Results Analysis & Projection

Results Analysis:
I’ve found that the client is definitely not against Seven introducing a fragrance. My results have told me a lot, beginning with the majority of my clientele is in their late 20’s. They want to see a more masculine or even androgynous type of fragrance at 7 For All Mankind. If there were a fragrance included in the brand it would have to be priced strategically in the $50.00 to the $75.00 range. In looking at the results of the surveys the client’s style is very classic, tailored, and mature so they are definitely looking for value in the product. The fragrance would have to be long lasting and have a timeless scent that they could wear anywhere and at any time. The advertising strategies would focus not on sensual attraction to push the product but instead on being comfortable and confident with yourself. Even though many of the customers that made purchases were in couples it seems that in their responses and just in watching how they are as individuals they are very independent. Nothing Else Matters would become the slogan of the product, this represents all different aspects of the customer’s life. While creating the “thoughts” from question 9 I was trying to capture the benefits from question 8 in just a couple words. Nothing else matters but me. Nothing else matters but my time relaxing. Nothing else matters but us.

Projection:
By taking the information I’ve collected I believe Seven would be able to use this to their advantage. Even though I’m sure they have a very good idea who their customer is, it would open up a whole new market for them. The fragrance market is very saturated at this point but if they take a hold of the market as soon as the fragrance they put out they can expand their image beyond just premium denim to luxury fragrance.

Hypothesis & Strategies

Hypothesis:

If a fragrance was introduced to the brand 7 For All Mankind revenue would increase, the brand would have presence in a new market and capture new market share.

Strategies:

In the first round of questions I want to identify my customer by asking questions that are relevant to their lives. I also want to immediately identify if by introducing a fragrance to the brand they would even feel a stronger connection to it or establish a connection that wasn’t already present. Ultimately it is up to the company to create a fragrance that they feel best fits and represents the brand, but question 7 is to help direct and hone in on what the customer’s wants are in terms of the fragrance. The last couple questions are in order to attain information on what the client wants to see in terms of marketing and advertising.

Survey Analysis and Charts

EOC Week 9: Network

Thinking about the movie in reference to market research brings up a lot of things. The main female character in the movies life revolved around getting her department not just great ratings but the best ratings possible and also boosting her television network to number one, above all others. Ratings were a way to gather market research in order to see what shows are doing the best, to raise prices on the advertisement spots during them and make a profit from them. Another way I just thought of that they did market research was when they stuck their heads out of the window when they first starting putting Howard on TV. after he went crazy; they tried to see what reaction he got. They also called into cities across the nation that was showing the show trying to see if they were getting a reaction. Towards the end of the movie when they are planning on how to murder Howard, the female character talks about how their strongest viewer was the young adult ranging from 18-25. In this same scene there is a lot of market research talk, she talks about how if they cancel the Beale show they’d be able to stay afloat because some of the other shows have already captured their own audience. She talks about how their main audience would be adults in their late twenties and possibly even into the thirties. One of the biggest ways she does market research is when in the beginning of the movie she is trying to put that tape of the gang robbing the bank in Phoenix. She states that people don’t want the same mediocrity; they want someone who tells the truth. When she finds Beale this is when she says people will be able to relate to him because all everyone wants to say is “it’s all bullshit.” This is when, in my opinion, the plot takes a turn and what she really wants that I stated before starts to unfold. The network starts to rise to the top, thanks to her directing the show.

BOC Week 9: The Nielsen Ratings

The Nielsen Ratings are described by the company as follows: As a global leader in measurement and information, we believe providing our clients a precise understanding of the consumer is the key to making the right decisions -- decisions that can lead to profitable growth. At Nielsen, we’re always innovating to keep pace with emerging market trends and the increasingly diverse, demanding and connected consumer.

After nearly a century, we’re more focused and skilled than ever at providing the complete view of what consumers watch and buy through powerful insights that clarify the relationship between content and commerce. Whether our clients are in media, consumer packaged goods, telecom or advertising, our expansive data and measurement capabilities provide market context and confidence through our long history of innovation and integrity.

