EOC- Chapter 7 Discussion Questions

1. What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market?

Viral fashion branding is a type of branding that is implemented through self-promotion, word of mouth, or by using electronic methods. This has helped him become well known in the youth market because one of his viral methods was through his blog. His blog involves everyone to be included in his life and his daily activities, which relates them to the brand and how the brand is succeeding.

2. Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process?

Viral fashion branding is a good method because it helps get you and your product far beyond just being a local brand. It instantly helps your become international and get that world wide recognition and consumer. There are many brands out there that currently use this process, it has become so widely accepted that we find it weird when someone isn’t using the Internet as a tool to launch their brand.

3. How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?

Johnny Cupcakes makes his customers feel special by putting in little knickknacks in with their purchase. He’s basically cleaning house every time he gets an order because it is random what they put in your order. It’s important for Johnny’s consumer because they’ve already developed that quirky relationship through his blog, but it’s not like it was expected the first time around.

4. Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and generation Xers? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences?

I think his brand offers a little something for everyone. It all just depends on the consumers’ personality and how their own personal style can relate to the brand.

5. In your opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?

Johnny Cupcakes is a unique brand because of the way he has branded himself and how he keeps his consumers on their toes. His brick and mortar store is set up just like an actual bakery and he has little items thrown in with the Internet orders. Right now I think he is good with where he is at, but if he doesn’t have any children’s tees I think that would be a very good addition to his product line.

Final _ What you want to produce

Trying to come up with a product that isn’t already in the marketplace or one that is needed was not easy. It seems like any Average Joe with a bright idea and a couple of buddies that are willing to help him out, can become an overnight sensation. So, the product that I want to produce is a bracelet that focuses on the consumer. It’s going to be based off of their horoscope and each month there will be a new style that comes with your horoscope. The color of the bracelet will depict your birthstone. So say you are born in January, a Capricorn and your birthstone is a ruby. The color of the bracelet will be ruby red with a tiny ruby by the clasp and will have your horoscope of that month along with it. “Whether a car, a soft drink, a store, or insurance, the image a product projects defines it and its company, whom it appeals to, and the associations it conveys to the consumer.” (Thom Browne, Brand Story; Foreword pg. XV11)

“I simply wanted to make well-made, hand-tailored suits that would appeal to people who thought that tailored suits are what their grandfathers and fathers wore.” (Thom Browne, Brand Story; Foreword pg. XVIII) Bracelets are a hit and miss in the marketplace. It could look too cheesy, fake, or too gaudy. The bracelet I’m going to design will look neither cheesy nor gaudy, the simple elegance of it will complete any outfit, have it be jeans and a tee or a little black dress.

“Maintaining and guarding what one has established and believes in requires diligence and care.” (Thom Browne, Brand Story; Foreword pg. XVIII) By believing in my product and its philosophy, the road to success won’t be dreadful or frustrating. I believe that most companies and products fail because of the lack of belief in the product and therefore that leads to poor marketing campaigns and research. “Once a brand identity is established, it can be enhanced through evolution, but frequent changes can confuse the consumer.” (Thom Browne, Brand Story; Foreword pg. XIX)

BOC Week 8: Exercise - Using Johnny Cupcakes as a model

For Johnny Cupcakes I would promote the brand heavily through social networking. A lot of companies underestimate the power of social networking, so I think that promotion through Twitter and Facebook would be a great asset for Johnny Cupcakes. Since we have very little of a budget this would be a great way to save money but still get the word out. I feel that for my company and my product this would serve as a key component of my business plan. Starting out as a fresh face and new product you cant go in headfirst thinking you will make big bucks instantaneously. If I had some sort of finances on the side for advertising I would probably make small flyers and pass them out to the local newsstands, boutiques and hangouts around college campuses where my target market would be found. I think it would take quite some time in order for my product to reach just citywide. National and international markets are going to take a very long time if I stay on a one-track advertising plan. I could reach those markets a lot sooner if I handle my finances and target market in a correct and successful manner. I don’t want to overwhelm my business and over saturate the location that I begin at. If I have a very loyal customer base from my online market, then international should be pretty easy to reach; not saying that I will be an international success but well-known and respected enough to gain a wider consumer base. So with my online social networking and online consumers I think that I would be able to fulfill the amount of success I want to reach.

EOC Chaper 6 Discussion Questions

1. Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or Why not?

