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.
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