Like Corey wrote on the previous post, I would also like to mention how much I enjoyed this part of the course. The professional blog assignment gave me an opportunity to really understand my points and opinions and how to organize them in an understandable way. I enjoy talking about retailing and international business, but let's face it, that's not always pleasant dinner conversation for some. This blog gave me a chance to 'talk' about those things and be creative in my interpretations of current events. Also, as we finish up our time at university, our studies gradually become less about textbook learning and more about the application of our knowledge. As someone who has never been good at things like multiple choice tests or algebra, it was a relief that I could finally be graded on more than just the ability to memorize definitions and words. I enjoy reading about current players in the global market place and other industry news and I liked how that was a part of this course. It has been a good semester and I hope more courses in the CARS dept. will allow us the same creativity and freedom with assignments like this in the future.
--Jane Brownfield
Sunday, December 9, 2007
Saturday, December 8, 2007
Marketing 362
As the year came to a close, I realized how much I'd learned about myself and what I was capable of creatively and academically. I would never have guessed that I would take away so much knowledge and initiative from this class, and am very impressed with how it was taught to me.
In the future, I know many of us will use what we've acquired in this course, through the guest lectures, examples, activities, and projects to our benefit later. This will not be the end of my blogging, I think of it as actually the beginning.
Thanks Professor for kicking my ass. See you soon.
Corey Fitzgerald
In the future, I know many of us will use what we've acquired in this course, through the guest lectures, examples, activities, and projects to our benefit later. This will not be the end of my blogging, I think of it as actually the beginning.
Thanks Professor for kicking my ass. See you soon.
Corey Fitzgerald
China Updated.
http://www.chinadaily.com.cn/english/doc/2004-03/26/content_318053.htm
This link provided the story that most members of the UN feared. After meeting for a recent conference to discuss global economics, the UN was said to have stated that the Chinese Government's goals were "unexpected and disconcerting".
This report states that China has achieved many of its goals in terms of betterment of its people, and improvement of living conditions to meet American Middle Class standards. However, it also aims to become the next largest burgeoning class for consumption and service implementation. What are the UN to do in a situation like this? Should Chinese policy be regulated by dominant existing countries in the United Nations, or should compromise be employed to help government officials modify the reckless abandon seen with some of their decision making bodies?
Corey Fitzgerald
This link provided the story that most members of the UN feared. After meeting for a recent conference to discuss global economics, the UN was said to have stated that the Chinese Government's goals were "unexpected and disconcerting".
"China is also on track to achieving the goals of reducing infant and under-five mortality and improving maternal health, the report notes.
But the report also calls for more attention to targets like achieving equal access to primary and secondary education for boys and girls by 2005, halting and reversing the spread of HIV/AIDS by 2015, halving the incidence of tuberculosis by 2015, and implementing national strategies for sustainable development by 2005 to reverse the loss of environmental resources by 2015.
It suggests targets that are behind schedule be put on track with more attention to balanced development."
This report states that China has achieved many of its goals in terms of betterment of its people, and improvement of living conditions to meet American Middle Class standards. However, it also aims to become the next largest burgeoning class for consumption and service implementation. What are the UN to do in a situation like this? Should Chinese policy be regulated by dominant existing countries in the United Nations, or should compromise be employed to help government officials modify the reckless abandon seen with some of their decision making bodies?
Corey Fitzgerald
China's take over
The Chinese government has projected a plan of creating about 30 major cities each year for the next 5-10 years in its country to speed up its evolution to world power. With a disregard to world issues such as sustainability, environment awareness and global economics, the Chinese seem to be only concerned with self push. However, with this disregard come dire consequences.
As the Chinese create their own technological research and product companies, as well as cars, clothing, and other mass produced goods, they seem perfectly prepared for world takeover. As the most polluted country in the world, they also seem the least concerned. Could it be that we are looking at the next war era Germany of today?
What do you think?
---CF
As the Chinese create their own technological research and product companies, as well as cars, clothing, and other mass produced goods, they seem perfectly prepared for world takeover. As the most polluted country in the world, they also seem the least concerned. Could it be that we are looking at the next war era Germany of today?
What do you think?
---CF
Saturday, December 1, 2007
Differenece in Global Brand Awareness-- In the US market vs. Asian markets
Most Americans have heard of brands like Levi's, Nike, McDonalds, Adidas, Wal Mart, and Ruby Tuesdays and know or use those brands regularly. Simularly, these names have also been in introduced in markets in Asia (ie. China/Hong Kong, Japan, Korea, Malaysia) What I find so interesting is that although the brand name is the same, the perception of the brand is completely different in Asian markets; often having different status, products and styles that are specific to their market. For example, think about Levi's jeans in the US... although they are making attempts to become more fashion-forward, most people here don't associate Levi's with style or trendiness. In Asian markets, Levi's look very different and are very popular among the stylish urban youth. Levi's in Asia is known as a brand with high status and style and the denim designs are different and more edgy than the Levi's worn by Americans. The brand has an international appeal, and international brands are considered cool to the younger generations of Asia; who are exposed to different cultures and brands frequently (sometimes more so than American kids). Even though America is considered a 'melting pot', I think the difference between the concept of international exposure in Asia and the US is the level of accessibility and acceptance. Many [young] people in countries like China, Singapore, Korea, and Thailand know about the music and pop culture of each other's nations and are confronted with different languages everyday (for instance, if you ride the subway in Singapore you can see four different languages: English, Chinese, Malay and Tamil) and many know more than one language...sometimes 2 or 3 different ones-- I meet very few (non-Asian) Americans who are familiar with trends or pop culture from other countries, especially when it comes to Asia.
With accessibility (international) I mean the ease in which a person can look/reseach/read about something from other country or language. For example, if I wanted to watch a Chinese movie, I couldn't just turn on my TV or go to my local dvd store and find much...but in places in Asia, it would be easier to watch an American movie....or Korean, or French, or Indian, etc.
