Week Ten EOC - Exercise

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.

Week Ten EOC - 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.

Week Ten BOC - The Metrosexual

In the 1990s when the world was in a fashion downfall, the term metrosexual was created. The new term referred to a straight male who took the time to care about what he looked like and how he presented himself to the world. At this time it was thought that only gay males would do this, that they took the time to care about what they looked liked. However, as time has continued and men have began to realize that women do actually care about what they look like more and more straight men have also begun to care. People talk about David Beckham being ‘the’ metrosexual of our time, and look at who he is married to, the most fabulous woman in the world. Victoria ‘Posh’ Adams, of Spice Girls fame, would never have been with one of these grungy 90s men. I think as people began to realize this was when the shift began. Today most men take care of themselves, they get manicures and pedicures, they go to salons for hair cuts, they buy designer clothes, the age of the metrosexual has given way to the age of stylish men. We are harrowing back to the 60s when all men acted this way, where we lost our way no one knows, but thank goodness we are back.

Week Nine EOC - Exercise

Everything that I love is clean and simple and modern. My favorite colors are neutrals, mostly black and white. If I had to brand myself my logo and personal style would thus reflect this about me.

Week Nine EOC - Discussion Questions

1. What makes the Brini Maxwell television personality unique? How does her personality benefit the brand?
Brini Maxwell is unique because it is a man delivering style, cooking, and homemaking advice that is so well received that the audience forgets or doesn't even realize that she is not a she at all. "I think I represent a certain type of woman that strikes a chord with people of a certain age because they remember women like me from when they were children- their mother, an aunt, or a teacher that had a distinct sense of style, a flair for decorating, and a knack for entertaining. "( Brand/ Story, p. 148)

2. What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not?
The character started out as a different woman named Tigs Vanderveer, but it was decided upon that she was too stuffy. The character was to be the star of Sander's cooking show, which his parents funded by establishing V.R.U.S.P Productions. The new character he came up with was modeled after Stephanie Power's character Sabrina from the 1985 miniseries Deceptions. "Brini Maxwell was the iconic branded symbol, while the androgynous voice of Ben Sander reflected his knowledge of retro fashion, style, cooking, home improvement, and everything he knew that related to home advice." ( Brand/ Story, p. 146)

3. Why do you think Brini Maxwell made it into the national spotlight on television? What was her brand's message?
"With each broadcast of her show, Brini Maxwell demonstrates a new recipe, home repair, fashion segment, or interview. In the process, she creates a brand that is distinctly hers. Her reinvention of a bygone era pays homage to her predecessors while maintaining a contemporary sensibility, and exceeds the creative efforts of her current competition." (Brand/ Story, p. 143)

4. What do you think Brini Maxewell's target market is today? Why would baby boomers be drawn to watching Brini Maxwell
"My target market is primarily young and urban. There is also a little cross over into nostalgic baby boomers. Cities are the destination for making your own mark, which is what these young people want to do, ergo, our target market is young urbanites. The boomers find my brand appealing for a different reason. They see the nostalgia of what I do and find it comforting." (Brand/Story, p. 148)

5. Why were the iTunes podcast and and reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell? Would you have done anything differently?
The podcast and reproduction of old shows was a smart step because it allowed Brini to stay in the spotlight after the show on E! was cancelled. I wouldn't have done anything differently. The internet is the best way to reach a huge audience and taking advantage of it is the only way for the brand to expand and be successfully relaunched.

Final Part Five: Name and 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.” (Brand Story; Hancock, Joseph; 5) An extremely important part of this image is the name that is chosen to represent the brand. After much debate, word play, and diliberation the name of the company is A.B.Citified. The name is a play on words as well as my own name that plays with the knowledgable consumer in a cheeky way. “Fashion branding can make fashion seem fun, exciting, innovative, and unique; fashion brands need a solid identity to be understood by consumers.” (Brand Story; Hancock, Joseph; 5)

The idea of A.B.Citified is simple. The A.B stands simply for my initials, the owner of the company, Andrew Baker. After people come into the store and meet me, they will quickly understand this reference. The clothing that I create is clothing that I would wear every day of my life, it is not so much a fashion brand as a collection of clothing for how I feel a young, urban man should dress. By putting my name, and therefore my image in the brand name, it will build an element of trust with the consumer. “In the process, (he) creates a brand that is distinctly (his)” (Brand Story; Hancock, Joseph; 143) Citified may be a stretch for the average consumer but a young professional should be able to surmise (or quickly be able to look up) that citified means simply a characteristic of or adjusted to an urban environment. It’s a cheeky way to say that our clients reside mostly in cities and not rural areas. There is also a meaning the simple A.B.C letter choice. Dressing should be as easy in the morning as saying one’s ABCs, A.B.Citified creates clothing that will allow this to happen for the young gentleman. He can go into his closet and grab almost any variation of items out of it and with certainty leave his apartment looking his best.

