Bibliography
1. Panwar, Tarun, Dr. “Fashion and Branding Strategies.” Atexcon.com. N.p., n.d. Web. 28 Jan. 2013. <http://www.atexcon.com/pdf/Fashion-&-Branding-Strategies_T-Panwar.pdf>.
The research of Dr. Panwar is really useful to my project because it includes the comparison of different fashion strategies. The research compares fashions of different generations and finds out the uniqueness of fashion. It also talks about how a brand can become a lifestyle. I believe this is would help me a lot. A brand is not just something that produces products but must be something that is unique and emotional. Customers need to feel connected with the brand. How luxury system works and how to manage a brand are also important in my topic. Some of the brand would use “range product strategy”, such that it would produce several different products. In the research, many other strategies are mentioned.
2. Cayo, John. Jewelry Industry: Tiffany & Co. N.p.: John Cayo, n.d. PPT.
This powerpoint points out the fact that, even though nowadays the economy is not good, wealthy people will still buy these luxuries because this is a kind of “brand loyalty”. The trick of making customers loyal to one particular brand is to make them believe in a faith. In Tiffany’s case, the company used commercials to make the customer believe that “diamond” is a necessity, not a luxury; therefore, the blue box becomes a symbol of proposing and marriage. Innovative designers are also important in the process as well; a good designer would create something that leaves an impression in consumer’s mind.
All these information really helps me with the knowledge of fashion loyalty by going through different strategies that Tiffany & Co. uses.
3. Riordan, Staci. “Fashion Law 101: Sensory Trademarks.” Fashion Law Blog. Fox Rothchild, 1 Jan. 2012. Web. 03 Feb. 2013. <http://fashionlaw.foxrothschild.com/2012/01/articles/fashion-design-copyright/fashion-law-101-sensory-trademarks/>.
The article talks about one particular strategy that the fashion brand should consider to make customer loyal to its brand, which is to have multiple sensory connected. For example, music could change the mood of consumers significantly. If the music were played over and over, it would be a symbol of the brand. Thus, the more connection a brand has with customers, the stronger bind they would have with the brand.
4. Parr, Shawn. “Shawn Parr: Why Brands Are Like People.” PSFK. PSFK, 20 Jan. 2013. Web. 03 Feb. 2013. <http://www.psfk.com/2013/01/humanizing-brands.html>.
Shawn Parr describes a brand as a human being with emotions, differences, desire of love, and innovation. First of all, leaders and the staffs of the brand need to know the potential of a brand in order to make the best of it. One should consider questions like, how can I make an impression? What would people want to see? Different brand would have different potentials. Some brands are for house decorating, some for coffee, and others may be for fashion. A brand has personalities; the staff must understand the purpose of the brand and goals. Every brand would get old time after time. Like human, it needs from refreshment. Starbucks would spend $35 millions to make sure its staffs still works with passion and understand the true meaning of Starbucks.
5. Thompson, Craig J. “The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization.” Journal of Consumer Research 3rd ser. 31 (2004): 631-42. JSTOR. Web. 3 Feb. 2013.
I am not sure if this journal will be include in my literature review article, but I find this really interesting. Starbucks has been expanding its territory worldwide; some local coffee shops are closing up because of that. The research conducted in the journal indicates that people from other countries tend to buy a more “international” kind of coffee instead of local coffee. The store settings, music, and scent plays a big part in it. For example, New York Times would be put in the shop, which gives the customers a sense of reading, relaxing, and studying. Starbucks also has its own paper bag; this may seems nothing but actually the customer would consider it as a sign of high quality subconsciously. I believe this can also be said to be a kind of brand loyalty as well.
6. Montero, Kyle. “Brands Breeding Loyalty through Digital.” IMedia Connection. IMedia Communication, 20 Aug. 2012. Web. 03 Feb. 2013. <http://www.imediaconnection.com/printpage/printpage.aspx?id=32465>.
Several brands are discussed in this article, but a few came upon my sight. Speaking of brand loyalty, coca-cola is one winner in the world of soda. Coca-Cola company knows what the customers want. It cooperates with music programs, such as having Maroon 5 writing a song for them. The teenagers could interact with Maroon 5 on twitter as well. Using this strategy, Coca-Cola gains the loyalty of teenagers.
