads that is known as “double entendre, something that conveys two meanings, one of which is sexual and risqué.” (Brand Story, Pg. 167) They also use cheeky taglines. I think consumers buy Ginch Gonch products because they like to have cheesy, decorative underwear. It also pertains to the gay community.

2.     It might be ethical to some people to use sex to sell products. “Some may argue that using nudity in advertising or hiring expornographic models is wrong and immoral…” (Brand Story, Pg. 170) Other retailers that I know use sex to sell products would be Dolce & Gabanna and Tom Ford. It makes their products more desirable because it draws in the consumers and it makes them focus on the brand and the product more.

3.     I think Jason Sutherland decided to market to the gay community, because it was an instant success with the gay community. “We own the gay market…Gay men love them; lesbians love them.” (Brand Story, Pg. 162) It’s also his savvy female customers that drive his unique form of advertising. I think there are quite a lot of gay consumers out there because that is whom his niche market is mainly for. “By taking chances with a unique product line, creating risqué advertising and being loyal to an established market niche, this brand has grown larger each year.” (Brand Story, Pg. 170)

4.     If I were in charge of Ginch Gonch’s next fashion assortment, I would call it “The Ginch Gonch You!” as in “The Ginch Got You!” I would call it this because it was the first thing that popped into my mind. The Ginch Got You means that you have caved in to buying one of the Ginch Gonch’s underwear. As in the brand got you to buy one pair of underwear.

WEEK 9 EOC: TV Personal Style

http://www.youtube.com/watch?v=XmfgbXcIsYM

           The TV show that reflects my personal style or the style that I like is called The Secret Life of an American Teenager. Shailene Woodley who plays the main character in the show as Amy Juergens has a similar style to what I like and how I dress. She dresses very casual, sophisticated and cute. If she needs to dress up she will. I can relate to her because there would be my lazy days where I come in something casual and there are day where I need to dress up and I will. She wears dresses, pants with cute blouses, fun dressers and sandals. Besides her style, I enjoy her awesome long, straight, brown hair.

            The other characters in there such as Grace and Adrian have a style that I like as well. Grace is the girl with the blonde hair. In the episodes she usually wears pants, pastel colored shirts, little heels, dresses and a cardigan. Adrian the girl with the black hair, on the other hand she likes to show some cleavage and mid-drift at times. Sometimes I can relate to her style because I own crop top shirts that show a little mid-drift.

            All of these girls have a great sense of style. It is affordable yet fashionable. It would be your everyday girl outfit you can throw on to go out to the mall, dinner and school or hang out with friends. All of them also wears a satchel type of bag which are bags that I like.

EOC Exercise: Chapter 9

Being able to create your own brand, you need to know many things. “Branding is a powerful form of communication. Putting yourself out there as a brand can create a rapport with like-minded individuals.” (Brand Story) First you need to have a brand story that could relate to most of your target market. “The more you know the netter off you’ll be. Do research, work in the industry you want to launch your business in, find some mentors to ask for help from.” (Brand Story) My brand would be named after me; A Cubed. A Cubed represents my name because my first, middle and last name begin with the letter A. My logo would have to do with an A. My business cards would be purple, black and white. It would have a fashion mannequin of course! Also it would have either a daisy or bow. It would have A Cubed, my name, email and my title. My target audience would be teens to women in their early 30’s, women who are interested in fashion and like good quality clothing for affordable prices. “My target market is primarily young and urban. There is also a little crossover into forward nostalgic baby boomers.” (Brand Story) I would show my brand at the malls, on advertisements and possibly offer a fashion show. I would show it in store and create a website or blog. Later in the future my brand would expand to men’s clothing. Then possibly going into accessories and shoes.

EOC Discussion Questions: Chapter 9

1.     The thing that makes Brini Maxwell’s television personality unique is that she created her own visual milieu. “ Her reinvention of a bygone plays homage to her processors the creative efforts of her current competition. Brini has accomplished this by creating a unique visual milieu.” (Brand Story) Her personality benefits the brand because she demonstrates a new recipe, home repair, fashion segment, or interview.

