Week 10 EOC: Dream Job

Career Opportunities: Urban Outfitters: Associate Project Manager, Marketing and Events

Overview	Help Urban Outfitters grow in-store events!  The Associate Project Manager, Marketing and Events will be responsible for managing the in-store event process from request to execution, monthly calendar and seasonal strategy. She/He will manage the day-to-day communication and event coordination between Home Office and the Urban Outfitters stores.  The ideal candidate will be able to analyze and optimize the events strategy and process with an eye towards efficiency, business results and brand value.
Responsibilities	Develop monthly strategy for core in-store events as well as new event concepts.  Identify event request, marketing and production efficiencies and create action plans for improvements. Develop a clear events process and communication plan for stores and relevant internal teams.  Manage all requests through the in-store events inbox and facilitate emails within a timely manner. Evaluate the store submissions and create a strategic monthly event plan and calendar with the following considerations: store markets, business objectives, timing, marketing themes, resource needs and budget.  Provide store teams with an outline of event guidelines and inspiration including visual tips and tricks. Have the ability to create home office conceptual events which can be rolled out to many stores as well as guide and empower the store teams to create and execute their own new concepts.  Manage facilitating the marketing, technical, briefs and content/creative objectives for event projects. Maintain event plans, workflows, timelines and tracking reports to ensure the plan is carried out.  Provide store teams with the tools needed to execute events. Coordinate the workflow and communication between all parties involved in the various stages of the planning, marketing, development and execution of the event which could include conducting meetings, regular follow up and providing creative solutions as needed.  Develop quality assurance process and communication. Work with Partnership Manager so that all event sponsors/partners are secured prior to the event date. Collaborate with additional team members so that niche marketing-specific events (College, New Store Openings, Ntl. Partnerships) are aligned and represented on the monthly event calendar. Develop recap process for store teams. Provide analysis and formal internal recaps within 10 days after an event.   Be able to leverage recap analysis for optimization of future events. Accountable for the store events budget. Report monthly itemized reports and be able to project an estimated budget for the following fiscal year. Occasional travel needed to support larger marketing events.
Qualifications	Exceptional written and verbal communication skills: Must be able to communicate needs and objectives effectively via email, phone and in meetings. Creative thinker with the ability to multi-task, prioritize and maintain accuracy in a fast paced, dynamic environment. Builds Relationships/Influences:  Experience in successfully collaborating with many different personality types. Team player who is willing to provide assistance whenever and wherever needed. Maintain stable performance under pressure or opposition and be able to handle stress in a manner that is acceptable to others and to the organization. Strong leadership skills – have the ability to inspire and motivate the store teams to create unique and engaging events within the given standards and guidelines. Exceptional project management, process management and organization skills. Ability to effectively communicate and coordinate efforts across a large organization (both internally and externally).
Job Skills	3 + Years in marketing, department management, project management or related role preferred.  Experience with Microsoft Office: Excel, Word, PowerPoint.
Education	B.S. in Marketing, Business, Communications or Public Relations preferred.
Location	Philadelphia, PA
Travel	Some travel required.

Tag Line

My brand is myself. I write blogs and I write pitches for the design company I currently work for. "The brand experience is created from a brand vision" (Page 163) and my vision is to continue to bring fashion to the masses. With the pitches I write, I hope to bring attention to a small start-ups that deserves the chance of competing with bigger brands. I realize all it takes is one great mention in a popular magazine or television show and suddenly the brand goes from obscurity to becoming a household name. I write about the industry to educate others by sharing what I know in an entertaining way. I may not know much, but rest assured I know fashion. This is why I write.


Fashion is who I am. Writing is what I do. I'm like Carrie Bradshaw of Sex and the City. Except I don’t use as many pesky metaphors.

My Specialty With Key Talents, Value, Passion, and Skills Included

Fashion informs, persuades, and entertains. Its writings can be amorous love letters (“Mark Jacobs Oh How I Love Thee, Let Me Count the Ways...”) or scathing editorials (“Thom Browne What Were You Thinking?!”). It is infinitely fascinating how the landscape has changed in the industry and has gone from once being completely inaccessible to the average girl to now being democratized for the people by the people. Designers are becoming more interactive with their customers and allowing them to become involved with the brand. Runway shows are hitting the social media platforms faster than the flash of a paparazzi lens and bloggers are the belle du jour at fashion weeks across the globe. I am loyal to this industry because it is loyal to its fans. Fashion creates open lines of communication across different media and proves a strong work ethic because the wheels of the industry never stop churning. Fashion has many perspectives on style and yet always stays true to who it is. It sees a gap in the market and quickly fills it with the latest and greatest innovations (highly responsive nanotextiles anyone?). This is creative problem solving. Fashion may be knocked down but it gets right back up with a smile on its face. Fashion is ever evolving while never forgetting its roots. I AM FASHION.