As stated before this logo will not be splashed all over our clothing. Our brand is more about the clothing than the brand itself. We will still be branding ourselves but in a different manner than many of our competitors. “(the clients) may need a visual break, or moment to breathe. There will be a company that stands up and says ‘we are the anti-branding’ company. Think about it…an all white background with a pin dot in the center…you would remember this just the same as a font, bold color, or a jingle.” (Brand Story; Hancock, Joseph; 133)

Final Part Four: Create What You Want Them to Look Like

“Branding is not just about the product; branding is also about creating a clear vision and strategy for a company.” (Brand Story; Hancock, Joseph; 7) A.B.Citified is not a typical luxury fashion company. While many of these companies are concerned with putting their brand logo on every square inch of space on their merchandise in order to build brand recognition A.B.Citified will take a much less obvious approach. “This company has proven that if you sell a great product and create a great atmosphere, you can become a leader in fashion.” (Brand Story; Hancock, Joseph; 90)

While the penned look of the A.B.Citified logo itself will adorn the tags of the clothing that is offered, it will not appear on the clothing itself. Instead of the logo, A.B.Citified will become recognizable by those who know the company by the iconic abrstract sketch of a city skyline that discretely adorns the clothing. Nowhere will the A.B.Citified logo and this skyline appear together. In this sense A.B.Citified will create a sort of cult following because in order to know what the well dressed gentleman sitting on the subway next to you is wearing that has this skyline sketch peeking out, one must have already purchased a piece of clothing from A.B.Citified or recognize that the sketch goes with the brand. This air of exclusivity will help to promote the A.B.Citified brand rather than hinder it. “The consumer looks for characteristic consistency of product, which includes quality, image, and what the brand stands for and represents.” (Brand Story; Hancock, Joseph; 95)

The A.B.Citified store will match this simple, modern, masculine aesthetic that is offered by the clothing. “The store’s atmosphere is critical to successful selling of fashion brands.” (Brand Story; Hancock, Joseph; 97) Creating a seamless experience for the customer from initial observance of the product, to seeing the store window, to shopping, and finally wearing the merchandise for themselves will become a seamless experience that will be vital to the A.B.Citified brand. This consistency will help to keep clients coming back for many years and create a loyalty within them that is invaluable to any retail company.

Final Part Three: Define Your Market/Identity

The target market for A.B.Citified is, and more than likely will always be, men who range in age from their early 20s to their mid 30s. Generally our clientele will live in larger cities where being sartorially inclined is not only looked upon with admiration but is almost expected, as well as respected, in certain professions. For the men in these cities who struggle to find a place in which they are comfortable entering and spending long amounts of time in (as is required for perfectly fitted, tailored suiting) A.B.Citified will become their haven. Much as Dolce and Gabbana became the go-to brand for fashion outsiders as Joseph Hancock described them, “If Cinderella ever needed to replace her fairy god mother, she would call Dolce and Gabbana,” (Brand Story; Hancock, Joseph; 53) so will A.B.Citified become that brand for the men of large urban areas in the United States.

A.B.Citified is all about helping the young, urban male stand out when making his sartorial decisions in his day to day life. Our products will be easily worn and incorporated into his current wardrobe, but will also feature some small ‘Citified twist’ that will make the piece stand out in a uniquely remarkable way without drawing an extreme amount of attention to the brand itself. “The 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; Hancock, Joseph; 53) Much the same as Abercrombie and Fitch became extremely well known for “(taking) basic garments and making them their own,” so will A.B.Citified for garments such as ties, cardigans, pants, and suits. (Brand Story; Hancock, Joseph; 91)

Part of what may prove difficult for the fashion industry in creating connections to this particular target market is the intrinsic fickleness of the industry itself. In fashion trends are always changing and while something one purchases this week is fashionable, it may be out the next week when the individual first wears it. By creating classic pieces that will never go out of style because they avoid the obvious trendiness of other apparel A.B.Citified will not only have a consistent brand image but also gain a large of market of men who like consistency in their lives, especially in their wardrobes. “I think that consistency in one’s image, whether fashionable or not, is important, as is determining the image that one is trying to project to one’s fans.” (Brand Story; Hancock, Joseph; 117)

Final Part Two: Who am I Aiming These Clothes At?

A.B.Citified is a contemporary sportswear brand that is aimed at young males whose ages range from early 20s to mid 30s. These individuals have a very limited number of fashion brands that cater specifically to them, thus making A.B.Citified all the more appealing. They will not have to worry about going into a boutique that they may feel uncomfortable in as the space will be designed with them in mind and filled with only clothing for them. By creating a highly masculine environment the brand will start to be known as a men’s brand and will grow quickly among the fashion conscious male in the city. “The connections between the consumer and product are made by providing a structure, method, and function for using a product." (Brand Story; Hancock, Joseph; 24) In this sense A.B.Citfied will be providing a structure, method, and function for the brand as it relates to the young, urbanite, male. “These connections generate associations of identity and status in the consumer culture.” (Brand Story; Hancock, Joseph; 24)

The A.B.Citified brand must be easily recognizable by these individuals in order to begin to gain acceptance in the mass consumer culture. In order to this A.B.Citified will create beautifully crafted clothing that will be made of high quality products and have a small, nonchalant, distinguishing factor (such as the red, white and blue stripes of Thom Browne clothing). “If the goal is building a business for the long term, the first and most important component is to have a good product.” (Brand Story; Hancock, Joseph; 17) By creating high quality clothing we will not only gain the support of these 20-30 something males but also of their sons for whom they will buy the brand when they have reached the same age creating a continuous cycle of both new and repeat clientele.

Advertising for this type of clientele however will prove somewhat difficult, as it is our target market that is the hardest to reach. Many studies have been dedicated to deciding how best to reach and make this demographic spend their disposable incomes. “The work of these researchers in the area of fashion branding can be combined to conclude that meaning, associations, emotions, and storytelling are the key ingredients for building fashion branding success.” (Brand Story; Hancock, Joseph; 31) Therefore the advertising images and all marketing materials must depict the lifestyle of the ‘citified’ man and who he is and how he is regarded by all of his peers. In order to do this we will continually look back to the brand’s founding statement and ensure that all images are upholding the ideals provided in those sentences.