2.     Ben Sander came up with the idea of acting out a girl named Brini Maxwell by other characters from TV shows. “Brini Maxwell was the iconic branded symbol, while the androgynous of voice of Ben Sander reflected his knowledge of retro fashion, style, cooking, home improvement and everything he knew…”(Brand Story) Brini’s show was a big hit in NYC, everyone kept waiting till the next episode was aired.

3.     I think she made it to the national spotlight on television, because people could relate to the show, she gave advice and entertainment and that’s what everyone loved. It was interesting to viewers because a man was giving advice on every area of the home. “Brini Maxwell’s show instructed viewers on fashion, manners, decorating, entertaining, cooking and home repair. Like her female predecessors, Brini Maxwell was a full-service domestic diva, with one smaller difference: she was a he.” (Brand Story)

4.     Brini’s target market is young, urban and baby boomers. “It’s for people who define themselves as somehow different from the norm.  The boomers find my brand appealing for a different reason. They see the nostalgia of what I do and fit it comforting.” (Brand Story)

5.     It a smart step toward rebranding because people now all over the world can hear, watch or see it wherever they are. It draws more viewers in and makes her brand known.

EOC Discussion Questions: Chapter 8

1.     Consumers feel such a close attachment to their bags, because they save up money to invest in a good one. They want one that would match their personal style and wants to make sure it has everything they need. Also a handbag could either be for status, an accessory and to even to carry your personal belongings in.

2.     When it comes to bags, I don’t really have a personal favorite brand, but most of my bags are from H&M or Aldo. I do own a few designer bags but that’s a different story. The way that I chose my bags is by color, shape and size. I also look to see if there are any pockets. I can use my bag for a long time until I get bored of it, then I will switch to a different one. It just depends on if its old, breaks or if I want to transport everything in a new bag.

3.     First of all when I typed in www.dantebeatrix.com the website changed to http://www.beatrixny.com/. On the website it only shows that you can buy kid things and not anything else. They do have a catalog where you can shop. They also have many stores around the world. They also show celebrities carrying the bags for their kids.

4.     I think Dante Beatrix is so successful with the company’s idea to pursue graphic design instead of just focusing on bag design because of the little cute, simple graphics that is put on the bag. “…although their customers love their bags, what they really like about Dante Beatrix products are the graphics!” (Brand Story) I have a few Coach bags but the only main designer bag that I have is a Louis Vuitton. The thing that makes it special to me is the name and the shape of it. I always wanted the Speedy 35 because it is like a cylinder bag with short handles. On the inside it is really big and can carry a lot, but only has one little pocket. “Research has shown that in the handbag industry, when consumers are given a choice to buy more expensive handbags over less expensive models, most will trade up to the higher pricepoint bags.” (Brand Story) I enjoy having designer bags, but I think I would rather chose a bag that is cute and fashionable over a really expensive plain one. “For many women, purse shopping has changed from just finding an adequate accessory to being almost an obsession; a guilty pleasure.” (Brand Story)

EOC Exercise: Chapter 8

I think that there are many fashion products in today’s world. It is very hard to come up and create something new and fresh. “Some say this is “Vintage,” I challenge designers to think outside of the box. It has been a long time since we have seen a “new” style.” (Brand Story) Women and teen’s love their shoes, they wear it everywhere, to accessorize, for work or just because. Since Dante Beatrix shows how women’s handbag reflects who they are, shoes do the same as well. “A handbag represents a women’s identity, much like a briefcase may indicate a man’s status or profession.” (Brand Story) Women also have a hard time deciding between what a few colors of shoes they like or they can’t find a certain shoe they want in a certain color.  I wanted to create something that would want them to have a shoe in any color they would like. “People feel more confident buying a necklace, handbag or shoe in a wild pattern or totally innovative look…” (Brand Story) It would be known as Shoe Slips. First they would choose to buy a certain style of shoe, for example: heel, pumps, wedge, boot, etc. then they would choose the type of fabric they want, for example: leather, suede, patent leather, etc. Lastly, they would have two options to choose from black or nude. Then they would purchase as many different colors or material of Shoe Slips they want. The only thing is that if they order a suede heel, they would need to order a suede heel shoe slip. This shoe slip is made so that you can change the color of your shoes. You can slip on the shoe slip onto your black or nude heels and before you know it, you shoes turns into a different color!