Statement of My Specialty

I specialize in creating written pieces which extensively delivers the message I intend to send to the reader. My pieces will effectively get the point across with wit and style. “The consumer”, or reader, “is buying something larger than the product or service: they are buying into the philosophy and the spirit behind the brand” (Page 162). My writing causes people to pause, reflect and then act. This is what an employer wants to see from a great writer, journalist, or PR guru. Great marketing revolves around the ability to create a desire for the product being sold whether it be a toothbrush or an entire brand. I create this. “A designer must understand the environment in which the brand exists, from the global context to its immediate environment and channel of communication. A narrative can then be formed around the brand to help communicate and contextualize the brand for its audience and for the designers” (Page 68). It takes knowledge of who the audience is to sell them something. My experience and schooling has given me the tools to seek this out and write accordingly. My writing sells, persuades, moves, and transforms. After all, it has already inspired you to hire me…

Top Five Talents

With the help of those whom I spend more time with than my own family, I narrowed down my list of talents to the top five. Drum roll please…

Writing. As I have said in previous posts, writing is my gateway into the hearts and minds of those I may never even get the chance to meet. Blogging connects me to people half way across the globe and expands my brand. Author Melissa Davis has stated, “Brands need to have a deeper connection with their consumers if they are to thrive and prosper” (Page 73). Writing offers me that opportunity to connect.

Styling. Yes great style is subjective, but the fact is, I have a sense of personal style and can translate that into styling others. I have styled friends and clients for photoshoots and they have been pleased with the results.

Creative Problem Solving. This was actually told to me by my current employer that it is a talent I possess (aw shucks). It got me thinking about previous job positions I have held and how I would approach problems that would arise. Yes, I do think “out of the box” for effective solutions and ideas. My vast interests coupled with the large amount of time watching television and reading newspapers and magazines as a youngster has afforded me the ability to think creatively and draw on different experiences and unorthodox views. "It is very rare that successful brands arise out of instinct alone. What some people call instinct is actually experience – the more experienced you get at working on brands the easier it will be to assimilate the required information" ( Page 193).

Loyalty. I’ve always been a loyal person. I have told my employers in the past, when I believe in something, I stick with it until the end. A company must have a vision and integrity for me to believe in it. If it does, I will dedicate my time and effort into making the business a success. I believe loyalty is what separates a mediocre employee from a great employee (coupled with a strong work ethic, of course). A loyal employee will not bash the employer, they will go above and beyond in problem solving, and they will act as a brand ambassador garnering the company new fans and potential customers/clients.

Entrepreneurship. I do not see myself owning my own business in the future but that does not stop me from acting as if I already do. I take a pride in who I work for and the work I do for them. This means possessing the ability to work effectively with others to create ideas that will take the business to the next level. I might not own the business, but I will work as if I do because I want to see the company grow, thrive, and become a household name in the fashion industry. “Leading business thinkers have said that the best way to predict the future is to create it. While brands may be here to stay, it can be difficult to establish where they’re heading” (Page 214). By exercising entrepreneurship, I want to make sure the path that the business I’m working for is going nowhere but up.

 

Talents

This is honestly the hardest list to produce. I can say I have many positive attributes and qualities but talents…that’s a little harder to identify. I wish I could say I can spin twelve plates on my head all while juggling bowling pins, but alas, my talents are a bit more mundane.

I have been recognized as a creative writer from an early age. I remember being chosen in third grade to go up in front of the class to read aloud my Halloween story and with pride, I (hopefully) gave all my classmates a little chill up their spine. This has been a reoccurring theme throughout school. I would be chosen for writing contests, classmates would ask for help in their assignments, and teachers/professors would choose my assignments to read aloud to the class. I use my writing as a way to connect to people I could not otherwise effectively communicate to, people across the globe and in my own neighborhoods through the power of social media and blogging. My writing “encompasses both the visual and tangible elements of the brand, as well as the emotional and intangible pieces that create a connection between the brand and the consumer” (Page 12). It speaks to who am I am and how I want the world to perceive me.

I suppose another talent I’ve cultivated since childhood is my musical ability. I was extremely shy as a child so I decide to play an instrument to meet other kids in my class. I chose the viola and thus started my ascent into geekdom. I’m kidding, I loved it. It unleashed in me another powerful means of communication much like my writing. I realized early on people responded to the music I played in a (mostly) positive way and that gave me confidence. I practiced diligently and eventually became lead chair in not only my classes but in youth city wide orchestras as well. My musical talent lent itself to other attributes I’ve found in myself such as dedication, strong work ethic, and an appreciation for all arts.

As I grew to become more confident in my abilities, I discovered I had valuable opinions and was able to convey that through public speaking. I can speak confidently about subjects because I thoroughly research what I speak about and engage the audience. My ability to speak publicly affords me the talent of persuasion. People have told me I have a way of making people see my side of things and I consider it a talent. For my personal brand, this is invaluable. “Making sure consumers can see clear differences between brands is an easy way to develop a clear ‘offer’ or ‘unique selling point’ (USP) that it otherwise might not have” (Page 160). To be clear, this is not manipulation, I do not use untruthful tactics to persuade someone. I simply engage the person with emotional appeal and concrete facts.