Nielsen ratings are audience measurement systems developed by Nielsen Media Research, in an effort to determine the audience size and composition of television programming in the United States. Nielsen Media Research was founded by Arthur Nielsen, who was a market analyst whose career had begun in the 1920s with brand advertising analysis and expanded into radio market analysis during the 1930s, culminating in Nielsen ratings of radio programming, which was meant to provide statistics as to the markets of radio shows. In 1950, Nielsen moved to television, developing a ratings system using the methods he and his company had developed for radio. That method has since become the primary source of audience measurement information in the television industry around the world.

EOC Week 7: Trader Joe's

Market Research Questionnaire:

Hypothesis: If Trader Joe's were to create an organic baby food, sales would increase dramatically due to the consumer market they have established.

1. Do you have children?
2. Would you shop at Trader Joe's for baby food?
3. Where do you currently shop for your baby food? Wal-mart? Target? Dollar store?
4. Do you feed your baby organic food currently?
5. How often do you shop for baby food? Less than once a week? More than once a week?

EOC Extra Credit

1. Inditex, 4,000,000 friends on facebook is a Spanish holding company that is the world's largest fashion companies.
2. H&M, 3,000,000 friends on facebook is a Swedish fashion brand that competes with Forever 21, focusing on trends in apparel.
3. Gap, 600,000 friends on facebook is the American fashion brand that focuses on basics and family oriented lifestyle branding.

EOC Week 5: Polls

My first poll is a pretty good Marketing question. It reads “What fashion editorials are you most likely to pick up?” If I’m working in the Marketing Dept. of a company I’m going to need to know what my consumer is reading. If I can’t focus on all of them then I would want to know which publication I should go after the hardest so we can get placement, editorial reviews, and advertisements. I listed the top four fashion publications in the world, Vogue, Elle, Nylon, and Harper’s Bazaar. These four magazines all cover fashion but each of them cover the topic in a very different and unique way, some have more typeface than others, some have more photographic spreads then others, some have more ads then others, covering these magazines are crucial. The second question was a very simple question, yet one that people have debated about for decades. Which fashion culture is most influential? I listed out the four most dominant and prevalent fashion cultures and styles of the world, Parisian, Italian, British, and American. The only ones I didn’t list were the Japanese, this is because I feel like the Japanese fashion is so new and they barely broke out internationally as a fashion capital of the world. I don’t know how the outcome will end up, I’m betting on either American or Parisian fashion. American style and fashion is very similar to Parisian in two very interesting ways. Both have two sides, one side is a very classic iconic style, one that embodies what that culture is and what it forever will be. The other side is a very cutting edge, modern, contemporary, edgy take on what is going on in the streets of the cities of the countries. This is a question that have lingered in my mind for a while, I’m eager to find out the outcome.

BOC Week 5: Trends in Men's Styles

In the 1950’s the Greaser and Preppy looks were a big part of mainstream men’s fashion and hairstyles. The Greaser’s hair was long and slicked back into a pompadour, the Preppy look was a little shorter than the Greaser’s and had a little bit of a comb over. In the 1980’s guys were growing out their hair even longer, a trend taken from the rise of rock music. The look was a bit grungy looking and usually uneven. In the 90’s is when we started to see a more contemporary look come into mainstream culture. Men were more clean cut and haircuts such as the fade and taper cuts were made a comeback and are still very much alive today. The 2000’s brought new trend’s to men’s hairstyles, one called the faux-hawk. Reminiscent of the British punk Mohawk earlier decades, the faux hawk was not as wild but still went against normal contemporary hairstyles.

Midterm: SWOT Analysis for Nothing Else Matters...

