Journal of Culture & Retail Image

: a publication of Drexel University's Design & Merchandising Program in conjunction with Drexel University Libraries :


 

 

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Volume 4
Issue 1
Spring 2011

Women, Retail Stores and Branding

Letter from the Editors
Articles




Articles

Hello Kitty: A Brand Made of Cuteness
Sara Kovarovic

Keywords: Hello Kitty / Sanrio / female marketing

Abstract

In 1974 Sanrio Co. Ltd. introduced a character named Hello Kitty, who since then has had a large impact on young girls and women throughout the world. The character began in Japan, where Sanrio Co. Ltd. is based, but is very popular in America as well. In Japan “kawaii”, or the cute aspect, influences the way consumers view Hello Kitty. Children in Japan enjoy the small aspects of the character whereas women like the innocence of Hello Kitty and the character brings out their nurturing nature. In America, women are drawn to Hello Kitty for different reasons, such as the youthful appeal of the character and the large availability of the products. Young girls in America are drawn to Hello Kitty’s appearance and colors. The simplicity of Hello Kitty’s design enables consumers to project their emotions onto the character and in turn Hello Kitty can reflect anyone’s personality. The consumer is really what makes Hello Kitty a successful character. It is difficult to say if Hello Kitty will continue to be popular in years to come, however the marketing of ‘cute’ is sure to persevere.

full text / pdf

 



Victoria's Secret: Uncovered
Kristia Morabito

Keywords: Victoria's Secret / body image / sizing / lingerie

Abstract

From their highly anticipated fashion show to their mainstream retail stores, Victoria’s Secret has flooded all avenues of marketing and is virtually everywhere. The brand’s ability to sell is tied to its unique, yet varied levels of sales channels. Does Victoria’s Secret speak to a variety of women from all different age groups and sizes? This paper will examine the direct relationship between Victoria’s Secret’s retail branding tactics and how consumers receive it. Is America’s favorite lingerie retailer painting a façade over the naturally beautiful and aiding in the trend towards an unhealthy body image in young women? What are the repercussions of having this image of ultimate sexiness?

full text / pdf


Married to the MOB: Sexually Empowering Women Across the Globe Through Brand Image
Kate Wilt

Keywords: fashion / lifestyle retailing / sexual empowerment / women's streetwear

Abstract

In the past, the streetwear clothing industry was predominantly run by and targeted towards men. Since the debut of women’s streetwear brand Married to the MOB (Most Official Bitches) in 2004, the industry has greatly changed. CEO and founder, Leah McSweeney, created a global empire, paving the way for several other women’s street wear brands to emerge safely. Married to the MOB’s branding techniques are extremely nontraditional and have, thus far, proven to be remarkably successful. With the use of clever, racy slogans that adorn the brand’s clothing and accessories, provocative images promoting the clothes, and a very upfront brand image that “sex sells”, Married to the MOB has gained a following of independent, powerful women all over the globe. What seems to be the most alluring aspect of the brand is the powerful and sexual women’s urban lifestyle to which Married to the MOB’s customers can relate. The goal of this paper is to investigate the branding techniques used by Married to the MOB to determine the correlation between the brand’s sexual image and its success.

full text / pdf


Woo for Shoes: An Obsession with Our Feet
Elyse Austin

Keywords: shoes / Jones Apparel Group

Abstract

“She's beautiful, and therefore to be wooed.” That is the slogan that adorns the entrance to Jones Apparel Groups newest concept store, Shoe Woo. This mix of favorite brands allows every woman the chance to dive into a candy store-like atmosphere and give into their shoe obsession. Nine West, owned by Jones Apparel Group, has been a fashion conglomerate for the past 30 years. With this new direction, they are now a force to be reckoned with. Well known for their impeccable service and reasonable prices, this fresh idea has evolved the brand into something dynamic for shoe lovers everywhere. By taking an insider’s look at this new brand and its consumer base this paper aims to pop the lid off of why women can never have too many shoes.

full text / pdf


Betsey Johnson: A Brand that Cartwheeled Through Four Decades
Elizabeth Hanson

Keywords: Betsey Johnson / branding / womenswear

Abstract

Betsey Johnson exploded on the fashion scene in the late 1960’s, launching a fashion revolution. Using avant garde fabrics and the inspiration of British rock, the ballerina silhouette and street fashion, she built a brand that appealed to the likes of actresses, models and even first lady at the time, Jacqueline Kennedy. Over the next four decades, Betsey Johnson the designer, and the brand, continued to evolve and flourish through interesting variations on her tried and true theme of the fun, flirty, aggressive and teasing female, topped off by over-the-top runway shows featuring a cartwheel by the designer at the end of each collection. This paper will discuss the longevity of the brand over four decades and how the 68-year-old designer continues to make a strong, passionate fashion statement.

full text / pdf

 

 

 
 
copyright 2011 : last update 03.26.2011