Levi's

In class the other day we were discussing different brands of jeans and their appeal to a younger market. Levi's in particular are considered old and dated. Recently, the brand has been trying to change its brand identity and appeal to younger consumers. I've seen some of their new TV commercials and have to say they're very edgy and provocative, but I really like them. One in particular is the commercial where a couple is in the bedroom and they keep ripping off their clothes, but more clothes are underneath. Each outfit is from a different decade, but one thing remains constant - they are always wearing Levi jeans. This is suggesting that the brand has withstood time and is a classic, yet fashionable, jean. Some may find the ad to be too provocative, but I think that it draws in a younger audience, which is good for the brand. I hate to say it, but sex sells, and I think these new commercials will help the Levi brand gain a new customer base and sell more of their jeans.

If you want to watch it, check out the link below. Let me know what you think!
http://youtube.com/watch?v=eemEosoyo6s&mode=related&search=

Have they gone too far?

As a Consumer, Apparel, & Retail Studies student, we are often drawn to entertainment awards shows to check out the latest fashion on the red carpet. Well, this last Sunday, the Emmy's aired on Fox and I was very happy about many of the fashion choices. The simple lines and beautiful rich colors were fabulous, but that isn't what all the news has been about after the controversial show censored some celebs. Fox, being a conservative channel with a known-conservative CEO, is being critisized mainly for the censorship during Sally Field's speech for Best-Actress in a Drama Series. People have been going back and forth since the Emmy's premiered live on Fox Sunday night, as to whether the censor came from her taking God's name in vain with a very passionate "God D**n, " or was it her anti-war statement that we shouldn't even be in a war right now?
I am a firm believer in the fact that we as Americans have the right to voice our opinions on politics in the country that we are free citizens in, and I think its horrible that they censored her!
If you haven't seen the speech yet, here are the YouTube links. The first link is the uncensored version and the second link is censored:
http://www.youtube.com/watch?v=ImoMGyJjWIk

http://www.youtube.com/watch?v=aS2AbZWpfJU

Please let me know what you think!!!!

Fashion is Not a Luxury, It's a Right

I wanted to ask everybody what they think about Sarah Jessica Parker's new line, Bitten, she recently created for Steve and Barry's. Everything in the the line is $19.98 or less. Some may be asking why someone like Sarah Jessica Parker, a fashion icon in Hollywood, would create such an inexpensive line for a retailer like Steve and Barry's. Most people probably haven't even heard of Steve and Barry's before. However, I think the line is a great success. As SJP says in her manifesto: "It is every woman's inalienable right to have a pulled-together stylish, confident wardrobe with money left over to live". I've been to the store to see the line and I must say that I really liked to clothes, and the prices were shocking! With trends coming and going as they do today, getting a cute tank top for $7.99 is a great deal. On the other hand, you're able to buy a great little zip-up hoodie for $14.99 that will last you throughout the seasons. Although the partnership may seem strange at first, I think it is beneficial to both SJP and Steve and Barry's. They have "found a hole" in the market for low-priced, good quality clothing that is also fashionable.

Vera Wang at Kohl's

So I went to Kohl's today to check out Vera Wang's Simply Vera line and I have to say I wasn't that impressed. Yes, the clothes, accessories, and home decor were nice, but I guess I was expecting more. As for the clothes, pickings were slim. The color palette was limited to black, greys, and purples. There were cute dresses, jackets, and other separates, but everything just seemed out of place to me. The prices were way above the prices of the other merchandise sold in the store. I mean, the clothes are probably worth what's on the price tag, but the fact that they are being sold in Kohl's de-values them a bit. I think that if you spend that kind of money on something by a prestigious designer, it should make you feel good. However, I couldn't see myself buying a $128 black trench and bragging that it's Vera Wang from Kohl's... that just doesn't sound right to me. Aside from the clothes, the Simply Vera line had bags, winter accessories, sleepwear, bath towels, and bedding, which still didn't impress me. Her bedding was placed right next to Daisey Fuentes', which again, I have to say, seems out of place to me. Funny enough, I liked Daisey's bedding better. I guess what I'm trying to say is Vera Wang does not belong at Kohl's, not now, not ever.