Strengths:
•Unique style and design of brand as a whole, even more specific to the fragrance is the scent and the niche it fills.
•Strong clientele training within company in order to capture customers and build strong positive relationship to make them clients.
•Brand feels strong connection with younger demographic whose buying power is building.
•By wholesaling to department stores, Nothing Else Matters… will get that much more exposure.
Weaknesses:
•Marketing strategies are new and barely being implemented and introduced to the market so the amount of acceptance is unknown.
•At the same token, wholesaling to department stores could hurt our brand if they end up profiting more than us or even if they put our product on sale it could damage our brand image.
•Customers are evolving as a whole but on different levels so this presents a challenge, we must find what our customer’s buying habits are and cater to them.
Opportunities:
•In doing research, we have found that the country should be coming out of the recession right around the launch of the product.
•The first impression means everything, especially in fashion. If we grab the customer’s attention and help them to fall in love with the brand it could mean the success or downfall of the company.
Threats:
•Pinpointing a price range that our client can afford while still maintaining our luxury brand image and keeping the business profitable.
•Staying true to our brand. The basis of Rayne & Rose and more specifically Nothing Else Matters… is that buying our product is a step out of the crowd and expressing one’s uniqueness. Staying true to that is very important for the integrity of the brand.

EOC Week 4: Market Research Concepts in the movie Big

The movie Big demonstrated several market research strategies. One of the first strategies being the focus group, while two of the characters were talking about George, the main character, they were standing in front of what I believe to be a one way mirror. On the other side of the mirror were a large group of kids playing with toys. This is a classic way to test out a product or service on a random group of people in order to see what their response is. Another market research strategy was when the President of the company stumbled on George in FAO Schwartz. The President of the company was conducting research in the store; he said that he came to the retail store every Saturday to watch the kids and their reaction to the toys. The more he watched and listened to George, I believe he believed that George was doing some serious market research by tapping into the mind of a child and thinking, playing, and even acting like a child. The very next day George was promoted to Vice President of Product Development. The movie continues to show a group of people in a meeting that I’m going to assume were the board of executives of the company. One of the characters in the movie was doing a presenting on a new toy that the company was about to introduce, a building that turns into a robot. As he was doing his presentation, George was doing his job in other words he was playing with the toy and testing it.

EOC Week 4: Beautifulstranger.tv

The website beautifulstranger.tv is a website dedicated solely to style, not so much fashion. The website does multiple things including: video profiling, picture profiling, current trends, celebrity interviews, and blogging. The part I find the most interesting is when they profile the “beautiful stranger.” They track down people who have an interesting and unique style; they take pictures of them and ask them questions about their own personal style. I particularly like that they ask the person where they’re from and what their occupation is. The person that is being profiled and also the site then becomes a little bit more personal because it’s the everyday person. Another interesting thing about the website is that they interview people that have a career in the industry and a lot of the careers seem to have something to do with marketing. Beautifulstranger.tv asks the interviewee questions about their personal life and also questions about working in the industry. Overall, the thing I like about the website the most is what I stated in the beginning, the fact that it’s about style and not fashion. Even though the website goes into current trends, the only reason a trend is mentioned is because it is found in someone’s personal style. The difference between fashion and style is a big one. Fashion is the now of the industry; it is what comes out in each new collection of the designer. People that concentrate solely on fashion will stay up with designer collections and if they have the money to do so, purchase pieces from new collection and throw out pieces from old seasons. Style has more to do with the person himself and the image that fits that person. The website does a good job and differentiating the two.

EOC Week 3: 9 to 5

I’ve never personally seen 9 to 5, but learning about what the film was about was kind of surprising to me. For the 1980’s the topic of killing your boss seems kind of risky. But, as soon as I heard Jane Fonda’s name involved with the film it all made sense. I’ve always known Jane Fonda as a very well renowned actress and not just that but also as a researcher. The film 9 to 5 was a result of marketing research that was done by Jane Fonda. Not that long ago, about 20 years ago when the film was made an American office looked and felt very different from what it does now. One of the big ethical issues that the movie is based on is how women were treated in these offices. None of the people that actually wrote, directed, produced, or even acted in the film had ever worked in an office. One of the writers said that she had to go into one of the Fox insurance offices and spend a day in it in order to understand what an office really felt like. One other way Jane Fonda and her comrades did research in order to make the movie believable, was doing interviews with women that worked as actual secretaries or what today is known as a focus group. They asked the women if they were in a fantasy world, what they would do to their boss. Several responses were reviewed but there was one that stuck out to the producers the most, the subject of killing your boss. Another ethical issue that is brought up in the movie is when the three women smoke marijuana. No matter whom you are and what your stance is on marijuana, there is no doubt that it’s an ethical issue.