Some other talents I have been told I possess are the ability to style clothing well. This is completely subjective, but nonetheless, I count it as a talent. I also listen well to others. This is quickly becoming a long lost ability as people today have much to say and no time to listen.

Passions

“Choose a job you love, and you will never have to work a day in your life.”
― Confucius

It’s the passions and talents we have that keep us motivated as industry professionals to become successful. What fuels me is anchored in the creative pursuits of individuals in the fashion industry, from designers to writers to trendsetters.

As cliché as this will sound, fashion IS my passion. I find it infinitely interesting to delve into the creative process of designing wearable works of art. This is mostly seen in the haute couture runways of Paris but even in the pret-a-porter of American designers, it is astounding to see how an idea gets translated into fashion. Reading about what passions and ideas fuels designers in their creative process in turn feeds my desire to know all I can about the industry. "A good designer will not mimic a trend, but use it to create something new. The best designers start trends" ( Page 122). However, this is just a segment of the industry in which is much more vast than the average person tends to think about. The average person cannot afford designer clothing so we turn to mass market labels to provide us with the latest trends at the fraction of the price of runway designs. It can be just as rewarding to discover the process of designing for mass market labels such as Zara or H&M, from sourcing to manufacturing.

The idea that most inspires me is the melding of the two worlds in fashion, designer labels collaborating with mass market labels. This idea has been coined “the Democratization of Fashion”. There used to be a time where only the wealthy could afford high designer labels and it was inaccessible to the middle class person (unless you explored the black market of counterfeits, of course). Since the downturn of the economy, the business of fashion has changed. In my eyes, for the better. Designers are flocking to retailers like Target and H&M to collaborate on one-off collections available to the masses who admire their designs but could previously never afford to purchase anything. Everyone from Marc Jacobs to Mr. Chanel, Karl Lagerfeld himself, are joining hands with retailers to expose their brand to a new market. “Brands that provide enjoyment will stand out in the future. It is a differentiator and a way to get noticed” (Page 136). This makes the consumer excited to shop and becomes a win win for everyone involved.

Last but certainly not least, I enjoy writing. It becomes a release for me, a catharsis of sorts, when I am not able to express myself so eloquently in speech. I have quite the imagination so I love creative writing and when I can couple that with my “passion for fashion”, it is when I truly shine. I enjoy writing about my experiences in the fashion industry, what it is like working for a fashion start up, and where I see the industry going. “The ‘human factor’ talks about how brands and individuals are now seeking to connect at a different level with more audience participation and truthful engagement” (Page 214). I like to infuse my writing with wit and poignant observations which I believe connects with readers on a basic human level, as author Melissa Davis points out. I encourage my readers to explore further for themselves what they deem to be the truth and in turn inspire someone else with their findings. It becomes a collaboration of sorts further allowing people of different backgrounds and social status to dialogue about issues that affect us. Indeed, the democratization of fashion is upon us.

Core Values

There are a set of values each person lives by whether consciously or unconsciously that reflects what kind of employee they will become and the work they will do. As my own brand, I have six core values that I uphold myself to on a consistent basis. “Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brand values that form the backbone of the character and behavior of the brand” (Page 73). With my values to live and work by, I strive to live authentically to myself as well as those I represent. Which leads to my first value…

Authenticity. There are so many people in the industry that want to tell you what they think you might want to hear. They are commonly referred to as “yes men”. That is not the kind of employee I want to be nor should I expect to be. I have a voice and sometimes my opinion will not match my employers, but it can be rest assured that I will always strive to bring out the best in the company I work for. "People are committed to a company when they identify with and believe in its values – values reflect a company’s culture and the way it treats its employees" (Page 116). Living authentically means being honest to yourself and I will not compromise who I am in order to fit some status quo the industry deems acceptable.

My second and third core values work hand in hand. In order to give and receive respect, there needs to be open lines of communication. I value the ability to speak open and honestly about issues in the work place. There should never be a culture of secrecy within the company because everyone is working together to create a thriving business in a competitive industry. As my own brand, I look to operate in the same way- I choose to earn people’s respect by openly and honestly communicating my ideas to provide the best solution to a task.

Having a strong work ethic while maintaining a positive attitude is integral to creating successful ventures for myself as well as my employer. There are some in this world that are born into powerful families and in effect can do very little and gain a lot, the other 99%, in which I certainly fall into, must work diligently in order to achieve success. My parents showed me what it meant to work hard and provide for our family and I chose to do the same in order to make a career for myself. Yes, a person can get far if they work without ceasing but a person with a positive attitude can get even farther! I believe it is necessary for a person to maintain a positive attitude in life and most certainly in the workplace. There is enough negativity out there trying to oppress the average person. People respond to the light that shines within a person and I hope to shine that light in my industry.

