Well Known Product #4: Guitar Center

Consumer:

     Guitar Center attracts a large number of musicians seeking that quick one stop shop where they can buy their instruments. From experienced musicians to the fresh ones barely getting in the game. Guitar Center is like instrument heaven for the passionate players. They attract guitarist, bassist, drummers, wood winds, etc any musical instrument you can think of, they've got it. Apart from selling musical instruments Guitar Center rents out equipment to teachers, band directors, and college students.

"Our goal in the retail stores business is to continue to expand our position as the leading music products retailer in the United States. We plan to increase our presence in existing markets and open new stores in strategically selected markets. We will continue to pursue a strategy of clustering stores in major markets to take advantage of operating and advertising efficiencies and to build awareness of our Guitar Center and American Music brand names in new markets."(FundingUniverse)

Competitors:

 Guitar Center's competitors are music stores such as Sam Ash and the online competitor of Amazon. It really depends on the customer if they would shop at a brick and mortar store or an online website for their instruments. I personally would prefer to feel and play the instrument in person before i buy it then just order one off line. It takes the whole experience away.

"We saw [online] competitors growing and taking our shares; our margins were getting squeezed and we weren’t happy with our growth numbers,” said Zapf. “We needed to differentiate ourselves from the competition and dive into what was unique about our franchises, distribution assortments and overall offering.” To distinguish itself, Guitar Center developed Stores for Stores, an initiative that unites customers with store associates based on interest, expertise and location. The strategy adapts a Microsite platform approach for each store, allowing Guitar Center to leverage online competition as well as connect with consumers on a personal level. (Guitarcenterinc.com)

Market Place:

Guitar Center is is the leading retailer of musical instruments in the United States. From selling guitars, amplifiers, percussion instruments, keyboards, and professional audio and recording equipment. The company also deals with used instruments, it sells and purchases them as well.Guitar Center operates a chain of 122 stores. They maintain a presence in 45 major markets and in 15 secondary markets. Guitar Center also operates online through Musician's Friend, a mail-order and e-commerce retailer of musical instruments.

"These strategies help Guitar Center face the challenges from “pure play” web retailers like Amazon who leverage a low cost distribution model to compete successfully on price. With more than 4,000 store associates and 220 entrepreneurial store managers, creating a personalized in-store experience has been the company’s strong point." (slideshare.net)

"Guitar Center is a retailer of music instruments and related accessories. It is also engaged in recording and creation of music albums. The product portfolio of the company includes guitars of various types such as electric, acoustic, acoustic-electric, classical/nylon, and bass guitar. It also sells a broad assortment of bass gears, amplifiers and effects, keyboards, drums and Percussion, DJ's instruments, books and videos and related accessories. In addition to this, it also provides services including computer software and hardware, CD duplication and distribution services."(transworldnews.com)

Community:

A really awesome thing that Guitar Center launched to help its team members achieve their musical dreams was the Gain Program. It's pretty much an amazing opportunity for anyone looking to break through the music industry and gain the connections and insight into the industry. It's as if Guitar Center is backing you up in your dreams, the perfect company to work for. 

"The Gain Program was launched in March 2007 by Guitar Center to help GC team members achieve their musical aspirations. Gain presents a number of other benefits, deals, offers and opportunities to its participants, including partnerships with a number of vendors, services and institutions (music-related and non-music related alike). The Gain program continues to build relationships with companies, organizations and individuals who can provide exposure, insight, tools and opportunity to the musicians who work for Guitar Center."(Ultimate Guitar)

Well Known Product #3: Bath and Body Works

 

“Bath & Body Works has reinvented the personal care industry with their introduction of fragrant flavorful indulgences, including shower gels, lotions, candles and accessories. With a focus on creating and offering the best products, and an emphasis on innovation from nature, Bath & Body Works is destined to become the ultimate personal care destination.” (BathandBodyWorks.com)

 Consumers: 


          Sophisticated, intelligent women who want to have an impactful aroma in their everyday lives. A busy body who can multi-task, and embraces all of her roles is the woman that shops at bath and body works. A woman who wants to maintain a seductive smell and leave a trace of her personal aroma anywhere she goes.

