EOC: Chapter Ten Excerise

I feel that the con to making the ad come down is that it is not breaking any laws and wasn’t forced to be pulled unlike some of Dolce and Gabbana’s ads. The biggest pro is that “children” will not be exposed to sex. The fact is that these kids your in fact about to young adults and chances are have already been exposed to sex. The “Decision-making is one of the defining characteristics of leadership.” (http://decision-quality.com/intro.php) While both sides have great arguments I feel that the company has the most rights in this case. “The entire decision-making process is dependent upon the right information being available to the right people at the right times.” (http://www.cliffsnotes.com/study_guide/The-DecisionMaking-Process.topicArticleId-8944,articleId-8863.html)This is a disagreement in which is of public interest which is a much higher stake than a usual disagreement. The answer to this issue should be well thought out and not decided upon quickly, “successful problem solving requires thorough examination of the challenge, and a quick answer may not result in a permanent solution.” (http://www.cliffsnotes.com/study_guide/The-DecisionMaking-Process.topicArticleId-8944,articleId-8863.html) I feel that a great answer to this problem is that the company gets to keep the billboard. There would be one condition though in order to keep it they would have to create a less racy ad campaign that would be suitable for minors to see. I feel that it would help to make both sides happy. The racy ad would be taken which the high school wants, and the company gets to keep advertising just under a different ad campaign. Decision making and being able to sort through an argument like is this great practice for when you are a manger you will have many debts either with employees or customers in which you will have to settle.

EOC: Chapter Nine Excerise

“The new vidcast show has been a big hit and is viewed extensively across the nation by a new audience.”(Brand Story, Joseph Hancock, page 153) This was a smart move n part of Brini Maxwell due in part, because the brand is getting a whole new target market. In doing so it is almost like a re-launch of the brand all over again. From the success of the new market Brini Maxwell also has gone in to other fields with the brand. “So in 2007 he decided to release a new line of home fashion under the name of Felix Populi.” (Brand Story, Joseph Hancock, page 154) This is a new brand for Brini Maxwell in which it is a “hybrid media-retail comanpy, with Brini Maxwell as the spokesperson.” (Brand Story, Joseph Hancock, page 154) It is a brand that extends the theme that Brini Maxwell started of gracious living. The Felix Populi is currently sold in high-end stores in New York, but has plans to expand on to the national market. With all of this in combination Brini Maxwell even has the chance to appear on a different nation television network. While Sanders has not commented on the validity of appearing on a different network for a new series I can see it happening in the future. Since the new brand and audience offer a whole new market for Brini Maxwell to appeal to. Sanders’ is a great example of how to re-event yourself and your brand as well. He has commented that he is only moving forward and will not look back on the past. I will be looking forward to see what Sanders does in the future with all of the opportunity that he has created for his brand. I can very much see his new brand Felix Populi being carried in national high-end retailers. Like old saying goes if you can make it New York you can make it anywhere, which Sanders has done and continues to do time and time again.

EOC: Chapter Eight Excerise

The product that I picked to do is a new dress shirt for women.  A shirt that is just not one sized. It would have an upper body size and a lower one. With breast sizes naturally and artificially getting bigger in America and the waist getting smaller why are there not clothes that come made to wear that fill those needs? I have been asking my self this question for many years now. The coco cola body shape is praised but there is not market that takes an advantage of it. “Reflecting the current trends among women, this company is successful because the product line is unique and stylish.” (Brand Story, Joseph Hancock, page 140) I have found a very select few that take action on this market but it is not in the United States. I would first launch a dress shirt since the professional women uses them often and then expand on to other items. I would have the sizes numbered just have the upper size then lower and make it easy to figure out. The brand that I did find had a hard to read chart that you had to refer to which I found to be a hassle. Having the two sizes will eliminate the need to have to see a tailor or wear a different shirt under and not button it up all the way. Since the shirt is a lot more labor intensive and specific it would be of a higher price but I feel people would not mind the higher price. “Research has shown that in the handbag industry, when consumers are given a choice to buy more expensive handbags over less expensive models, most will trade up.” (Brand Story, Joseph Hancock, page 126) The same will be said for my dress shirt.  It would make shopping a lot easier and you would not have to pay extra tailor cost so it would about even out. The age that I will target will be from 25 to 40 this age is one in which we dress the most professional and have the money to spend on higher end products. “The core age of female consumers driving sales in handbag market is between 25 and 44.” (Brand Story, Joseph Hancock, page 127) I would call my brand DBC that stands for Designs By Coral. I would have the logo be simple black and white with some of the letters overlapping each other similar to that of Louis Vuitton. This would also help add the elegance to the brand and help add to the use of the higher price point. I would like to featured in high-end department stores and maybe have a hand full of boutiques.  I think that the current sizing charts are not up to date for the people of today and that they should be updated to fit our needs for now.