Another example is McDonalds: in Asia, its different...it's really nice (clean too) , seen as a cool place to hang out by school kids, and the young employees are always polite, smiling and wear cute McDonalds trucker hats...however that's not quite what most Americans envison about McDonalds; for us it = older, disgrutled employees who sometimes are polite, (but let's be honest we don't really even expect them to be most of the time), cheap, not quality food, unhealthy...and is often associated with obesity and in general not the destination for hip Americans to go eat. Also Pizza Hut is almost like a 5-star restaurant some Asian cities; with appetizers, stylish lighting, and modern decor.
So why is the same American brand so different between the U.S. and Asian markets? I think to be 'different' is the only way for an American brand to succeed in Asia. US companies who assume that Asian consumers love American brands, who don't adjust their product offering or marketing, and who think the product is enough marketing alone are now regretting their arrogance as they attempt to recover from failed loses overseas. To me, that shows a major weakness in our economy and I am surprised when I hear about US companies failing in Asian markets...all those highly paid people and not one of them thought to open a book about Japanese or Chinese culture? Or that there is a significant cultural difference between the two? I think it's sad when a big, powerful company like Wal Mart fails in Japan while other international brands for example from Taiwan or Italy operate in that market with success. I think it important for American retailers to be aware of theses market-specific brand perceptions in order to ensure the success of their company.
Although the U.S. is a very influential country with a stable economy and a sizable middle class, we have a significant weakness that could hinder our future economic prosperity; our lack of global awareness in terms of people/business relations, culture, and language. Many American students do not learn a 2nd language and are not always encouraged to learn about other cultures. In general I think our education system should provide more of an international education to prepare America students for the future, especially Asian studies (including regions such as East Asia, India, the south Pacific, and the Middle East)
[This may be controversial to some, but this is just my opinion after living and studying in both markets. I believe both markets have strengths and weaknesses and think Americans should care about their future in the global economy--if you are patriotic and proud to be from the U.S., I would think you would want the best for your country. I say this because I have had some people express to me that learning about other cultures doesn't matter to them and that I am "un-American" by saying that our level of international awareness is low for a developed country and we should try to learn about other cultures...because these days it is vital to our economy.]
With accessibility (international) I mean the ease in which a person can look/reseach/read about something from other country or language. For example, if I wanted to watch a Chinese movie, I couldn't just turn on my TV or go to my local dvd store and find much...but in places in Asia, it would be easier to watch an American movie....or Korean, or French, or Indian, etc.
Another example is McDonalds: in Asia, its different...it's really nice (clean too) , seen as a cool place to hang out by school kids, and the young employees are always polite, smiling and wear cute McDonalds trucker hats...however that's not quite what most Americans envison about McDonalds; for us it = older, disgrutled employees who sometimes are polite, (but let's be honest we don't really even expect them to be most of the time), cheap, not quality food, unhealthy...and is often associated with obesity and in general not the destination for hip Americans to go eat. Also Pizza Hut is almost like a 5-star restaurant some Asian cities; with appetizers, stylish lighting, and modern decor.
So why is the same American brand so different between the U.S. and Asian markets? I think to be 'different' is the only way for an American brand to succeed in Asia. US companies who assume that Asian consumers love American brands, who don't adjust their product offering or marketing, and who think the product is enough marketing alone are now regretting their arrogance as they attempt to recover from failed loses overseas. To me, that shows a major weakness in our economy and I am surprised when I hear about US companies failing in Asian markets...all those highly paid people and not one of them thought to open a book about Japanese or Chinese culture? Or that there is a significant cultural difference between the two? I think it's sad when a big, powerful company like Wal Mart fails in Japan while other international brands for example from Taiwan or Italy operate in that market with success. I think it important for American retailers to be aware of theses market-specific brand perceptions in order to ensure the success of their company.
Although the U.S. is a very influential country with a stable economy and a sizable middle class, we have a significant weakness that could hinder our future economic prosperity; our lack of global awareness in terms of people/business relations, culture, and language. Many American students do not learn a 2nd language and are not always encouraged to learn about other cultures. In general I think our education system should provide more of an international education to prepare America students for the future, especially Asian studies (including regions such as East Asia, India, the south Pacific, and the Middle East)
[This may be controversial to some, but this is just my opinion after living and studying in both markets. I believe both markets have strengths and weaknesses and think Americans should care about their future in the global economy--if you are patriotic and proud to be from the U.S., I would think you would want the best for your country. I say this because I have had some people express to me that learning about other cultures doesn't matter to them and that I am "un-American" by saying that our level of international awareness is low for a developed country and we should try to learn about other cultures...because these days it is vital to our economy.]
Friday, November 9, 2007
News Media: Local vs. Online News Sources
In general, the overall United States newspaper readership has decreased and more Americans are getting their news from other media outlets namely, the Internet and television. However, a significant difference can be observed in the content of these two sources. In the US, local news tends to be less ‘global’, focusing on fluff pieces that involve everyday people and meant to entertain its audience rather than inform. Online news sources like bbc.com or the New York Times online report more on international news and events that affect the global community. Also, these online sources contain a wider variety of topics ranging from art and fashion to human interest and advice columns.
The online sources cater to an international audience and are aware that many people around the world depend on them for their news. Local news here should be more international because it is necessary to educate US citizens on world events. Local news in this sense does fail to inform Americans on global news; this trend is unfortunate because the rest of world is becoming more aware of global events and therefore able to make more informed decisions on trends that affect the world.
The online sources cater to an international audience and are aware that many people around the world depend on them for their news. Local news here should be more international because it is necessary to educate US citizens on world events. Local news in this sense does fail to inform Americans on global news; this trend is unfortunate because the rest of world is becoming more aware of global events and therefore able to make more informed decisions on trends that affect the world.
