Sponable, M., Week 5

  

During our trip to New York City, we met representatives of Big Spaceship and Andy Hilfiger himself! This was my favorite experiential leaning of the term.

Big Spaceship was an incredible experience. We viewed several of their case studies and projects. It was refreshing to see their creative environment surrounded by inspiration and hardworking team members. Their facility was the manifestation of transparency. With walls of glass and an approachable staff (including the founder and CEO) everyone can support one another. It was great having the opportunity to ask them questions about their work, environment, and responsibilities.

                                                                              Andy Hilfiger was kind enough to take time to invite us to his studio and show us his creative space. A new line he is working on is called Artistix, inspired by the paintings to the left. These works of art inspired the Harvest collection. Mr. Hilfiger gave us insight to the fashion industry and expired the different stages of the creative process. From inspiration to an idea board, to selecting the top ideas. From there creating samples, holding a fashion show, and then sending the best of the best to be mass produced.

In both advertising and fashion, companies must know their target market and how to set themselves apart. It is key to be able to find where a brand's deficit is and gather information as to why that area is not producing intended results. From there, companies can create a campaign to appeal to that audience. Whether that action is bring together painting and fashion, or yogurt and snack time, it is important to measure both success and where to improve.

This week we also did case studies. My group's study was on Harry Potter and The Deathly Hollows Part Two's release date. Our given problem was whether to keep the current date and going head to head with several competing films, or to change the date and develop marketing strategies accordingly. We chose to release the weekend prior to Halloween and to build off the holiday's hype. Our marking strategies included merchandising, costume competitions, and utilizing Warner
Bros. connections.