EOC: Ch. 7 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 implemented through word of mouth, self-promotion and social networks. He used blogging of his daily routine, family friends, special customers. He lets his customers be a part of his success.

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

It is cost efficient and it helps you connect personally to your customer. Threadless.com, and most upcoming fashion designers that have no fan base yet.

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

He is at every opening or launch of a new design. He surprises his online customers with weird gifts, yes to “clean house” but this also makes the customer feel closer to him getting a piece of his store for free. It is important. When customers feel they are connected to that designer they feel they know them and vice versa. It also develops brand loyalty.

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 difference audiences?

I do not see him relating to the baby-boomers and gen. Xers . Most people in that group are stuck to what they know and want and are unwilling to change. Plus Johnny Cupcakes style is a specific style and not many people tend to go for that look. I think with him using memorabilia from past generations definitely help connect to the older generations of customers. It brings the memories back that maybe they had forgotten about.
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. Yes he just makes t-shirts with cupcakes on them but it’s his style of how he places the cupcakes and the use of colors and other pop features to change each style. I would include sunglasses, underwear, belts, rings anything that would coincide with the “look” he has now.

BOC/ EOC: CH. 7 New Designer for Johnny Cupcakes

His slogan is one that attracts you from the start “ Hi My name is Johnny, and I make clothes with cupcakes on ‘em. Have you had your cupcake today? “ This is just a great opener that shows a friendly down to earth side. Since Johnny Cupcakes has used all the social networking applications, I would use the same method as he is doing today. I think word of mouth and local parties or premieres works well with this company. Johnny actually comes to all of them and actually interacts with his fans/consumers.

Using this method of just social interactions/networking won’t take too long to hit the international market. He updates his facebook regularly for facts on new shirts coming out, or even just updates about the company. He tries to keep and stay connected to the world.

People know of his shirts and if they don’t know they hear it from someone else. Word of month is the most important tool you can have. And using free sites can save money and you can use that money to fund the next premier or next shirt idea.

Using Johnny Cupcakes idea or product marketing I would choose to do the same. It worked for him and he did it and look at him now. Using facebook, word of mouth, launch parties, etc. are great ways to stay cost efficient but still grab the consumer in for the “kill”.

EOC: Ch. 6 Exercise

How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the products being sold?

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 anyways. 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.” (http://www.avenuecalgary.com/node/49428)

“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 (http://www.fool.com/investing/general/2010/08/23/urban-outfitters-knows-how-to-grow.aspx)

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.

EOC: Ch. 6 Discussion Questions

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

I think they keep the same strategy every year. They really don’t span away from their normal assortment of merchandise. I think they use the same strategy and it does work for them.

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

They brand it on their t-shirts, images, on the consumers who wear the merchandise. They brand every inch of the store to the associates. They are successful because I always see bags leaving the store, but I do feel they discriminate towards consumers who don’t necessarily fit the “A&F” desired mode.

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?

The music is blaring and the fragrance is strong so that initially brings you in and then they have most of the time associates right at the door to welcome you in. But I think the music and definitely the fragrance is horrible. I walk right past this store, I dislike the store, and I know for a fact when I used to go into the store I would get staring associates eyes on me. It was a discriminating look as to think why am I stepping foot into A&F. I think this store sucks.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customers by using extremely attractive models?

Most of the models or if you can even call them that are ugly so they definitely are not intimidating; that is intimidating are the associates who stare at you with disgust. That is intimidating. I never walk into this store anymore. The smell alone you can smell a mile away and it’s disgusting, gives me a migraine. And I think the people who work in there are fake. But even the merchandise is nothing spectacular; Basic tees and jeans, really nothing to get all excited and worked up about.

EOC: Exercise Ch. 5

It is time for some self- reflection by answering the following questions:

What are your professional plans for the future?

When I think of my professional future plans I see myself in a Special Events office or a Public Relations office. I have taken an interest in these two specific genres of fashion because they spoke to me as a great experience and hard work. I would rather work hard and be busy than stand around and fold shirts all day in a retail environment.

How do you intend to make those plans happen?

I have already started contacting these companies and I am planning something out with the supervisors of those companies to see if I can help with any events that they planning and if any new releases need help. What got me even more excited or intrigued was with Preferred PR and the president enthusiasm in this business.

"We're very focused," Silvestri, the company's president and owner, said. "We like to position our clients as experts in their respective industries. We want reporters to feel comfortable calling them whenever a story comes up. We try as hard as we can to put their brand name out there."(http://www.lvbusinesspress.com/articles/2008/01/14/section_two/iq_18922550.txt)

Pacific Events plan for all types of occasions which is great because you can dabble in all the different areas of event planning.

"The art of creating a special event has come a long way in the past several years. Today's event industry demands a combination of technology and experience in order to bring your entire event package together."(http://www.pacificevents.com/110.htm)

What stumbling blocks do you think you will have to clear along the way?

I will have to work hard for a few years or months to be able to work my way up in the industry. I may not get the desired overall pay but will have to negotiate ad work up to that as well. I will have to beat out all others interested in the position I desire. How long do you think it will take to reach your goals? I don’t think it will take me long at all. I feel when I graduate I will be at one of these firms within 3 months or less. I have the driving force that will help me achieve all my goals and make my future plans a present reality.

EOC: Discussion Questions Ch.5

1. In what way is Vera Wang a great example of the ever-changing career path of an individual?

Vera has started from the bottom and worked her way up into a whole new genre than where she started from. She was a former Vogue editor and a merchandiser at Ralph Lauren and now she designs wedding dresses along with other clothing lines.

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 has expanded in a whole new way than I would have guessed. With her bridal dresses she offers a bridal salon and events so you get the whole package and fewer headaches for the big day. She came out with eyewear, tabletop, shoes, mattresses, luggage, flowers, fine papers, candles and bedding. It’s crazy to see someone in all these different categories not thinking they go together but if you really take the time and think you can see they actually do fit together.

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 Wang brand to me is more demur classic calm. Nothing in your face that can cause controversy and her ideas don’t resemble to me how Ralph Lauren gets inspired. She has her own style of a calm, cool, classic feel that brings a heightened elegance you may not seem to find elsewhere.