CMN3174 Chapter 0: Article Summary - Chelsea on 5th Avenue
Document Summary
Chelsea on 5 th avenue: hyper masculinity and gay clone culture in the retail. Floor says the retail store is where items are given product identity. Flagship retail store is the best spot to understand retail branding strategy. Consumer needs to relate to the retailer in a method they can understand. Fashion branding is the cumulative image that targets customers with products, advertising and promotion organized around a coherent image as a way to encourage purchase and the repurchase of products from same company. Achieved by creating thematic retail space, in-store marketing, atmospherics and hiring sales people. Hypermasculinity shows how emotion is successful part of brand strategy. Martin levine studied gay men in 1970s (gay clone culture) Ralph lauren king of lifestyle merchandising. Book called legendary brands: unleashing the power of storytelling. 4 parts of brand narrative: aesthetics, plot, character, theme. Marc beard who was the artist for 5th avenue store: other 2 are in california (grove city) and london.
