Wednesday, May 2, 2012
Week 4 EOC: Chapter Exercise
In this chapter you discovered that Dolce & Gabbana are known for their unique advertising campaigns. How well can you read (or analyze) one of their ads or any other fashion ad? Find a fashion ad and share with your colleagues all the innuendos you find hidden in the ad. How does this ad reflect culture or history? Does this ad say anything about the particular brand? What is subliminally suggested? Back up your thoughts with reasons from history, culture, or contemporary ideas.
The ad that I had picked for Dolce & Gabbana was their ad from 2003. There was a controversy at first with Puma because there was a fake ad being spread around of a girl wearing her Puma shoes and was kneeling down in a suggestive manner facing a guy, giving off the impression she was giving him oral pleasure. Another notation that she was giving him oral sex was the fact that there was a white sticky looking substance on her knee. Puma then sued over this ad saying it was completely fake and was not their ad. With Dolce & Gabbana however, being the controversial brand that they are did a similar campaign. They were paying homage the Puma ads by having a gentleman kneel in front of another guy who has his pants around his ankles. With Dolce & Gabbana ads, you never really know what it is they are trying to sell. It could be the shoes, the jeans, the guys’ shirt in the back or even the underwear that you get a little peak of at the top of the ad. Being that they are a very provocative brand with their controversial ads, this advertisement wasn’t as ridiculed as Pumas was, simply because that is who they are.
The ad that I had picked for Dolce & Gabbana was their ad from 2003. There was a controversy at first with Puma because there was a fake ad being spread around of a girl wearing her Puma shoes and was kneeling down in a suggestive manner facing a guy, giving off the impression she was giving him oral pleasure. Another notation that she was giving him oral sex was the fact that there was a white sticky looking substance on her knee. Puma then sued over this ad saying it was completely fake and was not their ad. With Dolce & Gabbana however, being the controversial brand that they are did a similar campaign. They were paying homage the Puma ads by having a gentleman kneel in front of another guy who has his pants around his ankles. With Dolce & Gabbana ads, you never really know what it is they are trying to sell. It could be the shoes, the jeans, the guys’ shirt in the back or even the underwear that you get a little peak of at the top of the ad. Being that they are a very provocative brand with their controversial ads, this advertisement wasn’t as ridiculed as Pumas was, simply because that is who they are.
Week 4 EOC: Discussion Questions
1. Currently, how many divisions do Dolce & Gabanna have in their company? Has it grown since this chapter was written? If so, how?
Dolce & Gabanna have three divisions under their company name. As a whole they haven't really grown since the chapter has been written. They have always had a provocative brand image, and continue to this day.
2. Do you think Dolce & Gabanna 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 risque? Why or why not?
I think that they do but they don’t at the same time. I feel that you have to have a certain image to cater to the brand. The women listed are risqué but not off the charts. They have grown with their own personal style and as women.
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 don’t think that the gay and lesbian community purchase different fashion brands. I think that it was smart for them to target towards this audience because it reflects the owners as a whole. The gay and lesbian community who are fashionably aware, purchase what it is they feel are fashionable not because of the brand.
Dolce & Gabanna have three divisions under their company name. As a whole they haven't really grown since the chapter has been written. They have always had a provocative brand image, and continue to this day.
2. Do you think Dolce & Gabanna 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 risque? Why or why not?
I think that they do but they don’t at the same time. I feel that you have to have a certain image to cater to the brand. The women listed are risqué but not off the charts. They have grown with their own personal style and as women.
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 don’t think that the gay and lesbian community purchase different fashion brands. I think that it was smart for them to target towards this audience because it reflects the owners as a whole. The gay and lesbian community who are fashionably aware, purchase what it is they feel are fashionable not because of the brand.
Week 3 EOC: Chapter 3 Exercise
Most designers and merchandisers that have an established name have been working for a while in the retailing, manufacturing, or design industry. Identify someone who you feel reflects the type of fashion brand you would develop and write a 300 word essay on his or her career. How has each of that person's experiences helped them develop a successful brand? What do you think the future of their brand will be?
