Final Exam

My experience in the class has been a great learning experience. I learned the importance of brand marketing. In this case what is a brand and how to make it stronger and have your business gain complete success just because of your name. From week one I have seen many examples of ho well-known professionals started their business and build a recognizable brand out it. It is amazing how a brand can gain so much power to the point that some consumer buy their products just because it they name and not the product it self for example people buy Ralph Lauren boxers just because it’s Ralph Lauren. Not all consumers buy because of their well establish designers names, I have also seen that a brand is build off of customer relationship for example Johnny Cupcakes he has build an imagine/brand just by focusing to his audience and giving them an experience also because of his unique product but he is a perfect example of how we use the correct tools to market his brand. Build a brand takes time is not something that you just wake up in the morning and say I got something, you might have a great idea but there is some research required you have to make sure you have something unique and that people will believe in. This class has shown me how to make money off my ideas just by building an image that will become a brand or just by working in a company were I can make them profit. Marketing a brand is all about networking with your target audience build a relationship and give them what your brand image has establish!

I deserve an A in this class!

Final Exam

My experience in the class has been a great learning experience. I learned the importance of brand marketing. In this case what is a brand and how to make it stronger and have your business gain complete success just because of your name. From week one I have seen many examples of ho well-known professionals started their business and build a recognizable brand out it. It is amazing how a brand can gain so much power to the point that some consumer buy their products just because it they name and not the product it self for example people buy Ralph Lauren boxers just because it’s Ralph Lauren. Not all consumers buy because of their well establish designers names, I have also seen that a brand is build off of customer relationship for example Johnny Cupcakes he has build an imagine/brand just by focusing to his audience and giving them an experience also because of his unique product but he is a perfect example of how we use the correct tools to market his brand. Build a brand takes time is not something that you just wake up in the morning and say I got something, you might have a great idea but there is some research required you have to make sure you have something unique and that people will believe in. This class has shown me how to make money off my ideas just by building an image that will become a brand or just by working in a company were I can make them profit. Marketing a brand is all about networking with your target audience build a relationship and give them what your brand image has establish!

I deserve an A in this class!

EOC: Wk 10 Discussion Questions

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

They are unique because they make them fun advertising , they use humor and proactive images. Consumer buys their products because they relate to it, just because they want to be kids!

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 don't think there is a problem using sex to sell your products, today most retailers use sex to sell their products its about how you deliver the message I think you cal use sex in a way that its ethical but not vulgar. It makes more desirable because people want it!

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?

Because its a niche market, its a good choice since they don't offer many products for them. they have and style that share or personality that most retailers don't offer an product that a gay community can relate to. Yes I do believe there are a lot because his because his products wouldn't be sold out!

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

" Guess Who" like the game, they want playful kids spirit stuff so I would bring a guess who adult theme to the collection it would be a fun way to purchase the product and since its so popular among consumers it would be fun way to say "guess who I am wearing", more of a I so want to know who!!! lol.

EOC: Valentino vs. Ginch Gonch (Jason Sutherland)

"Ginch Gonch was born from the rebellion against the dull, colorless underwear endured by most people, and has quickly become one of the fastest growing premium lifestyle brands internationally. It was the first of its kind to successfully combine humor and sexuality with funky, fashion-forward designs, and has completely reinvented the underwear industry through the unconventional ways it sets the trend for the rear end.

Through its cheeky, outside-of-the box marketing campaigns and sassy names for its products, Ginch Gonch has acquired the reputation of being the brat of the industry. 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. " (http://ginchgonch.com/driver.aspx?Topic=about)

Valentino has become a classic designer, over the years he has worked hard for what he has become today, with his unique and classic elegant styles he has become an icon. he branded himself with his elegance and classic old style.