I don’t really think that they change their brand strategy, because the current one they have has proven to be quite successful. People know who they are just by a shirtless guy on their bag, loud music bumping as you walk by, and “models” standing outside of their doors. They know who their market is and just how to get them in and their strategy, which really isn’t all that much of one, works.

2. How does A&F brand its products? Do you think its brand practices are successful?

They brand themselves by their shopping bags and by their t-shirts with their name on it. They don’t even really need to sell the jeans, or the jackets, or the polo shirts because you know exactly when someone is wearing an A&F shirt because in big letters it will say A&F. Their brand practices are very successful because you can’t miss their name being on a shirt they sell.

3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

I think for their already loyal customers, their store atmospherics work. If you’re a new customer then it might keep you a little on edge when you first walk into an A&F store. The music is loud, their cologne is strong and the music is dark. It makes me wonder if the “models” are as good looking as they want them to be or if that’s the reason why the atmosphere is the way it is. For me, the whole dark, musky feel doesn’t work for me because I’m not an A&F customer. If I were a 24 year old frat boy who loves house music and to smell like a shoe, then sure I would love it.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customers by using extremely attractive models?

I don’t think they’re trying to intimidate anyone with their models, I think that’s what brings them in trying to give off the idea of “Hey, you can look like this too and get all these people fawning after you, if you buy our clothes.” I’ve had a bad customer experience at the store so I pretty much have written them off of places I’d consider going into.

EOC Chapter 6 :Exercise - Visit to a retailer

The retail store that I visited was Victoria’s Secret. They already have a powerful brand image, and when you see a Victoria’s Secret in any mall, you may already have an opinion on who their customers are and what the employees are like. Each room in the store has a different story to tell. The one that I walked into had all of their “Very Sexy” collections in the front room, which gave off a vibe that felt like that specific room was for the more sexy and provocative woman because it also had some daring pieces in there as well. As you go farther back into the store and experience each and every room, it is noticeable that the story is changing as you make your way through. The lingerie sets and brassieres get a little more playful, then romantic, then a little bit more comfortable and then into the PINK Collection. The PINK Collection is a unique sub-brand of Victoria’s Secrets. It is primarily aimed towards the younger generation of shoppers who age ranges from 13-20. Before I ever really shopped at a Victoria’s Secret, I had always felt that they were targeted towards the young female who had the body to wear their products. Once actually being a loyal customer and experiencing the different aspects the brand has to offer, it was then I realized that they are more than just an undergarment company. They offer full figured bras, makeup, travel essentials and sportswear as well. As the company grows, so does their customer base. They are more of a lifestyle brand now since online and at some locations they do offer a wide variance of sleepwear, bedding, and now they even have an NFL collection which opens their doors to a whole new market as well.

EOC - Week 5 Exercise

It is time for some self- reflection by answering the following questions:

What are your professional plans for the future?

My professional plans for the future are to be an events coordinator. I don’t want to limit myself to just one specific event. I would like to have my own events company and specialize in the customers wants. Big conventions, little birthday parties, for right now I’ll do what I can to get my name out there.

How do you intend to make those plans happen?

As of right now, my business card is being created and I have already had word of mouth being spread around amongst friends, family and friends of friends. I have already dipped my hands into a little bit of everything. I helped plan my sister’s wedding, catered at a concert, was assistant director in a fashion show, helped plan/put on a fashion show at my school and currently planning a close friends wedding and bridal shower.

What stumbling blocks do you think you will have to clear along the way?

I know it’s going to take quite some time to actually get my name out there beyond friends and family but I am already prepared for the hardship that’s soon to come. I know another stumbling block is going to be having good relationships with contacts and vendors. Being new to the scene it’s going to be awhile before I have secure relationships, but with the events that I have been involved in I have kept in contact with the networks I have made. It’s not going to keep me down however, no matter what the business is going to be it’s going to be hard to build your name and to have it be relatively successful.

EOC Week 5 Discussion Questions

1. In what way is Vera Wang a great example of the ever-changing career path of an individual?
Vera Wang was the former editor of Vogue, and then made the career choice of designing wedding dresses. She simply started just by designing her own dress because she couldn’t find one for her wedding. Ever since then she has exploded onto the bridal scene as the must-have wedding dress.

