More In America

Starting a denim line they are both looking for a denim manufacture. “It may be to capture a new audience, to reposition a company or existing brand, or to offer something new,”(How Brands Are Made, Page 45). Since they have purchased the denim they believe this unlike the leather, and skateboards, will turn out successful. Their networking skills are still their best asset, and going to that party made it for ensuring. They both met John Varvatos, a well-known designer, after a couple of drinks they asked he could help them find a manufacture for their denim. John recommended them to his person studio to talk a little more of what they exactly wanted to do. Both didn’t have a financial or business plan, which is their down fall. All they were focused on was a manufacture and not on the business aspect. After meeting with the Head of Denim at John Varvatos their plan was immediately shot down. Since they didn’t have any financial plans the denim consultant didn’t recommend them to keep going and to stop quickly. I believe they should keep striving their denim line, just because someone doesn’t recommend it doesn’t mean you should stop what you’re trying to achieve. “Rebrands are changes to an identity, signifying to an audience that something has changed” ( How Brands are Made, Page 48).  I think trying to go for a denim line was an attempt to target a whole new demographic, which is a financial good move.  But I think they need more help trying to make their own way into the market, and not being aware they got caught in a butcher shop thinking they found a pattern cutter. Both of them should buy into another denim brand to see how the market works. “When a company buys part of another company” ( How Brands are Made, Page 49), which is known as a stake. 

How to make it in America

What both of them did that was great, was their ambitious and their networking skills. After running into his high school friend while at work he got a hold of his number and met up with him at his house later on that day. After their attempt to sell leather jackets they both decided to reposition themselves in the market.  Reposition is known as”When the brand deliberately moves its place in its market, usually to attract a new audience. Also referred to as “shifting in the market” (More Than A Name Page 26).  After paying back his cousin they asked for a $5,000 loan, they both patiently waited for an answer.   Later they met up at his long time high school friend’s house trying to persuade him into buying a photograph, denying to buy the photograph he offered to give him $3,000. They then took the money and paid his cousin back that money he owned him.  After paying back his cousin they asked for a $5,000 loan, they both patiently waited for an answer.  Receiving the loan they bought Japanese denim hoping to create and benefit from a denim line. For the denim line they have to target certain audience that will help them succeed, which is brand perception, “How a brand is viewed by its audience” ( More Than A Name, Page 32)
I think what they did wrong was money management. They first tried to invest in skateboards that they thought they could flip and end up making a profit. The professional skateboarder ended up falling off and now his boards are worthless. They both need to focus on one subject and stick to it, having too many problems to handle isn’t helping them both.  If they keep their ambitious attitude and work ethic, but still manage their spending, the denim line will be a success.