Old Navy Controversy

This is Amanda, back again, and maybe stirring up some action this time around. Today in class, we talked about the commercial for Old Navy's newest jeans. The controversy behind this commerical for possible accusations of sexual harassment issues is one that became very heated and active our RCS 362 class this morning. I was the only student to really stand up and say that I thought this commerical was very provocative and too sexy for the some of the customers that Old Navy targets in its everyday market.
Many of my peers said that they thought the sex appeal in the commercial was something HOT and FRESH for the company and that it almost made them want to go buy the jeans right then and there. But for me, I am almost always drawn to a commercial by the music and the rythmn of the beat with the images in the media. The repeated "no, no" in the lyrics from the girl and the fact that no matter what, the man couldn't resist her, made it definitely appear offensive to me.
Most others didn't even notice the lyrics and thought that the controversy was full of incredibly stupid accusations. But I think to myself: If I had been sexually assaulted, or had a 10-year-old daughter watching this commercial, would I just think it attactive and sexy? Nope...I think it's too provocative for the company.
I know I'm a stubborn and headstrong person, and I believe that a company that reaches such a large variety of people and every age group should not being airing such a commercial.
People pointed out that commercials like Victoria's Secret and Calvin Klein promoted sexiness in their campaigns....but these companies aren't targeting a younger age group and aren't using the same lyrics in their music.
I know that I can't change the way others think about things like this, and I'm not writing to change your mind....I'm just pointing out how one group of consumers might be feeling.
-Amanda

Brand Loyalty

After talking about brand loyalty the past couple of classes, I can't stop thinking about Ralph Lauren Polo. I think everyone knows that certain group of people, specifically guys, who own every Ralph Lauen Polo in every color imaginable. The guys who always look like they've stepped straight out of a J.Crew magazine. Some would call it brand loyalty, but sometimes I disagree. One of my guy friends inparticular has said that he would never be caught dead in a polo shirt from somewhere like Target or Old Navy, but what makes the Ralph Lauren Polo so much better? If the two different polos were put in front of you without the logos, you could probably tell the difference between them - that's why we're in this major. But for a normal everyday consumer, such as a college guy, I doubt they would be able to tell the difference. So why do they insist on paying over $50 for a shirt from Ralph Lauren that would be the same to them as one for $15 or $20 from a less prestigious retailer? Are they paying for the logo? Is it that big of a deal to them to have the man on the horse rather than another symbol? I guess you usually only see brand loyalty for apparel in more expensive, higher-end brands. I can't see anyone saying they're loyal to the Kohl's brand and will only wear jeans from there.

I'm not saying I'm against wearing a Ralph Lauren polo. I've owned a few in my life. I'm just wondering where brand loyalty becomes obsessive... or even arrogant. But I guess if Ralph Lauren has certain customers who only wear their brand, they've done their job well.

Exciting new class!

Dear readers in blog land,

This is the first post from us at CARS2009. Being college students majoring in Consumer, Apparel, and Retail Studies, we are experiencing an exciting opportunity to discover the world of advertising and marketing. Especially important to us, are the ads in our mass media that are from companies in the retail and apparel industry.

During our first Integrated Marketing class today, we discussed the difference between "good brands" and "great brands." Nike and McDonald's are known across the world and they are considered a great brand because of their ability to reach the masses.

Also, we discussed Vera Wang bringing a her new label to Kohl's. Some people thought that bringing a lower end label to a department store, so that more of the US population will be reached, was a smart idea and that doing so would NOT hurt her image for beautiful, exclusive couture wedding gowns. Others thought that using her name for everything from clothing, bedding and home furnishings was too much of an oversaturation issue. They thought that doing so may destroy the exclusivity of her brand and the rare opportunity to wear one of her gowns if you could ever be so lucky. I am some what torn on the issue. Most people don't even know of Vera Wang and wouldn't even know the name if they saw it on a tag in Kohl's, so I don't know if people who don't understand the beauty of her work, will pay the little bit extra for her beautiful work. We, as a class, have decided to watch the line as it progresses this fall and see how this new Vera line works out.

Be back soon,

Amanda