WEEK 8 EOC: How to Make it in America

The right things that these guys did was that they have some kind of concept of how they want they’re jeans to be 1970’s inspired. They came up with a name Crisp by having a party one night. They also got to meet some people with connections to a manufacturer.

            On the other hand, they did many things wrong. First of all the main fashion guy was a college drop out. He talked to his old professor from college and told his concept and idea but realized that he didn’t know anything about the 1970’s. He also doesn’t have an overall concept, no business plan or isn’t financially stable. He also doesn't have an original brand story. He just came up with "Crisp" by having a drunk party and started to write it all over.

            He did get some good advice from the headquarter man. He told them that they shouldn’t start up a fashion line. It’ll be hard and they have nothing at all to begin. They need a pattern maker, manufacturer and especially a business plan.

WEEK 7 EOC: The Pitch

             She was one those college students who doesn’t make much money from her part-time job, who would rather spend money on clothes than food or gas but yet complains and stresses about how she needs to save. She always wanted to have the latest trend and be fashionable. She was always a creative one; one who always cut up her old clothes to make them into something even better or she would add little embellishments to make it fit the trend. One day she found about how you can find many fashionable and vintage items for cheap at thrift stores. She decided to go into Goodwill not knowing what to expect or what to find, it felt awkward for her because she thought thrift stores were only for people who REALLY needed the clothes, but once she walked in, there were average people shopping. Before she knew it, she came out with 5 pairs of jeans for a little over $20 (some were name brand such as Calvin Klein and Levis)! As soon as she got home, she cut the jeans into shorts, distressed it, studded it, bleached it and added little rips. It became a hobby, a passion and now a trend. Overall, I wanted to show that in order to be fashionable you don’t need expensive designer items, I can now turn vintage into my own style and have the latest trends by spending less and using your creativity more. That is when her brand “Vintage in Distress” began.

Label Options:
Jeans in Distress, Inside Out, Vintage In Distress, Turn it Inside Out and Re-in Distressed.

Age group:
17-mid 20’s

Style:
trendy, hip, modern, style

Logo:
A picture of a pair of old jeans with a scissors cutting it up and making them into something new.• Designs:
studs, bleached, dyed, cut, distressed, added fabric, etc.

My overall brand concept is turning old, vintage, refurbished clothes and adding fun, embellishments, color to make it more trendy, hip, different and in style. For example I would go to the Goodwill or Salvation Army buy brand names pants such as Calvin Klein and Levis and re-make them into more trendy items. I would cut them into shorts, distress them, stud it, bleach it, add fabric to it and make them trendy. My brand story would be being able to take something old and turn them into new. RE-INVENT! To give clothing items a makeover. Bring back vintage but in a more modern way.

EOC Discussion Questions: Chapter 7

1.     Viral fashion branding is marketing techniques that uses social network to increase brand awareness. This made Johnny Cupcakes a well-known product line because he held “concerts, word-of-mouth, the internet, e-mails, tradeshow attendance, and Cupperware parties.” (Brand Story) He also has a “blog where he shares personal experiences and relates them to his brand. Bloggers can see his daily routine, his friends, his family, his personal associations with specific customers and his own convictions concerning culture and society.” (Brand Story)

2.     Viral fashion branding is a good method for promoting product, because it is an easy way to get it out there. It doesn’t cost you a lot and it is the fastest way to get your product known. Viral is also a good method because the Internet is very popular in today’s generation.

3.     Johnny Cupcakes allow customers to feel like they are special, because he tries to relate to his customers, he makes his shop like a real bakery but instead of selling cupcakes he sells his products. He also adds a little toy in each packaging for fun. “The company added surprise’s to the boxes when filling Internet orders. Customers would find items such as trading cards that were popular in the 1980s and 1990’s featuring ninja turtles, Ghostbusters, and garbage pail kids.” (Brand Story) I think it is important to make customers feel special because they know that you’re not only in for the money but it also helps customers to be loyal to your brand.

