EOC: Exercise Chapter Two

The Burberry ads have changed a lot over time since the first advertisements, and so has marketing. Before "Mass marketing included advertising and fashion branding directed at all consumer groups."  (Brand Story, Joseph Hancock, page 13) In the beginning there was a lot of text that described the item but did not show the item that well. The ads now feature only the products with the only text being Burberry. The ads of the time before seem to be a lot more military like. Before the brand to me felt not as glamorous as the brand feels now. I feel that the brand has stuck to the target market and stayed tried true to the brand. They still feature the same type of products but have adjusted to today’s marketplace. One of the first things that I think about when the brand comes to mind is the traditional Burberry trench coat. Even though the brand does feature the high fashions of today’s time they still keep in the tradition of the brand. I think that it is one of the few brands that has made little changes but still continues to make it in today’s time and market place. Of course the brand has had to make changes but what b rand that has been around for as long as they have hasn’t? Along with Burberry fashion branding has also changed "The main function of fashion branding is to provide a structure that uses images and language to impart a meaning to retail products." (Brand Story, Joseph Hancock, page 24) I think the reason that people purchase the brand is for the history that is behind it this also adds to a quality factor they would snot be around for so long if the quality standards where not up to par, which is fashion branding. "Fashion branding is a mixture of many elements and strategies that are generated to create product identity."(Brand Story, Joseph Hancock, page 32)

EOC: Discussion Questions Chapter Two

1.) How was fashion advertising changed since the mid-twentieth century? What are some of the differences between ads that appeared before the 1950’s and those from the 1950’s, and 1960’s, and today?

"Fashion branding became important as the popularity of mass produced fashion grew in the 20th century."(Brand Story, Joseph Hancock, page 13) Fashion advertising has changed from the mid-twentieth century, because of the growth of the mass-produced fashion in the twentieth century. This was possible through the development of mass media. The ads before the 1950’s where made for “everyman” and the function and use of a garment where emphasized. In the 1950’s the ads aimed at creating excitement for simple products. The 1960’s a fashion langue was developed through the French philosopher Roland Barthes. Hyper reality was formed and though storytelling advertisers tired selling their products to consumers. Today ads re greatly influenced by popular cultures and consumer lifestyles. Also our ads feature a lot of endorsements by celebrities and focus on things such as real or authentic.

2.) What are some of the theories related to fashion branding (i.e., Barthes and Baurdillard)? What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas Hamilton, BeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdillard?

Some of the theories that are related to fashion branding are those of Barthes and Baurillard. "Jean Baudrilled, defined postmodernism as a time of simulation in which the boundaries between what is real and what is perceived as real have been conflated." (Brand Story, Joseph Hancock, page 17) He came up with the theory of hyper reality in which a person was unable to distinguish between what is real and attainable versus a fantasy."Baudrillard believed that brands are the principal concepts of advertising culture, and that they constitute a new discourse in the order of consumption." (Brand Story, Joseph Hancock, page 20) Barthies believed that there where three levels in the fashion system that included the real garment, terminological garment and the rhetorical written garment. Hamilton believes that fashion is the transfer from a global level then reaches and individual level. Her theory also dealt with how and why merchandise is made and distributed to the masses. The newer theories deal with why and how they reach the masses on a global level to where the older ones dealt with just that consumer.

3.) What types of meanings does Grant McCracken associate with fashion products? Do you agree or disagree? If you disagree, what would you add to or delete from his list? Give an example of one of the meanings.

The types of meanings that Grant McCcracken associates with fashion products are that by studying clothing we understand the cultural evolution of our society. He places nine meanings that are usually targeted by company’s gender, lifestyle, decade, age, class and status, occupation, time and place, value, fad, fashion, and trend meanings. I agree with McCracken, because all of his meanings that are listed above make sense.