Week Eight EOC - Exercise

One idea for a product that doesn't already exist in the marketplace is a vending machine that offers a variety of supplies for mothers. These vending machines would be found in such places as malls, amusement parks, zoos, and generally every public place that families may frequent. Diapers, baby wipes, first aide kits, socks, pull-up training pants, baby formula packs, snacks for small children and toddlers, basic clothing items, and even Tylenol for mothers would be found in these vending machines. They would supply moms with necessities that are sometimes needed in an emergency or forgotten at home. This vending machines could be fashionable by offering things designed specifically for them by different designers every few months. This would give the items offered in the machines an exclusivity factor that would make the product even more desirable. Even if some of the things weren't needed, maybe stylish mothers would just start collecting the designer goods because they appeal to her fashion sense.

Week Eight EOC - Discussion Questions

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

Many people form attachment to their bags because they were expensive and they had to save for a long time in order to get them. Or it could be a bag of a particular brand that means something to the person. Bags are important to people because they hold all of their important belongings and are used either all the time or on very special occasions, like a wedding or special trip.

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 am obsessed with almost every bag that Bally designs. Their bags are simple and timeless and do not scream that they are a designer bag because they have put B's or some other form of their logo all over their bags. I love that they are understated, the only thing that gives them away is the red stripe that is somewhere on the bag, whether on the bag itself or used on the strap. I am entering a stage in my life where I appreciate this understated chic and want more of it, and on top of that, the bags are produced with such attention to detail and craftsmanship that they outrank their lower 'luxury' competitors canvas bags by leaps and bounds.

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?

For one the name of the website has changed to beatrixny.com. Most of the latest news revolves around the line being named by many publications as the best choice for eco friendly mom’s that need to buy their kids a new lunchbox or backpack for back to school. The promotion of its eco friendly materials reflects the current fashion trends, as that is what most people are concerned with when buying anything these days. The actual design elements are still relying on the cute graphics because they haven’t really changed much since the writing of this chapter.

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 the 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.
Backpacks and lunchboxes are kind of limited on the different ways they can be designed so pursuing graphic design is a smart way to appeal to the brand’s customers and keep them coming back for more. The graphics combined with the quality of the product will create loyalty among the customers. The brand is not the key element that drives me to purchase a bag. I buy bags because of price most of the time, but there are bags that I want because of the brand. The bag I am currently carrying is Bebe. It’s not really a designer bag, nor is it made very well. It was given to me and it goes with everything. It’s black and more adult the any of the other bags I own. It’s not really unique in anyway, as it is just a black bag. It’s not made of any special materials and I probably wouldn’t have even bought it.

Week Seven EOC - What You Want to Produce

A.B.Citified is a contemporary sportswear brand for the young, fashionable 20/30something male. He appreciates the best that the world has to offer and always strives to attain the objects of his desire. Bold patterns, interesting prints, and saturated colors catch his eye and he nonchalantly works these into his wardrobe at all times. He understands that looking his best corresponds to feeling his best, and this in turn makes him stand out amongst the crowd. He is always noticed when he enters a room, and while he doesn’t search for attention, it is always bestowed upon him. It has been said that clothes make the man, but do not be mistaken, the A.B.Citified man makes clothes an essential part of his essence, to be noticed by the outside world. These years of his life are what he makes of them, and he will live them to the fullest.

Cheers,

The Citified

As alluded to above, A.B.Citified is all about creating a classic silhouette and style for men, but also having a sartorial twist that will make the brand stand out. Like Thom Browne, “I simply wanted to make well-made, hand-tailored suits that would appeal to people who thought that tailored suits are what their grandfathers and fathers wore.” (Brand Story; Hancock, Joseph; 17)

“Maintaining and guarding what one has established and believes in requires diligence and care.” (Brand Story; Hancock, Joseph; 18) It is with extreme diligence that I will protect the A.B.Citified brand and everything that that will eventually encompass. The first step in this will be to ensure that all logos and ideas are properly protected from the very beginning so that legal battles will not have to be fought later. Being sure to maintain the brand image will also be a key factor in how A.B.Citified may begin to evolve. If and when the company grows it will be important not only to make new product and gain new clientele, but to also maintain the brands image and not alienate early adopters who will become steady purchasers of the merchandise. “Once a brand identity is established, it can be enhanced through evolution, but frequent changes can confuse the consumer.” (Brand Story; Hancock, Joseph; 19) In this respect all clothing that is to be designed for A.B.Citified will follow these basic principles: the garment should be easily incorporated into existing wardrobes (something one could wear everyday), the lines should be clean, simple, and well tailored (the extreme tailoring and silhouettes of avant-garde design are definitely not permitted) and finally, the garment should have some sort of pattern, or insignia, or other sartorially interesting element in order to help it stand out from a wardrobe WITHOUT being superfluous. This continuity will help to keep the brand strong among loyal customers and allow new customers to know exactly what they are buying into. “Whether a car, a soft drink, a store, or insurance, the image a product projects defines it and its company, whom it appeals to, and the associations it conveys to the consumer.” (Brand Story; Hancock, Joseph; 17)

Week Seven EOC - Exercise

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

Week Seven EOC - Discussion Questions

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

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

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

4. Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and generation Xers? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences?
I think his brand offers a little something for everyone. It all just depends on the consumers’ personality and how their own personal style can relate to the brand.