Seventy percent of Americans would visit Macy’s online website at least once in a year. What is the key to that? Macy’s website has this service as “My Macy’s” which the customers could add their personal favorites into the site and the site would create a series of products that the customers may be interested in. Macy’s also offers the chance for customers to try the color and size in a local store, which brings the customers from online to store. All these elements compose the success of Macy’s.
Other than Coca-Cola and Macy’s, Clinique also pops in front of me. Clinique invents the three-steps skin system that focus on individual problems. Customers could compare the problems online by filling out the questionnaire. This act totally satisfy customer, which is the reason that many customers remain loyal to the brand.
7. Chaudhuri, Arjun, and Morris B. Holbrook. “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing 65.2 (2001): 81-93. Print.
Basically, this journal discusses the relationship between brand trust and brand affects, and loyalty. Loyalty toward a brand can be divided into two categories. Purchase loyalty and attitude loyalty are two different things; customer can form an attitude toward the brand he or she likes but does not buy it, vice versa. Through statistical research and experiment, authors prove that brand trust is almost related to brand loyalty. If a customer trust the brand, then he or she would be loyal to it.
8. MacNeil, Jennifer. “Why People Buy Brand Name Products.” EZine Articles. EZine Articles, n.d. Web. 3 Feb. 2013.
A lot of customers would buy a product with certain reputations, which means that if a company is willing to spend more money on advertising, the customers may be more loyal to it. Other than reputation, after the experience with the product, if the customer is comfortable with it, it is less likely for he or her to change her mind later in the future. Quality is being considered the last.
9. Hatch, David. “Starbucks Brews Loyalty With Mobile Payment.” US News 15 May 2012, Business sec.: n. pag. Print.
This news articles talks about the new invention of Starbucks. A Starbucks App is enabled in iPhone and Android in January, 2011. Customers can create their favorite beverages, pick up in the store, and even pay with the phone use loyal card. Study has shown that customers are more willing to buy coffee if they do not have to reach out to their pockets for cash or credit cards. App also makes the customer feels more special when comes into the store.
10. Chavez, Luciana. “Author Says Starbucks Is Selling a Lifestyle.” San Jose Mercury News29 Dec. 2009: n. pag. Print.
In the article, the author is introducing a book about Starbucks, but at the same time, she points out lots of facts about Starbucks and how it becomes a lifestyle. Starbucks makes its environment comfortable with music and couch, so the customers can come in with relaxation. Also, the napkins is recycled, thus the customers would give Starbucks a “doing good thing” image. People would choose to walk into Starbucks shop and feeling they are buying the best coffee, which would become a lifestyle; if you buy Starbucks, you are special.
11. Flores, Abdon. “Louis Vuitton, the Birth of Modern Luxury.” Lifestyle. 160g Magazine, 19 Oct. 2012. Web. 05 Feb. 2013.
This article talks about how Louis Vuitton becomes an icon of luxury over years. When Louis Vuitton first started his business, Emperor Eugene asked him to make his personal luggage. This act really boost up Louis Vuitton’s reputation among France and the world. People can see L.V.’s luggage in a five-star hotel around the world. Thus, L.V. gradually indicates the meaning of luxury. Also, when comes to advertisement, L.V. always uses the most famous face, such as Scarlett Johassan, whom indicates beauty and confident. L.V. becomes a lifestyle with many reasons, and these are definitely one of them.
12. Passariello, Christina. “Style: U.K. Bans Two Vuitton Ads.” Wall Street Journal [New York] 27 May 2010, D.7 sec.: n. pag. Print.
In the news, even though most of the time the author is focusing on the reason that L.V. ads are banned, but she also points out the fact that, consumers would rather buy a brand with reputations, such as Gucci, Hermes, and Louis Vuitton. Brand with reputation and luxurious history are reasons that lead the consumer to buy its product. Even though the ads are a bit “misleading”, but banning an ad is the quickest way for the ad to spread on internet.
