How To Make It In America Week 3

In this weeks episode of "How To Make It In America", Cam and Ben realize that they need to start organizing a plan. In order for this to take place they must ask themselves a few questions. The first one is “What do you do better than anyone else?” (http://www.forbes.com/sites/williamarruda/2013/11/12/7-questions-to-ask-when-uncovering-your-personal-brand/). Cam and Ben know the denim business better than anyone else. Ben tells his dad that he went to fashion school, has dealt with denim, and has learned how to deal with consumers. These are all benefits for the two when they are trying to create this brand. They know what sells and what does not. Another question they must ask themselves is “What makes the way you achieve results interesting or unique?” (http://www.forbes.com/sites/williamarruda/2013/11/12/7-questions-to-ask-when-uncovering-your-personal-brand/). Cam and Ben definitely have a unique way of achieving things. Cam is spontaneous and if he has an idea he will just go with it. For example, in episode three he decides to sell a bunch of skateboards in order to get the $1500 for the pattern maker. This shows that Cam doesn't care if his idea might not work but it is better to try than to just sit back. Ben is also spontaneous. He uses the money for his rent to pay the pattern maker even though this means he might get evicted. He cares so much about the denim that he doesn't want this idea to fail. These are two examples of how the men achieve things in interesting and unique ways. A third question the two men should ask themselves is “What are your true passions?” (http://www.forbes.com/sites/williamarruda/2013/11/12/7-questions-to-ask-when-uncovering-your-personal-brand/). For a brand to actually succeed their must be passion behind it. Cam and Ben are both passionate about this idea they have and are determined to do whatever it takes to succeed. They are willing to take risks. The passion they have for their denim brand shows that this brand will continue to grow in episodes to come. Overall, the two men are finally realizing that in order for their brand to succeed they must have a plan and realize their strengths and weaknesses.

More In America

When a person starts a brand they must understand the background of the product completely and become familiar with the steps taken in order for the brand to succeed. “Any successful brand needs to be part of a clearly defined set of objectives” ( More Than A Name, 41). In the second episode of the series “How To Make It In America”, Cam and Ben show both good and bad attributes they have while creating their brand. 

In this episode, Cam and Ben continue to show that they are willing to take risks. One night the two men go to their friends party so they can network. “Every product or service that operates in a competitive environment needs to be supported by branding and communication to explain to its audience why it exists or why it has changed” ( More Than A Name, 45). It is beneficial that Cam and Ben network so that people hear of their brand and become more familiar with it. While there, they notice a well-known designer. The men are introduced to the designer and are asked to join him for drinks. Soon enough, they realize that they are just two men along with many other people sitting at the table that has no importance. Ben tells Cam it is time for them to leave but Cam does something very surprising. He makes a toast to the designer which results in the designer having a meeting with them. This is an example of a good action the men take for their brand. 

When Cam and Ben go to the meeting the next day, they end up seeing the artistic director of denim. They ask him about the company’s manufacturer and the man then asks Cam and Ben who their pattern maker is. The men reply by saying they do not have one. This is when we realize they have done something wrong. “A lot of corporate identity projects fail because they are not set up properly” (Ralph Ardill, More Than A Name, 47). Cam and Ben do not know the process needed in order to create the jeans and this will set them back. They now have to make up for lost time and look for a pattern maker.

My Voice

Working in the fashion world has always been a dream of mine. Fashion allows people to express themselves to others; what a person wears helps them show not only a person’s creativity but also one’s personality.  All facets of the fashion industry excite me; however I am more focused on the business side, fashion merchandising and marketing, rather than fashion design. The business side of fashion allows many choices for a career.  One can become a fashion buyer, visual merchandiser, or a boutique owner.  All of these potential career choices excite me. I am a college student and relatively new to this field. I have not had much experience working in this field, although I worked at my aunt’s boutique and helped her dress the shop windows. I am a college student pursuing my BS degree in fashion retail management at Art Institute of Las Vegas.  After I graduate, I will travel so I can further understand fashion as it exists in different cultures.  This will provide me with a strong basis for understanding what consumers want in different cultures as well as what raw materials are available in different countries. Such travel will help me become a better buyer or visual merchandiser.

How To Make It In America

There are certain actions one must take when trying to create a successful brand. “Every part of a marketing communications mix impacts the brand: advertising, design, market research, public relations, investor relations and social responsibility” (More Than A Name, 9). The show “How To Make It In America”, shows how two men, Cam and Ben, try to create their own denim brand. It is through their actions that the audience learns some of the “do’s and don’ts” of brand creation. 

In this movie, one of the men works in a denim store selling jeans. "A company entering a crowded market place with a new product may rely on their existing brand to help it succeed" (More Than A Name, 17). This helps the entrepreneurs because they can rely on their experience they have from the denim store and have a better understanding of the local market. Risk taking, ambitiousness, and networking are utilized, all of which are invaluable in launching a successful brand. "It is this audience that has the power to change and influence the direction of branding" (More Than A Name, 32). If they network and create connections with people their brand is more likely to succeed. While they purchase leather jackets to make some money to invest in their business, Ben wants to buy a roll of unused high quality denim fabric that he thinks could be useful for the business. Ben is ambitious and is willing to take a risk.  Unfortunately, Cam says no.  Later they meet an old high school friend named David, who at Ben’s request, loans them $3,000 and Ben buys the denim.  By taking such risks, Ben shows that he believes in the brand and himself.  This also shows that he understands that investors can make or break a business.  

Unfortunately there are a few things that Ben and Cam didn’t do right in trying to get their brand created.  Their risk taking was not done in a responsible way because they obtained a loan without a repayment agreement.  They also purchased raw material without a plan as to how to use it and lacked any market research regarding products, pricing, design, and advertising.