4.     I don’t think his brand relates to baby-boomer and the generation Xers, because I don’t see them buying graphic tee’s with cupcakes on it. They might for gifts or children, but not for themselves. He could reach to the other generation by selling other type of products for older people.

5.     I think that Johnny Cupcakes is a cool brand. The thing that I really like about it is how he sets up stores like a regular bakery but instead sells t-shirts and products. I think anyone can create T-shirts by screen-printing and open they’re own shop if they have the resources and time.

EOC Exercise: Chapter 7

If I were a new designer of a product line of fashion goods, I would promote this to my target market through social media, word-of-mouth, posters and viral fashion branding. I would try to get hook-ups from people that I know such as graphic designers to help make some fliers and posters and etc. Social media would probably be one of the easiest and least expensive ways to reach out to my target market. I would have a Facebook, Twitter, YouTube, Tumblr, blog and an online website. Another way would be giving out freebies to every 100^th person that would like my Facebook page. I think that it would take a while for my product to reach the national and international markets because you need to make sure that your target market is interested in what you’re selling. “Don’t Rush. First impressions are everything. Do not release any product unless you know for sure it is as good as you can get it to be.” (Brand Story) You need to know where to place your product and limit it. “Limit product. Do not mass-produce anything. Everyone wants what nobody has.” (Brand Story) To reach national or international it would take about a few years because you’re also going to need to find a place to sell your product line, trust people to watch over it and do a lot of research. “Travel, travel, travel. Go and see the world, get to know other people and learn about other cultures.” (Brand Story)

EOC Exercise: Chapter 6

Retailers convey their brand image through retail stores by their in store marketing/advertising, sales associates, products and atmosphere. “It is essential to create brand awareness for the customers to know about the brand’s existence. The retailer must strive hard to communicate the USPs (Unique selling Proposition) of the brand to influence the buying behaviour of the customers. In simpler words, advertisements help the end-users to know to which brand a particular product belongs.” (http://www.managementstudyguide.com/role-of-advertising-in-retail.htm)

            A store that I have visited is in the mall Town Square. It is a little woman’s boutique called Bohme. The atmosphere was very laid back and neutral. There were about 1-2 employees working, there was a good amount of lighting but no music playing. There was hardly any marketing besides a sign that said what was on sale and a sign right outside of their store. The customer service was very good, they greeted me and asked if I needed help with anything; it was like they wanted to have a conversation. Some of their fixtures consisted of racks, tables a few shelves and drawers. I thought that it was a perfect amount for a small store. The types of clothes seem like they are high quality, they are priced higher than H&M and Forever 21, and they are very neutral colored and fashionable. They also sell accessories. I think the retailer does convey a specific brand image to the consumer, because when I think of Bohme, I think of bohemian and the bohemian trend is very natural and free. I think they just want you to express yourself through fashion and creativity. “Originality is an ever diminishing commodity because it is constantly stifled by the dictates of pop culture. At Bohme, we simply believe you should do your own thing. Be true to your inner creativity and those whimsical moments of self-expression-let them out for the world to behold. Let your sexy, artistic spirit roam wild and free.” (http://www.bohme.com/About)

“How we choose to adorn ourselves is a daily opportunity to express our own unique brand of creativity. It's a way of telling the world how you see yourself, and the world is compelled to respond in kind.” (http://www.bohme.com/About)

EOC Discussion Questions: Chapter 6

1.   I don’t think that A&F reinvent their brand strategy every year through product assortment, because it seems like it stays consistent with their products. Most clothing that they sell has either their logo or brand name on it. They sell the same style of clothing for men and women. “The company’s fashion assortment consists of basic items such as cargo shorts and pants, T-shirts (logos, humor T’s and crewnecks), polo shirts, woven shirts, sweaters, denim jackets, jeans, sweatshirts, flip flops, zip fleece tops, leather belts, underwear, cologne, baseball caps, men’s and women’s bracelets and jewelry, bags and various other types of active wear.” (Brand Strategy)

2.     A&F brands their products by having in-store marketing posters, shirtless greeters and “the dim lighting, smell of fragrance and booming music…This in-store branding concept has led to multimillion-dollar sales of T-shirts, denim jeans, and cargo shorts year after year…” (Brand Story) I think that its brand practices are successful to middle-school students, athletically fit adults and the gay and lesbian community. I have talked to some older college students and they disagree. They don’t like how the atmosphere is dark because you can’t see what you’re trying to look at or the amount of cologne the store sprays.