"Though his new creations get a great deal of attention—and requests, especially around red-carpet time—his vintage dresses continue commanding attention (remember the black gown with white piping Julia Roberts wore to accept her Oscar in 2001? So do we)." (http://nymag.com/fashion/fashionshows/designers/bios/valentino/)

EOC: Wk 9 Exercise

How would you create your own personal brand? what would your logo be? how would you design business cards? what would your theme song be? what would you sell? And who would your target audience be?

I would create my own personal brand as a fashion consultant. My logo would be " finding the real you". I would give mirrors as business cards with my personal information. My theme song would be something cheerfully with a positive vibe. My target market would be any person that feels insecure about themselves on way they look. I would want to reach to people that have an issue about the way they look just because they don't like what they were and they were it because they have no other option for many reason if they think there is no clothing for their body type or clothes are to expensive, etc. I would provide solutions for people to feel better ans secure in their own skin and build in them the ability of going to any place and find clothes for themselves.

EOC: Wk 9 Discussion Questions

1.What makes the Brini Maxwell television personality unique? How does her personality benefit the brand?

What makes her unique is that there is no one like her. She has made a brand out of herself. She brings freshness and great personality into her business. She gives what consumers wants but yet she ha been loyal for what she believes in.

2.What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not?

He first started when he studies fashion design and even work in the business but he saw that he would not do what he was inspired in, so when he bough some Pirex in SAlvation Army he came up with the brilliant idea of creating an cooking how were he can give household tips. Thanks to his parents hi was able to make his unique idea come true. The show was all about making an environment for the consumers!

3.Why do you think Brini Maxwell made it into the national spotlight on television? What was her brand’s message?

" What we wanted to show is that gracious is a state of mind. it is not what you own or where you live. it is how you treat other people and how you care about your environment"

He believe in treating people right making them feel good that's what make people want to see more of him.

4.What do you think Brini Maxwell’s target market is today? Why would baby boomers be drawn to watching Brini Maxwell?

The boomers find my brand appealing for a different reason, they see the nostalgia of what I do and find it comforting. said Ben Sander

5.Why were the iTunes podcast and the reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell? Would you have done differently?

No, I would have done it the same. He used technology to his own advantage. People love his shows and could wait when they would come out in tv and now that the show does not exists anymore he still has fan where they can get them from these sources and watch or hear them whenever they want.

Step 5: Name and Logo

"It is all logo overkill and about the consumer remembering it, like a breakfast cereal......DKNY, all have immediate image recognition" (Brand Story, Joseph Hancock, pg.133)
My goal is to have a name recognition, I do believe there are so many logos out there that consumers are saturated, that's why I came up with Elope and easy way to remember the brand and it's not even hard to tell what the product is about.
"Get a catchy domain name. do something different, original, and memorable. Take your time coming up with a name"( Brand Story, Joseph Hancock, pg.121)
The logo is simple something they can remember when they hear Elope and relate to.

Step 4: Creating the Look of My Product

" fashion branding refers to the business and communications process behind the creation of a brand's personality" (Brand Story, Joseph Hancock, pg.85)
I want my brand to reflects it's personality; fun, creative, unique. My collection would have different styles such as very classic, modern, hippie look etc. It's more complicated to explain with detail the creation of my product since my goal is to always create something new. I focus on my surroundings and stuff that I like. My taste changes constantly, that is why I didn't focus on one style. Some times I am into classic elegant, lay back hippie style or just retro looking. I want to put into my designs that unexpectedness.
"the consumer looks for characteristics consistency of product, which includes quality, image, and the brand stands for and represents" (Brand Story, Joseph Hancock, pg.95)
My brand image will represent those products characteristics.
"Most retailers is to create stories, narratives or myths that reflective of popular culture......merchandise collections are given theme or story names that reflect the seasons or life style events" (Brand Story, Joseph Hancock, pg. 94)
Most definitely I'll create stories in my collection their theme will be whatever I got my inspiration from for example abstract art I would get my inspirations from painting and build a story.