A brand that I think has done a really good job at creating a name for themselves in the fashion industry is Los Angeles based company, 7 For All Mankind. Although they were not the first to have premium denim, they were the first to sell quality denim at a luxury price. They approached celebrities with endorsements and soon we started to see celebrities all over in sevens. I believe that this is one of the best kinds of promotions a company can do, if they can actually get the celebrity to do it. Now, 7 For All Mankind has it’s own stand-alone stores that are few and far between, they are weary on not opening too many stores in a short time which I think is a good idea so the market doesn’t get too saturated. If you walk into one of their stores, it is merchandised very unique and unlike any other denim store I’ve seen. Everything is placed very strategically and the fixtures are very luxury-like. The one thing I love about Seven is that even though they come out with different collections every season, they always have the basic cuts and washes that they started out with. Nothing they have is ever too crazy or trendy, this is in order to make sure that no matter where or when you wear your Sevens, they will always be in style.
A brand that I think has done a really good job at creating a name for themselves in the fashion industry is Los Angeles based company, 7 For All Mankind. Although they were not the first to have premium denim, they were the first to sell quality denim at a luxury price. They approached celebrities with endorsements and soon we started to see celebrities all over in sevens. I believe that this is one of the best kinds of promotions a company can do, if they can actually get the celebrity to do it. Now, 7 For All Mankind has it’s own stand-alone stores that are few and far between, they are weary on not opening too many stores in a short time which I think is a good idea so the market doesn’t get too saturated. If you walk into one of their stores, it is merchandised very unique and unlike any other denim store I’ve seen. Everything is placed very strategically and the fixtures are very luxury-like. The one thing I love about Seven is that even though they come out with different collections every season, they always have the basic cuts and washes that they started out with. Nothing they have is ever too crazy or trendy, this is in order to make sure that no matter where or when you wear your Sevens, they will always be in style.
Week 3 EOC: Discussion Questions Chapter 3
1. Is Ralph Lauren a designer? Why or why not?
-Ralph Lauren is not a traditional designer, he is a merchandiser and in essence not only the CEO but the Chief Branding Officer. Without Lauren’s ideas on how to merchandise and brand the garments, they are nothing.
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
-Lauren worked at Rivetz, a manufacturer of ties. This helped Lauren to understand the importance of networking and also becoming iconic and unique in an industry where thousands are willing and qualified to work.
3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
-Ralph Lauren has 3 divisions under his name; they are Polo Ralph Lauren, Rugby Ralph Lauren, and Club Monaco. Club Monaco is aimed towards an older clientele, they use mostly natural tones and blacks and whites. Rugby Ralph Lauren has a preppy style, a hint of British style aimed towards a younger demographic. Polo Ralph Lauren is targeted to the middle-aged person who likes a more tailored look that still has a bit of an edge.
4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?
-Personally, I wouldn’t buy anything from any of the divisions. The brand isn’t exactly my style, but if I had to choose I would pick either Polo or Club Monaco because I love wearing natural colors, and I like the put together edge of Polo.
5. How was Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?
-Ralph Lauren learned at an early age that making yourself unique among others is crucial. He saw gaps in the American fashion market that needed to be filled and did so. He is also very good at recognizing where there is opportunity for growth and uses his brand to his advantage.
-Ralph Lauren is not a traditional designer, he is a merchandiser and in essence not only the CEO but the Chief Branding Officer. Without Lauren’s ideas on how to merchandise and brand the garments, they are nothing.
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
-Lauren worked at Rivetz, a manufacturer of ties. This helped Lauren to understand the importance of networking and also becoming iconic and unique in an industry where thousands are willing and qualified to work.
3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
-Ralph Lauren has 3 divisions under his name; they are Polo Ralph Lauren, Rugby Ralph Lauren, and Club Monaco. Club Monaco is aimed towards an older clientele, they use mostly natural tones and blacks and whites. Rugby Ralph Lauren has a preppy style, a hint of British style aimed towards a younger demographic. Polo Ralph Lauren is targeted to the middle-aged person who likes a more tailored look that still has a bit of an edge.
4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?
-Personally, I wouldn’t buy anything from any of the divisions. The brand isn’t exactly my style, but if I had to choose I would pick either Polo or Club Monaco because I love wearing natural colors, and I like the put together edge of Polo.