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

Week Six EOC - Exercise

Retailers convey their brand image through their merchandise, associates, and the overall vibe they try to exude with the layout and flow of the store. I recently visited Urban Outfitters and I absolutely love this store. I have loved this store since I was around the age of 15. They have a vintage/ retro feel and they carry everything from clothing all the way down to little nick-knacks that you probably never will use but you still want them anyway. Each location is designed a different way in terms of layout but they all carry the same funky merchandise. The fixtures are racks, shelves, tables, the usual but they are not hard looking. They are soft and inviting. The associates I found to be super nice and very helpful. They seem to really like their job and in return they give great customer service.

“Urban Outfitters is an innovative specialty retail company which offers a variety of hip and kitschy lifestyle merchandise to highly defined customer niches through its stores in the United States, Canada, and Europe.” (AvCalgary)

“I love a great growth stock as much as the next stock junkie -- but a Foolish growth company like Urban Outfitters (Nasdaq: URBN) is even better. Companies growing Foolishly create value even as they expand. That means you can jump into them today without waiting for a mishap to create opportunity.”- David Meier (Fool)

Urban Outfitters offers consumers numerous ideas, and merchandise but they don’t over power you. With the design layout you can easily get to and see the merchandise and it’s not cramped, crowded or messy. I think this store is well off and know exactly how to attract new and old consumers.

Week Six EOC - Discussion Questions

1. Does A&F reinvent its brand strategy every year thorugh its product assortment? Is it successful? Why or why not?
Abercrombie & Fitch does not reinvent its brand strategy every year through product assortment. The company sticks to its signature preppy style while incorporating new trends each year. Abercrombie & Fitch has proved to be very successful thus far because they are able to provide their target market (18-22 year old men and women) with the apparel that they desire. The company’s “casual luxury” style is able to build brand loyalty with regular customers while picking up new customers every day.

2. How does A&F brand its products? Do you think its brand practices are successful?
Abercrombie & Fitch brands its products through rugged iconic patches or their signature moose logo on all of their apparel which has enabled the company to create exceptionally strong brand recognition. Everyone knows the A&F name. Also, the style of clothing from Abercrombie & Fitch is especially distinguishable: distressed, relaxed and beach-like. The A&F branding practices have proved to be successful throughout the 2000s. However, I feel that Abercrombie will have to re-invent its look and style if it really wants to grow with the consumer. So far, Abercrombie & Fitch has been incredibly successful in its brand practices but I feel they will have to change after some time.

3. How do retail store atmospheres such as music, fragrances, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?
Retail store atmospherics such as music, fragrance, lighting, store props and retail brand associates strengthen a brand message by conveying to all consumers what Abercrombie & Fitch is all about. Abercrombie & Fitch prides itself on entertaining customers while they shop. The atmospherics of A&F’s retail stores communicate with the customer and make them feel like they have a connection to the brand. This also weakens the brand message by rejecting a large consumer group of 18-22 year olds that do not like dance music and half naked men around them while they shop.

4. What feeling or emotions do you experience when you enter an A&F store? do you think A&F tries to intimidate its customer by using extremely attractive models?
When walking into an Abercrombie & Fitch store, a consumer feels like they are at a nightclub. The emotions are different for each customer. A loyal customer feels excitement and happiness when entering the store, where as, an unfamiliar customer may feel overwhelmed. I do not think that Abercrombie & Fitch tries to intimidate its customers by using extremely attractive models. I think that A&F wants to add to their brand image using these models while also giving the customer the idea that if they wear these clothes, they will be just as attractive as the models.

Week Six BOC - Designer Denim

The premium denim market has seen tremendous growth in recent years and I’m one of those people who understand and embrace the trend. Once you find the perfect brand and perfect fit, there’s no going back to buying jeans from Target. People are attracted to designer jeans for numerous reasons – celebrities wear them, they have a sense of luxury, and they often have a precise fit and numerous details. "If you’re buying high-end jeans, you’re paying for the fit, fabric, and finish. Every little detail affects the overall price. The most obvious factor is the pure fabric cost. For jeans that sell for, say, $39, [the designer] is spending around $2.50 to $3 per yard in fabric, whereas premium fabrics go for $8 to $12 a yard. Right there, you’re tripling your costs.” (NY Mag)

The premium denim trend targets a niche market of consumers who see value in their expensive purchase, even if it is just jeans. “Denim glory is built, literally, on the backsides of the rich and famous. Most denim has a distinctive back pocket stitching that separates each design from ordinary wranglers and, of course, each other.” (Designer Jeans) Brands like J Brand can be immediately recognized based on the way that the jeans stitched, even though they do not have a gaudy logo like True Religion – rather, they are characterized by a single green stitch.

I’ve purchased most of my best jeans based on seeing it on a celebrity or friend. “Granted many of us are weary of seeing magazine after magazine packed with functionless celebrity fashion tips, but when it comes to jeans we can’t get enough. One shot of Beckinsdale in Union or Beckham in Rock and Republic, and we know what’s going to look good on ourselves.”Designer Jeans)

It seems like something so basic but buying jeans is a highly involved process of failure and success until you find that one you’re going to wear to death. People are so attracted to premium denim because it is made in the USA, meaning it involved heavier production and American-made products are sought, because of its fit, and also because of its prestige. My current favorite is the Saffado fit from Diesel, I find that with my discount at work they are 'affordable', and I feel the need to have them in every wash because I love the way they fit my body. (

Week Five EOC - Exercise

At this stage in my life I’m contemplating the idea of becoming a public relations/brand strategist/marketing expert for design companies. It seems like an extremely broad category of professions but I think that by being able to combine all of them into one person/firm the brands will experience a greater level of satisfaction with the work. Eventually I feel like I would perhaps like to venture out on my own and open my firm specializing in all of these aspects for brands, but only after treading the water for a while in previously established firms.

