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.