Tag Line

"The brand experience is created from a brand vision" (More Than a Name, Davis, 163)

Boosting the confidence on making a better you!

“Brands start with a great idea that tells a good story” (More Than a Name, Davis, 78).

Statement fof five talents

“This is where branding happens: it is the dialogue that helps create and sustain a relationship between the organization and its audience. And good branding, according to the experts, must engage” (More Than a Name, Davis, 27). The idea of the five component talents is to work them together. “Brands don’t just arrive out of nowhere. They are the product of a company ‘vision’” (More Than a Name, Davis, 43) A brand is like a pyramid built on hard stone to reach the peak of its success and keep it in shape to stay at the top. “Good branding is about pushing the creative boundaries within the context of the business of the brand. It is about understanding business. It is about creating stories” (More Than a Name, Davis, 23) The branding process takes time and in the meantime one has to figure out what works, what will work and what worked. What worked in the past for its own company or others should be a foundation to start of the company’s ideas. What works as of in the moments to keep progressing and make the company stay in the market and what will work in the future for a sense that there is nothing to change but to add on for a company to know it’s been created right. “It is about creating an entity in the consumer’s mind so that they can see it. They can see a representation but behind this representation what they actually have is a whole series of images, beliefs and actions. Effective branding is the means by which a brand can stay in a market longer and more profitably because it’s been created properly” (More Than a Name, Davis, 43)

Statement of Specialty

‘Karina Celeste will guide you through the steps of a successful look for your everyday moments in life’.

Deciding what to wear to bed can definitely change your self-esteem in the morning, and we understand that. Celeste will add that color in life what will make you feel calm, relaxed and confident from that moment you step out of bed. On a rainy day, we know what is appropriate to wear and what is expected, but you will stand out in great vivid colors for that cloudy day to become a bright sunny one, ready to match the rainbow. The night is young and so are you so why not put on some sexy and elegant outfit to go out that will fit wherever you go. 

Top Five

The five talents of our own...  We have an eye for style, we are creative and innovative, and we change the boring into authentic, we are organized and successful and we care about our staff, the people who make it happen, we have great work ethics.

Eye for style; we know how to identify what looks good and what doesn’t! We know the patterns and colors that go well with each other. We find out what you like and make it happen.

Creativity; we create timeless pieces to make you stand out. We are different! We combine our eye for style with yours. We will innovate your look for you to rock and them to follow. We bring ideas to the table.

Changing; We trade what’s boring for authentic! We will put Celeste into your wardrobe that will define your way of life and perspective of fashion and style all together.

Success; being unorganized couldn’t get you anywhere. The fun part about being organized is knowing where you stand. Our organized team can help you get there, because one simple change of color can change the whole picture. Successful in style is what we want you to be!

Ethics; we understand and listen ourselves. We work hard and together as a team. 

Talents

Growing us as a kid I always liked to draw. I didn’t know where it would take me or my ideas of why I liked it. I was always told I drew well even though as a 5 year old it must’ve been a bad drawing. I was a five year old who liked to hear I did things well and kept doing it being positive about the comments I got when I did something good. Hearing I was good at something wasn’t enough for me and I always tried to improve to be better at it and then great and then perfect, which I’m still not there, but stay positive to get there.  The positivity of people is what kept me going to keep drawing. As I got older I started to know more techniques for drawing and got better at it. When I was in 3^rd grade I heard about a fashion designer named like me who designed quinceanera dresses and I was very shocked. At that time I thought if they can design so can i. my drawing skills turned into sketches and so the idea of being a fashion designer came to be. I was good at what I did but didn’t know what to do with is or where to start. Sketching is one of my talents and im good at it because I was told I was.  I was told I was good at being creative many times and believing it was my job. I am still told how creative and patient I am for sketching

Passions

Personal passions are being creative. I always stay positive for future events, it is a passion to think big and not let myself down and start positive. I love Sketching looks for the fashion world. I have a Passion for fashion.  

Core Values

“Brand style comes from the core – that is, the values of the brand. Brand values are the belief systems behind the brand. They are usually described as succinct adjectives that are often associated with archetypal characteristics: fun, rebellious, winning or inventive, for example” (More Than a Name, Davis, 82). Karina Celeste not only cares about the brand but the ones who inspire and aspire the brand, and the most important person for us is you, our customer. The customer is usually the person not working at the company. At KC we believe we are all customers, from the people who make the purchase to our staff to our community. YOU are the reason why we style, design and inspire new looks that describe who you are and where you’re going. “A brand makes value visible: value in the product or service and value in the corporation” (More Than a Name, Davis, 30) We know how valuable your time is and that is why we offer you all you need at the convenience of one location. It will be your own big closet. “The ‘own brand’ also offers a one-stop shop for the customer – if they trust the brand, they can buy all their goods under the same label” ” (More Than a Name, Davis, 32) “Branding is important because of its relationship and impact on the world we live in. Brands affect people’s lives simply because they are part of our daily choices and decisions”(More Than a Name, Davis, 32).