Sunday, October 7, 2007
Google Hires Ad Agency Liaison to Find New Ways to Advertise Products
Google Inc. is now seeking to extend its brand awareness through advertising and has hired a well-known Madison Avenue executive to work with ad agencies on new ways Google products can be used in advertising. They have teamed up with Andy Berndt, co-president of WPP Group PLC's Ogilvy & Mather to be managing director of Google's newly formed Creative Lab unit. This unit's goal is to look for more creative ways Google products can used in marketing pitches. However, this new development has some on Madison Ave weary of the fact that Google may get into the creative services market and becoming the ad agencies largest competitor. On Google's side, a spokeswoman clearly stated that they are "not moving in the ad agency business" and that Google would not work with ad agencies directly. Many feel that this move is a step in the right direction for Google as they continue to grow their company and expand their services.
Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.
Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.
Wednesday, October 3, 2007
Yahoo Avatars: A Miss With America's College Students?
Until this assignment was given to us, I had never heard of Avatars as a feature of Yahoo Messenger. I only heard about Yahoo's messenger service when my dad asked me to install it to communicate with him when he was living in Singapore. Since I did not hear about these features from my peers or from advertising, nor do I know anyone who uses Yahoo messenger, I think Yahoo has not been very effective in reaching this target market. However, another may be their market choice. Perhaps the US market is not where this feature can grow in popularity. There is Yahoo avatar's for Yahoo Asia with many different looks for the characters; from a stylish boy with his motorbike in Taipei to a older business man from Dubai, the characters had many options. I believe maybe Yahoo is making the right choice by choosing to expand features on this particular segment of the market. I think the US market and the culture is different as far as technology than Asia and that especially applies to the youth of both markets. If Yahoo were to try and re-introduce the avatar feature to American college students, Facebook should be involved. Facebook has now opened it's doors to many outside applications, and having an extension through a Facebook application for Yahoo Messenger or Avatars might motivate the college student audience to try it.
-Jane Brownfield
-Jane Brownfield
Evolve Already!
You've seen them on television and splashed all over Internet media. The commercial of the girl at the bar talking to a pig. Surrounding her are more pigs, all approaching or conversing with attractive girls. It seems as though the trendy bar has been converted into a pig trough where all the local derelicts come out to play. But one pig stands out from the rest, one pig outshines all the other swine. And why you might ask, why does he outshine the others? Because, he's got a condom.
It seemed like I'd been waiting forever for a condom ad to really rip men a new one in terms of personal responsibility. In previous years condom companies advertised couples romping in various locations and making off-color cheeky jokes that neither made us pay attention, or they deterred us from condom purchasing. But now Trojan had something else up their sleeves. The marketing team must have been thinking "Hmmm, what can we say that's going to make our consumers say to themselves 'Ouch, let me take another look at myself and make some necessary changes'. " I think the ads themselves are brilliant. I know much of popular media has given them flack for their positioning in mainstream, prime-time television. However, I feel that the move to place them directly in front of the consumer was excellent. All the ad was simplistic in it's concept: Guy gets out condom, guy gets girl, it was a great one in its simplicity. Basic men can understand the ad. And even if they don't remember or care about it, it makes an impression on everyone else.
I think that the idea for the ad was great in theory and execution. I've thought about it a total of, well, many times since it aired. That's what makes the ad so groundbreaking. Men are finally being made to take responsibility for "wrapping it up" and being safe. I'm happy the change has been made. Hopefully men can use this a s a reference point from now on-- don't let me the jerk who gets you pregnant or gives you HPV.
How awful would it be if a month down the line you had to tell someone, "Hi, sorry about the baby and all" ? And all she had to reply with was "yeah, well you're a pig."
^ ^
WRAP IT UP! (00)
--Corey Fitzgerald
It seemed like I'd been waiting forever for a condom ad to really rip men a new one in terms of personal responsibility. In previous years condom companies advertised couples romping in various locations and making off-color cheeky jokes that neither made us pay attention, or they deterred us from condom purchasing. But now Trojan had something else up their sleeves. The marketing team must have been thinking "Hmmm, what can we say that's going to make our consumers say to themselves 'Ouch, let me take another look at myself and make some necessary changes'. " I think the ads themselves are brilliant. I know much of popular media has given them flack for their positioning in mainstream, prime-time television. However, I feel that the move to place them directly in front of the consumer was excellent. All the ad was simplistic in it's concept: Guy gets out condom, guy gets girl, it was a great one in its simplicity. Basic men can understand the ad. And even if they don't remember or care about it, it makes an impression on everyone else.
I think that the idea for the ad was great in theory and execution. I've thought about it a total of, well, many times since it aired. That's what makes the ad so groundbreaking. Men are finally being made to take responsibility for "wrapping it up" and being safe. I'm happy the change has been made. Hopefully men can use this a s a reference point from now on-- don't let me the jerk who gets you pregnant or gives you HPV.
How awful would it be if a month down the line you had to tell someone, "Hi, sorry about the baby and all" ? And all she had to reply with was "yeah, well you're a pig."
^ ^
WRAP IT UP! (00)
--Corey Fitzgerald
Monday, October 1, 2007
My Avatar or My Twin?
No no, I'm not serious. But I did create an avatar forever ago. It was when I had long hair, really tan skin from running outside all the time, and a very slender face. Yahoo did an alright job with making my attributes as true to me as possible, but I wonder, what about all the different ethnic diversities that the US has to offer? If there are so many different races and types of people out there, why are we trying to create generic cartoon images of ourselves that aren't representational, nor are they functional?
Come on yahoo! Give us something else to work with.
What is your opinion, dear reader, about our manifestation through inanimate cartoons? Should it accepted as popular trend, or shunned as just a silly attempt at World Wide Web genericide?
--Corey Fitzgerald
Come on yahoo! Give us something else to work with.
What is your opinion, dear reader, about our manifestation through inanimate cartoons? Should it accepted as popular trend, or shunned as just a silly attempt at World Wide Web genericide?
--Corey Fitzgerald
Friday, September 28, 2007
South Korea does California: Will Americans Accept Korean Retailer Who.A.U as One of Their Own?