EOC: Exercise Chapter One

The ad that I found was a Louis Vuitton luggage ad that features Catherine Deneuve whom is a French actress. The ad says, “Sometimes, home is just a feeling.” What I feel it is trying to say is that no matter where you are at your Louis Vuitton luggage and bag will make you feel at home. It feels as if the ad is that of an older time period with the train and how the ad is set up. Catherine Deneuve is not overly posed it looks as she is waiting for her train to leave to take her away on her vacation. The ad makes you want to purchase the luggage if you want to feel at home when away on vacation or if you want to look like Catherine Deneuve while on your way somewhere for a trip. The ad plays in to "We are what we buy, for some of us fashion is a way to express identity." (Brand Story, Joseph Hancock, page 3) Since the ad feels older it helps you get the feeling of the quality and legacy that the Louis Vuitton brand has. Also since you can see the lighting you get the feeling as if you are getting the inside scoop on something. "Through some method, the retailer, manufacturer, or designer label reaches out and grabs an individual's interest."(Brand Story, Joseph Hancock, page 3) She looks as if she just fished shooting and that she is getting ready to just hope on the train and leave at any moment. It is as if she is telling you to hurry up, because she has somewhere to be and that it is a lot more interesting then the shoot she is doing. The ad makes you want to step in to the Louis Vuitton store buy their classic luggage and take off on some fabulous trip. I feel that the ad is a direct relfetion of the Louis Vuitton brand, which "The advertising medium, context, and style, should reflect the brand." (Brand Story, Joseph Hancock, page 6)

EOC: Discussion Questions Chapter One

1.) What is fashion branding? How does branding establish a product's identity?

Brand marketing is “The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable.” (Brand Story, Joseph Hancock, 4) Also branding is “A competitive strategy that targets customers with products, advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company.”(Brand Story, Joseph Hancock, 4) It is what ever that makes a certain company different in your mind, and any better then any other brand. It is that something that sets it apart from the crowd. It establishes a product by creating a perception of the brand through storytelling. It builds a connection with the consumer through telling a story.

2.)How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices? Can you give an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?

Through branding companies are able to sell everyday things such as sunglasses and t-shirts at such high process. The company has set such a perception through their branding that people are willing to pay high prices for everyday things. “Branding has allowed mass-produced merchandise to become exciting fashion commodity sold in luxury markets.”(Brand Story, Joseph Hancock, 5) People believe that they will become like the people in the ads and they are willing to shell out high prices to have that perceived lifestyle. Another item that people shell out the big bucks for are tennis shoes. People do not want cheap sneakers from payless they want exclusive shoes with exotic fabrics and skins with unique designs and colors.

3.)Race, ethnicity, religion, and sexual orientation play a part in purchasing decisions. Identify three consumer groups that are different from you. In your opinion, do they differ from each other with regard to fashions and the types of brands they purchase? Why or why not?

Three-consumer groups are tweens, senior citizens, and middle-aged men. They all differ from each other and from me as well. Their purchases very a lot the tweens want to fit in but the parents control the money. They are looking for the newest thing that will make them cool in school. A senior citizen is usually not concerned about designers and does not shop for clothing often and is usually on a limited budget. A middle aged man can be split on clothing choices either they do not care or clothing can play a bigger role. They either buy it their selves but chances are someone goes shopping for them, which is most likely their wife.

BOC: Slip! Slap Slop!

"One of the most successful health campaigns in Australia’s history was launched by Cancer Council Australia in 1980. Sid the seagull, wearing board shorts, t-shirt and a hat, tap-danced his way across our TV screens singing a catchy jingle to remind us of three easy ways of protecting against skin cancer. " "At a time when melanoma rates were climbing and evidence of the link between UV radiation and skin cancer was mounting the ad was created to bring light on to the raising cancer rates." Later on in 2007 the cancer campaign was later updated to slip, slop, slap, seek, slide. The additions for the 2007 campaign added seeking shade and sliding on a pair of wrap around sunglasses. For the past twenty years the program has shifted attitudes towards sun protection. The National Council on Skin Cancer Prevention is a group that is consisted of more than 45 organizations that aim to prevent skin cancer. Skin cancer is one of the most preventable cancers so the ads made a huge impact in preventing cancer. The catchy jingle made is even easier to remember what the steps where. Also posters where created to create even more buzz for the campaign. Sid the seagull as he is called had made a point to make sure that people know how important it is to protect yourself and your loved ones from the sun’s UV rays. "Australians suffer the highest rates of skin cancer in the world. Each year, around 1,200 Australians die from what is an almost totally preventable disease." One of the reasons for this is that Austria has higher UV rays, because they are located closer to the ozone hole over the Antarctic. The ad has been so successful that since its debut Australians have changed their views on sun protection and have also changed some of their behaviors.