13. Kang, Stephanie, Janet Adamy, and Suzanne Vranica. “TV Campaign Is Culture Shift For Starbucks; Facing Slower Sales, Company Built on Buzz Turns to National Ads.” Wall Street Journal [New York] 17 Nov. 2007, A1 sec.: n. pag. Print.
The article points out that Starbucks earlier strategy is not traditional commercial on TV style, but a “sharing among consumers” style when the store first stared at Seattle. Recent years, as different company rise, Starbucks started to get into national advertising because they want to “make those people who have not yet experience Starbucks can have a look on it”.
14. Fashion Culture: Creative Work, Female Individualization
Angela McRobbie
Feminist Review , No. 71, Fashion and Beauty (2002), pp. 52-62
Published by: Palgrave Macmillan Journals
Article Stable URL: http://www.jstor.org/stable/1396021
The journal points out the fact that women would spends lots of money to be individual among peers. When the UK government was happy about the
15. ”About Tiffany & Co.” Tiffany & Co. For The Press. Tiffany & Co., n.d. Web. 26 Feb. 2013.
This site clearly shows the timeline of Tiffany’s history first when Mr. Tiffany started the store in New York City. His design was so unique that every woman in town wanted to have his jewelry. Women in New York were tired of the European or the Victorian style; thus, when Tiffany first came out with the “American style”, people were surprised. Tiffany and Co. shined during Paris World’s fair and started the path to fame. Mr. Tiffany introduced the idea of engagement ring. Tiffany & Co. has also been the maker of the Super Bowl ring.
16. ”About Starbucks – History of Starbucks.” About Starbucks – History of Starbucks. Starbucks, n.d. Web. 26 Feb. 2013.
This site talks about the history of Starbucks. Starbucks started the coffee empire in Seattle, WA. They imported mocha when they first started the business, and several other kinds of coffee. Starbucks did not stop the expanding through out America; after all, they also expanded oversea, such as Europe and Asia.
17. Horovitz, Bruce. "Starbucks CEO Schultz on Digital Innovation." USA Today. Gannett, 25 Apr. 2013. Web. 09 May 2013.
This interview with Mr. Schultz points out the things he had done to bring Starbucks back from the downs when he was not the CEO of Starbucks. He shared his points in life that also kept Starbucks from where it belongs. He also talks about his future plans to Starbucks.
18. Smcinty1. "Brand Loyalty: What It Is, Why It Matters, and the Uphill Battle It Faces (Part I)." The Media of Tomorrow Today. Wordpress, 23 Feb. 2013. Web. 09 May 2013.
This article shares the idea of how brand loyalty start. People think that they are define by what they buy. They stick to the products or the brands that they think would best define who they are. Also, when people feel connected with a certain brand, brand loyalty is also formed.
19. Tepper, Rachel. "Starbucks Brand Loyalty Keeps It Ahead Of The Artisanal Coffee Movement." The Huffington Post. TheHuffingtonPost.com, 07 Mar. 2013. Web. 09 May 2013.
Even though Starbucks raised its price in early 2012, people still go to Starbucks. They are not just selling coffee, they are selling a value of convenience, when there are Starbucks everywhere, and a value of welcome, which you can sit in the store just for a coffee with free wifi and big couches. "'The enduring brand loyalty is about the core offerings, which is not just coffee,' Raghubir explained. 'It is the experience of going to Starbucks.' Seasonal offerings and promotions, too, have helped keep the brand fresh."
20. Kotter, John. "Barriers to Change: The Real Reason Behind the Kodak Downfall."Forbes. Forbes Magazine, 02 May 2012. Web. 10 May 2013.
This article points out the reason Kodak got out of business. The CEO made a poor decision that failed to help Kodak to come back from the downs. Kodak was once a innovative brand. People loved it because of its core idea. However, as time passed, the leaders stopped listening what the customers actually wanted. They did not see the needs of consumers and that caused them to bankruptcy. Fuji caught up the competition and beat Kodak in old technology while Kodak did not do a good job getting into the new technology world.
21. Sunshine, James. "10 Brands That Will Disappear In 2012: 24/7 Wall St." The Huffington Post. TheHuffingtonPost.com, 22 June 2011. Web. 10 May 2013.
