Chapter Eight questions

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

Consumers feel such an attachment to their bags, because it is an expression of their personal style. It is a way to show others our status and personal style. At first they wanted to create an “it” bag, “but over time it became apparent that what was really selling he bags were the graphic designs and the wonderful company logo.” (Brand Story, Joseph Hancock, page 126)

2.) What is our 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?

My favorite brand for bags is Louis Vuitton. I feel that it represents my personality, because I feel some of the things I wear can be classic but I like to bring attention to myself with flashiness. I don’t feel that I will switch brands I love the brand and they are of great quality. I think that they will always be the first brand if bag that I will think to go to. If I were to buy other brands I would not use them as much I would my Louis Vuitton. “Research has shown that in the handbag industry, when consumers are given a choice to buy more expensive handbags over less expensive ones.” (Brand Story, Joseph Hancock, page 126)


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

The company has evolved in to children’s lunch boxes as well. ”Her new stroller bags with their bright colors and fun themes were popular among Asian women.” (Brand Story, Joseph Hancock, page 139)  The brand is a favorite for celebrity children. Also the company has expanded in to green products as well. The website does not feature the dog carriers, but can still be purchased on other sites.

I feel that the brand reflects current fashion with the graphics and the bright colors that they use.

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

I think that the company is so successful in using graphics, because the market that they appeal to children, new moms, and pet owners. People want t stand to more then ever and graphics are a great way to do so. Branding for me is a big reason to buy a bag the one I have right now is a designer bag. It is my everyday Louis Vuitton bag. The features that I like about it the most are how strong they are. Using the bag almost everyday for a couple of years old and still showing little to no wear. You can tell it s worn, because the leather is darkened, but that just adds to the bag if you ask me.

Chapter Three Excerise

One person that I can relate to is Kimora Lee Simmons. She was a normal girl who turned in to a model then married a fashion mogul. When she took over he husbands fashion label it was not yet turning a profit. After Kimora took over the company started making money and expanding it’s brand. Just like Ralph Lauren the “company continued to flourish, launching new product lines, expanding into the international market.” (Brand Story, Joseph Hancock, page 44) The brand is to the hip hop community as what Lauren is to the upper sector of the nation. Another thing that is similar to Lauren is that the brand that Kimora establish (Baby Phat, Phar Farm, and KLS) “Is featured on fashion runways and in every department store across the nation.” (Brand Story, Joseph Hancock, page 35) Both Kimora and her now ex husband Russell Simmons both model the brand. This to is like Ralph Lauren who “By modeling his own products, Lauren began to create the image that he was authentically Western.” (Brand Story, Joseph Hancock, page 40) The couple helped to shape and pave the road for the world for hip hop clothing companies. They where the trailblazers in helping to appeal to a new market in at the time no one else was making clothing for. The brand is now not a strong as it once was, but can still be bought in many retail chanins.

Chapter Three Questions

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

Yes Ralph Lauren is a fashion designer but he goes beyond that and is a lifestyle merchandiser. “When considering lifestyle merchandising the name Ralph Lauren stands out.” (Brand Story, Joseph Hancock, page 35) His brand is sold as a whole way of living you can go beyond buying a polo and purchase sheets, perfume, and even house paint to name a few. He goes designing clothing but has a whole living ideal along with his brand.

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

Ralph Lauren worked at Brooks Brothers as well as Rivtz. Yes I think that this past experience helped in him in turn with his career later on.  He learned that building a relationship with the customer early on was important. It also showed him how to build an empire the experience gave him the strong base that he was able to build on to. Through his first experiences “He believed that by dressing in a particular style, he would be iconic in the manufacturing business.” (Brand Story, Joseph Hancock, page 37)

3.) Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?

Ralph Laruen has many divisions to his brand women’s and men’s clothing as well as children’s then he also has fragrance and a home line. I would say that the home line and children’s are the only ones that are not homogenous. ”Lauren then turned his attention to products for the home to expand his merchandising empire.” (Brand Story, Joseph Hancock, page 43) The target market is those people that are of higher society or want to feel like they are and want an American preppy western feel.

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

I personally do not have a favorite division of Ralph Lauren. The brand is not one that I relate to also the clothing is nothing that I would wear. If anything I would be able to relate to his home furnishings I like his sheets and paint colors that he has.

5.) 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 Lauren has built his empire by having a colt like following people who wear the brand just don’t own one item of his. He makes it so that they keep coming back for more. Someone that compares to him would be Tommy Hilfiger. Their brands and the people that wear them are similar. Both empires are huge and are very hard to match or even come close to.

Chapter four excerise

The ad that I chose was one form automobile maker BMW. It is about text messaging and driving. This add would have not even been though about ten years ago. It is now a sign of our culture since so many people are texting. "Developed by Kirshenbaum Bond Senecal + Partners, the "DON'T TXT AND DRIVE" commercial juxtaposes the overprotective parent with the negligent act of texting at the wheel. (http://autos.aol.com/article/bmw-texting-and-driving-ads/) Everyone is now multi tasking and never seems to have enough time to do anything. So they are now taking more risk while trying to get things done while driving. "The automaker, which was once derided for installing an entertainment system that was exceedingly difficult and distracting to use, is trying to convince people to use technology responsibly." (http://autos.aol.com/article/bmw-texting-and-driving-ads/) It seems as if the add is trying to make up for the companies shortcomings in the past years. Non-the less it is positive and trying to open peoples eyes to the dangerous things they do while driving. The add is also trying to sell you a car the BMW logo is very large and stands out in the ad. A rep from BMW said the parents are very doting on their child, "But all of that can be undone in just one second." (http://autos.aol.com/article/bmw-texting-and-driving-ads/) It is very sad that people are putting themselves and others lives at risk all to answer a text message. Many lives are lost a year due to this and laws have been passed in many states making it illegal to be one your phone and driving at the same time, Nevada being one of them.

