Final: Jeffrey Campbell Lita

“First introduced in 2010, the shoe style was initially offered in a single, enticing color: mustard yellow. Named after Lita Ford of the '70s band The Runaways, as Campbell’s blog describes , the shoe took a little while to find is footing. “When we first introduced the shoe it was not very well received,” a Jeffrey Campbell spokesperson told The Daily Beast. But it was picked up by e-commerce giant Nasty Gal —the fashion portal that hawks LA street-style items like cut-off shorts and lace bustiers—which gave the boots exposure online.” (http://www.thedailybeast.com/articles/2013/04/02/jeffrey-campbell-lita-bootie-is-the-world-s-ugliest-shoe.html)  Jeffrey Campbell has been around since the 90s, but never really got his big break until the Litas. They are my favorite shoes that I own and believe me I own tons of shoes. There is some controversy on whether they are amazing or absolutely horrible. Everyone has their own opinion. “In the last three years, the shoe has expanded its stronghold, becoming the calling-card accessory for droves of wannabe style bloggers. According to the brand’s spokesperson, Litas have been produced in 164 different colors and 65 different versions so far, amounting to 160,000 pairs sold—all of which retail in the ballpark of $160. “(http://www.thedailybeast.com/articles/2013/04/02/jeffrey-campbell-lita-bootie-is-the-world-s-ugliest-shoe.html) They are completely affordable and can turn any dull outfit into something quirky and stylish. You can wear jeans and a tee with some Litas and look like you belong on tumblr or a front cover of a magazine.

“Rachel Schwartzmann, a New York City-based fashion blogger who contributes to The Huffington Post, recently wrote: 'Have a pair of eye-catching shoes, you're set. Have a pair of Jeffrey Campbell's Lita's in your closet, you're golden.'

She went on to discuss the brand's 'fabulous and groundbreaking designs in footwear,' saying: 'Even a little rain and wind won't stop me from living and loving in my Litas.' “ (http://www.dailymail.co.uk/femail/article-2302968/The-worlds-ugliest-shoe-style-classic-Fashion-experts-weigh-hideous-Jeffrey-Campbell-Lita-platform-ankle-boot.html#ixzz2VJTSAMSx ) Any women that owns a pair knows that they are the go to pair of heels, whether you are going to lunch or out to the club.
“Nylon magazine's Ali Hoffman also wrote last year: 'Jeffrey Campbell is to shoes as Ben & Jerry's is to ice cream: What first sounds like a crazy-slash-overwhelming mess of ingredients somehow works perfectly in real life.' “ (http://www.dailymail.co.uk/femail/article-2302968/The-worlds-ugliest-shoe-style-classic-Fashion-experts-weigh-hideous-Jeffrey-Campbell-Lita-platform-ankle-boot.html#ixzz2VJTSAMSx ) They have created a sensation in the fashion world all because of social media. They became famous mainly through tumblr and instagram. “Almost a year old, the Lita is now anything but new and still going strong. And even though new color ways come out each season (or what seems like everyday), the designers at JC haven’t run out of ideas yet. We’ve seen solid colors, glitter, buckles, fur, floral, studs, zebra, leopard, woven leather–even a very patriotic American flag motif. It’s rare for any trend to make it a full year without tiring so we set out to figure out what exactly it is about this shoe that makes the ladies love it so. Exactly how and why are the Lita boots such an unstoppable cult favorite?” (http://www.styledon.com/fashion/dissecting-it/articles/dissecting-it--jeffrey-campbell-lita-boots) This is the mystery everyone is trying to figure out.

BOC Week 8: Chapter Questions

Ch. 8.

1. How does technology redefine the role of the end user in the branding process?
The user is the drive and inspiration behind the brand, and it is the user who eventually decides on the brand's positioning through the image he or she creates for it. However, by examining these roles, you will notice that the customers' direct presence is at the early stages, before the brand is born through market research measures, as well as at the end of the process, after the brand is developed, marketed, and its products sold and used by them. (Hameide 265) They are now apart of the main processes that go into branding a company or a specific product.

2. How does the concept of experiential branding relate to the branding process as described in Part 1?

Experimental branding is the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than the experience)(Hameide 279) They relate because in part 1 they talked about branding being about making a customer experience something and that is what this is doing.

3. How do microbrands compare to corporate brands and brand extensions?

A microbrand is a limited yet distinct version of the original (or mother) brand. (Hameide 269) Brand extensions focus on creating completely new products under the same brand name, which is not what a microbrand does.

BOC Week 7: Chapter Questions

Ch. 7

1. Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective

Mass Customization refers to the concept of allowing each consumer to customize or adapt products' features according to his or her needs within a standardized platform with an acceptable price premium. (Hameide 222) This helps customers customize their own product which is what everyone wants but it also becomes difficult for the company to accomdate everyones needs and wants.

2. Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?

Luxury products and the whole experience that comes with owning one has always been about exclusivity and the feeling of being unique, special, and different from the crowd. And if you desire an exclusive made-to-measure item (or service), you expect it to come with a large price premium. (Hameide 227) This is normal for a luxury brand but mass market brands can not charge their customers as much because that is not their target market so I think that is their biggest challenge.

3. Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?

Interactive branding refers to a situation whereby the consumer interacts directly with the brand or the process of creating and developing it. It is through the help of new technologies that it has become possible for consumers to play a direct and interactive role in shaping a brand as he or she likes. (Hameide 222) I think this just simply means that the consumer can directly work with the brand on the products they wish to have.

BOC Week 6: Chapter Questions

Ch. 6

1.    Compare services to products, and examine the difference and/or similarities in their branding process.

The obvious difference is that products, for the most part, are a sum of tangible features meant to satisfy a functional purpose and need, whereas a service, though meant to satisfy a need as well, is intangible, emotional, and generally experiential. (Hameide 178-179) They have to be branded differently because one thing you can physically sell and the customer can touch and see the product before they buy it. When it’s a service they cant brand it the same because its more by how you sell it to the customer and if they believe in what you are saying.