I particularly focus on My Space because it seems that My Space has already disappeared from the market. The article points out several brands that are lack of ability to compete in the market, when there are more and more other different technology coming out. For My Space, Facebook totally took away its audience.
The research of Dr. Panwar is really useful to my project because it includes the comparison of different fashion strategies. The research compares fashions of different generations and finds out the uniqueness of fashion. It also talks about how a brand can become a lifestyle. I believe this is would help me a lot. A brand is not just something that produces products but must be something that is unique and emotional. Customers need to feel connected with the brand. How luxury system works and how to manage a brand are also important in my topic. Some of the brand would use “range product strategy”, such that it would produce several different products. In the research, many other strategies are mentioned.
2. Cayo, John. Jewelry Industry: Tiffany & Co. N.p.: John Cayo, n.d. PPT.
This powerpoint points out the fact that, even though nowadays the economy is not good, wealthy people will still buy these luxuries because this is a kind of “brand loyalty”. The trick of making customers loyal to one particular brand is to make them believe in a faith. In Tiffany’s case, the company used commercials to make the customer believe that “diamond” is a necessity, not a luxury; therefore, the blue box becomes a symbol of proposing and marriage. Innovative designers are also important in the process as well; a good designer would create something that leaves an impression in consumer’s mind.
All these information really helps me with the knowledge of fashion loyalty by going through different strategies that Tiffany & Co. uses.
3. Riordan, Staci. “Fashion Law 101: Sensory Trademarks.” Fashion Law Blog. Fox Rothchild, 1 Jan. 2012. Web. 03 Feb. 2013. <http://fashionlaw.foxrothschild.com/2012/01/articles/fashion-design-copyright/fashion-law-101-sensory-trademarks/>.
The article talks about one particular strategy that the fashion brand should consider to make customer loyal to its brand, which is to have multiple sensory connected. For example, music could change the mood of consumers significantly. If the music were played over and over, it would be a symbol of the brand. Thus, the more connection a brand has with customers, the stronger bind they would have with the brand.
4. Parr, Shawn. “Shawn Parr: Why Brands Are Like People.” PSFK. PSFK, 20 Jan. 2013. Web. 03 Feb. 2013. <http://www.psfk.com/2013/01/humanizing-brands.html>.
Shawn Parr describes a brand as a human being with emotions, differences, desire of love, and innovation. First of all, leaders and the staffs of the brand need to know the potential of a brand in order to make the best of it. One should consider questions like, how can I make an impression? What would people want to see? Different brand would have different potentials. Some brands are for house decorating, some for coffee, and others may be for fashion. A brand has personalities; the staff must understand the purpose of the brand and goals. Every brand would get old time after time. Like human, it needs from refreshment. Starbucks would spend $35 millions to make sure its staffs still works with passion and understand the true meaning of Starbucks.
5. Thompson, Craig J. “The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization.” Journal of Consumer Research 3rd ser. 31 (2004): 631-42. JSTOR. Web. 3 Feb. 2013.
I am not sure if this journal will be include in my literature review article, but I find this really interesting. Starbucks has been expanding its territory worldwide; some local coffee shops are closing up because of that. The research conducted in the journal indicates that people from other countries tend to buy a more “international” kind of coffee instead of local coffee. The store settings, music, and scent plays a big part in it. For example, New York Times would be put in the shop, which gives the customers a sense of reading, relaxing, and studying. Starbucks also has its own paper bag; this may seems nothing but actually the customer would consider it as a sign of high quality subconsciously. I believe this can also be said to be a kind of brand loyalty as well.
6. Montero, Kyle. “Brands Breeding Loyalty through Digital.” IMedia Connection. IMedia Communication, 20 Aug. 2012. Web. 03 Feb. 2013. <http://www.imediaconnection.com/printpage/printpage.aspx?id=32465>.
Several brands are discussed in this article, but a few came upon my sight. Speaking of brand loyalty, coca-cola is one winner in the world of soda. Coca-Cola company knows what the customers want. It cooperates with music programs, such as having Maroon 5 writing a song for them. The teenagers could interact with Maroon 5 on twitter as well. Using this strategy, Coca-Cola gains the loyalty of teenagers.
