Week 11 - Final Evaluation

I think this has been one of the most beneficial classes that I have had this quarter. I learned a lot about marketing and how branding works in the fashion industry. The book was a really good source as well because it goes in depth about new designers and top designers about how they got their start and where they plan on going. It was also good to know what the customer’s wants and needs are without bombarding them with so much information at once. The midterm was fun to do because you got to chart the development of a company whose been sold in the US for over 20 years and then for the final you started your own company. So it was easy to relate to that company we did for the midterm to the product company we wanted to start because we can see where they went wrong and right and how they got to be the success that they are today.

Building a brand isn’t just about getting your name out there to sell a couple of items, it’s about making a statement in the industry that is long lasting. Nobody plans on creating a product that only lasts for a couple of weeks; you want to strive for the long run. You have to be creative and consistent with your marketing and advertising because not all customers like change, all change does is create confusion amongst your customers. Unless you have an awesome marketing team who know your brand extremely well and how to make them even more successful, then changing your image could negatively affect your business.

For this class I feel that I deserve an A because I’ve clearly been able to understand what this class is about, and where I’m suppose to go with the knowledge that I have gained.

Final_Create a name & logo

“Fashion branding is the context that surrounds the garment as well as the image that designers, retailers, manufacturers, and promotional consultants create in order to encourage consumers to buy new items.” (Joseph Hancock, Brand Story pg.5)For the name of my product I had to do some research on terms, sayings, names, anything that embodied astrology and was appealing to the customer. So the name I decided on was “Fortuna.” It is from the Latin fortuna, fortune. It is interchangeable with Part of Fortune. The Part of Fortune in layman’s terms is a representation of worldly success that is achieved mainly through the persons own efforts. It brings us the most joy through the final achievements of our own personal achievements. “Fashion branding can make fashion seem fun, exciting, innovative, and unique; fashion brands need a solid identity to be understood by consumers.” (Joseph Hancock, Brand Story pg. 5)

The logo is the sign of Part of Fortune sign which is a simple X inside of a circle, and then behind that is the different astrological signs. I didn’t want anything crazy extravagant but I still wanted it to represent the brand and what it is we are about. “Fashion branding shapes and contextualizes a garment or accessory to establish its identity.”(Joseph Hancock, Brand Story pg.5)

Final_Creating the look of my product

“Branding is not just about the product; branding is also about creating a clear vision and strategy for a company.” (Joseph Hancock, Brand Story pg. 7) The main look for my product will be simple but the details are what will catch the consumers’ eye. At first glance it will look like a simple braided rope bracelet, but once you take a good look at the bracelet you will then see that it is braided silk with a lobster clasp and their sign where the clasp is at and their birthstone intertwined with the silk. The color of the silk will be the most common color of their sign. The bracelet will be encased in a zodiac box that has their sign on the top of it. I want to create that instant excitement over the product before they even put the bracelet on. “This company has proven that if you sell a great product and create a great atmosphere, you can become a leader in fashion.” (Joseph Hancock, Brand Story pg. 90)

While creating my product I had to decide on whether or not to use sterling silver or gold for the bracelet itself. Sure the sterling silver maybe more appealing to others, but I felt like the silk could represent a more luxurious side of not only the product but of the consumer as well. “One objective of most retailers is to create stories, narratives, or myths that are reflective of popular culture, to entice consumers to purchase their products.” (Joseph Hancock, Brand Story pg. 94)

“The store’s atmosphere is critical to successful selling of fashion brands.” (Lynne McGrane, Brand Story pg. 97) It’s not just about the product, it is also about the packaging, and how it’s marketed and laid out either online or in store, for the customer to see. When selling a product it has to be visually appealing to the customers or they may not consider going towards it. “Ads and window displays should not be accepted at face value by the student of fashion. Everything should be analyzed to encourage critical thinking.” (Joseph Hancock, Brand Story pg. 20)

Final_Define Market and Identity

The bracelets will for now be geared towards women from the ages of 18 to 30. Initially I won’t market my product towards men until further research is conducted on whether men would wear a birthstone bracelet, or even possibly a ring. Depending on the type of men we research, I think the research will come back that a men’s line would be unsuccessful. “In the process, she creates a brand that is distinctly hers.” (Joseph Hancock, Brand Story pg. 143)

The bracelet is a representation of everything that embodies our consumer’s personality. In my own personal experience, the definitions for my horoscope and the traits of a Capricorn have been on point. I want my customers to feel like no matter what the pressures they have in life are, there is always going to be that little piece of them that brings them back to themselves. “Although dreaming is wonderful and everyone needs goals, it should be kept in mind that it might take some time to attain them.” (Joseph Hancock, Brand Story pg. 74)

