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.

Final Project: Vintage in Distress

http://aaabrandmarketing.tumblr.com/

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.