•In the Bath & Body Works target market, women accounted for nearly 90% of all respondents of course.

•The largest represented age group was

the age group between 36 - 45 range accounting for 83% of the population. 

"Bath and Body Works is committed to helping consumers improve their emotional and physical being. Bath and Body Works has accomplished this by combining traditional spa treatments with botanical and natural ingredients, then developing an extensive collection of advanced, easy-to-use personal care products with proven effectiveness. (LimitedBrands.com)

Competitors: 

        One of Bath and Body Works competitors in the market is the company Body Shop. They are a dedicated organic company that makes all of their products out of organic ingredients that are found in nature and several parts of the world. They promote healthy ingredients and not harmful chemicals within their products.  

"Ingredients make a difference too! Body Shop uses many natural ingredients such as shea butter, cocoa butter, and grapeseed oil. In addition, they use community trade ingredients that support third world and underprivileged countries by purchasing their ingredients from poor villages in places such as Northern Ghana. It's a feel good thing to buy product that you know are helping other women around the world."(viewpoints.com)

Market Place:

      Bath and Body Works has been doing pretty good in the market place they have had numbers in the millions $2,674 million to be exact. They have 1,587 stores and only 6 % comparable stores. Being a part of  Limited Brands. Bath and Body Works is secure in a company that is having international growth.

"Our company began with one store in one shopping center in Columbus, Ohio. Almost immediately, we began opening new stores and creating new brands all across the United States. Now, we’ve got our sights set on the global marketplace. Our brands are making critical inroads into Canada and the Middle East, and are currently exported to more than 80 countries around the world."(Limitedbrands.com)

Cultivating the Community:

      
     Bath and Body Works is excellent at communicating with their customers. They have promotions via facebook which indicates that who ever is a friend of bath and body works on the site can come to the store and show one of the employees on your phone you are eligible to receive a free gift which comes in the form of a tote bag, lotion, spray, hand sanitizer.This makes them a very popular store to befriend and gives them a huge exposure an on coming customers.

  

"Our mission is to make our customers feel sexy, sophisticated and forever young. We acknowledge our responsibility to deliver on this promise by providing high-quality, safe and effective products in all of our brands." (Limited Brands) 

 

Well Known Product #2: Barnes & Noble

Barnes & Noble 

"Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service." 

Consumer:  

Barnes and Noble is the ultimate destination for book lovers among more.  The Barnes and Noble customer ranges from children, students, adults, and pretty much anyone that enjoys the world of reading. Barnes and Noble attracts a very intelligent diverse community. People seeking that literature pleasure among a favorite book or the excitement of a new one. From your own reading enjoyment to school assignments and research related books. Barnes and Noble has everything.

"Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service."(Barnesandnoble.com)

Competitors: 

Two of Barnes and Noble major competitors is Amazon.com and Borders. It could also include independent book stores, and websites. Amazon.com is the largest competitor because it offers cheaper prices for books that are processed through their data base. They also have more of a selection that includes more than books. 

"Amazon.com’s most important capability is their “knack” to sell over the internet and
create an environment that facilitates even novice users of the web to very easily buy over the
web. In essence, they have taken the first step to revolutionize the online buying experience for
consumers."(teknirvana.com)

Market Place: 

Barnes and Noble is a very successful chain of book stores. They even have their own bookselling brand and sell a variety of products. Unlike their competitor Borders who went out of business, Barnes and Noble thrived and kept on expanding by creating the Nook which is an e book reader. They thought outside the box and it paid off. The Nook became a successful device and brought more success to Barnes and Noble.

"Barnes & Noble, Inc, a Fortune 500 company, is the world’s largest bookseller and the nation’s highest-rated bookselling brand.  The company is a leading content, commerce and technology company that provides customers easy and convenient access to books, magazines, newspapers and other content across its multi-channel distribution platform."(barnesandnobleinc.com)

Community: 

Barnes & Noble is an excellent company that has created a great community that is immense. They are truly dedicated to their communities and make them an element into what the company is about and the education it provides to the several different kind of people that walk through their doors. They involve everyone from children to teens, adults, seniors there is no specific customer target. They have book readings and activities for children, book signings, school fundraisers etc.