This last value is something that seems to get lost in competitive industries, especially because everyone wants to look out for number one, themselves. Loyalty can encompass many aspects in life from loyalty to friends to loyalty to employers. "Good design happens when teams work well together, including having an excellent relationship with the client" (Page 188). It is about not forgetting who has helped you along the way and maintaining a network of people who can rely on each other to get tasks done. As my own brand, I expect to achieve great things in my career, but I hope to always maintain a humility which allows me to never forget where I came from. “If we are buying into brand values, then we are responding to the way the brand speaks to us – how it projects itself and how it behaves. This is a deeper sense of the brand than that of its product or service” (Page 106).  My brand will ultimately speak authentically, always with a positive attitude and respect for those around me by upholding a strong work ethic, open and honest communication, and loyalty.

Primary "Product"

To succeed in a cutthroat industry, a person has to know who they are, what they have to offer, and how to effectively communicate those points to different parties. This is what makes me a highly valuable asset to a potential employer in the fashion marketing/fashion journalism field. I have excellent communication skills especially in writing. I can take what someone is trying to communicate and turn it into a skillfully written piece studded with humor and poignant material.

"In today’s world, with broad competition for virtually all products and services – including charities and the not-for-profit sector – there seems to be little that has been left untouched by branding" (Page 32). My brand is one that is constantly thinking outside the box with an extensive creative process to bring driven results to the employer. “Engagement happens by identifying and exploiting the magic in a brand: the insight or idea that connects to the audience. It can be an intuitive process and requires a mix of strategic business thinking and creative ideas. The thinking and creative process must never stop” (Page 30). As Melissa Davis pointed out, an “intuitive process” is incredibly valuable for a brand to possess. For a writer in the fashion industry, what is written is a direct reflection of the writer. Her/his style, values, and personality needs to shine through and catch the reader’s attention, but most importantly, cause the reader to act. Possessing an innate intuition is incredibly valuable in knowing how to convey this message in 500 words or less (sometimes more, sometimes less).

For an employer, let’s face it, it is ALL about the results. Whether the end result is to sell magazines or get their brand in a magazine, as the writer, it is imperative to make this goal a reality all while selling a bit of yourself. “Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out” (Page 73). I can and will be an important part of building a brand. What is communicated should resonate with the reader and that takes skill and empathy. I have the ability to easily put myself in someone else’s shoes and know what they need, when they need it, and how they want it sold to them. This will provide results for the employer and give the company exposure across many mediums.

What I ultimately bring to the table is a strong ability to persuade and inform. I can sell a story to the chief editor of Vogue or to millions of readers across the globe. I can, interestingly enough, also sell ice to an Eskimo but that is a story best left for another time.

Week 8 EOC: Subliminal Advertising

Subliminal advertising, or unlocking the subconscious mind of the consumer, has become in fashion again after years of being a taboo topic. In the day and age of consumers facing a constant barrage of advertisements, brands are finding themselves diving into the psyche of Americans in which they can get a strong foothold into why they buy certain brands over another. “Shell is now in the process of coming up with some new customer-catching techniques — derived, Oeschle says, from the insights gleaned from his groups of mesmerized motorists” (http://www.salon.com/1999/09/27/persuaders/, 1). That is right, marketing agencies are turning to such tactics as hypnosis to gather consumer insight. These insights are no different than those of decades earlier who used subliminal messaging in advertisements to gain new customers. “In fashionable marketing circles, it has become acceptable again to speak openly about harnessing consumers’ brain waves for commercial ends” (http://www.salon.com/1999/09/27/persuaders/, 3). Everything from a certain fond childhood memory to what makes a person fearful can be valuable knowledge to a brand. This is what gives the brand a “leg up” on the competition and makes their marketing effective.

Subliminal messaging to “harnessing consumer brain waves” are necessary to create brand loyalists these days. It is the psyche that catches on to the meaning behind an advertisement or brand image that creates the need to have it. As dubious as this may sound, it is smart design. Dr. Sam Cohen is someone who is harnessing consumer insight for the good of global brands. “As a specialist in object-relations theory, Cohen says, he considers himself especially well-positioned to probe the purchasing decisions of consumers” (http://www.salon.com/1999/09/27/persuaders/, 4). Delving into the “why” of a purchase is the essence of brand loyalty. It is not as easy to gather this information from more apparent marketing research tactics in which people can give false statements or reasons. Unlocking the unconscious provides truthful answers and brand relationships not even the consumer knew they had. Welcome to the new brand marketing research-where no part of the mind is off limits.

Week 7 EOC: Retail PEST

H&M

Political-

·         Work with private, social, and government organizations to help improve the quality of life for the underprivileged (especially in countries from which they have factories like China and Bangladesh)

·         Incorporate lesser well-known brands to expand the overall lifestyle brand of H&M (companies bought include: Cheap Monday, Monki, and Weekday

Economic-

·         The US is the fastest growing market for H&M (they target to grow 10-15% yearly) in which the economy has slumped making their philosophy of “fashion and quality at the best prices” all the more appealing.