5. How was Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?
-Ralph Lauren learned at an early age that making yourself unique among others is crucial. He saw gaps in the American fashion market that needed to be filled and did so. He is also very good at recognizing where there is opportunity for growth and uses his brand to his advantage.
Wednesday, April 18, 2012
Week 3 BOC: Women’s professional Swimming suits
It all really depends on the time, people, where you’re at, and most importantly how you want to look. If you were with a group of say four girls you would want to be the cutest one out of all of them, so you would pick the cutest swimsuit/outfit. Also time is a factor as well because it varies. In the morning/afternoon you would wear something summery and fun like a white or colorful swimsuit, and something that drapes over like a light top or a dress. In general women just want to look good with or without accessories. They also want to be the center of attention of everything. If it were an important event of course a women would get dolled up with make-up, sun hats, rings, jewelry, heels, and fun things. Mostly they’re just there to look at, and sometimes admire.
BOC Week 3: Midterm
I chose "Dickinsons original witch hazel". Which is a pore perfecting toner. This toner is perfect for anyone of all different skin types. It's non-drying, it deeply cleanses, but it also keeps and maintains a clear, smooth, and balance skin. I use this product everyday morning, and night. The best thing about the witch hazel is that it is oil-free so that it won't clog or cake up your pores. When you use witch hazel or any natural astringent you must let the toner dry natural without using a towel or anything because it would defeat the purpose.
Tuesday, April 17, 2012
Week 2: Discussion Questions
1. How has fashion advertising changed since the mid-twentieth century? What are some of the differences between ads that appeared before the 1950s and those from the 1950s, 1960s, and today?
It's vastly changed from the 50's. 50's advertisement was more informal than fashion or any kind of world-changing advertisement. It wasn't really creative as well. They used real people doing real-life things, and they wanted to capture the image. One thing that I noticed about the 50's were that the seem to list prices of the product, and how it worked. While this day and age we barely list anything, it's more about image than price. Later through the 50's and 60's ads became more and more popular using successful tactics to compete with other companies.
2. What are some of the theories related to fashion branding? What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdrillard?
Barthes found that there were three different levels that are a division of garments which relate to fashion branding. It shows a study of culture and fashion that influences many consumers and how they interpret fashion or fashion branding. There is one point to fashion branding though, and that is they try to communicate with the consumer in a way that the consumer can see the product in a way that is creative and force them or at least get them to see the garment and see the store or company for what it's worth. Most theories with Barthes and Baurdrillard seem to deal with the garment instead of the story of fashion branding that comes along with it.
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.
McCraken has nine subjects that deals with a company to help the company look at the target market a different way. They are; gender, lifestyle, decade, age, class/status, occupation, time/place, value, and fad, fashion, and trend meanings. ( ) These are really just the basics for any company. There is one thing that has changed, and that is the sexuality in most brands. The tend to sway towards more of the LGBT side, but at the same time appealing to the heterosexual community as well .
Week 2 BOC: My Voice
As a Fashion Marketer and merchandiser, I plan to show a different perspective of fashion by applying all that I learn into what I will do. The retail industry is not about what you have or what you can afford it’s about how you apply yourself and what you know to the company so that you can improve the company you own. When I was little I could always see what creative thing I can come up with next, but now I have lost all my inspiration for what I was doing and who I was. Trying to find my talent and passion was really hard when you don’t know what to do with what you know already. Later I learned from a wise person that being in fashion doesn’t mean that you could always get to become the designer. There’s more to it than being just the Designer. You also have to know the business side of fashion. Being in the industry is hard work but being in the business is harder, it’s where you put your, blood, sweat, hard work and perseverance that will get you going. I decided that I am the creator of the fashion and business industry; and being the creator is like the designer, now I have the power to change advertisements and marketing strategies, and fashion forward looks each season.
EOC Ch1: Exercise
Exercise: Fina a fashion advertisement. Identify any historical, social, or cultural icons in the ad and share the story the ad is trying to tell the viewers. How does this ad make the consumer want to purchase the product?
I found this ad by Chanel and I thought this was gorgeous. Summer is coming up so they tapped in to a social responsibility and the season. They have created a surf board with the logo and Chanel built in to the surf board. They had a classy women walk down the beach showing not only can a women surf but the can also look fierce, and fearless no matter what comes their way. This is what I got from look at the ad.