"Barnes & Noble is a company driven by the principle that bookselling is important work.  We believe a great bookstore is also a reflection of its community.  We pioneered the concept of a retail store as a community center, and annually host approximately 100,000 community events nationwide. Our events enrich the minds of readers of all ages, and raise funds for local schools and literary and cultural organizations."(barnesandnobleinc.com)

E.O.C Week 4: Review 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 the ad say anything about the particular brand? What is subliminally suggested? Back up your thoughts with reasons from history, culture, or contemporary ideas.

 Dolce and Gabbana have known to be very daring and provocative in their ads. They incorporate sexual explicit scenes within their ads collaborating with the homosexual community. The ad that i found to be quite interesting is the ad where a group of men are in a room together. That doesn't sound so bad right? Its not over, There's a group of very handsome and well fit men standing with their shirts off, wearing these denim jeans. All the men are standing except for one, which is a man who appears nude but is wearing some sort of briefs. This man is sitting down on a chair that looks like a cross and the man appears to be tied to the ends of the arm chairs spread wide eagled and appears to look like a crucifixion. This ad pushes many envelopes because not only is there a group of hot guys with their shirts off in a room together but there's one who appears fully nude being crucified.

E.O.C Week 4: Discussion Questions

1. Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how?

“The company produces designs for women's and men's clothing, shoes, bathing suits, lingerie, and accessories. The company also designs a children's clothing line, and develops eyeglasses and fragrances produced under license. Products are grouped under two core brands: Dolce & Gabbana, and D&G Dolce & Gabbana.” (FundingUniverse)

 Dolce & Gabbana and D&G are the two finest divisions in D&G fashion industry. D&G designs informal brand of clothes at affordable prices, whereas Dolce & Gabbana aims at making lavish and luxurious wear which are costlier. They also have a division for children below the age of 13, D&G Juniors. The Dolce & Gabbana Clothes range remains the same throughout the season where as D&G fashion clothing change on a regular basis.

2. Do you think Dolce & Gabbana 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 risqué? Why or why not?

    
 Dolce & Gabbana are well known to be very daring and cross boundaries in the fashion industry.  They apply that sensual sexy womanhood to their clothing making women feel confident, sophisticated and seductive. They use real women with curves and amazing bodies to portray their image. They don't use the average skin and bone models that most designers use in their brands image. This attracts the woman consumer who has an hour glass figure and is a power woman who wants to feel sexy and confident to shop at Dolce & Gabbana, and she leaves satisfied and empowered. 

 Dolce & Gabbana's designs became steadily more sensual toward the end of the decade, as the pair heightened what was described as their celebration of womanhood. This "celebration" continued to attract celebrities to the young design team's creations. An important early customer was Madonna, who told WWD: "I like their designs because they make clothes for a womanly body. Most designers seem to be making clothes for girls with stick bodies who are flat-chested, but I always appreciate my own voluptuousness when I'm wearing their dresses." (FundingUniverse.com)

“Dolce & Gabbana creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone.” (Brand Story, p.53)

 

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?

The gay and lesbian community are more creative with their fashion sense. They like to shop for clothing that represents who they are and clothing that are glamorous, daring, and exciting. Dolce & Gabbana took a genius approach in catering to the gay community. Being a company that was founded by two gay men they had the advantage of knowing what the gay community liked style wised. Finally the gay community didnt feel ignored and wanted to wear clothing that represented and celebrated them.

“Dolce & Gabbana’s advertising have added to their controversial image. Borrowing from cultural and social ideologies as well as from current trends, each of the ads is a story that increases the brand’s mysterious image.” (Brand Story, p.54)

E.O.C Week 3: Chapter 3 Exercise

Most designers and merchandisers that have an establishment 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 750-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?

The designer that i identify myself with is the rock n roll fashion designer Ray Brown. Ray Brown is a huge inspiration of mine and his stage costumes and marvelous clothing reflect my self identity. Which is a very hard thing to find. Ray brown has a fascinating story. He discovered his talent at an early age very much like me. 