·         Flattened the supply chain by sourcing their own factories and combining their in house design with bought designs which creates a lower COGS.

·         Keep the company private so it does not have to deal with the fluctuating market.

·         Franchise stores in markets which are hard to gain access to such as the Middle East.

·         H&M does not operate on credit with their vendors or property owners (store leasing). Everything is paid for in cash making this a healthy company to work for

Social Demographics-

·         Global economies have seen a drop in the stock markets and other sources of income prompting consumers to tighten the belt on spending. This makes fast fashion retailers more attractive to the saavy bargain shopper.

·         In the US, families are decreasing in size and Americans are starting families later in life which is an indication consumers have more of their income to spend on themselves rather than on kids.

·         Recent news of Target reporting a 2^nd quarter loss in revenue prompts retailers to increase the amount of advertised discounts and “special deals” which H&M continues to do well

Technological-

·         This year H&M launches online retailing for those in the US market

·         They offer “e-dressing” which is a virtual dressing room available on their website

·         H&M continually updates their in house communication systems which leads to faster lead times and quicker turnover

Source: http://about.hm.com/AboutSection/en/About.html

Week 7 BOC: Largest retailers

The monster retailer Walmart is reported to be the largest retailer globally with worldwide retail sales topping at $453,976,000 (http://www.stores.org/2012/Top-100-Retailers). No other retailer even comes close. In 2011, the US sales alone were $316,083,000 which makes up a bulk of the earnings to date (http://www.stores.org/2012/Top-100-Retailers). Their strength lies in their profitability by providing low cost goods to consumers at high volume. They create relationships with their vendors that drive the prices down in that particular market to force everyone to compete for a chunk of the business.

According to Forbes Magazine, “The biggest International firm (based outside the U.S.) on the list is Spain’s fashion retailer, Inditex" (http://www.forbes.com/sites/andreamurphy/2012/04/18/global-2000-the-worlds-biggest-retailers-2/). They are the parent company responsible for the fast fashion retailer Zara which happens to be their oldest and most well-known brand. Inditex has eight brands altogether and consist of Zara, Zara Home, Bershka, Massimo Dutti, Oysho, Stradivarius, Pull and Bear, and Uterque (http://www.forbes.com/sites/andreamurphy/2012/04/18/global-2000-the-worlds-biggest-retailers-2/). These are all fast fashion retailers which has seen overwhelming growth over the past 10 years because of a failing economy and tighter budgets. People want “bang for their buck” when it comes to fashion clothing. Fast fashion retailers like Zara and H&M provide the latest trends from the runway at incredibly low prices because they source from their factories overseas at high volumes which they can provide at a deeper discount.

The third largest retailer in the US, Target, was recently in the news because of slumping profits due to an underwhelming introduction into the Canadian market. "The competitors have really done a good job in defending their space," said Stewart Samuel, program director at IGD Canada, pointing in particular to Wal-Mart, Loblaw Cos Ltd and Shoppers Drug Mart Corp” (http://www.reuters.com/article/2013/08/21/us-target-results-idUSBRE97K0HR20130821).  The US sales for Target in 2012 topped at $68,466,000 with a growth of 4.1% so the loss in profit recently is seen as very discouraging news (http://www.stores.org/2012/Top-100-Retailers). It is suggested that Target continue to feature steep discounts on their merchandise to help lure away customers from giants like Walmart.

Week 6 EOC: Rocky Ford-Restoring the Brand

After erroneously being identified with a cantaloupe farmer who was responsible for a listeria outbreak in Colorado, Rocky Ford growers have to be smart and reshape their brand image. They must follow in the footsteps of Tylenol and reintroduce themselves to the public in a new and fresh way. “People often associate rebranding as a name and identity change, but it can be more subtle than this; a rebrand can be just a slight alteration to an identity” (More Than a Name: An Introduction to Branding, 60). Rocky Ford has been known for their cantaloupe farms for over 150 years and it has been quite successful up until recently. They did not have anything to do with the outbreak, but now their reputation is on the line and are in need of crisis management. Tylenol did not throw away their brand because of the “Tylenol murders” in 1982. Instead, they were quick to react and implemented new measures to assure the public that they are taking every step to ensure that the tampering does not happen again. Todd Ragusa of Ragusa Consulting spoke about how people perceive a brand after a crisis and how to effectively manage it, “And always remember that the message delivered is not the same as the message received. Different people interpret and assimilate information differently based on their level of interest and, in particular, to what degree the issue affects them” (http://www.inc.com/jeff-haden/best-way-to-respond-to-a-pr-crisis.html). Rocky Farms needs to implement a clear marketing strategy in the media that communicates their products are safe and they have a proven record of providing delicious and nutritious products to consumers because of safe practices. It is essential to gain the public confidence back and rebuild the brand. Not all is lost. “Companies need to do their research.  And they need to be responsive to their consumers – and respond to their wishes (http://www.bellpottingerwired.com/noticeboard/2013/04/time-for-a-rebranding#sthash.0ZWTQwQb.dpuf). Rocky Ford should conduct consumer research and respond accordingly. Consumers feel wary of cantaloupes now because of the outbreak, so the farm should assure the public of their track record of safety. Do this by an extensive media push. Perhaps they should offer a wider variety of produce to further separate themselves from cantaloupes, but still offer that product as to not convey any type of guilt as well. It might take a few months or a few years for Rocky Farms to be profitable again, but with a strategic PR plan in place to rebrand it into a positive light, the company can bounce back and come back stronger than before.