Seventy percent of Americans would visit Macy’s online website at least once in a year. What is the key to that? Macy’s website has this service as “My Macy’s” which the customers could add their personal favorites into the site and the site would create a series of products that the customers may be interested in. Macy’s also offers the chance for customers to try the color and size in a local store, which brings the customers from online to store. All these elements compose the success of Macy’s.
Other than Coca-Cola and Macy’s, Clinique also pops in front of me. Clinique invents the three-steps skin system that focus on individual problems. Customers could compare the problems online by filling out the questionnaire. This act totally satisfy customer, which is the reason that many customers remain loyal to the brand.
7. Chaudhuri, Arjun, and Morris B. Holbrook. “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing 65.2 (2001): 81-93. Print.
Basically, this journal discusses the relationship between brand trust and brand affects, and loyalty. Loyalty toward a brand can be divided into two categories. Purchase loyalty and attitude loyalty are two different things; customer can form an attitude toward the brand he or she likes but does not buy it, vice versa. Through statistical research and experiment, authors prove that brand trust is almost related to brand loyalty. If a customer trust the brand, then he or she would be loyal to it.
8. MacNeil, Jennifer. “Why People Buy Brand Name Products.” EZine Articles. EZine Articles, n.d. Web. 3 Feb. 2013.
A lot of customers would buy a product with certain reputations, which means that if a company is willing to spend more money on advertising, the customers may be more loyal to it. Other than reputation, after the experience with the product, if the customer is comfortable with it, it is less likely for he or her to change her mind later in the future. Quality is being considered the last.
9. Hatch, David. “Starbucks Brews Loyalty With Mobile Payment.” US News 15 May 2012, Business sec.: n. pag. Print.
This news articles talks about the new invention of Starbucks. A Starbucks App is enabled in iPhone and Android in January, 2011. Customers can create their favorite beverages, pick up in the store, and even pay with the phone use loyal card. Study has shown that customers are more willing to buy coffee if they do not have to reach out to their pockets for cash or credit cards. App also makes the customer feels more special when comes into the store.
10. Chavez, Luciana. “Author Says Starbucks Is Selling a Lifestyle.” San Jose Mercury News29 Dec. 2009: n. pag. Print.
In the article, the author is introducing a book about Starbucks, but at the same time, she points out lots of facts about Starbucks and how it becomes a lifestyle. Starbucks makes its environment comfortable with music and couch, so the customers can come in with relaxation. Also, the napkins is recycled, thus the customers would give Starbucks a “doing good thing” image. People would choose to walk into Starbucks shop and feeling they are buying the best coffee, which would become a lifestyle; if you buy Starbucks, you are special.
11. Flores, Abdon. “Louis Vuitton, the Birth of Modern Luxury.” Lifestyle. 160g Magazine, 19 Oct. 2012. Web. 05 Feb. 2013.
This article talks about how Louis Vuitton becomes an icon of luxury over years. When Louis Vuitton first started his business, Emperor Eugene asked him to make his personal luggage. This act really boost up Louis Vuitton’s reputation among France and the world. People can see L.V.’s luggage in a five-star hotel around the world. Thus, L.V. gradually indicates the meaning of luxury. Also, when comes to advertisement, L.V. always uses the most famous face, such as Scarlett Johassan, whom indicates beauty and confident. L.V. becomes a lifestyle with many reasons, and these are definitely one of them.
12. Passariello, Christina. “Style: U.K. Bans Two Vuitton Ads.” Wall Street Journal [New York] 27 May 2010, D.7 sec.: n. pag. Print.
In the news, even though most of the time the author is focusing on the reason that L.V. ads are banned, but she also points out the fact that, consumers would rather buy a brand with reputations, such as Gucci, Hermes, and Louis Vuitton. Brand with reputation and luxurious history are reasons that lead the consumer to buy its product. Even though the ads are a bit “misleading”, but banning an ad is the quickest way for the ad to spread on internet.
13. Kang, Stephanie, Janet Adamy, and Suzanne Vranica. “TV Campaign Is Culture Shift For Starbucks; Facing Slower Sales, Company Built on Buzz Turns to National Ads.” Wall Street Journal [New York] 17 Nov. 2007, A1 sec.: n. pag. Print.