3.     Retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message, because while people are shopping, they like to have fun and music has an impact on a person that can either drive them in the store, buy a lot of things or turn them off. Store props also catch the eyes of consumers; they love to look at visuals. The atmospheres of stores are very
important. If stores are dull and boring it weakens the brand image.

4.     Personally I have only walked into an A&F store and walked right out. The atmosphere wasn’t too bad; I just wasn’t interested or had the patience to look around while the lighting is dim. I don’t think A&F tries to intimidate its customers by using extremely attractive models, I just think it is a way to attract customers into the store. “The presence of shirtless greeters at A&F stores have generated a market niche for this company and reconnects them to the sexual innuendo that was present in the magalouges.” (Brand Strategy) Yet, although it could intimate customers because they could feel like they don’t have “that body”, so they won’t go into the store, which can drive sales down.

EOC Exercise: Chapter 5

My professional plans for the future is to hopefully one day own my own boutique store on Kaua’i, Hawai’i; where I’m originally from. It would have women’s wear, swim wear, shoes and accessories and possibly later on it would carry men’s apparel. I would also be selling clothes that I sew myself. If this doesn’t work out, I would have a brick and mortar store. To makes these plans happen, I would need to create a business plan that I already have. I would also need to invest in a lot of money! I would need to find a perfect location, figure out how much inventory I need and get more educated on the ins and outs of a business. Some stumbling blocks that I think I will have to clear along the way is money issues and seeing if this business will fail or succeed. Also, I would need to see if I have enough cash flow to keep the business up and running. To reach this goal I think it would take about 2-3 years for planning, finalizing everything and getting it up and running.

Besides being a business owner, I would like to get into event and fashion show production. I am very interested in running fashion shows and or fashion events. I find it very fun since I love to plan and get creative. To make these plans happen, I need to surround myself around people that have been doing these for a while. I need to get to know people and try to get into the industry. I need to get my foot in the door and get a lot of experience. This could also be helpful if I do decide to own my own boutique because I can plan my own events or fashions shows for my store. That would be a dream! Some stumbling blocks that I would have to clear along the way is knowing how to work around people, being able to trust them to do the job right and trying to put on an event or show that a clientele visions. To reach this goal would probably take 1-2 years, depending on if you can get a good job in this industry.

"When you reach an obstacle, turn it into an opportunity. You have the choice. You can overcome and be a winner, or you can allow it to overcome you and be a loser. The choice is yours and yours alone. Refuse to throw in the towel. Go that extra mile that failures refuse to travel. It is far better to be exhausted from success than to be rested from failure."
- Mary Kay Ash, founder of Mary Kay Cosmetics (http://entrepreneurs.about.com/od/famousentrepreneurs/a/quotations.htm)

"The important thing is not being afraid to take a chance. Remember, the greatest failure is to not try. Once you find something you love to do, be the best at doing it."
- Debbi Fields, founder of Mrs. Fields Cookies (http://entrepreneurs.about.com/od/famousentrepreneurs/a/quotations.htm)

"Experience taught me a few things. One is to listen to your gut, no matter how good something sounds on paper. The second is that you're generally better off sticking with what you know. And the third is that sometimes your best investments are the ones you don't make."
- Donald Trump (http://entrepreneurs.about.com/od/famousentrepreneurs/a/quotations.htm)

EOC Discussion Questions: Chapter 5

1.     Vera Wang is a great example of the ever-changing career path of an individual, because even though she has gone through many trials and tribulations in her lifetime, she was still able to move forward and kept succeeding in life. She first started as a figure skater, got over that and had an interest in fashion and design. She then got a position at Vogue magazine and now has her own brand as designing wedding dresses. “Her career is a guide for all who study or want to work in fashion; the “road to success” has many twists and turns, but maintaining focus and integrity will surely lead to triumph.” (Brand Story)