Step 3: Define your Market and your Identity

"this conflation blurs the lines between what an individual knows as reality and what is reality, thus causing confusion.......to distinguish between what is real and attainable versus fantasy is what Baudrillard's called hyperreality" (Brand Story, Joseph Hancock, pg. 17)

Elope wedding dresses will have a variation of styles since our target market are women around the world and even locals but what they most have in common is that they like different and unique. In this case our wedding dresses are inspired from anything, there is no specific theme to it. Our consumers want that especial day to feel as if they were someone else, our brand will make them feel what ever fantasy their had for their own weddings.

"each line had its own branded message" (Brand Story, Joseph Hancock, pg.44)

Their purpose of getting married suddenly in Las vegas is that they want something crazy, unexpected. our dresses will have different themes inspirations!

"Johnny was stricken by the lack of exclusivity and uniqueness, and it was than and there that Johnny made the decision to create his shirts with limited supply runs" (Brand Story, Joseph Hancock, pg.114)

each dress will be unique and only three of a specific design will be produced.

" 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" (Brand Story, Joseph Hancock, pg. 53)

I want to be know for giving a great customer service and building a relation with the consumer I do care about them and I want them to that with my own products. It's all about making that moment special for that person, the goal is for them to leave Vegas with memorable moments!

Step 2: Who am I Aiming these Clothes at?

" Have attained their current stature by dressing fashion risque misfits individuals who are unique, sexy, and unusual, as well as gays and lesbians, real women, diverse children, and those not normally included in fashion advertising." (Brand Story, Joseph Hancock, pg. 71)

Elope customer profile are middle- high class women from all ages that want to have a sudden wedding. One that is looking for; creative, unique, affordable and high quality weddings dresses. Women that come from all over the world and even locals that wants to get married a Las Vegas style!

" Unlike Ralph Lauren, who dresses a more traditional, uptight, conservative, and restrictive customer." (Brand Story, Joseph Hancock, pg. 71)

" To keep consumers interested, many brands relate to various types of people" (Brand Story, Joseph Hancock, pg.10"

Elope is all about least traditional, our target market is focus towards women of any age that has a personality and it's not afraid to something different it's all about dare! Each of our dresses are for women with a wild or outsider personality.

"this allows each consumer to purchase and use a current style according to his or her interests and budget"(Brand Story, Joseph Hancock, pg. 13)

I want to offer a comfortable price to the consumer it is a one day use dress that they are purchasing but yet I am giving them high quality product. So it will be a the perfect combination fashionable design with great pricing.

Step 1: What I Want to Produce

"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" (Brand Story, Joseph Hancock, pg.4)

I want to produce and design wedding dresses for women that suddenly want to get married. I want to offer to those women an amazing easygoing experience were they can go in and out with their dream-wedding dress.

"It is how you treat other people and how you care about your environment"(Brand Story, Joseph Hancock, pg. 145)

" Great customer service is about helping a consumer understand how an item will enhance his or her lives." (Brand Story, Joseph Hancock, pg. 83)

EOC: Exercise week 8

Many of us have an idea for a branded fashion product that is missing in the world. Design and brand a fashion product that you think is missing from the marketplace. Before you start you will need to conduct research to see if it already exists. Also, you should figure out if there is a need for the product. Use current periodicals such as Women’s Wear Daily or WWD Accessories to help you with your research. Explain your findings in class.

I believe hand fans should come back to the market, as a fashion trend and stay. It's already an existing product but back in the days women would use them as a must have product. Today is more of a costume meaning to it, you see them for especial occasions or for a theme outfit. But I believe they should become a trend and have them offer in a fashionable way were people can buy them to match their outfit. It should be more of something more to add when you wake up in the morning and pick what jeans to wear or bag to use. It should also be what hand fan I am going to use today. Yes, I know in the USA most of all the places have air conditioning but people like to go out and stay out in the sun and there nothing more awful to look at someone use their hand or paper to give themselves air. It does not only have be use in the summer it's a product that can be use all year around. Women something feel stress for something and they need air, it's something that always happens or when you are about to go to an important meeting or even working to hard that you just need that extra air. Instead of making yourself a paper hand fan just have an available fashionable real one!