안녕하세요! Move over Abercrombie and Hollister: a new brand is set to enter the US market and compete for the top position in the "casual luxury" market. South Korean brand, Who.A.U (short for "who are you") has had major success at home, boasting 50 stores nationwide and plans to expand into other Asian markets. Their brand is as clearly defined as you can get, complete with sun-kissed, attractive blondes lazing by ocean scenes and looks of passion in the model's faces. Who.A.U offers many of the same product categories as Hollister and is similar in price point. The question remains however, will Americans accept a new player in the market and more importantly would body-conscious 14 year olds buy clothes from a Korean retailer?
My guess is most likely no, but Who.A.U seems to have already solved that issue. When asked, a friend from Seoul, Korea exclaimed, "It's not an American brand??" Yes, even a native, fashion-forward Korean had no idea; which speaks volumes about Who.A.U's branding strategy and their attention to consumer wants. They are aware that people from their domestic market (Koreans) buy a lot of Abercrombie and Hollister apparel when they visit the US and that a certain segment of the market was missing. Also, Abercrombie and Hollister have no operations in Asia, and have been slow in reacting to growth potential in the Korean and Chinese markets.
Who.A.U has reacted, and fast. Their plans of expansion are funded by their deep-pocketed parent company, and they show no signs of slowing down. However, the US market is very fragmented and vastly different from Korean consumers, making Who.A.U's entrance into the market challenging. From what I have observed, young fashion-conscious teens in Asia, namely Korea, enjoy international fashion, accepting and buying brands originating anywhere from Italy to Japan. Kids in the US (on average) do not have the same international exposure, and likely do not have the same understanding of other cultures. Capturing American teens could therefore be an uphill battle, but if a Korean retailer can brand itself so "American/California" that a native didn't know otherwise, then maybe they have a shot. Best of luck to you Who.A.U, with your excellent brand strategy and marketing you have the skills needed to adapt your brand to an international market.
미국에서 성공하기를 바랍니다!
[hope you succeed in the US!]
-As a US consumer, would you think this was a Korean brand?
Who.A.U website: http://www.whoau.com/
-For CARS/RCS students, what do you think about the Korean market in terms of growth/market potential in the apparel industry?
-Jane Brownfield
My guess is most likely no, but Who.A.U seems to have already solved that issue. When asked, a friend from Seoul, Korea exclaimed, "It's not an American brand??" Yes, even a native, fashion-forward Korean had no idea; which speaks volumes about Who.A.U's branding strategy and their attention to consumer wants. They are aware that people from their domestic market (Koreans) buy a lot of Abercrombie and Hollister apparel when they visit the US and that a certain segment of the market was missing. Also, Abercrombie and Hollister have no operations in Asia, and have been slow in reacting to growth potential in the Korean and Chinese markets.
Who.A.U has reacted, and fast. Their plans of expansion are funded by their deep-pocketed parent company, and they show no signs of slowing down. However, the US market is very fragmented and vastly different from Korean consumers, making Who.A.U's entrance into the market challenging. From what I have observed, young fashion-conscious teens in Asia, namely Korea, enjoy international fashion, accepting and buying brands originating anywhere from Italy to Japan. Kids in the US (on average) do not have the same international exposure, and likely do not have the same understanding of other cultures. Capturing American teens could therefore be an uphill battle, but if a Korean retailer can brand itself so "American/California" that a native didn't know otherwise, then maybe they have a shot. Best of luck to you Who.A.U, with your excellent brand strategy and marketing you have the skills needed to adapt your brand to an international market.
미국에서 성공하기를 바랍니다!
[hope you succeed in the US!]
-As a US consumer, would you think this was a Korean brand?
Who.A.U website: http://www.whoau.com/
-For CARS/RCS students, what do you think about the Korean market in terms of growth/market potential in the apparel industry?
-Jane Brownfield
Tuesday, September 18, 2007
She Walks In Beauty
One of the great wonders of the fashion world as well as the business world is a company's/ fashion house's ability to change everything about themselves with one collection or innovative product. Such is the case with classic American milliner, Anne Klein. Evidence of what was to come began a few months ago when the fall collection for AK began its shoot for the Fall ad campaign. From the moment the ads subtlely penetrated the American media, everyone knew something was different, but the element of surprise had just begun to ensue.
I flipped open a Vogue about 2 months ago in mid-July and thumbed through the pages as I usually do. Scanning the various ads for Ready-to-Wear from the usual suspects, I wasn't particularly thrilled by what I saw. Except for Tod's, which in my opinion, is the best dressy/casual invention since sliced bread. But, with fashion, something is ALWAYS different. Just as I was about to close the periodical and place it back on the shelf, I found myself completely stumped mid-way through my browsing. What I saw was one of the best print ads for any couture house, hands-down.
To set the scene, a reed-thin model dressed impeccably in a slouchy silk trench, a structured woolen dress, and sky-high pumps leaned against a dark, shaded brick wall. The dark, shaded brick wall served as the perfect backdrop to highlight the the model and her divine dressings. Her face was contorted into such a look, that one might assume she was withdrawn into herself, as though she were an actress playing a role with such depth that not even a camera's eye could adequately archive her emotion. The dark atmosphere and imposing urban background gave the image its hard-edged look, thus bringing the look full circle. As you, the observer, interpret this image, you bring together all the ideas presented before you and thus make your judgements about the image. This will all occur in less than 45 seconds, and in that amount of time, the marketer has only that small window to get your attention and keep it. What you see in this ad is couture, art, design, and detail all meticulously planned in a such a format that you can do nothing but take in the splendor. Ingenious would be the adjective used to describe the layout. Taking decorated minimalism to a new level, Anne Klein's new collection had more gall than Jil Sander's celebrated art-house chic. Incredibly, this is what the marketing team at AK produced for the new series of beautiful pieces it sent down the runway at New York's fashion week. The looks that sashayed down the catwalks were a breath of fresh air from the corporate banality that the collections of previous years possessed. New silhouettes, gorgeous prints and knits, and luxe textiles paraded for all the shows attendees to see.