“Vera loves clothes beyond loving clothes; she loves everything that has to do with clothes. This is not a make-believe love here; it's the real thing. Anything that has happened to Vera is fallout of this love. It's her only agenda. So she is going to present you clothes in an extremely loving manner: beautiful clothes in the most beautiful way possible.”
—Paul Cavaco New York Magazine

2. Go to www.verawang.com . What changes have occurred in the company since the writing of this chapter? Has the brand expanded in other products?
She isn’t just a wedding dress designer; she has RTW collections and an entire home collection. She has created her brand into being a lifestyle brand. Under her “Lifestyle” tab on the website it has such items listed: Bedding, candles, eyewear, fine papers, flowers, fragrance, luggage, mattresses, shoes and Simply Vera Vera Wang which is her clothing line for Kohls.

3. In your own words describe the Vera Wang brand. How does this brand differ from others, such as Ralph Lauren or Dolce & Gabbana?
Vera Wangs brand is self explanatory. When you think of Vera Wang you think of simple, calm, classic sophistication. Her personal style is implemented onto every product she comes out with. Comparing her brand to Dolce & Gabbana would be like comparing a tricycle to a motorcycle. Dolce & Gabbana is over the top and risqué, while Vera is very calm and in this world.

EOC Week 4 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.

EOC Week 4 Disussion 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.

EOC Week 3 Exercise

Kenneth Cole began his career by selling women’s shoes. Today he manufactures internationally and now offers men’s and women’s footwear, accessories and stylish clothing. He also licenses his name to products like hosiery, luggage, watches and eyewear.

He began in 1982, and had just enough money to get by. He didn’t have enough to rent out space at the Hilton in New York and sell his shoes to dealers, or enough to have a big showroom. What he did instead was borrow a trailer from one of his friends and tried to park it in Manhattan. The only people who could get a parking permit to park on the streets were production companies who were shooting full length films. He then changed his company name from Kenneth Cole Inc. to Kenneth Cole Productions, Inc. He had the trailer set up across the street from the Hilton and opened up his business. In just the first few days he sold out of 40,000 pairs of shoes and then got the notable reputation as a business maverick.

From the beginning of his career, Kenneth Cole knew he had a dream and wasn’t going to allow anything to get in his way. In a Los Angeles Times interview, Kenneth Cole was quoted saying, "The more I circumvent the rules, the more successful I become." With an attitude like this I believe that nothing will ever be able to stand in Kenneth Cole’s way. Not only is he known for his designs and business talents, but he has also been recognized for his philanthropic involvements. Kenneth Cole Productions continues to declare "What you stand for is more important than what you stand in" and "To be aware is more important than what you wear."

Over 4,500 department and specialty stores carry some sort of Kenneth Cole product, have it be the Kenneth Cole New York collection, or Unlisted, the man is everywhere. With the company being publicly traded, it’s easy to see that despite this current “recession” that our economy is in; Kenneth Cole Productions is not staggering under the weight. They have consolidated revenues with up to 15% growth in all segments and their earnings per share have increased to $0.23 versus last year’s loss of being down $0.18.

Despite the economic problems, the company hasn’t flourished and I think that the future for Kenneth Col e Productions is a bright one. With Kenneth Cole still currently being the CEO and owning 45% of the company, I think that they are going to continue being the respectable company that they are today. Kenneth Cole knows what it is he wants and how he’s going to get there, so there is no stopping him or his ideas. I think the only thing that could possibly bring the company down is if for someone else to take over Kenneth’s role as CEO, and the only way I could see that happen is if he died, or pulled a Steve Madden. I’m just sayin’.

EOC Week 3 Discussion Questions

1. Is Ralph Lauren a designer? Why or Why not?

He is not a traditional designer. Ralph Lauren is a merchandiser. “He has total creative license to dream up the ideas that influence his brand.” (pg. 36)

2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?

Before working for himself, he worked at Beau Brummel. I think this experience was extremely beneficial for him because not only did he already have a unique reputation, but it stood him out amongst the competition when he began to sell his wider ties.

3. How many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?

He has six general divisions under his name but under those are many sub labels. The general divisions are diverse, but he sub labels are more homogenous and have a specific target market.

4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?

The home furnishings are probably my favorite of his divisions. My home life style is different than my personal life style. For the home, I like more of the classic style rather than it being spontaneous, when my personal style is a little more outlandish.

5. How has 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?

He built an entire lifestyle on top of his ties and polo shirts. There’s a division for every aspect of your life. Not only can you enjoy Ralph’s fashions but so can your spouse, children, and even your home. Kenneth Cole, in my opinion, is on the same route. He started off with just shoes and from then he exploded into the fashion empire he is today.