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.