Primary Product

"Many people associate brands and branding with multinational corporations, but brands exist wherever there is a competitive marketplace. They help us select one product or service over another in a complex world of increased choice, especially where the differentiation between products is slim or difficult to evaluate. Many products now have a broad range of standards and similar features or, in other cases, the service or product may have become a commodity competing on price and quality”.(More Than a Name, Davis, 12). At Karina Celeste the idea of a new and fresh band is to bring out your own personality and still keeping it chic. The Celeste girl is very glam, organized, clean, and exuberant.

From the moment the Celeste girl wakes up and depending on how she feels she grabs a look that represents who she is that day but never dressed down. The Celeste girl likes to take risks at her own style and be different with every trend she puts out there. Celeste girls are casual but fun and they are never out of style, they impose a style. Glamorous and edgy, classy and girly, successful and spontaneous, that’s how you define a real lady.

At KC we know you and what you are looking for. You will always look polished from head to toe. We glam you up by the latest styles that will make you stand out of the crowd. From the moment you step out of the house with your hair pieces, statement jewelry, sexy tops, rocking bottoms and flashy heals, you will capture everyone’s eye. Celeste girls will be the envy of the girl next door and the hypnotizer of the guys. “Brands offer a set of values, a vision and an attitude” (More Than a Name, Davis, 27). “Basically, a product (or service) is the thing that you buy and use. The brand is the promise of something. That something is intangible; it could be a guarantee of quality, a sense of prestige, or of heritage” (More Than a Name, Davis, 12)

Week 8: BOC Subliminal Message

Subliminal Advertising is a form of advertising where the advertisers images and sounds influence the customer’s response without their being conscious of it. The most current example is Wendy’s logo where in the ruffles of the collar of the logo, although in different color, the word ‘mom’ spells out. The subliminal message becomes clearer once the whole logo is one color and you can clearly see the word mom in it. Not intentionally to see it that way the word’ mom’ makes Wendy’s say that their food has been compared to moms cooking. According to the founder the logo is supposed to be his daughter Wendy as a kid at the age of 8 but lately the logo makes Wendy look older.

Examples of this could be many different things and some are worst than others. Some examples of it may also be of food. In plain sight for food advertising may be a woman eating a hotdog or a large sandwich but the subliminal message may say something else or represent a complete different thing, like she’s eating a “hotdog” making it look sexual in other context.

There are many examples of subliminal messages and not all of them are sexual but they tend to be offensive in some way. There are different ways of telling the world another thing with out them noticing it unless one tries to find more than what it really is meant. Words alone can say a lot, especially in the way they are structured or the placement and order they are in.

Week 7 Largest Fashion Retailer in the World

Inditex is one, if not, the biggest fashion retailer in the world. Amancio Ortega, the richest man in Spain and the third richest man in the world, founded the company. Currently Pablo Isla is the Chairman of Inditex. Inditex is based in Arteixo, Galicia, Spain. The company has compromised more than 100 apparel companies and more than 6,000 retail outlets operating in 86 sales markets around the world. Inditex is an apparel and fashion retailer and that is why it is the biggest fashion retailer.

Walgreen is the fourth biggest retailer in the world. Walgreens first opened in 1901. The company up until a year ago made over $66,330,00 in retail sales with 97% of worldwide USA sales. The company has been slowly expanding itself and since 2010 the company has grown 2.6% more opening stores.

Best Buy is the ninth largest retailer in the world. Founded in 1966 in Minnesota. The company is at more than $37,551,000 with 74% of USA retail sales. The company has opened 10.0% more stores as part of they growth pattern and success.

http://retailindustry.about.com/od/FrequentlyAskedQuestionsFAQs/f/Which-Retail-Clothing-Chain-Is-Worlds-Largest-Retailer-Fashion-Apparel-Clothes.htm

http://www.stores.org/2012/Top-100-Retailers

http://www.walgreens.com/marketing/about/community/history/default.jsp

Week 4 EOC: McDonnalds responce to supersize me

McDonalds is famous all around the world. There are almost 30,00 local restaurants and they have expanded themselves to over 100 countries. After the Documentary or “supersize me” in 2004 the company had a struggle due to having bad reviews from what the movie was about. The movie was about how the food could affect your health and your body. The movie was based on McDonalds and the audience was focused on ‘McDonalds is bad’ but in reality, it could have happened to any fast food restaurant chain. In the documentary the guy had to eat only McDonalds for a whole month. In this moth lapse he could order anything he wanted as long as he had it three times a day in a combo. McDonalds gained a negative reputation due to this movie, which forced McDonalds to change what they sold and how big the portions were. In the movie there was also experiments about the food and their durability for time to decompose, which was not good either. (http://www.cbsnews.com/2100-500183_162-615975.html)