EOC: Chapter Seven Questions

1.) What is viral fashion branding? How did this form of branding make Johnny Cupcakes well-known product line in the youth market?

“All of Johnny’s fashion branding has been implemented through self-promotion, word of mouth, or by using electronic methods.”(Brand Story, Joseph Hancock, page 109) His branding strategy worked well with Jonny cupcakes, because his target market the youth is able to relate more to him and his brand. His blog features a lot of personal things such as his retune family members, and more. This helps the consumer have a bigger bond with the brand.  Since his clients are a younger base things such as word of mouth and the Internet worked better, because that is what that age group does the most talk about exercises and goes online.

2.) Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using the process?

Viral fashion branding is a very good way to promote a product, because it is free and you do not have to hire an expensive firm. Also word of mouth is a lot more powerful then an ad telling you how something works “ allows each person who visits the site to feel as if he or she is a part of his success.” (Brand Story, Joseph Hancock, page 109) Having a person that used the product and can tell you even more is way more persuasive.  Another brand that uses viral branding that comes to mind is the slider truck that comes out side of our school. All of their followers heard of them from online or word of mouth. The brand reminds me of the Jonny Cupcakes brand a lot, because they are unique and the art that is featured on the truck as well.

3.) How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?

One of the biggest ways that Johnny makes his customers feel special is through his blog. His blog allows him to connect with his customers on his personal believes on certain topics. “He knows exactly what he is doing and he is having fun doing it!” (Brand Story, Joseph Hancock, page 109)  Also they are able to see what a typical day consists of for Johnny. This gives the customer a lot more personal attachment to the brand owner. They are able to interact with him and in turn the brand, which makes a lot more loyal customer, because a relationship is born with them.

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 that baby-boomers could relate to the brand since he uses a lot of all American nostalgia in his designs. This makes it easier for a more diverse audience to relate to the brand. The older generations may relate something to something in their childhood and purchase it. Also the baby-boomers seem to want to stay young and why not with the Johnny Cupcake brand?

5.) In you opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?

I feel the Johnny Cupcake brand is that of a unique one.  I feel that the brand should expand it’s children’s wear a lot more. The online store does not feature a diverse selection for children. Also they do not have any infant clothing only older children’s clothing.  What they do feature says that it recently restocked so it seems as if it has been selling well. Oddly the children’s line is not bright and is very basic. With the customers that the brand has already I would imagine that many of them have children or will soon. If they wear and like the brand they would be more opt to put their child in it. On top of the children’s market is a great and very fast expanding market that they should take advantage of.