As of now I feel that I have an extremely solid background in business that makes my plan very plausible. Between my finance degree from University of Utah and my pending degree in Fashion and Retail Management from the Art Institute I have the knowledge and experience in both sectors, fashion and business, in order to successfully sell myself to companies. My pending future studies in a graduate marketing program will also help to strengthen my resume and resolve to do what I need to do to make it.

There are definitely many other individuals who are trying to become PR peons as well, especially in the larger cities in the US. I think that one of my biggest obstacles will be getting my foot in the door at an established, reputable, firm in order to gain experience. I feel that once I am in I will be able to succeed due to my extremely focused work ethic and ability to gain the right contacts.

Week Five EOC - Discussion Questions

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

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

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

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

Midterm - Glacéau

Glacéau

Glacéau is a water company that plays by a different set of rules than it’s other corporate competitors. This is evident when one first opens their corporate information page and is greeted by simple text in all small letters with an opening sentence that states, “glacéau’s boring history”. From this very first encounter one might be able to see why Glacéau’s products have become so popular among the younger, athletic demographic.

Glacéau was founded in 1996 when Darius Brikoff created SmartWater. SmartWater is a “zero-calorie, vapor-distilled, electrolyte-enhanced water. Just the purest, cleanest water possible with added electrolytes.” (Glacéau) What started off as just a new way to offer water quickly grew into a small company that was selling water to health food stores and specialty retailers in the New York area. In 1998 FruitWater was added and by the year 2000 Darius added the now famous VitaminWater to his company and the waters began to be sold nationwide.

The new VitaminWater is a “great-tasting, healthy enhanced water that is packed with nutrients. In addition to providing the perfect compliment to everyone’s less-than-perfect diet, each VitaminWater variety has a unique combination of nutrients to deliver a specific benefit to get you through your day.” (Glacéau) The VitaminWater brand was what really helped Glacéau to get on the map. The water was first promoted by rapper 50 Cent and afterwards every young 20-something was enamored with the brand and began drinking it. Today VitaminWater, with it's many different flavors and kitschy names, continues to market heavily to the younger demographic with their fun advertising campaigns and prevalently placed ads in magazines such as US Weekly, GQ, Vogue, and sports magazines.

After the success of SmartWater, VitaminWater, and FruitWater domestically, Glacéau launched their products internationally in 2008 by introducing them into the UK, Australian, and French markets. The continued success both domestically and internationally has helped Glacéau to “experience triple digit growth for five straight years and according to industry reports (no we didn’t write them) is poised to become one of the biggest brands in the history of beverages.” (Glacéau)

Today the Glacéau brand and it’s products are created and distributed by Energy Brands, a company created by Darius and his partner Mike. Another beverage giant in the industry has also taken notice of Glacéau’s prominence as Energy Brands is now a privately held subsidiary of the Coca-Cola Co.

Midterm - Colgate

Colgate

In 1806 William Colgate began a small starch, soap and candle business in New York City. Many years later in1873 Colgate introduced toothpaste in a jars and finally in collapsible tubes in 1896. Colgate won top honors for its remarkable soaps and perfumes at the World’s Fair in Paris in 1900 and a global brand was born. This success has continued for over 200 years and the brand has become an American standard. As Ian Cook (Chairman, President, and CEO) says “For more than 200 years, Colgate people and Colgate values have been at the heart of our success. We are proud of the powerful strategies and sharp focus which drive our success today. Thanks to all Colgate people, our consumers and business partners for their contributions in helping us to become strong, focused and truly global company we are today.” (Colgate)

After 100 years of business (in 1906), to celebrate their success, Colgate distributed two million tubes of toothpaste and toothbrushes to schools around the US and provided hygienists to demonstrate how to properly brush teeth. By the 1920s, Colgate began establishing business in Europe, Asia, Latin America and Africa. Near the end of the 1920s, Colgate merged with Palmolive and was first listed on the NY stock exchange in 1930.

Colgate-Palmolive is now a highly valued, award winning company, “today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide.” (Colgate) In 1996, Colgate’s program “Bright Smiles, Bright Futures” spread to 50 countries and now reaches over 50 million children each year. Colgate-Palmolive has also received many domestic and international awards including; “100 Best Companies to Work For,” “Best Companies for Minorities,” Top 50 Employers” and “Global Most Admired Companies” from Fortune Magazine and Equal Opportunity Publications.

Colgate prides itself on being a diverse, caring, always improving company. “Our three fundamental values — Caring, Global Teamwork and Continuous Improvement — are part of everything we do.” (Colgate) Colgate cares about their customers, shareholders and business partners, all alike. Colgate believes that “by better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will ‘become the best." (Colgate) This mantra has helped them to continue to grow their business both domestically and internationally.