“This design team creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone.” (Joseph Hancock, Brand Story pg.53) I want the customer to not only wear the bracelet but to experience it. Each month every bracelet is going to be different, so I would like for them to look forward to what the following month brings and to live it each day they wear them. Horoscopes are different from day to day, month to month; I want to give them that sense of anticipation to see what new adventures lay ahead because of my bracelets. “The branding stories of Dolce & Gabbana have targeted those who may not normally be expected to enjoy high-quality fashions – the avant garde, bohemian, ethnically diverse, eccentric, unique, nontraditional, and unusual have been part of this design duo’s success. They have embraced everyone.” (Joseph Hancock, Brand Story pg. 53)

EOC - Week 10 Valentino vs Ginch Gonch

When you look at the two brands from an outside point of view, you will think, “What’s the big idea, it’s a luxury fashion brand and an underwear company.” Technically that is what it is; however when you look into it the men behind the companies have a very straight to the point vision. Jason Sutherland says that “Ginch promotes fun, freedom of expression and diversity through its famous catch phrase “Regardless of your inches we cover you in our Ginches!”. Its “Shiny Heiny”, “Wiener Eater” and “Crotch Rocket” underwear have won the hearts and crotches of millions all over the world who embrace the Ginch Gonch Live Like a Kid! Philosophy.” Ginch Gonch was made to be exclusive by having styles discontinued after one year. Valentino is quite similar. Once the season is over it will be hard to get a Valentino dress after the season is over. Both of the fashion houses have a target market that can be reached to just about anyone. Sure not everyone can afford a Valentino suit or Ginch Gonch underwear but that’s what makes the companies stand out from the competition. It’s the name and reputation behind it that makes consumers want to strive for it. Once the status of being able to say I have these labels in my closet then most people have achieved personal satisfaction. Sure they maybe on completely different fashion markets but they still have that exclusivity factor that makes them somewhat comparable.

Exercise Week 10 - Exercise

You have been hired by a fashion consultant to help solve an argument between a social morality group and the Ginch Gonch marketing department. The morality group feels Ginch Gonch should not be allowed to have a billboard of their new advertisement next to a major freeway and 100 yards from a high school. However, the marketing team at Ginch Gonch feels they are within their rights to market their products anywhere they want. Your job is to discuss the pros and cons of each side and make a decision on what should happen.

I think depending on the location of the ads it wouldn’t really matter if Ginch Gonch had their ads up or not. Like here in Las Vegas, we have ads saying you could stay another night if you “auditioned” for an adult film making company. One of their billboards that they have by the 215 and Silverado Ranch says “We love a trimmed bush, Stay an extra night,” or something along those lines. Raunchy right? If they were to put up a billboard here in town nobody would even notice because we already have so many explicit ads and billboards around that it’s no big thing to us. If it were to be in a more rural town then yeah of course there is going to be issues, plus I don’t think that’s where their market is anyways.

Not putting up a billboard by a high school is understandable because teenagers these days are already exposed to so many explicit things, this would just enrage parents more than ever. I think if they were to come to a marketing compromise it would be OK. If they were to put up a less provocative billboard by the freeways or high schools, it could be a win-win on both ends.

EOC - Week 10 Discussion Questions

1. What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch products?

Through the use of sexually risqué branding techniques aimed at diver lifestyles, unique styles, and the company motto “Live Like A Kid,” Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow. They have sexually explicit advertising and it works for them. They are marketed towards a market that wants to feel like a kid again but still be open with their sexuality.

2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?

I think if it is right for the company and their brand image, then it is ok to use sex to sell their products. Abercrombie & Fitch use sex to sell their products, their advertisements are borderline explicit. Although you never see them in a questionable position like Dolce &Gabbanas ads, but it portrays that image to the consumer. It does in a way make their products more desirable because it has the consumer thinking “If I buy these jeans, or this dress, it will make me more desirable to men/women.”

3. Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?

I think he targeted the gay community because some gay men love the nostalgia of their childhood. There are a lot of gay consumers because gay men and women have more money to spend on themselves then straight men and women. They don’t have families or children so there is a lot more money saved up.

4. If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?

I would probably do something along the lines of mechanics, and have it be called “Clean My Pipes.” People can take anything now a days and make it dirty, so it wouldn’t really matter what you decided to call it and it will still be sexually explicit.