The article points out that Starbucks earlier strategy is not traditional commercial on TV style, but a “sharing among consumers” style when the store first stared at Seattle. Recent years, as different company rise, Starbucks started to get into national advertising because they want to “make those people who have not yet experience Starbucks can have a look on it”.
14. Fashion Culture: Creative Work, Female Individualization
Angela McRobbie
Feminist Review , No. 71, Fashion and Beauty (2002), pp. 52-62
Published by: Palgrave Macmillan Journals
Article Stable URL: http://www.jstor.org/stable/1396021
The journal points out the fact that women would spends lots of money to be individual among peers. When the UK government was happy about the
15. ”About Tiffany & Co.” Tiffany & Co. For The Press. Tiffany & Co., n.d. Web. 26 Feb. 2013.
This site clearly shows the timeline of Tiffany’s history first when Mr. Tiffany started the store in New York City. His design was so unique that every woman in town wanted to have his jewelry. Women in New York were tired of the European or the Victorian style; thus, when Tiffany first came out with the “American style”, people were surprised. Tiffany and Co. shined during Paris World’s fair and started the path to fame. Mr. Tiffany introduced the idea of engagement ring. Tiffany & Co. has also been the maker of the Super Bowl ring.
16. ”About Starbucks – History of Starbucks.” About Starbucks – History of Starbucks. Starbucks, n.d. Web. 26 Feb. 2013.
This site talks about the history of Starbucks. Starbucks started the coffee empire in Seattle, WA. They imported mocha when they first started the business, and several other kinds of coffee. Starbucks did not stop the expanding through out America; after all, they also expanded oversea, such as Europe and Asia.
17. Horovitz, Bruce. "Starbucks CEO Schultz on Digital Innovation." USA Today. Gannett, 25 Apr. 2013. Web. 09 May 2013.
This interview with Mr. Schultz points out the things he had done to bring Starbucks back from the downs when he was not the CEO of Starbucks. He shared his points in life that also kept Starbucks from where it belongs. He also talks about his future plans to Starbucks.
18. Smcinty1. "Brand Loyalty: What It Is, Why It Matters, and the Uphill Battle It Faces (Part I)." The Media of Tomorrow Today. Wordpress, 23 Feb. 2013. Web. 09 May 2013.
This article shares the idea of how brand loyalty start. People think that they are define by what they buy. They stick to the products or the brands that they think would best define who they are. Also, when people feel connected with a certain brand, brand loyalty is also formed.
19. Tepper, Rachel. "Starbucks Brand Loyalty Keeps It Ahead Of The Artisanal Coffee Movement." The Huffington Post. TheHuffingtonPost.com, 07 Mar. 2013. Web. 09 May 2013.
Even though Starbucks raised its price in early 2012, people still go to Starbucks. They are not just selling coffee, they are selling a value of convenience, when there are Starbucks everywhere, and a value of welcome, which you can sit in the store just for a coffee with free wifi and big couches. "'The enduring brand loyalty is about the core offerings, which is not just coffee,' Raghubir explained. 'It is the experience of going to Starbucks.' Seasonal offerings and promotions, too, have helped keep the brand fresh."
20. Kotter, John. "Barriers to Change: The Real Reason Behind the Kodak Downfall."Forbes. Forbes Magazine, 02 May 2012. Web. 10 May 2013.
This article points out the reason Kodak got out of business. The CEO made a poor decision that failed to help Kodak to come back from the downs. Kodak was once a innovative brand. People loved it because of its core idea. However, as time passed, the leaders stopped listening what the customers actually wanted. They did not see the needs of consumers and that caused them to bankruptcy. Fuji caught up the competition and beat Kodak in old technology while Kodak did not do a good job getting into the new technology world.
21. Sunshine, James. "10 Brands That Will Disappear In 2012: 24/7 Wall St." The Huffington Post. TheHuffingtonPost.com, 22 June 2011. Web. 10 May 2013.
I particularly focus on My Space because it seems that My Space has already disappeared from the market. The article points out several brands that are lack of ability to compete in the market, when there are more and more other different technology coming out. For My Space, Facebook totally took away its audience.