EOC: Q's week 8

1.Why do consumers feel such a close attachment to their bags?

Because bags are important to the consumers life is what they use everyday, it's a bag that it's part of them it's more like an extra arm. That's why consumers have a strong feeling and attachments towards their bag.

2.What is your favorite brand of bag, briefcase, or backpack, and why? How does this brand reflect your personality? Do you think you will ever switch to a different brand?

I don't go after brands, I usually pick whatever bag I like, I am not focus on the brand. I may say that I like bags that are comfortable and long lasting, and the older they look the better it's just my personal style. But since I have knowledge I have never become a fan of a specific brand for a bag.

3.Now that you have read this chapter, go to www.dantebeatrix.com and explain how the company has evolved. What is the latest news? How do you think the line reflects current fashion?

Her collections are fun updated, it's not like there an specific detail that you say oh that is so today fashion the brand has a style the keeps making their bags unique among other like the kids backpacks they have this colored animals but yet it have this retro modern look very fashion looking.

4.Why do you think Dante Beatrix is so successful with the company’s ideas to pursue graphic design instead of just focusing on bag design? Is branding the key element that drives you to purchase a bag, briefcase, or backpack? Look at a bag you have now. Is it designer? What is the brand? What features really make it special, or is it really just the name that makes it unique? Describe your answers in detail.

Her company is successful because everyone need a everyday bag and their bags designs are comfortable but they only focus on the graphic because its what makes that normal bag different designers bag have all these different bag designs but some of them a not even close to comfortable its just for the look. Branding is a important for must consumers when it gets to the purchase decision but in my personal experience I have a Coach bag right now and it's because it was a gift. The person bought it for me not because of the brand but it has the features that I like in a bag I love them in leather, very simple, medium size. something that I could just care less of the bag care. I like my bags to feel used. But there are many brands that offer those features so I don't focus on the brand. I am not going to wear a brand just because of the name.

EOC: Q's week 7

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

It's when you market yourself with your own effort in this case self promotion, word of mouth, etc. He use blogging to reach out to many consumers and even went face to face relation to sell his own product giving him the success that he has today.

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

First it's cheap, second the consumers get to know to the point that they get to believe in in your concept and product. When you build a good relationship with the consumer they will always come back for more and spread the word around. It's harder this way but worth every time spend on it. You build long term relationship with the consumer.

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

He makes them feel special is by giving them unique product, something that his target audience will connect when wearing one of his graphic tee's he also makes few of one of his designs so people now that they are only few other that are wearing the same t-shirt. He also write notes to them and ships his merchandise everyone with a surprise gift. It's very important because the consumer feel connected with the designer they feel that they are important

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 difference audiences?

Yes and No, he uses classic icons for his inspiration but I believe the oldest that he inspires is baby-boomers, I don't think his market does not reach generation X. Still his market towards baby-boomers is very small but I do believe they can connect with the brand in some way. He can influence different cultures because he connects to different audience with memories of their past.

BOC: Johnny Cupcakes week 7

Promote this product to your target market? You have a very little advertising budget and have to do most of the work yourself, so how would you spread the word about your product? How long do you think it would take for your product to reach the national or international markets? Why?

Johnny Cupcakes as a model, he sets a good example of getting to your target market with a low budget. For my new product I would probably would use the same techniques that he uses. Not to point of copying him! Don't get me wrong but with such little money for advertising I would also take advantage to all the free media out there such as blogging, twitter, facebook and much more. I would start from there. Than I would use my location why if i can make a Boom! on my community they are the ones that will spread the word outside of Nevada. In this case I would participate in local events were my product fits, get some exposure in locally papers, news and magazines. I would get some publicity. The time that would get me to reach an national and international market it all depends on my product and what I bring to the people in this case if what I offer is unique and builds a relation with my consumer it wouldn't take me long for my product to get its way to the top. Why because I would use networking I would make consumers believe in me and my product. From there when people like you, I would gain popularity and from that I would get known rapidly

BOC: Exercise week 6

How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the products being sold?