It all began back in Brisbane, Australia, with a fifteen year old Ray Brown casting himself as a slicked-back "greaser" kid hugely dissatisfied with the so-called tight jeans in the local stores which were, of course, completely vital to the look. And so, in a very unrocker-like manner he took to his mom's sewing machine and re-designed the jeans. He turned out to have an aptitude for working with fabric, and thus was born a career which would take him across the world and leave a lasting mark on the world of fashion. (raybrownfashion.com) Ray Brown is a very creative man, he embraced his gift and showed the world the most lavishing rock n roll clothing in history. His designs scream out rock n roll. They are original and innovative outfits made of the strangest material, but strangeness definitely attracts the strange. Over the coming years Los Angeles would stake its claim as the hard rock capital of the music world, but ironically Ray's next clients would be transplanted Brits – first it was Ozzy Osbourne, then it was Judas Priest. But then the locals started to catch on, and his client list began to grow at a very fast pace. Image was becoming critical in the rock world, every band wanted a striking look which would both open eyes and mark them apart, and Ray's ingenuity was constantly being challenged to come up with something new for his latest high-profile clients. Some of them had clear ideas of what they wanted, and Ray proved to be a master at translating their visions into reality; he was no less skilled at satisfying the clueless ones who just wanted Ray Brown to design their outfits because...because he was Ray Brown, and everyone used Ray Brown. Well, not quite everyone, but there was a time when nine of the top ten videos on MTV featured acts cavorting in Ray Brown designs (raybrownfashion.com) Ray Brown is a genius in translating musicians visions into reality, which worked for him. He made lavishing over the top clothing with attitude and was immensely inspired by music. If he wasn't designing clothes for musicians, he was hanging out with them. The world of rock n roll was being glamorized and backed up by Ray Brown. His clothing was being worn by the most talented musicians around the world. He was designing for huge bands that included Iron Maiden, Judas Priest, Metallica, Megadeth, Motley Crue, Black Sabbath, Poison, Alice Cooper, among several more. This shows the respect and integrity that Ray Brown had with the rock n roll community. They were loyal customers and they recommended him to everyone. Ray Brown built a brand with his own hands by socializing and maintaining his place in the rock n roll industry. Ray wouldn't have achieved as much as he did if he had not been such an innovative designer, with an eye for the details which made all the difference. The look was so important, and Ray consistently delivered. In fact a number of his ideas have crept into mainstream fashion over the years,Ray has also been featured in numerous exhibitions and books focusing on the style and fashion of rock and roll, perhaps most notably four of his outfits featured in Tommy Hilfiger's 'Rock Style'. More of his iconic outfits can be seen in numerous Hard Rock Cafes around the world, and several fashion and museum shows devoted to the era have leaned heavily on the Ray Brown collection to make their point (raybrownfashion) Ray Brown is the master craftsman of rock musician’s stage clothing who defined an era with his indestructible garments that would look as good at the start of a world-tour as they did at the end. This man is a huge part why i decided to pursuit the fashion industry. We share the same ideas in collaborating with music to create something unique and innovative to reflect your true self identity. Clothing that is out of the box and daring. Clothing that is not like anything out there, clothing that will make you a mogul in the music industry and the fashion world, the combination of the two. Like Ray Brown, I want to design clothes for musicians. Awesome stage clothing that will be put on displays in museums just like he accomplished. I want to achieve that success and that respect and reputation.

E.O.C Week 3: Chapter Discussion Questions

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

“Ralph Lauren has dedicated40 years of his life to the creation of his brand image. The Ralph Lauren Polo line is featured on fashion runways and in every department store across the nation.” (Brand Story, pg.35)

Ralph Lauren is the kind of designer that translates his style into everything he makes. That clean, polished, preppy look has evolved into so many products for Ralph Lauren. He dresses everyone from children, to teenagers, and adults. Including his home goods collection. Which also reflects his signature style.

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

“In the mid-1960’s, Ralph Lauren took a position with a Boston-based tie manufacturer, Rivetz. He was an average salesman, but his appearance management was extraordinary.” (Brand Story, pg.37)

 Ralph Lauren first worked at Brooks Brothers in the late 1950’s. I believe this is where he developed his skills and grew to his potential. He developed some knowledge and used it to his advantage. 