Week 6 BOC : Tylenol Scare 1982

Johnson and Johnson, the manufacturers of Tylenol, took crisis management into overdrive after the 1982 scare that left seven people dead in Chicago. The extra strength acetaminophen pills were laced with cyanide and proven to be tampered with. Everyone thought Tylenol would disappear from the shelves forever, but with some extensive crisis management, the brand bounced back and became profitable once more. “What set apart Johnson & Johnson's handling of the crisis from others? It placed consumers first by recalling 31 million bottles of Tylenol capsules from store shelves and offering replacement product in the safer tablet form free of charge” (http://www.nytimes.com/2002/03/23/your-money/23iht-mjj_ed3_.html). Recalling products before this event was not heard of. Johnson and Johnson alerted the public to not take any Tylenol product whatsoever until the tampering was solved. Rather than continue to keep the bottom line, the company put public safety as their first priority. The effective management of the crisis by the CEO and the prompt response to frightened consumers gave the public some answers and subsequent relief.

 
After alerting the public and recalling the tampered with products, Johnson and Johnson quickly went into action to assure the public this would never happen again. “Under Burke’s leadership, the company spent $100 million to recall 31 million bottles of Tylenol and re-launched the product two months later in tamper-proof packaging” (http://business.time.com/2012/10/05/tylenol-and-the-legacy-of-jjs-james-burke/#ixzz2bygRo7hg). It was a relatively small monetary price to pay to ensure Tylenol would not disappear from the shelves and gain the public confidence back. It was this move that gave the public a sense that the parent company cared about them and cared about the safety of the products they were delivering. J&J didn't resume sales for three months, until it could package the pain reliever in new, tamper-resistant bottles. “Within a year, Tylenol had recaptured its 35% market share, J&J said. Use of such tamper-resistant packaging, such as the foil or plastic wrappers that must be peeled off medicine bottle lids in order to retrieve the pills inside, became widespread” (http://online.wsj.com/article/SB10000872396390444592404578030681224799460.html). It was the quick response and added security measures that put the brand back on top within a few months of the crisis. Thus would prove to be a much heralded way to approach a crisis within a company and would be studied for many years to come.

Week 5 EOC: Trend Predicting

The interview between Shari Swan and the author of More Than a Name: An Introduction to Branding, Melissa Davis, leads to very relevant perspective on the importance of tracking trends and relating it to a company’s brand. Social media is playing an ever important role in marketing on both fronts, both brand marketing and direct marketing. Millenials and younger demographics are finding it easier to research a brand and authenticate its message much easier through the power of the internet and social media sites. “Today’s youth interacts with brands that connect with it on an emotional level. They want to feel that a brand belongs and connects to their lives. They are interested in co-creating with brands and want to feel that they can influence product design, marketing, events and communications” (Interview with Swan, Davis, 153). Consumers today are more integrated with the brands they buy because they feel the emotional connection that makes them relate to the brand and become a loyal customer. It is smart for a company’s brand to involve their consumers in the design process as it leads the consumer to believe they too are a part of the brand. It is an increasing trend for brands to run interactive events through social media such as letting Facebook fans pick the new product. Sites like Crowder.com have seen this trend increasing and are producing a product for brands to entice them to interact with consumers.

Looking at trends outside of the company’s direct market group is an intelligent way to broaden the scope of a brand’s reach. “Radical innovations come about when elements from very different worlds are brought together” (Interview with Swan, Davis, 153). We see this increasingly more with brands creating partnerships with other brands to draw a bigger audience. H&M and Jimmy Choo, even though they have very different target audiences, have banded together to create a collection that increases brand awareness for both, and draws customers to their stores. Even more evident of this is the relationship between Burton clothing and iPod. They have teamed together to create a unique product that appeals to both Apple fans and athletic clothing wearers.

It has become a big trend for companies to identify themselves as being socially and environmentally responsible. “If corporations don’t take their ethical ethos and corporate principles seriously in the development of their brand – from design to development to logistics, operations and marketing – then they are going to struggle. Social and ethical responsibility is now a given for doing business in today’s environment” (Interview with Swan, Davis, 153). Consumers want brand credibility with what they buy. The internet has effectively changed the way businesses can conduct themselves as transparency has made ethos a company’s duty to the public. These trends is branding are becoming the norm in business and companies must not only be reactive to them but proactive in seeking new opportunities to expand their brand reach.

