05 7 / 2012
While our friends in the USA were cooking hotdogs and watching fireworks, in Paris we were studying Fashion branding.
Here’s what we learned on Day 3:
- Branding is an intense process. Guest speaker, and Parsons Marketing Professor Jeanine Polizzi, shared the strategy and tactics behind developing a brand, and we recognized that sometimes brand image and brand identity are not the same.
- A brand has a bank account, what you put into this account builds the brand.
- We worked on breaking down who the various luxury brand customers are, working in our groups, and were surprised to identify that between Dior, Chanel, JP Gaultier and Versace, the customers are each very different.
- We also brainstormed for each other, on the various fashion categories. It was great to learn from each other, new brands and new insights on our topics such as scarves, hats and streetwear.