  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 many different divisions ranging from children's, women's, and men apparel. Also including sports wear, fragrance collection, and home decor. They all carry that Ralph Lauren signature style. Lauren caters to the homogenous lifestyle.

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

Although Ralph Lauren has some pretty appealing clothing, it does not reflect who i am, and i dont prefer to wear his brand. My identity does not fit so well with the Ralph Lauren look.

  
5.How has Ralph Lauren built on his original brand to create an empire and a almost unparalleled career in fashion? Can you think of someone else who compares to him?

Ralph Lauren has developed and maintained his classical style and signature look. His innovative ideas in clothing have inspired others and his clothing is worn by almost anyone who likes the clean, polished, prep look. He thought outside the box and took his signature look from clothing to fragrances and home decor goods.

“Lauren’s company continued to flourish, launching new product lines, expanding into the international market…” (Brand Story, pg.44)

B.O.C Week 3 Business Professional Swim Suit

Beach wear attire for professional women.

If a business woman were to come into a business that i owned, or we were in a similar circumstance in which she would need my professional help to assist her in choosing an appropriate swim suit for a business pool party i would have to recommend her a vintage swim suit. 1950's vintage swim suits are appropriate for all occasions. They cover up your midriff and give you that sense of security that you still appear professional and not trashy. This is a perfect swim suit for the business woman who wants to keep the integrity and respect she has earned in her work place. They are also very cute and fashionable. I would also recommend her some comfortable bright wedges, so she wont look so uptight.

Well Known Product # 1: Amoeba Records

Amoeba and the record store romantics

"At Amoeba, we’ve always seen ourselves as part of a larger community of people for whom music isn’t so much a pastime as a passion. It’s a shared experience that connects our amazing staff of musicians and music lovers with similarly obsessed folks on the hunt for everything from Top 40 hits to Ethiopian funk, rare 78s, vintage concert posters, or just a low-key in-store jam by a local band. That experience is inspired by the great indie stores we all hung out in when we were growing up, where music genuinely mattered and made us who we are. Simply turning people on to great music has made Amoeba what it is today."

The Amoeba Record Store has always been my music haven ever since i can remember. I have been going to Amoeba since the age of 12, stepping inside those doors is like walking through the gates of Disneyland every time i pay a visit. They have hundreds and thousands of records, cds, tapes, vintage music posters, anything a music lover needs in their life they've got it. Their higher sales are mostly on records and cds. Very well known products since the history of life. 

Consumers: 

"With a collective depth of knowledge that is virtually unparalleled in the business.  Many of us are musicians, or make music our lives in one way or another, and we take seriously the importance of our customers' relationship to music.  We put customer service first and foremost -- our mission is to bring people and music together and to make everyone feel at home." (amoeba.com)

The Amoeba consumer is the record store romantic. We are not a group of people, we are a movement all around the world, the music  lovers of the world. We stay true to our music and dont  rely on Itunes and online data bases to gather all of our music compilations.

Competitors:

Another reason Amoeba has outlived its competitors is curated stock. While other record stores featured top-40 albums and a small back catalog, Weinstein and his partners kept thousands of titles flowing through their stores by mopping up estate sales and buying used records. To stock its Hollywood store for opening day, "we spent millions of dollars across the country buying up collections that had never been seen before," he said. "And we still do. People who love our store come in frequently just to see what's new. (LA Times.com) 

Amoebas competitors are online databases such as Itunes, and other music downloadable sites. They demolish the competition when it comes to a true brick and mortar store. They have over millions of records, cds, and tapes with a variety that is very hard to find. Giving it the advantage of the most diverse record store.

MarketPlace:

Annual sales are down 10% since the stores' peak a couple of years ago, to about $45 million this year from $50 million, Weinstein said. Much of the decline is at the Berkeley store, where students are more likely to hit online torrent sites for pirated music. But the L.A. store has seen no decline in sales, he said. (LA Times.com)

Although Amoeba has declined in sales, They are still standing strong in the marketplace. With over a million products this company has too much going on for itself to get hurt by the economy. Music is definitely recession proof. Even with the bad economy people don't stop listening to music.