2.    Define retail concept, and briefly discuss its role in the positioning strategy of a retail brand.

The retail concept is the business model and retail philosophy adopted by the brand. (Hameide 181) When brokendown it is the merchandise, location,  price range and service. Its a lot like the four ps. Every brand has a different retail concept and that’s what makes them different.

3. What are the advantages and disadvantages of franchising as a global growth strategy?

Franchising simply refers to a retailer (the franchisor) offering a store owner (the franchisee) the rights to emulate the retailer's business model or system of conducting his business. Thus, a series of stores can be opened with a consistent concept, look, and feel throughout all franchised stores. (Hameide 206) Some advantages would be the growth of your company across the world and exposure to increase your brand awareness. Some disadvantages would be lack of control and damage to the brand.

EOC Week 9: My Own Brand

In our portfolio class, We have to basically create our own brand in order to graduate. I chose to use my last name as inspiration for my logo. My last name is Bombard so I created a bomb with a bow on it that had my name written through it. I used different shades of purple and the chevron pattern for my portfolio. As of right now I do not have a product but some products I aspire to make would be headpieces, accessories, or a clothing line. I would want it to be a hip and bohemian themed line that would be sold on a beachfront boutique. I do plan on one day creating an online store for flower and metal headpieces I make This will hopefully happen sometime in the near future. I just need to focus sometime on making all the products. My target audience would be young women, ages ranging from 18-25. They would be fashion forward and funky women. They would be social butterflies that love to stand out in the crowd. I hope to one day create this brand.

BOC Week 9: Pharrell Williams

Pharrell Williams has revolutionized his industry and made a huge difference in many peoples lives. His website is as simple as he is. He is not a flashy person, but he always looks great. His website is plain white with a large picture of him. It’s a simple picture, just him in his beanie. It has his name in a bold font and it is a focal point. Underneath that he has small circle icons that link to all his social media, like twitter, facebook, instagram and youtube. Below that is his clothing brand, which is Billionaire Boys Club and then his other website, which is called I am other. I am other focuses on finding new and innovative below in any industry and Pharrell gives them their break. He finds people that he thinks can change the industry and gives them a chance. its very plain and just represents hims as a brand and shows you everything he is involved in. The N.E.R.D. website is a lot different than his personal website. it very bright and has an amazing entrance. its very animated and interactive. On the website you can look up all his albums, concert dates, the biography of the band and the store. His merchandise sells for about $20 to $40. it just depends on what you buy. you can even purchase his music on the website. I t also features all the links to the social media and other websites affiliated with Pharrell and N.E.R.D.

Final: Sperry Top Siders

"For Sperry Top-Sider, a boat shoe isn’t just a boat shoe — it’s the foundation for an entire way of life." (http://www.wwd.com/footwear-news/markets/brand-of-the-year-sperry-top-sider-2383105?full=true) Sperry Top-Sider has been around since 1935. It started out simply as a shoe made to be worn on boats. It has been through phases of popularity and unpopularity. In the 80s it took the fashion world by storm. It was featured in The Preppy Handbook and it became the new “it” factor. "Over the past 20 months, the Lexington, Mass.-based brand (a division of Topeka, Kan.-based Collective Brands Inc.) has been working to grow from a dependable player in the heritage category into something more: a worldwide brand that draws inspiration from its all-American, nautical roots. And even amidst the economic slowdown, that’s just what it’s been doing." (http://www.wwd.com/footwear-news/markets/brand-of-the-year-sperry-top-sider-2383105?full=true) They have had some hard times ver the years and are in need of something new without changing their style. They need to keep their preppy sailor style, but switch it up to new age styles.

This is what they are attempting to do and some people are noticing and believing they can reinvent their brand if they keep down the path they are heading. “The 2012 version of preppy is very different from the 1980s version of preppy,” she says. “We’re seeing a kind of wit exhibited through color and fabrication changes. It’s one thing to have a pair of brown Top-Siders, beat up and maybe taped together. It’s another thing to have a pair of flannel ones designed by Band of Outsiders that have a hipster vibe to them.” (http://www.boston.com/lifestyle/fashion/articles/2012/04/05/reviving_sperry/) They have come out with all sorts of colors and patterns on their simple boat shoe. I actually own a pair of the sparkly silver ones. They are becoming a huge fad because they changed their standard leather boat shoe to an interesting boat shoe and also got the right people wearing them. They can be seen on celebrities everywhere like, Blake Lively, Kanye West and Pharrell Williams. These are huge fashion icons and impact the new generation. They can turn any fancy outfit into a casual and cute outfit and they also can dress up a pair of jeans and a tee. “What I’ve seen time and time again is a more traditional brand try to reinvent itself and change their product into something it’s not,” says Marden from Details magazine. “But they’re doing it just right.” (http://www.boston.com/lifestyle/fashion/articles/2012/04/05/reviving_sperry/) They have not sold out their image at all in order to be in the spotlight again. They have kept their sacred nautical image. They have even broadened their market and decided to cross the ocean. “Despite a deep connection with the United States – Top-Siders were de rigeur in a prep-schooler's closet circa 1983 – the Massachusetts-based shoemaker actually manufactures its iconic Authentic Original collection overseas." (http://www.mensjournal.com/style/shoes/an-american-made-boat-shoe-20130319) This is going to make a huge impact on their company. They will generate more revenue from fashion forward countries and also countries that are in need of actual sturdy boat shoes. They may be fashionable but no one can overlook the fact that they are reliable shoes for a boat.