Like I said before summer is coming up so consumers are more likely to purchase products in the summer due to it's so HOT and they want something that airs out and wicks moisture. So a way that they did was took a picture of a lovely women at the beach where the weather is nice and the ocean is blue and beautiful.
EOC Ch1: Discussion Questions
1. What is fashion branding? How does branding establish a product's identity?
Fashion branding is how a consumer perceives a particular brand with a product or service that the company offers. Fashion branding is also very competitive that targets consumers with products, advertising, and promotions, so that the consumer can identify in a different way. Again, a way to establish a products identity is to advertise to a particular type of consumer that will be loyal to your product as well as your service.
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?
T-shirts, jeans, and sunglasses can be sold anywhere at a normal price, because they are simple things that you need and can get for everyday use. Unless you want to be unique and get items where the fabric quality is better and the construction of the garment is better. By far companies like to sell high price sunglasses and etc. by being unique and creating different products for that particular consumer. It also helps them appear unique in the eyes of the consumer.
3. Race, ethnicity, religion, ans sexual orientation play a part in the 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 different consumer groups from me would be Women, Straight men, and children. For women there are different things that a women can purchase that I can't for myself. For example make-up, although I use face wash and other beauty products to keep my face from looking horrible. I still wouldn't be able to go to the store and buy make-up, bras, and panties.
Straight men have a totally different concept from what I purchase. Some tend to purchase items such as Oakley sunglasses, shorts, and a tank. While I prefer something more elaborate when going out, going to school or hanging out with a group of friends. If I wore shorts and a tank, those would be my lazy clothes otherwise for straight men, it's their everyday wear.
Children is a whole different ball game. I don't think I would wear anything or purchase anything in the children section because that's not what I would like to purchase on a regular daily basis.
Fashion branding is how a consumer perceives a particular brand with a product or service that the company offers. Fashion branding is also very competitive that targets consumers with products, advertising, and promotions, so that the consumer can identify in a different way. Again, a way to establish a products identity is to advertise to a particular type of consumer that will be loyal to your product as well as your service.
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?
T-shirts, jeans, and sunglasses can be sold anywhere at a normal price, because they are simple things that you need and can get for everyday use. Unless you want to be unique and get items where the fabric quality is better and the construction of the garment is better. By far companies like to sell high price sunglasses and etc. by being unique and creating different products for that particular consumer. It also helps them appear unique in the eyes of the consumer.
3. Race, ethnicity, religion, ans sexual orientation play a part in the 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 different consumer groups from me would be Women, Straight men, and children. For women there are different things that a women can purchase that I can't for myself. For example make-up, although I use face wash and other beauty products to keep my face from looking horrible. I still wouldn't be able to go to the store and buy make-up, bras, and panties.
Straight men have a totally different concept from what I purchase. Some tend to purchase items such as Oakley sunglasses, shorts, and a tank. While I prefer something more elaborate when going out, going to school or hanging out with a group of friends. If I wore shorts and a tank, those would be my lazy clothes otherwise for straight men, it's their everyday wear.
Children is a whole different ball game. I don't think I would wear anything or purchase anything in the children section because that's not what I would like to purchase on a regular daily basis.
BOC Week1: Slip! Slap! Slop!
“The sunscreen part firstly has been called into serious question. Do you know that if you use a sunscreen you are more than 80% more likely to develop a melanoma than someone who doesn’t.”
“Melanomas are the most lethal form of skin cancer. Melanomas have been increasing in incidence continuously since 1983 across all age groups in spite of everyone slipping, slopping, and slapping”
There are also companies that spread word about sunscreen being approved. Sunscreen has also changed during the year so its not as harmful.
"Sunscreen products are regulated as over-the-counter (OTC) drugs by the U.S. Food and Drug Administration (FDA). The FDA has several safety and effectiveness regulations in place that govern the manufacture and marketing of all sunscreen products, including safety data on its ingredients"
What Improve Health is trying to say is if you don’t get exposure to the sun, you may experience a lethal form of skin cancer, which is really bad. Overall this cause quite a controversy which is really whether to use the sunscreen or not.
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