1. The Future of Branding
Week 8

2. Let’s get Philosophical…
We’ve reached a point where there aren’t many new ideas anymore
Everything’s been done before
Umm…what do you mean?

3. Fashion, For Instance Is cyclical
How many times have we seen every mid-century decade have a revival?
Even in the early 20th century was the “Empire Revival” that took inspiration from the century before
You know what they say: “history repeats itself”
And continues to repeat itself

4. BUT, Fashion NOW is=Everything GOES
No identifiable silhouettes for this decade or the last
Thanks to expanded media outlets and the dissemination of fashion being faster than it ever was

5. OR Celebrity Endorsements
Chapter 2 of the text talks about celebrity endorsements actually being around as early as the 1930’s
And more prevalent again in the 2000’s…
Meaning, print advertising has been around a while
And has remained around, even in our more digital world
As a dominant form of advertising

6. Mae West and Schiaparelli Perfume, c. 1930’s
The shape of the perfume bottle came from the actual measurements of Mae West—scaled down of course.

7. Shopping
Chinese and Japanese consumers prefer shopping through their smart-phones, or omni-channel shopping
U.S. consumers still prefer brick-and-mortars or online

8. Online First, Brick and Mortar Second
There are many brands out there who started online, and then began a brick-and-mortar because brick-and-mortar is here to stay, while digital could just be a part of the zeitgeist….
What do you think? Will brick-and-mortar last and digital disappear? Or vice versa? (Answer as part of Attendance discussion)

9. What is omni-channel?
Selling products through MANY channels, including:
Brick and mortar
TV/Radio
Online or e-commerce
Kiosks or Pop-ups
Social Media
Consumers can buy or return at any channel and experience the same pricing through all channels
Omni-channel allows TOTAL ACCESS, all the time.

10. Could the future for brands be through Omni-Channel directives?

11. The probable Future of Brands & Branding
Is still through story-telling
It is how well brands will relate to consumers

12. Because at the end of the day…
People just want to connect
And build relationships

13. What will Brands need to do?
Connect to individuals
Have the ability to reflect individuals’ styles so they feel unique
Individual Style is a blending of available elements

14. What does individual style have to do with it?
According to Gwendolyn O’Neal (author of Fashioning Future Fashions)The way a person crafts their personal style will be to ‘create a mini-narrative or personal brand of his/her identity’
So, brands will be
a part of the
individuals’ story

15. Looking back to the beginning of this lecture…
Fashion has always reflected the zeitgeist, or “the spirit of the time”
Looking back to the beginning of this lecture…
Everything goes is indeed the zeitgeist of the 21st century because
The world is becoming more inclusive and accepting of everyone and whatever it is that makes them unique. Whether it’s:
Sexual orientation or identity, gender
Size
Disability
Political/social views
Culture, ethnicity..
Etc…

16. And according to the author of the text, (Hancock) brands will need to be responsible with creating stories that highlight individuals and their uniqueness
By tapping into the real world individual styles & unique personal stories

17. Articles
Fashioning Future Fashions by Gwendolyn O’Neal (cited in text) PDF in Agenda
State of Omni-channel PDF in Agenda
Video: Rebecca Minkoff

18. Class Activity ACTIVITY: PG 191 of text
Fashion brands are evolving and changing to suit the new attitudes and lifestyles of our global marketplace. Trace the history of a brand using an omni-channel approach.
How has this brand evolved its stores, website, printed marketing in stores and ads? Does the brand have a Facebook page, blog, or other social media presence? How is it portrayed across all channels of communication? Is this brand telling an exceptional brand /story? Why or why not? What are some suggestions you have for this brand?
Write 2-4 pages on your findings and include images.
DUE BY MARCH 12th at 11: 59 pm!!

19. Weekly Attendance Questions
What do you predict will be prevalent in the future with current brands or upcoming brands?
What do you think…Will brick-and-mortar last and digital disappear? Or vice versa?
What could be some advantages and disadvantages of omni-channel retailing? How would companies need to adapt their branding?
Participate by SUNDAY, MARCH 5th at 11: 59 pm!