Community: 

Rolling Stone magazine in September named it among the nation's 25 best record stores, calling it "simply the most thorough and welcoming place a record lover could hope to shop." (Rolling Stone)

The things that make a record store special are not only its one-of-a-kind interior design, its dazzling prices, or even its incomparable selection of music. No – what makes a record store special is its undeniable sense of community. Stroll through the lively streets of Los Angeles or the bubbly cities of the San Francisco Bay Area and don’t be surprised to see locals proudly sporting Amoeba Music apparel anywhere you go… (thefindmag.com)

The sense of community that Amoeba record store offers is like no other. It is an experience that no other record store can bring to the table. Upon entering one of their record stores you feel the sense of the music community and the strangers around you share the same passion for music as everyone else in their. It is truly one of my favorite record stores, the therapy we all need.

EOC Week 2: Chapter 2 Exercise

Trace the history of the fashion brand Burberry. Examine its ads today and those from past campaigns. What are the differences? Has the target market changed? Did this fashion company follow its target clients as they aged? Back up your research with clear examples

"Burberry is a British luxury fashion house, manufacturing clothing, fragrance, and fashion accessories. Its distinctive tartan pattern has become one of its most widely copied trademarks" (wikipedia)

Burberry was originally popular by its trench coat and tartan pattern. They have worked along time to re establish their image and appeal to the younger generation. Their recent ads over the years have included a group of models styled in Burberry looking really young, wealthy, and rich. Their clothes are never dull, their edgy and luxurious. They didn't change their target market per say but they definitely broadened their audience, and made their clothes more fun and appealing.

 In this old Burberry Paris ad from the 1920's depicts the famous Burberry trench coat and the simplicity of their ads back in the day. They were very informative but the images were bland.

EOC Week 2: Discussion Questions CH 2

1.) How has fashion advertising changed since the mid twentieth century? what are some of the differences between ads that appeared before the 1950's, 1960's and today?

This 1950s ad features the glamorous Marilyn Monroe splashing a little bit of Chanel no 5 on herself. This ad brings the life of beauty and luxury into the viewers eyes. Making them want to be like the famous Marilyn Monroe featured on their ad. In the 1950s the glamour of Chanel No. 5 was reignited by the celebrity of Marilyn Monroe. Monroe's unsolicited endorsement of the fragrance provided invaluable publicity. In a 1954 interview, when asked what she wore to bed, the movie star provocatively responded: five drops of Chanel No. 5.

This perfume ad from the 1960's features a beautiful woman giving a massage to what appears to be her partner for the cologne Centaur. The man seems to be relaxed and the ad states "its the Massage Cologne..... half man, half beast, all male" This ad appears to be very enticing to males offering them a massage and a woman. "Out of the Wild and Violent days of ancient Greece comes the exciting concept of a Massage Cologne... it's name is CENTAUR. Each morning... each evening massage CENTAUR into your torso.Massage CENTAUR into your arms, legs, and loins.
CENTAUR has no alcohol to irritate, so it massages with comfort into sensitive areas.
CENTAUR adds a delightful new dimension to your body, a low level aroma that hovers close to the skin for hours, transmits its virile message only in moments of close and intimate contact.
CENTAUR makes no coy promises... finding HER is up to you... then CENTAUR gives her the message. She won't say, 'what are you wearing?' She will say, 'You smell good!'" ( 1960's Centaur ad

2.) what are some of the theories related to fashion branding Barthes and Baurdillard? What do they say about fashion branding? as a means of communication with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdrillard?

 The hyper reality theory was created by Baurdillard. This consisted of a person who wasn’t able to distinguish between what is real and what is a fantasy. Barthes explained there are three levels in the fashion system including the real garment, terminological garment and the rhetorical written garment. Hamilton on the other hand believed that fashion has become the transfer; transferring from a global level then reaching to an individual level. The theory also was dealt with merchandise and the mass distribution. to fashion branding Both Barthes and Baurillard had pretty interesting theories. Baurdillard identified  fashion as postmodernism and also the boundary of what was perceived on what is real and what is not.

3.) What types of meaning does Grant McCraken 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?

