Monday, March 15, 2010

RRJ #5

Reference:
Miller, C. (2010, Feb 22). Selling a celebrity look. The New York Times. Retrieved on Feb 28, 2010, from http://www.nytimes.com/2010/02/22/technology/internet/22celebrity.html


Summary:
When the pictures of celebrities by a paparazzi were put in a magazine or blog, the fans and readers analyzed the photos and wanted to know about their clothes, what the brand is, and wherethey can buy that. So publishers, bloggers, retailers, and fashion companies established a strategic alliance with each other. For example, the publishers gave information, brand, cost, the similar products, location of shop, and so on, to readers and they received a small fee from retailers or companies. Customers, especially young women, pride themselves on having products which are the same products as celebrities, so they want to buy the products which are the same as those of celebrities. If it costs a lot, they decided to buy similar one by any means.

Reaction:
It is a new way to advertise in the fashion industry, because in the past a picture was everything to advertise clothes. So the retailers and companies made an effort to reveal their products by celebrities, so they provided clothes and accessories to celebrities who came into the spotlight. The effect is really powerful; for instance, when the paparazzi snapped photos of Sienna Miller in Hollywood, she covered her face with a Korean cosmetic brand’s shopping bag; the name was Amorepacific. At that time Amorepacific was an unknown brand, but now it is the best brand among Hollywood stars and celebrities because of that photo. Sometimes the companies try to shoot fashion commercial photos look like paparazzi’s photos because it is easier to get attention from the customers. And they usually provide expensive products to celebrities because they believe customers’ tendency will help companies’ profit.

Then, why do people want to buy the same goods as celebrities’ even when it costs a lot? I think that tendency came from person’s desire to want to look like them, gorgeous and cool. So they always care about celebrities’ fashion, life style, and everything.


Monday, March 1, 2010

RRJ #4

Reference:
Ormsby, K. (2010, Feb 15). ‘Green’ is the new black: Northwest retailers offer shoppers more eco-friendly options. The Seattle Times. Retrieved on Feb 23, 2010, from
http://seattletimes.nwsource.com/html/businesstechnology/2011085403_greenretail16.html

Summary:
Recently shoppers want to buy ‘green’ products which are made of sustainable and organic materials. So manufactures and retailers were responded to that. According to the article about 66% of consumers think it is important to offer green products for companies and to buy eco-friendly products for them. This trend has continued since 2007 and nowadays as customers are more interested in the green products, and as it goes on buying them. So many fashion companies rolled out green products which were made from bamboo fabric, organic cotton, and so on. They also care about a design of products. Now ‘green’ is a great value in the fashion industry.

Reaction:
There has been a craze for ‘eco-friendly’, or ‘green’ in the fashion industry in recent years. People think it is just a movement of environment first, but awareness of people is changed from onlookers to participants. They also think if they buy some clothes which are made from organic cotton, it is good for the environment and also good for themselves. So they decide to buy eco-friendly products rather than others even when it costs a lot.

Companies always follow the customers’ needs. They launched the eco-line that was made of sustainable and organic materials. Sometimes it is related technology, so they invested in how to recycle chemical fiber. Or there is one thing as important as technology, the design of products. Customers don’t want to buy a product which is practical but not pretty. It is useless without compromising the performance or beautiful design. Hence, the company should study deeply into chasing two hares at once.