Week 4 EOC: Mcdonald’s Response to Supersize Me

McDonald’s response to Morgan Spurlock’s documentary Supersize Me was swift, hard hitting, and a lesson on how to spin the PR situation to lessen the ill will toward the brand. The documentary tracks Spurlock as he journeys 30 days eating nothing but McDonald’s for breakfast, lunch, and dinner. At the end of the film his doctor concludes that his health is in worse shape than when he started because of all the McDonald’s. To say that the company did not look upon this film favorably, is an understatement.

McDonald’s first call to action was to debunk the “facts” in the movie. They effectively set out to create or fund “scientific studies” that proved the claims from Supersize Me to be false. As stated in a response by McDonald’s, “a press release states that "Tech Central Station (TCS), a science, technology and public policy online journal, will serve as a clearing house for materials related to the documentary Super Size Me. Our mission: to provide visitors with the facts and science-based information on obesity and nutrition to balance this film's 'gross-out' performance art."” (http://www.ign.com/articles/2004/05/07/a-look-inside-the-pr-battle-against-super-size-me). What was not publicized, however, is TCS is funded by big corporations, one being McDonald’s. It is smart to note the saturation of press releases and studies released by Mickey D’s. It does not lessen the press of the movie but it does put a wedge between the masses and the film’s message.

Another PR tactic was to attack the film itself as well as the director. They claimed, "The film is slick, well made and yes, somewhat annoyingly, doesn't portray McDonald's in the most favorable light. And yet what we do agree with is its core argument - that if you eat too much and do too little, it's bad for you. What we don't agree with is the idea that eating at McDonald's is bad for you."” (http://www.screendaily.com/mcdonalds-adds-heat-to-super-size-me-in-uk/4019830.article). They claim that much of the film was misguided in that too much of anything is bad for you, whether it is hamburgers and fries or other foods. This appeals to people’s rationale. They are basically saying if one were to eat something healthy like carrots everyday all day for thirty days straight it would have an adverse reaction with the body.

The last and most important response to the film in my opinion is the fact that McDonald’s changed their menu. “McDonald’s added entree salads with great success last year and has been moving to provide more fruit, vegetable and yogurt options with its Happy Meals” (http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/). They have also done away with the supersized portions. They claim it is not due to the film, but in response to consumers’ attitudes towards health and fast food. America is shifting towards healthier eating because of the ever growing concerns with childhood obesity and heart disease.

Week 3 EOC: Rolling Stones Magazine

First published in 1967, Rolling Stones established themselves as the go to magazine for fascinating articles and everything pop culture and music related. It set itself apart as the black sheep of journalism where the writing and image would be just a little bit cooler than the publications currently out there. “In June 1970, the magazine did a cover story on the murders orchestrated by Charles Manson. In 1980, it published a cover featuring Yoko Ono and a naked John Lennon. In 1993, it published a cover featuring a topless Janet Jackson with a pair of hands covering her breasts” (http://finance.yahoo.com/news/could-rolling-stones-boston-bomber-203600456.html). These are controversial covers and articles for sure; however, that is exactly what Rolling Stones aims to do. These days the magazine seems to be a haven for reporting on today’s hottest pop act, but the history of the publication indicates otherwise. Rolling Stone wants to create controversy and challenge the nation’s thinking and perceptions about the blurred lines of pop culture and hard hitting news.

Rolling Stone is a magazine that is marketed as a cultural rock n roll magazine. If one were to think of the magazine, they would think of a new album review or a feature on the next pop icon.  “Though it did not create the form, Rolling Stone was for five years the greatest champion of the then-voguish New Journalism, publishing long, mesmerizing stories by the likes of Hunter Thompson and Joe Eszterhas. If you were young and impressionable and interested in the possibilities of journalism as a life (after graduation, that is), it was impossible not to be irrevocably influenced by Rolling Stone” (http://www.ew.com/ew/article/0,,317558,00.html). Make no mistakes about it, Rolling Stones is a journalistic publication.  They create long articles of more than several pages with much analysis and opinion of the topic at hand. They aim to target a younger educated demographic that appreciates smartly written pieces. A problem with Rolling Stones Magazine's branding is that they do not market themselves as a publication with hard news stories. Many people believe The Rolling Stones Magazine is simply a magazine about music. Since the inception, however, the magazine has touched on the many issues of the day.

While many consider Rolling Stone’s latest cover in bad taste, the current owner Jann Wenner, considers it one of many hard hitting topics that blends pop culture and current events. “Wenner reckon[s] it’s worth it to put a bit of rebel lustre back on his 50-year-old brand” (http://www.independent.co.uk/voices/comment/boston-suspect-dzhokhar-tsarnaev-and-rolling-stone-cover-stars-dont-haveto-be-heroes-8717915.html) The Rolling Stones brand is that of a journalism rebel. Whether that makes people uncomfortable is not really a huge concern for them.