 Grant McCracken came up with a theory in fashion that strongly encouraged that by studying clothing we would comprehend the cultural evolution of our society. Placing meaning relating to some ones specific lifestyle, gender, decade, age, occupation, time, place, class, their status, fashion and their specific fashion trends. His theory makes alot of sense to me. You cant categorize the entire human population based on a small pyramid. There needs to be more of an understanding with your customers, more research has to be done.

EOC Week 1: Chapter 1 Exercise

      In this Foster Grants ad from the 1960's they are trying to sell the celebrity Raquel Welsh by literally announcing that shes wearing Foster Grants. " Isn't that Raquel Welsh behind those Foster Grants?" they claim that the Foster Grants brand is the glasses of the stars and they give a short story on their ad. I may not know who Raquel Welsh is but i do know she has awesome looking glasses. I find this ad pretty unique because it posters all around Welsh with her Fosters on, and small movie quotes in every picture. The glasses are also very vintage looking and pretty appealing.

EOC Week 1: Discussion Questions CH 1

1.) What is fashion branding? How does branding establish a product's identity?

Fashion is based on creating a need where, in reality, there are none. Fashion is a factory that manufactures desire and wants. "Fashion Branding has been defined as (The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable)" "Branding creates a vision for the company, branding focuses on the creation of perception that is generated through brand story-telling"

2.) How are companies able to sell items like T-shirts, jeans, and sun glasses at high prices? Can you give me an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?
Companies are able to sell items like t-shirts, jeans, and sun glasses at high prices because they revolve these items around their individual brand. " A t-shirt pair of jeans, skirt, sweatshirt, khaki pants, baseball cap, and even a pair of shoes can be dull and indistinguishable without the help of fashion branding. Branding has allowed mass-produced merchandise (even under wear) to become an exciting fashion commodity sold in luxury markets" For example Dolce & Gabbana are famous for bringing luxury to their underwear line.

3.) Race, ethnicity, religion, and sexual orientation play apart in 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 consumer groups can be the "Apple people", the "Lacoste people" and the "Forever 21" clan. These three groups are very loyal to their brands. The Apple people are passionate customers that always want to know whats coming next. The Lacoste people are the high class people that would rather die if their polo shirts didnt have the little crocodile on the side, and The Forever 21 clan are teens, smart savvy who look for fashion at affordable prices. Their loyalty to their brand and lifestyle give them something in common.

BOC; Week 1: Slip! Slop! Slap!

         The Slip Slop Slap campaign was a very successful health campaign in the 1980's. It was launched by the Australian Cancer Council. It featured an animated character named Sid the seagull who wore board shorts, a t-shirt, and a hat and educated the Australian community with three easy ways to protect them from skin cancer. Slip, Slop, Slap. The campaign is widely credited as playing a key role in the dramatic shift in sun protection. During that time melanoma rates were sky rocketing and evidence of the link between UV radiation and skin cancer was mounting. The idea came about when the Cancer Council Victoria approached a broadcaster named Phillip Adams whom was the creative director of an ad agency and asked him to create a campaign that would encourage Australians to protect their skin. With the help of Alex Stitt who was a designer/animator and Peter Best who was a composer. They brought alive this character Sid the seagull and adapted a jingle, in which they put in a TV commercial. The TV commercial became an immediate hit with kids and parents alike. It was quite genius of them to come up with a catchy and simple slogan that pretty much anyone can sing to and apply it in their life. Slip the sunscreen off the tube, Slop it on, Slap it everywhere on you. Pretty simple message. The Australian Cancer Council Victoria was really smart in putting this campaign in action. They cared about its citizens and acted quickly in finding a solution to stop the rate of melanoma increase. This demonstrated that this organization was not going to leave the Australian people vulnerable to skin cancer, and they tried the popular mean possible to get their attention and educate the Australian people through television. It was quite genius.

Slip, Slop, Slap!

It sounds like a breeze when you say it like that

Slip, Slop, Slap!

In the sun we always say "Slip Slop Slap!"

Slip, Slop, Slap!

Slip on a shirt, slop on sunscreen and slap on a hat,

Slip, Slop, Slap!

You can stop skin cancer - say: "Slip, Slop, Slap!"