BOC Week 2

1. What is a Booty Pop? What is the significance of the Booty Pop?
The Booty Pop is a butt enhancement; it is underwear or spanks that have pads built into it to make the butt seem bigger than it really is. The Booty Pop is a sign of a new fad of a trend that has been around since J-Lo made having a voluptuous bottom side a great thing!
2. Who spends more money online shopping, men or women?
Men spend more money online because they don’t want to bother around with comparing prices and shopping around, they just want to buy the product and go.
3. Who spends more time online shopping, men or women?
Women probably spend more time online shopping because of the reason I said above, the men don’t want to have to shop around. Women, on the other hand, have no problem with shopping around and comparing prices. They want to make sure they get the best possible product for the best possible price.
4. What advantage do marketers have for women shopping online rather than men?
Women are more easily distracted than men are, they are more prone to getting dragged to other websites by attractive advertisements than men are.

EOC Week 2: Research a Market Research Survey

I researched a survey that was done about which regions across the world are considered the biggest “shopaholics” or recreational shoppers. Surprisingly the United States didn’t come out with the highest percentage like most people would have thought, instead the Asian Pacific region came out with an astonishing high percentage with Indonesia and Hong Kong in the forefront. “The Asia-Pacific region has a huge number of recreational shoppers, with 84 percent shopping for entertainment. Markets in Asia-Pacific also make up nine out of the top ten markets for recreational shopping, with Hong Kong and Indonesia leading the way with 93 percent of their consumers admitting to shopping just for fun.”
Some of the reason they are saying is because these regions are starting to see a middle class emerge and new opportunities for spending in markets that they have never seen before. Another reason is because of the recent crisis in the American economy, the public are weary on where and how they are going to spend their money. When Americans go shopping for groceries it is seen as a necessary chore. If they are going to buy something other than groceries than they want to see value in it and unfortunately unless you pay a large amount of money for something it tends to not have that much value. Markets in Asia, Asia-Pacific, Latin America and some of Europe see shopping as something fun to do in their free time, even for groceries. The challenge for U.S. retailers is going to be making shopping for their brand an event or an experience and not a chore. If they aren’t able to do this then they are going to have to look elsewhere such as in the above markets in order to be successful.

• http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=1279&Itemid=77

EOC Week 1

Market research is basically indefinable as the book will tell it. With that being said, I have no expectations from this class other than to learn at the end of the quarter what exactly it is. I want to be able to identify target markets for not just fashion but I want to be able to look at any company and by researching just a little, tell who their target audience is and if they are in fact taking the right steps in reaching that audience. I want to learn what different avenues I can take in order to figure out what market to go after, where that market is, and how do I as the marketer reach them. What are the tools that a marketer can use in order to collect whatever data it is that they want to. Also, I want to be able to look at a company that has failed and analyze their marketing strategies, figuring out what they did wrong or what they didn’t do that could have helped them to be more successful.

Voice

As a Fashion Merchandiser & Stylist I pride myself on being unique among many others in the industry. With a strong knowledge and knack for business teamed with a keen sense of enduring style I believe I can make myself an asset to any company I work with. I am continuing to further and hone my skills in fashion by pursuing a degree in Fashion Merchandising & Management in Las Vegas. In the field of Styling, I work with clientele in order to educate them on the important and crucial difference between fashion and style, which is something a lot of people overlook or don’t have any idea about. I plan on traveling and establishing myself in major fashion cities in the country such as Los Angeles, Miami, and New York. I have worked with companies such as Louis Vuitton, Pixi by Petra Beauty, and French Connection as a merchandiser in order to boost sales. I have been working with a model styling her on basic amateur fashion shoots in order to show my skill in styling and to build a portfolio. My ultimate goal is to establish and grow my own styling & merchandising company, working from editorial spreads to celebrities and luxury retailers to trendy boutiques.