Bettie Page store as you as you walk in you feel going into the past but modernized, the entire store has a story and it's all about retro you feel like you were walking into the 50's. All their marketing is in front of the store mostly in their windows and the back of the store. The store is nice and clean, and all the merchandise it's easy to get. It's bright vivid store. You feel very comfortable from the moment you walk in the sales associates have full control of the store, they are polite they welcome you and help you if needed. they give great customer service.

They do convey an specific brand image, "If you love indie clothing, retro clothing and rockabilly clothing, you have come to the right place. The company was born out of a passion for vintage clothing, particularly the timeless designs of the 1950s era." (http://www.bettiepageclothing.com/)

The space is important in a store it and they have enough to put all the merchandise out and still walk around and not feel clutter. It's important to have space because it does influence your buying decision. Some customer cant think when they have no space around them and they just want to leave the store.

EOC: Q's week 6

1. Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or Why not?
I don't think they do, I think they has the same brand strategy for the past years but I do believe that they use different techniques to use the same strategy but in different ways.


2. How does A&F brand its products? Do you think its brand practices are successful?
Every product they carry has their logo no matter what and they have all over the place you can tell when someone is using A&F. Yes, they would be where they are right now.


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?
They create a story and everything falls into place they have this hunting style, dark loud music and string sense in the store. As a brand and their own concept they do a good job reflecting it to the store. And their brand associates are like walking ads they have such a string image that or you feel intimidating or you just want to be like them. It's an experience to go into their store.

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?
Like I aid before they have a strong image, they have a story that you walk into. It's an experience to walk into their store they have a target market and they are loyal to it and consumers have become loyal to the brand. I don't think they try to intimidate you they are just selling an string image of I want to look just like you or you fall into it or feel completely intimidated and run away from the store most people that feel like that never go back or some change their style or look just to fit in their brand.

EOC: Exercise week 5

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

What are your professional plans for the future?

I have many plans, I want to experience as much as I can in life. I want to to learn what I am capable of what are my strengths and weaknesses. I love to end up in a headquarters fashion company were I can have a position were I can have the power of decision making. I am interested in many positions such as event planning, marketing, anything that has to with building a relationship with the consumer. I also want to focus in making a difference for example I would like to work for a fashion company that helps others and sets an example to the future. From there as soon a gain as much experience that I can...I'll become an leader by building by own company and set an image for the future generation.

How do you intend to make those plans happen?

By working hard, I have started already to build my future I don't intend make huge steps. I don't want to skip on the small jobs because those are the ones that will build my fundamentals, for me to become a strong and competitive professional. I have accepted all the opportunities that as helped me grow as a professional. As soon I accomplish step one, I move into step two and son on.

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

There is always going to be blocks along the way, I don't know which ones when I get to experience them I'll probably have an detail answer haha. But the ones that I have faced at the moment is ignorance, you must educate myself about everything of what is surrounding me. We live in a fast paced environment that I must constantly educate myself everyday. I am not saying that I am an ignorant. But my knowledge must keep moving forward, just because I am about to graduate doesn't mean I am done with school. I have to become my own teacher and make myself open minded everyday so I can find the solutions of those unknown blocks that I'll face in the future.

EOC: Q's week 5

1. In what way is Vera Wang a great example of the ever-changing career path of an individual?

She is in inspiration because she has been from many different careers, from ice skating and designing her own costumes to and magazine editor and now she has build her own brand offering from RTW, Wedding gowns, home decor and much more.

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 has expanded to many different products such as eyewear, mattresses, luggage, flowers, fine papers, jewelry, bags, etc. her brand had expanded in so many areas that she keep bringing more and more products and services.

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 Wang brand is very clean and classic, her wedding dresses are amazing but her RTW collection I think is boring. The brand differs from other brands because she has more of a plain, conservitive look