Structure was achieved without structure at all. Wispy resort collections featured hand painted cocktail dresses with innovative cuts, vibrant and rich colors, as well as updated styles. The dresses, made of wispy silk and linen were belted with sashes and sewn with loose pleats and darts for soft and clingy lines. Fall and winter featured fabulous gowns, skirts, jackets, and exquisite ready to wear. Tuxedo pants, with rive gauche glossy jackets were the new way to dress up for occasion. Masculinity was boldly embraced with colorful button ups, and bright suits. Everything about the clothes screamed femininity and masculine traditionalism. Yet, something new lurked behind the designs. This new element was a European flair, and artsy eclecticism. Scottish plaid and rich herringbone were combined to make a funky woolen trench for fall/winter, and espresso skinny slacks were worn underneath for a warm, but tough-as-nails evocation. It seemed as though Klein had given Burberry, Sander, and even Marc Jacobs a run for their money. Wide leg pants were worn with skimpy 80's throwback blouses, and brightly drab mustard creams were part of the monochrome uniform. Was this truly Ann Klein we were seeing, or a reinvention similar to that of Chanel in the 50's?
Although this wonderful maturation was brilliant in its own right, its partial success must be accredited to the marketing agency. Giving us a small taste of what was to come, the ads themselves gave us a new idea of what we could expect from the traditional American brand. This is where the marketing has its most admirable moments. Knowing exactly how to ignite a catalyst for change; the process should almost be patented if it hasn't already. Step 1: a brand makeover that isn't too overtly pretentious. Step 2: placement is precise and very appropriate. Step 3: the most difficult-- innovative creativity must peak interest and draw interest from its images. Saturation must NOT occur, the images must make a gradual integration into the market, and then a following will draw towards the product.
It seems as though Anne Klein took this to heart, and followed the precise steps towards its future. I don't think the label will ever be the same from this point forward. Under the direction of Isabel Toledo, the creations will continue to evolve into something much different and with a completely different look. She may have stepped gingerly with this collection, but if it's as well-received as I predict it will be, AK may be the new stop in luxury fashion for fashionista and celebrity alike. Humble beginnings certainly won't stop this change.
She'll probably enter a room and everyone will ask, "My God, you look stunning. Who are you wearing?" She'll nonchalantly reply "It's Anne Klein collection."
Get ready. www.anneklein.com
--Corey Fitzgerald
I flipped open a Vogue about 2 months ago in mid-July and thumbed through the pages as I usually do. Scanning the various ads for Ready-to-Wear from the usual suspects, I wasn't particularly thrilled by what I saw. Except for Tod's, which in my opinion, is the best dressy/casual invention since sliced bread. But, with fashion, something is ALWAYS different. Just as I was about to close the periodical and place it back on the shelf, I found myself completely stumped mid-way through my browsing. What I saw was one of the best print ads for any couture house, hands-down.
To set the scene, a reed-thin model dressed impeccably in a slouchy silk trench, a structured woolen dress, and sky-high pumps leaned against a dark, shaded brick wall. The dark, shaded brick wall served as the perfect backdrop to highlight the the model and her divine dressings. Her face was contorted into such a look, that one might assume she was withdrawn into herself, as though she were an actress playing a role with such depth that not even a camera's eye could adequately archive her emotion. The dark atmosphere and imposing urban background gave the image its hard-edged look, thus bringing the look full circle. As you, the observer, interpret this image, you bring together all the ideas presented before you and thus make your judgements about the image. This will all occur in less than 45 seconds, and in that amount of time, the marketer has only that small window to get your attention and keep it. What you see in this ad is couture, art, design, and detail all meticulously planned in a such a format that you can do nothing but take in the splendor. Ingenious would be the adjective used to describe the layout. Taking decorated minimalism to a new level, Anne Klein's new collection had more gall than Jil Sander's celebrated art-house chic. Incredibly, this is what the marketing team at AK produced for the new series of beautiful pieces it sent down the runway at New York's fashion week. The looks that sashayed down the catwalks were a breath of fresh air from the corporate banality that the collections of previous years possessed. New silhouettes, gorgeous prints and knits, and luxe textiles paraded for all the shows attendees to see.
Structure was achieved without structure at all. Wispy resort collections featured hand painted cocktail dresses with innovative cuts, vibrant and rich colors, as well as updated styles. The dresses, made of wispy silk and linen were belted with sashes and sewn with loose pleats and darts for soft and clingy lines. Fall and winter featured fabulous gowns, skirts, jackets, and exquisite ready to wear. Tuxedo pants, with rive gauche glossy jackets were the new way to dress up for occasion. Masculinity was boldly embraced with colorful button ups, and bright suits. Everything about the clothes screamed femininity and masculine traditionalism. Yet, something new lurked behind the designs. This new element was a European flair, and artsy eclecticism. Scottish plaid and rich herringbone were combined to make a funky woolen trench for fall/winter, and espresso skinny slacks were worn underneath for a warm, but tough-as-nails evocation. It seemed as though Klein had given Burberry, Sander, and even Marc Jacobs a run for their money. Wide leg pants were worn with skimpy 80's throwback blouses, and brightly drab mustard creams were part of the monochrome uniform. Was this truly Ann Klein we were seeing, or a reinvention similar to that of Chanel in the 50's?
Although this wonderful maturation was brilliant in its own right, its partial success must be accredited to the marketing agency. Giving us a small taste of what was to come, the ads themselves gave us a new idea of what we could expect from the traditional American brand. This is where the marketing has its most admirable moments. Knowing exactly how to ignite a catalyst for change; the process should almost be patented if it hasn't already. Step 1: a brand makeover that isn't too overtly pretentious. Step 2: placement is precise and very appropriate. Step 3: the most difficult-- innovative creativity must peak interest and draw interest from its images. Saturation must NOT occur, the images must make a gradual integration into the market, and then a following will draw towards the product.