2.     On verawang.com some things that were added to this company since this chapter are bedding, eyewear, fragrance, fine papers, flowers, luggage, footwear, tabletop and Simply Vera Vera Wang.  You can also download an app to help plan your wedding. “I would like a bride to take this app as a suggestion, as encouragement to find out who she really wants to be and how she wants to get married. And I hope that what I do, with everything I create, makes a job just a little more pleasurable and a little bit easier for the bride.” http://www.verawang.com/vera-wang-on-weddings-app/

3.     The Vera Wang brand is different from Ralph Lauren and Dolce and Cabbana because she sells to women who are looking for wedding dresses. She designs wedding dresses to fit a woman’s needs. You can also own something from Vera Wang that is less than a $100. “As with many high-end designers, mass-produced fragrances allow mass customers a chance to own a piece of Vera Wang’s product line because many are priced at less than a $100.” (Brand Story) She has ready-to-wear, bridal, fragrance, beauty, accessories and home.

EOC Exercise: Chapter 4

This ad above is for BMW. When I first saw it, I didn’t realize that the guy was staring at a BMW picture in the magazine. This ad “is to sell the brand, not the product. There is no text about safety crash ratings or how many miles to the gallon it gets. It merely claims that if you drive a BMW, you will get noticed because it is “the ultimate attraction.” This ad is not focusing on BMW’s carline, but is focusing on what surrounds the product, the brand.” (wordpress.com)

            This ad also has a little bit of sex appeal. The girl seems interested in the guy because her hands are around his neck, but the guy is only attracted to the BMW than her. “This ad shows BMW’s brand image or personality. Products, like people, have personalities and this idea of personification is taken literally with the picture of the BMW covering the woman’s face. According to BMW “ the ultimate attraction” is their vehicle, women are still an attraction, just not “the ultimate attraction.” Women often wonder why men refer to their car as their “baby.”” (wordpress.com)

            BMW is known to be a luxury and expensive brand. “Owning a BMW is like dating the hottest girl in school – everyone dreams of it, but only some can actually experience it.” (wordpress.com) BMW was also made to fit that lifestyle driver and people would buy one because of status or to prove a point. BMW has made its brand well-known as a luxury car.

EOC Discussion Questions: Chapter 4

1.     Dolce and Gabbana divisions are Dolce&Gabbana, D&G and D&G Junior. Their brand has not been grown into other clothing lines, but there are lines for D&G Jewellery and D&G Dolce Bag,

2.     I think that D&G caters to the fashionistas that the rest of the design world has rejected because, they have came up with a new image on their ads in 1994 to show that the brand is for a diverse group of people. “To gain new customers for the licensed D&G division of the brand, Dolce & Gabbana launched a series of ads aimed at diverse target market.” (Brand Story) Their ads featured “alternative couples-pinks, goths, multi-ethnic, gay, lesbians and so on.” (Brand Story) They were the first luxury brand to display the homosexual lifestyle. I think that they have dressed women like Isabella Rossellini, Madonna, Kylie Minogue and Brooke Shields, because they believe that a D&G woman is “cosmopolitan women who has toured the world, but who doesn’t forget her roots. A women who indifferently wears extremely sexy bras that can be seen under sheer clothes, contrasting them with the very masculine pinstripe suits complete with tie and white shirt or men’s vest. She always wears high heels. She loves that so-masculine cap imported from Sicily and the rosary of the first Communion that she wears a necklace. She can be a manager, wife, mother or lover.” (Brand Story)

3.     I don’t think gay and lesbian consumers purchase different fashion brands than heterosexuals, I just think that it is based on their own personal style and where they like to shop. I think that it was smart for D&G to target to this market, because it opens up to more diverse consumers and now people can actually “come out of the closet” and feel comfortable about who they really are."Their customers genuinely admire what the brand stands for in the global fashion marketplace. These two men will continue to be fashion fairy godmothers, dressing those that everyone else has honored." (Brand Story)