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.

WEEK 6 BOC: How Can Jeans Cost $300?

        In my personal opinion, I think jeans that cost more than $100 are a bit too pricey for me. I would probably buy a few high-priced jeans and compare them to ones that I get for $20-$50. The reason why jeans are in the few hundreds is because all the detailed work that goes into it, the stitching, wash and embroidery. “Jeans brands also try to stand out from season to season by using patented materials, such as rivets and stitching, and by using special washes and distressing methods. These might involve dying, pressing, and even using sandpaper and drills on the raw jeans. These methods can be particularly expensive when done in the U.S., where factories must meet more stringent environmental and labor standards than in many low-cost nations.” (Wall Street Journal) It is also expensive because the labor is done here in the U.S. It is more expensive to manufacture jeans here than anywhere else. “True Religion is one of the industry's giants, making 4 million units of clothing a year. He estimates that his $300 jeans could sell for $40 if he manufactured in China.” (Wall Street Journal) Once you add up all the work and machinery used to create these high-priced jeans, they are usually around $150 and then sold for a much more at retail price. “Most any piece of clothing contains parts and services from potentially dozens of providers: from fabric and button makers, to designers and seamstresses, and wholesalers and sales agents. After all this, designers and retailers say the typical retail markup on all fashion items, including jeans, ranges from 2.2 to 2.6 times cost.” (Wall Street Journal) I think that you are not only buying the quality and look of the jean, but also the brand name. This article is a good eye opener to people who wonder why and how jeans can cost $300+.

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.