Colgate as an oral hygiene brand has many competitors, though their biggest competition is Crest. These two oral hygiene companies have been in competition since the 1940s, when Crest was introduced. Colgate believes that by their being in business for over 100 years their “reputation has been built upon the quality and safety of our products. Our commitment to quality and safety is essential to the continued growth and success of our Company.”(Colgate)

Midterm - Grey Goose

Grey Goose

Grey Goose vodka was Sidney Frank’s (his company was made famous for introducing Jagermeister and making it a huge success) answer to the new surge for super premium vodkas in the United States during the late 1990s. The surge was brought on by the introduction of Polish vodka brand Belvedere into the market in 1996. Shortly after Frank decided that his company needed to import a high end vodka into the market as well. He quickly dispersed his team to France where they began to create and distill what is now one of the most highly regarded and well-known vodka brands in the world.

In 1997, Frank chose France because “the notion of French manufacturing having an inherent link with high perceived quality” (Wikipedia) made him think that the brand would be able to be successfully marketed to the US premium liquor market. The team chose for the vodka to be created in the Cognac region of France, north of Paris. “For centuries the most respected experts in spirits distillation have practiced their craft in the region, which is renowned for its luxury foods, wines and spirits. It's these craftsmen whose expertise and vision led to the creation of a spirit so exceptional that it redefined vodka.” (Bacardi) This also proved to be a highly useful marketing tool in order to help the brand launch.

Grey Goose’s quality is monitored and ensured by “the watchful eye of an expert, the GREY GOOSE maître de chai (cellar master), the spirit is closely monitored so as to ensure that every drop of its production exceeds expectations.” (Bacardi) In addition to a very high attention detail in order to make sure that each bottle is reflective upon the built up cache of the brand “only the finest ingredients are used, such as the golden fine French wheat and the naturally filtered spring water that creates the superior nature” (Bacardi) of the Vodka.

Such a scrutinized process must have it’s rewards and it in fact has. “In its first year of production, GREY GOOSE was hailed as "The World's Best Tasting Vodka" by the Chicago Beverage Testing Institute and was also awarded a Platinum medal at the World Spirits Championship in San Francisco, California.” (Bacardi) The success of the Grey Goose brand (so successful that Frank was able to sell it to Bacardi in 2004 for $2.2 billion [the largest single brand sale ever]) is due to having a high quality product along with the perfect mix of marketing and brand story when introducing a new brand into the marketplace.

Midterm - Orbit Gum

Orbit Gum

Wrigley was a small family owned company that started in 1891 that sold baking powder and soap to the people of Chicago. Today however Wrigley has grown into a “company (that) is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate." (Wrigley) They have grown from a small brand to one that has operations in over 40 different countries and distributes goods in more than 180, no small feat. One of Wrigley’s best-known products is Orbit gum.

In 2008 Wrigley was purchased by and has now become a subsidiary of Mars, Incorporated. Mars in and of itself is quite a success story, it has grown to become one of the “world's largest food companies, generating global revenues of $30 billion annually and producing some of the world's leading brands in six segments that include Chocolate, Drinks, Food, Petcare, Symbioscience and Wrigley." (Wrigley)

Orbit gum was first introduced in 1944 when the company began shipping all of their most famous flavors of gum (Juicy Fruit, Wrigley’s Spearmint and Doublemint) to the troops stationed overseas in an order to support the war effort. Since these brands were now “no longer available on the civilian market, Wrigley began production of a new gum called Orbit. After the war had ended and the three established brands returned to the market in 1946, Orbit was discontinued.” (Orbit)

The gum sat dormant for 30 years until in 1976 it was reintroduced overseas in the German, Swiss, and Dutch markets. “This marked the first time that a sugar-free gum was marketed under the Wrigley name.” (Orbit) The brand was first reintroduced in the American market in 2001 and “the brand quickly gained in popularity and became the fastest growing brand in the gum category.” (Orbit)

In 2007 “Orbit, along with Extra® and Eclipse®, became the first chewing gum to receive The American Dental Association's Seal of Acceptance, with nearly 20 years of research demonstrating that the products help to fight cavities, strengthen teeth and reduce harmful plaque acids.” (Orbit) The smooth and refreshing flavor of sugar free Orbit was said to leave your mouth with a just brushed clean feeling and so the now famous advertising campaign featuring a British spokes model toting the line “For a Good Clean Feeling, No Matter What” was introduced and Orbit has continued it’s immense growth in popularity both domestically and internationally.

Week Four EOC - Exercise

The ad that I chose for Dolce & Gabbana was their ad from 2003. There was a controversy at first with Puma because there was a fake ad being spread around of a girl wearing her Puma shoes and was kneeling down in a suggestive manner facing a guy, giving off the impression she was giving him oral pleasure. Another notation that she was giving him oral sex was the fact that there was a white sticky looking substance on her knee. Puma then sued over this ad saying it was completely fake and was not their ad. With Dolce & Gabbana however, being the controversial brand that they are did a similar campaign. They were paying homage the Puma ads by having a gentleman kneel in front of another guy who has his pants around his ankles. With Dolce & Gabbana ads, you never really know what it is they are trying to sell. It could be the shoes, the jeans, the guys’ shirt in the back or even the underwear that you get a little peak of at the top of the ad. Being that they are a very provocative brand with their controversial ads, this advertisement wasn’t as ridiculed as Pumas was, simply because that is who they are.

Week Four EOC - Discussion Questions

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

The Dolce and Gabbana company has remained the same since the writing and publishing of this book. The company still features Dolce and Gabbana, D&G, and D&G Junior. However after the Spring/Summer 2012 collection, D&G is being phased out and the company will only run Dolce and Gabbana and D&G Junior.

Do you think Dolce and 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?