It seems as though Anne Klein took this to heart, and followed the precise steps towards its future. I don't think the label will ever be the same from this point forward. Under the direction of Isabel Toledo, the creations will continue to evolve into something much different and with a completely different look. She may have stepped gingerly with this collection, but if it's as well-received as I predict it will be, AK may be the new stop in luxury fashion for fashionista and celebrity alike. Humble beginnings certainly won't stop this change.
She'll probably enter a room and everyone will ask, "My God, you look stunning. Who are you wearing?" She'll nonchalantly reply "It's Anne Klein collection."
Get ready. www.anneklein.com
--Corey Fitzgerald
Wednesday, September 12, 2007
High Standards: A Look At Marketing In Popular Culture
I want you to tell me what sells you something, and then tell me what made you purchase the product specifically. Is it sex? Is it lighting? Is it presentation? What makes you buy?
Today's ads and commercials seem so uninspiring, and when one brilliant ad stands out above the rest, the idea is talked about by everyone. What is it that makes many of today's ads so blah, so generic? Where has innovation gone to? Is it that large marketing firms are soo afraid of the big bad moral police? In America, I know there isn't an enforcement policy or a moral authority like there are in predominantly Muslim countries. But-- there are however underlying social moires that bar us from saying and doing certain things publicly. Although we claim to be a society of moral chastity and social/cultural acceptance, there still is a certain amount of censorship on the things we say and do but with exception. In contrast to this, some ads have been culprit to portraying a gratuitous amount of sex in ads they market to masses. For example, the AXE deodorant ads: Completely and unabashedly made for selling a product to men obviously insinuates sex as a side effect. This ad stands out in my mind as one of the only ads in American media that shows this kind of liberal disregard.
It must be said, that these ads, however entertaining, are in poor taste. European marketing firms often have sex as a topic in their ads, but always in jest and with taste. In general European nations seem to have less of a problem discussing and displaying sex in their media. The main difference in the two nations is that one is perpetually exposed and therefore much more comfortable with its discussion. European ads are revered for their creativity and sharp wit. Consumers enjoy those commercials and then are more likely to seek out the good the firm is purveying. But American ads, those are a different story.
When I flip through the latest gossip magazine, I don't see anything that inspires me. All the photos are of generic models or actors that lifelessly stand in front of a product without actively engaging me. Why on earth would I want to purchase a tube of lip-gloss or wear a sweater that I see from Old Navy if I don't even care what the ad has to say? If I'm not engaged, then I won't look twice at the ads. I feel that what American ad companies and firms lack is the assumption of intelligence on the consumer's part. Apple has done so well because they have a certain sophistication to their ads. Clean, white, upscale, the ads are pleasing aesthetically and socially. No toes are really stepped on and the relatability (I made it up, I know) is almost familiar (even if you've never used an apple product before). However, the true power of the ads lies within their assumption of intelligence. While the ads are enjoyable, they're also released for the viewing of mass consumers, meaning, everyone can view the ads. And they talk to US, American society about what we'd like about a PC. They assume we already like "ease-of-use, simplicity, elegance, and versatility" even if we don't own a MAC. With that winning combination, they've already sold us their product, and we've never even thought about owning one before. It's almost like they've got us with a one-two punch.
However, these ads still aren't daring enough. Intelligence is one thing, but selling with a more dynamic punch is something that should be tried in the American markets. Maybe companies should try using upscale sophistication with more daring images. Putting two and two together; doesn't that equate to innovation? I think that may be the very definition of it.
But let's not get ahead of ourselves. America still has a LOT of growing up to do. Liberalism isn't one of our strong points by far. We still have to overcome social acceptance, and push barriers. Equality must be met before we can even prepare ourselves for any sort of social supernova to occur. Maybe that should be the job of the American Marketing firms: Help push images and messages of "lighten up, America" on society so that change can happen. Take a look at the Gucci ads from a few years ago. Men and women together in the ads, all touching in an intimate way, you're not even sure if it's attraction or just comfortable proximity. Those in a way, aside from selling us some of the most beautiful pieces of couture, also helped spread a nouveau message of "free love". These images become a social staple and then we become used to them. Hopefully a new wave of ads will encourage us to loosen up and take a more comfortable stance on the things we will and won't tolerate.
I know we've all heard of censorship, but what the hell ever happened to the notion of free-speech and acceptance?
--Corey Fitzgerald
Today's ads and commercials seem so uninspiring, and when one brilliant ad stands out above the rest, the idea is talked about by everyone. What is it that makes many of today's ads so blah, so generic? Where has innovation gone to? Is it that large marketing firms are soo afraid of the big bad moral police? In America, I know there isn't an enforcement policy or a moral authority like there are in predominantly Muslim countries. But-- there are however underlying social moires that bar us from saying and doing certain things publicly. Although we claim to be a society of moral chastity and social/cultural acceptance, there still is a certain amount of censorship on the things we say and do but with exception. In contrast to this, some ads have been culprit to portraying a gratuitous amount of sex in ads they market to masses. For example, the AXE deodorant ads: Completely and unabashedly made for selling a product to men obviously insinuates sex as a side effect. This ad stands out in my mind as one of the only ads in American media that shows this kind of liberal disregard.
It must be said, that these ads, however entertaining, are in poor taste. European marketing firms often have sex as a topic in their ads, but always in jest and with taste. In general European nations seem to have less of a problem discussing and displaying sex in their media. The main difference in the two nations is that one is perpetually exposed and therefore much more comfortable with its discussion. European ads are revered for their creativity and sharp wit. Consumers enjoy those commercials and then are more likely to seek out the good the firm is purveying. But American ads, those are a different story.
