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.
Showing posts with label EOC. Show all posts
Showing posts with label EOC. Show all posts
Wednesday, May 2, 2012
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.
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 .
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.
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