I think that when the brand was first created that it did in fact serve the fashionistas that the rest of the (then conservative) design world had neglected. Dolce and Gabbana were two of the first designers to realize that not all those who appreciated fashion wanted to dress like their grandparents, they realized that many of them had a unique point of view and that they wanted to express that. However since the introduction and success of this brand many others have begun to follow suit with brands such as Dsquared2 and Betsey Johnson also coming to prominence for this glam individuals. I don’t think that Dolce and Gabbana chose these particular women because they some them as ‘risqué’ per se, they chose them more because they saw them as women who fit the brand image and were trend setters, women who could get their brand seen. It worked for both parties involved in that the women in the ads were very ‘Dolce and Gabbana’ and so they looked good and liked the clothing and helped promote it successfully.

Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals? Do you think it was smart for Dolce and Gabbana to target this market? Why or why not?

As a gay consumer myself I can confidently say that I do not think that we as a community purchase different brands than our heterosexual counterparts, especially when it comes to fashion. While we may be more apt to try fashions that are considered risqué, avant garde, or downright outlandish, there are straight consumers that do as well (even if most are in fact singers and other public figures). Also the gay community purchases the more ‘conservative’ brands such as Ralph Lauren and Carolina Herrera.

Week Three EOC - Exercise

Tom Ford

Over the past few years Tom Ford has become one of the top fashion designers not only in America but in the world. His name has become synonymous with sex, glamour, and the ultimate in luxury. Not only has he become extremely successful in the creation of his own Tom Ford brand selling clothing and accessories for men and women but he began his career revamping and reinvigorating two of the worlds most influential design houses.

After growing up in Texas Tom moved to New York to study interior architecture at Parsons The New School for Design. It wasn’t until his last year in school, when he was interning at Chloé in Paris that he fell in love with fashion. When he returned to school after the internship he studied fashion but nevertheless finished school with an architecture degree. After school he had brief stints at American design houses Cathy Hardwick and Perry Ellis but soon began to grow impatient with American fashion. He was famously quoted in the New York Times (after his burgeoning success) as saying “If I was ever going to become a good designer, I had to leave America. My own culture was inhibiting me. Too much style in America is tacky. It's looked down upon to be too stylish. Europeans, however, appreciate style.” It is at this point that we come to the beginning of his greatness. In 1990 Tom moved to Milan to take over as head of women’s ready-to-wear for Gucci, a brand that at the time no one would have been caught dead in. Within years Tom had revamped the brand’s lackluster appeal and made it the ‘it’ brand that was seen on celebrities and socialites around the world. In 1994 Tom became Creative Director of Gucci and his role expanded even more, this is when the true revamp of the company came with a new advertising campaign and a whole new feel. Shortly after he also became Creative Director for Yves Saint Laurent which Gucci Group had recently purchased and helped bring new life to the stagnant brand. Tom left Gucci Group after 14 years, and the company which was nearly bankrupt when he joined was then valued at nearly $10 Billion.

After his time at Gucci Group, and a short time off, Tom Ford launched his own fashion brand beginning small with fragrances and accessories, then designing menswear, and now finally culminating in women’s ready-to-wear. The brand is highly successful and Tom is expanding his portfolio now in other ways; he directed the movie A Single Man for which Colin Firth was nominated for an Academy Award for Best Actor. Tom Ford is a man of many talents and I am sure that we have yet to see the last of his enormous contributions to the fashion world.

Week Three EOC - Discussion Questions

Is Ralph Lauren a designer? Why or why not?

No, I do not think that Ralph is necessarily a fashion designer; I think it would be more accurate to say that he is a purveyor of fashion. While most designers do not oversee the creation of each individual item that they show Ralph has openly said that he has assistant designers and creators who create the actual clothing that is being shown, and while he most likely approves the final looks, he is not engrained wholly in their creation.

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

His first retail job at Brooks Brothers I think is an important stepping-stone in Ralph’s career. It was here that he would have gotten a first hand look into the world of fashion and retail and no doubt gave him some vision of how a successful store/brand would be run for when he later opened his shop. The luxury status of the brand Brooks Brothers itself was also somewhat helpful for Ralph because he was previewed to the lifestyle that the people who wore the suiting had and that gave him somewhat of an idea of what to emulate when he created Ralph Lauren.

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?

The main divisions of Ralph Lauren are men’s, women’s, and children’s apparel, footwear, and accessories along with a home line. Each of these divisions are also broken down into more categories and styles. On the women’s side of Polo Ralph Lauren there are seven different lines to choose from, Ralph Lauren Collection, Ralph Lauren Black Label, Ralph Lauren Blue Label, Lauren by Ralph Lauren, Pink Pony, Ralph Lauren RLX Woman, and Ralph Lauren Golf Woman. Ralph Lauren Collection is the collection that is shown on the runway twice a year at New York Fashion Week. The Collection line is the highest price point for women’s clothing with accessories ranging in price from $250 (sunglasses) to over $16,000 (alligator handbag). The accessories are available for purchase online however the clothing is only available at select Ralph Lauren stores around the country (not available at the Las Vegas Palazzo store). All of the remaining lines are available for purchase both online and at Ralph Lauren retail stores across the country. The next line, Ralph Lauren Black Label, is the next line down in price point. This line is still for a more discerning customer and is where more formal Resort and Cruise collections as well as a special holiday collection are sold. Clothing in this line ranges from $300 (button up tuxedo shirt) to $3000 (dress). The next line, Ralph Lauren Blue Label, and is about the same price point as Black Label. The only difference between the lines is the formality of the clothing. Black label produces the gown that one would wear to opening night at Lincoln Center in the city. Whereas Blue Label is the line that one would wear while lounging or riding their horse at their country estate. Lauren by Ralph Lauren is the next line down in price point. This line is also available at select department stores as well as online and in select Ralph Lauren stores. Lauren by Ralph Lauren also has a petites and woman’s line. The price point is much lower here, ranging from $500 (wool coat) to $60 (button up shirt) obviously making Lauren the most easily accessible line for most Americans. The remaining three lines are specialty lines. Pink Pony offers all types of apparel from athletic to casual wear and a portion of all the proceeds from the sale of Pink Pony items is donated to the Pink Pony Fund for Cancer Care and Prevention. RLX Woman produces athletic wear for women, including workout attire and sports relating clothing (tennis skirts, etc). Golf Woman focuses on producing athletic wear for the sport of golf where the attire is more like everyday clothing as opposed to athletic wear. Golf Woman produces skirts, polo shirts, sweaters and other miscellaneous items pertaining to the sport.