When I flip through the latest gossip magazine, I don't see anything that inspires me. All the photos are of generic models or actors that lifelessly stand in front of a product without actively engaging me. Why on earth would I want to purchase a tube of lip-gloss or wear a sweater that I see from Old Navy if I don't even care what the ad has to say? If I'm not engaged, then I won't look twice at the ads. I feel that what American ad companies and firms lack is the assumption of intelligence on the consumer's part. Apple has done so well because they have a certain sophistication to their ads. Clean, white, upscale, the ads are pleasing aesthetically and socially. No toes are really stepped on and the relatability (I made it up, I know) is almost familiar (even if you've never used an apple product before). However, the true power of the ads lies within their assumption of intelligence. While the ads are enjoyable, they're also released for the viewing of mass consumers, meaning, everyone can view the ads. And they talk to US, American society about what we'd like about a PC. They assume we already like "ease-of-use, simplicity, elegance, and versatility" even if we don't own a MAC. With that winning combination, they've already sold us their product, and we've never even thought about owning one before. It's almost like they've got us with a one-two punch.
However, these ads still aren't daring enough. Intelligence is one thing, but selling with a more dynamic punch is something that should be tried in the American markets. Maybe companies should try using upscale sophistication with more daring images. Putting two and two together; doesn't that equate to innovation? I think that may be the very definition of it.
But let's not get ahead of ourselves. America still has a LOT of growing up to do. Liberalism isn't one of our strong points by far. We still have to overcome social acceptance, and push barriers. Equality must be met before we can even prepare ourselves for any sort of social supernova to occur. Maybe that should be the job of the American Marketing firms: Help push images and messages of "lighten up, America" on society so that change can happen. Take a look at the Gucci ads from a few years ago. Men and women together in the ads, all touching in an intimate way, you're not even sure if it's attraction or just comfortable proximity. Those in a way, aside from selling us some of the most beautiful pieces of couture, also helped spread a nouveau message of "free love". These images become a social staple and then we become used to them. Hopefully a new wave of ads will encourage us to loosen up and take a more comfortable stance on the things we will and won't tolerate.
I know we've all heard of censorship, but what the hell ever happened to the notion of free-speech and acceptance?
--Corey Fitzgerald
Sunday, September 9, 2007
Ralph Lauren: The Marketing Perfectionists
When you think of a brand of clothing, with it comes imagery and a certain idea the wearer is buying into, and conversely, hoping to convey with wear. If someone were to say to you, "what do you think of when someone says the name 'Ralph Lauren?'", what images would come to your mind? Most likely, you'll mentally conjure words that are associated with the brand's idea. Prominence, luxury, affluence, power, Americana (definitively), and comfort ability. Secondly, you'll envision images that go hand in hand with these words. And these images, the very ones you're thinking of, have come directly from Ralph Lauren's ad campaigns. The notion of lifestyle marketing is nothing new. Presently, it's more common to see large retailers marketing their products to a certain niche of consumer society. Examples of this would be Isaac Mizrahi at Target; low budget chic for college aged women and young professionals who desire luxury at a reduced price. Another would be Hot Topic and it's aim at young, rock and roll teens who express their angst through apparel and accessories. However, Ralph Lauren has triumphed above all these other retailers with it's marketing campaigns and painstaking attention to detail.
Prim designs with classic cuts and silhouettes complement the clean ready-to-wear style. The clothes are novel for their ideals, but when paired with squeaky-clean American models, the look is completed. The backdrop is uppity-Northeastern Americana, beautiful estates that overlook the New York countryside and sprawling homes and sailboats nestled into the grandeur of Martha's Vineyard. When you wear the same polo, the same sweater, the trousers, the tweed and herringbone coats, and those divine linen sailor pants you feel as if you're headed to the same destination as the fictional characters in his ads. Consistently decadent, the ads are always shot in pristine color, glossy finish and the faux-ideal of naturalism in an all-but-natural environment.
The Ralph Lauren customer is generally a fashion-conscious male or female, seeking out quality clothing that empowers them with the feeling of opulence and power. And I can guarantee you, when a customer is shopping for Ralph Lauren, their purpose is specifically Ralph Lauren and nothing else. The wouldn't buy an IZOD polo with the intention of saying something about them. The goal is the shirt with the insignia, because it's the one detail that makes the statement loud and clear. In this way, RL has achieved the ultimate in commercial success. They've made their clothes not only a way of life, but a destination point as well. Once you've placed RL on your body, you're saying something about yourself, and the message will be apparent and well-read by most.
And what a concept it is, that one garment of clothing can socially define who a person is aspiring to be. Many other fashion houses and retail brands have tried the same concept, but with enough clout to stomp on all other competition, RL is the heavyweight champion in the fashion world. A Gucci bag may suggest a girl has the money to purchase the accessory, but a Ralph Lauren ensemble is the uniform of the affluent members of American society. And to be perfectly honest, the ensemble spits in the face of a Gucci Hobo any day of the week.
For the other fashion houses out there, I'd suggest hiring a new campaign manager and then going from there. You've got to sell your idea first before even thinking you've got a chance against old Ralphie. You might be forgotten in 10 years, but RL will still be kicking ass and taking names in the next few decades.
Take notes fashion world, you've got a lot of catching up to do.
---Corey Fitzgerald
Prim designs with classic cuts and silhouettes complement the clean ready-to-wear style. The clothes are novel for their ideals, but when paired with squeaky-clean American models, the look is completed. The backdrop is uppity-Northeastern Americana, beautiful estates that overlook the New York countryside and sprawling homes and sailboats nestled into the grandeur of Martha's Vineyard. When you wear the same polo, the same sweater, the trousers, the tweed and herringbone coats, and those divine linen sailor pants you feel as if you're headed to the same destination as the fictional characters in his ads. Consistently decadent, the ads are always shot in pristine color, glossy finish and the faux-ideal of naturalism in an all-but-natural environment.
The Ralph Lauren customer is generally a fashion-conscious male or female, seeking out quality clothing that empowers them with the feeling of opulence and power. And I can guarantee you, when a customer is shopping for Ralph Lauren, their purpose is specifically Ralph Lauren and nothing else. The wouldn't buy an IZOD polo with the intention of saying something about them. The goal is the shirt with the insignia, because it's the one detail that makes the statement loud and clear. In this way, RL has achieved the ultimate in commercial success. They've made their clothes not only a way of life, but a destination point as well. Once you've placed RL on your body, you're saying something about yourself, and the message will be apparent and well-read by most.