Chapter Four EOC

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

Dolce & Gabbana has many divisions such as their lower end line D&G, juniors, perfume, and accessories. Also “Through licensing agreements, the Dolce and Gabbana brand has extended in to women’s fragance.” (Brand Story, Joseph Hancock, page 64) I feel that the company has stayed about the same in size just for the fact the people are not buying as much of high fashion as they had done so in the past.

2.) Do you think Dolce & Gabbana cater to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed women like Isabella Rossellini, Madonna, Kylie Minogue, and Brooke Shields? Do you think these women are risqué? Why or why not?

I feel that Dolce & Gabbana filled a blank that was in the fashion industry. The brand is high fashion but is still obtainable and is sexy. I could never say it even better than this, “If Cinderella ever needed to replace her fairy godmother, she would call Dolce and Gabbana.” (Brand Story, Joseph Hancock, page 53) They push the limits that other brands would not to dare to do. I feel that Dolce & Gabbana have dressed stars such as Madonna, because they provide the sexiness and quality that she and other stars seek for. I think that these women are considered to be risqué but in my personal believe they are not a risqué as others may see them.  

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

I feel that in general that the gay and lesbian consumers do purchase different fashion brands then heterosexuals. The average male is not in to high fashion and most gay and lesbians are more fashion forward. “Dolce and Gabbana have surrounded with high style, sparkle, bling, but they love real people as opposed to the emaciated body types we have come to expect in luxury fashion.” (Brand Story, Joseph Hancock, page 57) I think that it was smart for Dolce and Gabbana to market to this consumer, because I do not know of another fashion brand that does market to them so openly. This group of people is a growing market and may give them a stronger brand follower due to the fact that no one else is doing so.

Week Nie EOC: Chapter Nine Questions

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

Brini Maxwell is unique, because of the visual milieu that was created. “ Milieu is a French term that means an individual’s physical or social environment.” (Brand Story, Joseph Hancock, page 144) Maxwell created a visual milieu that combined reto 20^th century and contemporary designs that where popular during the 1950’s and 1970’s. These themes are not only incorporated in to her fashions, but also in to the show’s setting and theme.

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

One of the first steps was using “Sander’s collection of cookbooks, magazines, furnishings, and other mid-century delights would be used in every episode.” (Brand Story, Joseph Hancock, page 146) The whole show was even filmed in his small Chelsea apartment. Sanders also had to do a lot of research on the decade since he was born after the time period that he was going after. The show was a great success in New York in which the audience waited in suspense for each episode.

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

“On Saturday, January 8, 200, Brini Maxwell was featured as “Part Martha Stewart, Part RuPaul in The New York Times.” (Brand Story, Joseph Hancock, page 147) Since The New York Times is such a big publication this is what helped to launch Brini Maxwell on to the national spotlight. The article broke down the inner workings of how the came together and who Sanders was when not playing Brini Maxwell. After the article the show was showed on the Style Network from 1998 to 2003. The brand message was that of the earlier shows that it was modeled off of it is a that of a lifestyle that we all achieve to reach “the perfect family.”  

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

I feel that the baby-boomers would still be attracted to Brini Maxwell since they did grow up in that generation. It brings back memories of how they grew up, which many people like to be reminded of their younger years even more so when they age.  A market that was not originally included in to their market I think would be stay at home moms, since they are the market that has daily shows in which they like to enjoy in.  

EOC: Chapter Ten Questions

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

I feel like the companies motto says it all “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.” (Brand Story, Joseph Hancock, page 158) The companies advertising are fun and childlike, which is unlike any other underwear advertising. Most ads show the model only with a white or black backdrop. To where Ginch Gonch ads tell a story rather than just showing the product on a body that close to no one has. Ginh Gonch ads feature models that look more like everyday people.

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 that it is ethical to use sex to sell products even though many people disagree. The fact is that everywhere we look there is sex so why is it so different to use it to sell something? One of the top retailers that come to mind that use sex to sell products are A&F. They whole ads show little to no clothing when in fact they are selling clothing talk about a contradiction. I think that it can make a product more desirable since people always want what they can’t have. Ginch Gonch takes selling products using sex by the reins. “Ginch Gonch ads use what is known as double entendre, something that conveys two meanings, one of which is sexual or risqué.” (Brand Story, Joseph Hancock, page 167)

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 that Jason Sutherland decided to market to the gay community since they are often forgotten about. They are also a group of people that are willing to spend money on high-end fashion products. The company has even came out and said, “We own the gay market gay men love them lesbians love them.” (Brand Story, Joseph Hancock, page 162) I feel that the gay market is huge and not enough companies try to appeal to them.

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

If I where in charge of the Ginch Gonch fashion assortment I would call it “grow some” that would come from the saying grow some balls. It would in fit with the company since they have had lines that have spun off of the movie Broke Back Mountain. Another one that they have done have been “Grab Your Balls” so I feel that it is in fit with the company.