Week 2 EOC: John Varvatos SWOT

John Varvatos is a men’s lifestyle brand that includes apparel, accessories, and cologne. He draws upon the rock n roll lifestyle to appeal to the rugged All-American man. “John's goal is to rid American men of their phobias about style. He wants American guys—regular blokes!-to start saying the F-word: fashion” (http://www.johnvarvatos.com/about/gq-magazine-designer-of-the-year?slide=5).  He brands his line extremely well with rocker collaborations for his advertising and marketing.

Men want to be whom John Varvatos is selling. Yes, his line is well made, fashionable, and yet accessible for the everyday masculine man; however, his target market wants to live the lifestyle he’s portraying. Both his ads and retail stores sell the image. His branding is fantastic.

As much as Varvatos targets his core market, and does it well, he limits himself by heavily marketing to only that segment. His brand appeals to “the man’s man” and not many else. He is so focused on his niche market that not many other types of men are attracted to his brand. This limits him and his earning potential. He can achieve so much more if he would market to the “fashion forward man”, the “outdoorsy man”, “the collegiate”, etc. Opening up his target market will not necessarily dilute his brand image, but offer him a much larger group to target.

The opportunities to open up his brand to make more profits are endless. If Varvatos were to start a women’s line or a home collection, he could become a huge total lifestyle brand. He can sell the same rock n roll image while including different markets he might have not previously thought about. This not creates more earning potential, but establishes brand loyalty. Men are already repeat buyers of his product and the fashion world has taken notice. In 2012, John Varvatos was honored with the Philadelphia University’s 2012 Spirit of Design Award. “First given to Geoffrey Beene in 2002, the award is presented to designers who have made outstanding contributions to the fashion and design industry. Previous winners include Tommy Hilfiger, Calvin Klein’s Francisco Costa, Mary McFadden and “Project Runway” season one winner Jay McCarroll” (http://www.wwd.com/markets-news/designer-luxury/john-varvatos-wins-2012-spirit-of-design-award-5882806). Along with this award he has received the CFDA Award for Men’s Designer of the Year and the GQ Magazine’s Designer of the Year Award. He has been applauded for his designs and his sales reflect that. He can achieve much more by opening up his brand.

There are other brands that have entered the market and are targeting his group of consumers. Direct competitors include G-Star, Diesel, and All Saints. They appeal to the same demographic of the 24-45-market group with a yearning for a rock and roll lifestyle. All Saints, on their website, even has a page dedicated to current rock groups who have teamed up with the brand to hold special concerts (http://www.us.allsaints.com/music/). Indie bands like Scanners, One Republic, and The Weeks target a cool hip rock n roll type of guy and that is someone the John Varvatos brand is targeting as well. 

This can be seen as a threat by the brand, but also an opportunity to not just target the older rock n roll man, but the up and coming younger generations as well.

Week 1 EOC: How to Make it in America

In the show, How to Make It In America, the two young men were eager to make the next big "IT" brand. They, however, did not do any research on what people want, how to create the brand correctly, and how to market it. They simply wanted to create products they think people MIGHT want and sell it at a price that would turn them a profit.

To “make it in America”, there must be an amazing amount of research and development to properly equip oneself to create a brand. Yes, there are those that have a great idea, put it out there, and it takes off without much work. That is called pure luck. Most producers send years collecting research of not only the product but the target demographic. Much effort is used in the collection of this data. This is where the characters in the show gets it wrong (and how the viewer realizes this is not reality). Creating a brand consumers are attracted to and recognize does not come around by simply creating products and selling it. There is marketing the brand, advertising it, and creating strategic pricing compared to what is in the market, etc. that is involved. “Every product or service that operates in a competitive environment needs to be supported by branding and communication to explain to its audience why it exists or why it has changed” (More Than a Name: An introduction to branding, Pg. 47). The marketing that makes up branding is how a company thrives in a competitive economy. The recognition of a brand name can take years to become household and for the business to be considered a success.

The ideals of the young men in the show are far-fetched and unrealistic in a world where competition is fierce and companies disband every day. Their ambition is admirable, but their lack of knowledge about the market is apparent.

Voice

  Fashion is exhilarating. It is constantly changing and we must change along with it or be left breathlessly behind. This idea of an industry that can affect millions is why I love fashion. From a single garment we can change the ideas of many and spark a movement. My love for fashion is as multifaceted as the industry itself. The art of design moves me. In a mere second one garment can illicit such a powerful response that I am moved to tears. It can horrify, mesmerize, stupefy, or delight.  It is as profound and important as any of the great artworks treasured today. I value the art of styling an outfit to express individual taste, as well. It takes talent to show the world who you are without uttering a single word. In as much as fashion makes me feel, it also makes me strive to be something. My diligent work ethic, gregarious personality, and keen sense of business are all needed to make it in the industry. It takes a sharp mind to turn a passion into a thriving business. One day I will move to New York and succeed in a field I love. I aspire to work closely with emerging designers to help them become “the next big thing” by marketing and selling their work to fashionistas around the globe. I will be the person who helps turn their vision into a reality. Fashion does more than simply clothe me, it inspires me to make my mark in this world.