And what a concept it is, that one garment of clothing can socially define who a person is aspiring to be. Many other fashion houses and retail brands have tried the same concept, but with enough clout to stomp on all other competition, RL is the heavyweight champion in the fashion world. A Gucci bag may suggest a girl has the money to purchase the accessory, but a Ralph Lauren ensemble is the uniform of the affluent members of American society. And to be perfectly honest, the ensemble spits in the face of a Gucci Hobo any day of the week.
For the other fashion houses out there, I'd suggest hiring a new campaign manager and then going from there. You've got to sell your idea first before even thinking you've got a chance against old Ralphie. You might be forgotten in 10 years, but RL will still be kicking ass and taking names in the next few decades.
Take notes fashion world, you've got a lot of catching up to do.
---Corey Fitzgerald
Tuesday, August 28, 2007
Can New CEO Glen Murphy Revamp Gap Inc. ?
The once iconic American brand has since faded in the eyes of consumers in recent years, a driving force in Gap Inc.'s two year profit slump. Gap Inc has its share of issues, but the most significant seems to be simply its inability to capture its target customer and their consistent failure to produce an inspiring product offering. This trend is likely linked with Gap Inc's high turnover of executive employees who essentially are in charge of a brand's direction. It is possible that Gap has relied too heavily on its established brand name, leading the company to become overconfident with expansion and new growth market potential while subsequently loosing sight of their core product, message, and brand identity.
To combat Gap Inc.'s downturn is newly appointed CEO Glen Murphy. With a reputation in brand turn-arounds, Murphy has the difficult task of re-vamping the Gap brand and cultivating a creative atmosphere for his design and merchandising teams. Internally, Gap Inc has been noted as being a "revolving-door of talent" primarily in the merchandising department and design team.
The executive high turnover, which Murphy pledges to stop, has sent mixed messages to investors, another factor contributing to Gap Inc.'s lagging stock price and sales growth. Although Gap's low price-to-earnings ratio can be a sign of a mature or established company, it can also signify low-growth and missed sales projections.
However, it looks as though Murphy is doing all the right things as new CEO, proclaiming an "unleash" of creativity that will span throughout all of Gap Inc's divisions including Old Navy and Banana Republic. With no previous experience in the apparel/fashion industry Murphy is poised to learn about the apparel process and direct the company back to it's core values. His plans include improving the store experience, cutting costs by closing down their newest operation, Fourth and Towne, and decreasing company office space and HR costs. Perhaps Gap Inc. and Murphy will narrow their customer focus to avoid getting lost in such a broad market. Flashy advertising and the newest celebrity face will only be a quick fix for Gap; first they must redefine their customers and reconnect with their wants and expectations. This can be accomplished by putting together a winning combination of designers, merchandisers, analysts, supply chain managers, etc. and also allowing this team to grow and mature with the brand by giving them an incentive to be creative. Murphy has a long journey ahead, but I feel confident Gap's timeless appeal and accessible customer base will be helpful in their growth attempts as they strive be "back on top."
-Jane Brownfield
To combat Gap Inc.'s downturn is newly appointed CEO Glen Murphy. With a reputation in brand turn-arounds, Murphy has the difficult task of re-vamping the Gap brand and cultivating a creative atmosphere for his design and merchandising teams. Internally, Gap Inc has been noted as being a "revolving-door of talent" primarily in the merchandising department and design team.
The executive high turnover, which Murphy pledges to stop, has sent mixed messages to investors, another factor contributing to Gap Inc.'s lagging stock price and sales growth. Although Gap's low price-to-earnings ratio can be a sign of a mature or established company, it can also signify low-growth and missed sales projections.
However, it looks as though Murphy is doing all the right things as new CEO, proclaiming an "unleash" of creativity that will span throughout all of Gap Inc's divisions including Old Navy and Banana Republic. With no previous experience in the apparel/fashion industry Murphy is poised to learn about the apparel process and direct the company back to it's core values. His plans include improving the store experience, cutting costs by closing down their newest operation, Fourth and Towne, and decreasing company office space and HR costs. Perhaps Gap Inc. and Murphy will narrow their customer focus to avoid getting lost in such a broad market. Flashy advertising and the newest celebrity face will only be a quick fix for Gap; first they must redefine their customers and reconnect with their wants and expectations. This can be accomplished by putting together a winning combination of designers, merchandisers, analysts, supply chain managers, etc. and also allowing this team to grow and mature with the brand by giving them an incentive to be creative. Murphy has a long journey ahead, but I feel confident Gap's timeless appeal and accessible customer base will be helpful in their growth attempts as they strive be "back on top."
-Jane Brownfield
Thursday, August 23, 2007
Give Me The Drugs: The Seduction of Prescription Drug Advertising
Within the last decade, prescription drug advertising has grown 3 fold, thus securing it's position as commonplace in the consumer market. No longer are advertisements for these drugs few and far between; now that these ads are readily displayed on television, the drug literacy of the average American has also expanded. These ads for pharmaceuticals appear regularly on television and convince many Americans that they have conditions that they may not actually have. This increase in prescription drug advertising and the subsequent result of their consumption show the strength of ad power these drug companies have. Large brands such as Lunesta, Nexium, Crestor have spent more than 200 million dollars on advertising and marketing to make these names commonplace. The advertising campaigns have been successful because of their marginalization of the real risk involved, while making them appeal to your emotions first. Once the consumers feel a connection with the ad itself, they'll seek the drug that will be conducive to their "condition". For example, Lunesta's advertising campaign featured a butterfly logo and employed dream-like sentiment throughout the message capturing the audience with its promise of a full nights sleep. The ads often feature a tired mother or a stressed out father; situations that are very common to many Americans. Often theses drug ads list the side effects towards the end of the ad, after capturing its audience with its message. This strategy has proven to be a success as the number of Americans on prescription drugs is rising. These companies are aware that many consumers are concerned more with perceived quality and results than fact and do an excellent job of convincing consumers that they are truly informed.
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