EOC: Chapter Seven Excerise

If I was promoting a new line and had to use viral marketing Johnny Cupcakes is a great brand to make a plan to follow, “because the viral fashion-branding techniques-concerts, word-of-moth, the Internet, e-mails, tradeshow attendance, and Cupperware parties-had been successful for Johnny Cupcakes) (Brand Story, Joseph Hancock, page 114) Making a blog and having some way for the consumer to attach to the brand can make them a return customer.  “Johnny’s branding strategies included the use of a blog where he shares his personal experiences and relates them to his brand.” (Brand Story, Joseph Hancock, page 109) Advertising on blogs that are similar to the brand that I am promoting would also be something that I would do. Also I would give celebrities that our target market watch and have them try to use or wear the product. Creating social network pages would also be something that I would do if it were a big part of my target markets day to day life. I would also send samples to Youtube gurus that my target market subscribes to. Many of their followers want the products that their favorite person on Youtube wears. People love free things and love to talk about the product if they like the product. I would try to create as much buzz on other blogs and websites that many people go to already. Trying to be featured in stories as well. Also I would be sending samples to magazines and try to be in contact with the editor in trying to be featured in their magazine. I would also try to be featured in gift bags at events that are similar to the product that I am promoting. The internet is a great marvel of the modern world, and can be used to promote many new products and businesses. It “ allows each person who visits the site to feel as if he or she is a part of his success.” (Brand Story, Joseph Hancock, page 109) This can make it easier to promote new things but in turn harder, because it is a lot easier to find similar products. If viral promoting is done the right way at the right time with the right time it can be very successful in expanding a brand, and Johnny Cupcakes is a great example of it.    

EOC: Chapter Six Questions

1.) Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?

A&F offers the same things every year and only makes minor changes to its products. It is successful for them, because their sales are great and are a big competitor in the retail industry. This is due in part of their branding. "This in-store branding concept has led to multimillion-dollar sales." (Brand Story, Joseph Hancock, page 89) I think that they do so well with this, because their consumers know exactly what to expect when going in to one of their stores. The product does not change, but they are content with it and expect it.

2.) How does A&F brand its products? Do you think its brand practices are successful?

A&F does many things to brand it’s products. First thing is the mouse logo. Also the half nude models that grace the shopping bags, in store pictures, and much more. "The company has proven that if you sell a great product and create a great atmosphere, you can become a leader in fashion" (Brand Story, Joseph Hancock, page 90) Their branding is very successful it is very easy to point out an A&F shirt, jeans, shopping bag, and all of their other products.

3.) How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

It helps to add a mood when shopping and makes it more of an experience. On the other hand the store is very dark, the cologne is very strong, and it is hard to hear from the music. "Entering an A&F store is a lit like walking into a nightclub that just happens to sell clothes." (Brand Story, Joseph Hancock, page 89) I personally never shopped there for these reasons, and know many others that feel the same way. Doing this they possibly turn away a great number of customers.

4.) What feelings 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 I step in to an A&F store I want to turn right back around. The smell is way to strong the music is to loud it is dark and the tables block walk paths. I feel that the store has to much of a sensory overload. I think that they try to be intimate with the models with the poses that they have them in. Also most of the time the models are faceless so you can imagine whom ever you want with that body.

SWOT Analysis

A major strength for Luxury Cotton is that it is a new forward way of thinking of the cotton T-shirt. It is a shirt in which you will break in and wear time after time. It is not one in which the quality isn’t there and you hardly want to wear. It will be that go piece in your closet. It will closely be in tune with their customers and what they are looking for in color and in design as well. This will be done through things such as social networking and asking what the customer wants while in store.  A great inspiration of this is Johnny Cupcakes, “because the viral fashion-branding techniques-concerts, word-of-moth, the Internet, e-mails, trade-show attendance, and Cupperware parties-had been successful for Johnny Cupcakes) (Brand Story, Joseph Hancock, page 114)

A major weakness is that Luxury Cotton will be targeting a small demographic so it will be challenging to get our brand out there. With a high price point not everybody will be able to buy it.

A huge opportunity is that there is not a t-shirt company that focuses on shirts that are fashionable that are durable. Also with the special mix of Egyptian cotton and bamboo this fabric will feel like no other.  Also the brand will feature ever-changing colors, which will make each color a special edition with the company. This will all add together to make a bigger demand for the product since when the color is sold out no others will be made.

A treat to Luxury Cotton is that a major brand can take the idea of the whole company and set up something similar. By doing so they cold take over the market since they are a well-known brand over our new brand that is not yet established.