High End Fashion-Vera Wang!

In our RCS 362 class we have been talking about Vera Wang and how she is trying to expand into a more global market. On Tuesday, we listened to a radio talk show, called High-End Fashion Names at a Low-End Price. On the talk show, they talked about Vera Wang coming to Kohl’s and why. Before I listened to the show I felt that Vera Wang would not be as successful as she thought. I think that Kohl’s is a place were people shop to find inexpensive clothing. Being said, a lot of people may not even know who Vera Wang is- or would even care. After class, I remember going up to a friend and asking if they heard that Vera Wang was going to Kohl’s. They said, “Are you serious, Vera Wang? At Kohl’s?” I remember the person telling me that they were not going to buy Vera Wang anymore, because they were afraid that people were going to associate that with lower end items.

But now, after thinking about it, I feel it might be a great way for people to get a really high end brand without spending over $100.

Gap Advertisments

Gap always seems to catch the consumers' eye through their variety of television commercials. Their advertisements have been very effective through using celebrity appeal, dancing, having music to sing along to and by targeting a large number of people.

From the slim fit jeans to the boyfriend trouser pants, Gap has hired celebrities such as Orlando Bloom, Clair Danes and Patrick Wilson, Sarah Jessica Parker and Lenny Kravitz, and Madonna.

Although the commercials have different tag lines such as: “How Do You Wear It?,” “Khaki Swing,” and “Back to School ’07,” they all carry the same message that the clothes are COMFORTABLE! They all express this message through dancing, singing, music, and moving around though out each commercial. For example in the “Boyfriend Trouser” commercial the boyfriend has the pants on, but the woman thinks that she can wear them better than him. He looks very comfortable in them, but when she tries on the pants they fit her comfortably too. In the background they have the catchy song “Anything You Can Do, I Can Do Better.”

One of our favorite Gap ads is “The West Side Story (Mambo).” We believe that even though this is a few years old, they could bring it back with popularity because of the new musical craze. Hairspray, High School Musical, and even the dance reality TV shows are just a couple of examples of this popularity. It still carries the central message of comfort!

We feel that all of these marketing campaigns are very effective for promoting Gap. If they continue to follow this strategy we feel that they will be able to continue to be successful, and have a high demand for the products.