The men’s lines are broken down in almost the same manner with five lines, Ralph Lauren Purple Label, Ralph Lauren Black Label, Polo Ralph Lauren, Ralph Lauren RLX Man, and Ralph Lauren Golf Man. Purple Label is reminiscent of British haberdashery and therefore cut in a more classic silhouette whereas Black Label is more modern and therefore cut trimmer than Purple Label. Purple Label suiting is custom made to order through exclusive Ralph Lauren Stores (the Palazzo shop does carry Purple Label) making it a sort of couture version of menswear and also features footwear and accessories. The Black Label line is available online and at retail locations across the states. Black Label is priced at the standard $1500-$3000 per suit that seems to be the standard of high quality suiting and also offers accessories and outerwear for men. Polo Ralph Lauren is the line that is often found in department stores nationwide making it the equivalent of the Lauren women’s line. Again, it is the most easily accessible with a price point of $1000 (merino wool peacoat) to $35 (waffle crewneck). RLX man and RL Golf are built upon the same basis as the women’s lines of the same collection as well, offering athletic wear for men at various price points to target the most discerning as well as the common buyer.

Polo Ralph Lauren, Inc also launched the Rugby line in 2004. This is the newest of the clothing labels and it carries casual wear that is still polished and meeting the Ralph Lauren standards. It seems to be targeted more towards college students with it’s array of henleys, knit tops, and sweaters, most of which can be custom designed for the buyer through the website rugby.com and also a new iPhone/iPod touch application. Prices for the collection seem to be about standard for a luxury brand’s casual division, with polos coming in around $65 and the rugby shirts coming in at $150.

Polo Ralph Lauren, Inc also has a home collection. Featuring an array of paints, wallpapers, furniture, bedding, and accessories, it is the perfect way for the Ralph Lauren enthusiast to get the same look of their favorite clothes in their home. Ralph Lauren Home stores are the easiest place to get all of the merchandise but many items like bedding, and accessories can also be purchased online. The price point is that which makes the home collection for the privileged buyer. A standard sofa starts at $6000 and will range up to $15,000. However Ralph Lauren brand paint is available at Home Depots across the country at about $45 per gallon making this small luxury available to middle America.

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

My favorite division of Ralph Lauren is definitely the menswear division, particularly the Purple Label line. I love all of the luxury accessories that are offered as well as the custom tailoring for the suiting. I prefer the slimmer, more modern silhouette of the Black Label collection but in general I think that Purple Label is my favorite. As a young 23 year-old student the Purple Label collection may not be the way I fashion my lifestyle right now but it is definitely the way I will be living when I am ‘older’.

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

Ralph successfully built on his original Polo brand simply by being true to the idea behind the brand that he originally had and never fluctuating from that vision. Most fashion brands give in to the hot and trendy and therefore fall prey to becoming irrelevant in a few short seasons. However Ralph saw his brand as a lifestyle and has always offered a variety of clothing that fits that lifestyle and that has helped him build his loyal customer and strong empire. I think that currently Tom Ford is on much the same path as Ralph was at his age with the creation of his über luxury brand Tom Ford. Tom much like Ralph has used himself in advertising campaigns and engrained himself completely as part of the brand image since the very beginning. Tom’s empire may never get quite as large as Ralph’s but I also do not think that that is what Tom would want, he likes the exclusivity of his line the way it is now and has no desire to have a diffusion line at the local Dillards.

Week Three BOC - Beech-Nut Apple Juice

"The sale of the appleless apple juice product earned the Beech-Nut Corporation approximately $60 million over a ten-year period." (Socyberty)

Beech-Nut which started out as a meatpacking company had expanded and began producing other products, one in particular being apple juice. The scandal arose when Beech-Nut decided to change producers of their product in order to lower cost. They found that if they sold something that looked and tasted similar to apple juice, that in fact had no actual apple product in it, then many people wouldn’t know the difference and they could make a larger profit. However this became an issue when the company still marketed the product as apple juice and thus the issue of false advertising.

This had been going on for about 10 years until an investigator became curious and decided to look into the brand. His research lead him to find that Beech-Nut was in fact cutting corners in the creation of their product and marketing it falsely to consumers and so he sued the company and it’s executives. The trial took two years but found both the CEOs of Beech-Nut and the chemical company providing the artificial flavoring in jail and the companies both paying fines.

During the investigation period Beech-Nut still chose to sell their product in other countries at a discount in order to earn some money. When consumers found out about this their idea of the company became even more tarnished. In a few short years a well respected company was completely diminished in the eyes of the consumers and it will take a long time to heal this wound.