McDonnalds was getting rid of the extra- large portions that were signatures to the brand. More than 13,00 restaurants in the US would stop selling the extra large portions, except when in promotions. After the Supersize me documentary movie played, McDonalds said, “The company has called the documentary “a super-sized distortion of the quality, choice and variety available at McDonald’s.” (http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/#.UgLDxIJD9kg) The company was almost forced to add more varied meals. McDonalds added salads and more fruits on their meals and happy meals for kids, for a more healthy look to the brand.

The documentary made the meals sound less healthy and more dangerous than they would be if they were eaten every day. When the sales declined, the franchises were scared of loosing. McDonalds menu changed in portions and added and got rid of several meals to balance itself out. As sales improved it was easier to pull things off the menu.  After all too much or ANYTHING is bad.

Week 3 EOC: Rolling Stone Magazine

Rolling Stone Magazine was founded in San Francisco in 1967 by Jann Wenner, student of the University of California and Ralph Gleason, a jazz critic for the san Francisco Chronicle newspaper. The first issue was in Nov. 9, 1967, with John Lennon on the cover. “The magazine’s creators intended Rolling Stone to be a barometer of the artistic tastes and political sensibilities of the student generation” (http://www.britannica.com/EBchecked/topic/507165/Rolling-Stone)

Rolling stone wanted to keep fresh to the public by changing what they published about making the magazine be a combination of professionalism and passion.

The Rolling stone was like no other by adding not only the pop culture and by having fashion advises, Rolling stone added the political spectrum.

“The magazine has won 14 National Magazine Awards for General Excellence, Design, Photography, Visual Excellence, Specialized Journalism, Feature Writing, and Reporting” (http://www.jannswenner.com/Biography/) The very interesting way to plant stories to their readers have made them gain over 12 million readers. Rolling Stones is most distinguished by its form of writing from the editor Wenner. The Magazine is one of the few to have detailed interviews and articles in depth compared to newspapers and other magazines. “Wenner’s publishing success lies in his intuitive understanding of the changing lifestyles of his readers” The Editor had been so successful that launched Men’s Journal Magazine in 1992 and has currently over 3.2 million readers.  

Week 2 EOC: John Varvetos

John was born in Detroit, MI around 1955. His nationality is Italian and American. He is a Greek American Contemporary menswear designer. “His interest in music led to a fascination with fashion. Varvatos attempted to dress like a rock star as much as he could. By the time he was a senior in high school, he worked in a men's clothing store. Varvatos continued to work in men's retail while attending Eastern Michigan University.” (http://www.notablebiographies.com/newsmakers2/2006-Ra-Z/Varvatos-John.html#ixzz2ZL3jy9RU) Started in Ralph Lauren in 1983. Moved to Calvin Klein in 1990 and then returned to Ralph Lauren as head Designer.

In 1999 he started his own company with a clothing line called Simply John Varvatos that debuted in New York for fall/winter and a year later he located his flagship store there too. His brand included accessories, handbags, watches, footwear and fragrances. In 2000 he showed his first collection and now creates the line of the high-end Converse shoes. In 2013 he released his Limited Edition Chrysler 300. His offer on the Chrysler 300 in his name offers a high-style bundle on the purchase of one where he offers a luxurious duffel bag, aviator sunglasses, and the designer’s signature cologne.

He was recognized 3 times by the council of Fashion Designers of America. His collections are all about elegance and his point of view is almost unique. He presented his male signature John Varvatos perfume in 2004.

He currently stars as one of the mentors in the NBC reality show, Fashion Star, with Nicole Richie and Jessica Simpson.
(http://www.infomat.com/whoswho/johnvarvatos.html)

Week 1 EOC: How to make it in America

How to make it in America
The idea of making it in a america is by building an american dream. there has to be a goal in the life of dreamer to have success in the right way. How to make it in america is a show where two friends want big achievements, in this case their own company. to figure out what type of company they want to start they have to do their research and lets be honest, these two guys have no clue what they are doing.
the branding idea is the essential part of the project. First one must figure out what they want to do.
There is one of the guys who thought they already had an idea but did no previous research on it prior to developing his idea through. The guy made a skateboarding company featuring a guy who wasn't even around long enough for him to be successful himself. the skateboarding idea failed due to a lack of research. Now I'm not saying it wouldn't have worked out anyway and maybe it could have.