User:Lythammari/sandbox

"Digital Marketing"

 * The article does a good job of staying on track and no topics seem out of place or irrelevant. I specifically enjoyed reading the sub topics included in regards to how effective digital marketing has proven to be and the latest strategies used in this field.


 * The only thing that seemed a little out of place was the section on advantages and disadvantages--not because this shouldn't be included in the article itself, but it seemed a little redundant. This was already briefly discussed in the effectiveness subheading. I personally would've just combined these two and made it more lengthy.


 * The article is cohesive for the most part and does a good job of providing information on various ideas equally; the only underrepresented concept was self-regulation with digital marketing.


 * There is bias in the sources contained in the article; one of the links I explored was from the ICC which is an organization that has an agenda to promote business conduct and international trade. I believe this may be considered bias since it has a purpose rather to simply educate and provide information.


 * The article is also written at times like opinions are being presented so it definitely needs improvement in that regard.


 * For the most part, the sources are up to date and relevant (most being from 2016). This is important--especially when discussing topics like latest strategies being used in digital marketing.


 * There is very little discussion on the Talk page. Overall, this article needs a lot of improvement because it may provide good information, but since it's biased, readers can not trust the article. It defeats the point that it's supposed to resemble an encyclopedia article.

"Triple-bottom line"

 * For this article I would add reliable, peer-reviewed sources throughout the article--specifically for the supporting arguments sub topic. Lythammari (talk) 20:11, 4 February 2018 (UTC)

"Celebrity Branding"

 * For this article I try to include any sources or research that show real statistics on the subject. I would like to find some real numbers or maybe ROI on how celebrity branding could be used or avoided by marketers. There is some fluff in this article that I would remove as well. Lythammari (talk) 20:11, 4 February 2018 (UTC)


 * Instead of making the proposed changes above, I have decided I am going to add a new section to this article on famous singer fashion collaborations. Music and fashion have intersected for a very long time, and there is a huge a trend today where singers collaborate with a brand to design their own capsule collections. This section of the article will provide a few examples and hopefully shed light on how this celebrity branding tactic helps companies, and why firms choose certain singers from such a large roster of artists out there.

Famous musicians collaborating with designer brands
Society at large has embraced the fashion choices of numerous musicians, and collaboration of famous musicians and designer brands is not exclusive to the 21st century. For instance, Nirvana's lead-man, Kurt Cobain, represented 90's grunge fashion while rapper Tupac Shukar was a symbol for 90's hip hop fashion. When hip hop music sales increased throughout the 1980's and 1990's, many apparel manufacturers wanted to capitalize on the trend. Karl Kani, a clothing brand centered around urban hip hop culture, attributed most of its success to the likes of Tupac and Mos Def wearing its apparel. Music and fashion continue to intersect today due to the trend of celebrity musicians collaborating with designer brands. According to the Journal of Marketing Management, celebrity endorsement can be effective because consumers believe in the celebrity figures and consequently support the brands that the endorser markets. Evaluation of celebrity branding also suggests that credible advertising messages, coupled with the right endorser, can build consumer loyalty for the brand. Companies today often work with famous musicians to reap various benefits for their business such as increasing brand awareness. Singer and song-writer, Lana Del Rey, collaborated with H&M, and a study found that the posts containing Del Rey on the Facebook brand page received more likes than their regular posts, averaging out to around 667,000 likes per post. Over the past couple of years, many other well-known musicians have started their own capsule collections with designer brands. Lythammari (talk) 23:44, 22 February 2018 (UTC)

FENTY PUMA by Rihanna
In December 2014, Grammy award-winning artist, Rihanna became a brand ambassador and creative director of the fashion sportswear brand PUMA. In this role, Rihanna oversaw the brand's women's line which included collaborations in apparel, footwear, and accessories. In 2015, Rihanna released her first footwear collaboration with PUMA, the Creeper, which sold out within three hours of its pre-sale launch. Following the success, Rihanna and PUMA teamed up to create her very first fashion line named after her last name: FENTY PUMA by Rihanna. Each of the collection's seasons has introduced a different concept visually. The first season that dropped had roots in goth-streetwear culture, the 2017 spring/summer collection was French-inspired and described by Rihanna as, "If Marie Antoinette was going to the gym and needed something to wear." Furthermore, the 2018 autumn/winter drop features a collection influenced by different cliques of high school. The apparel pieces features elements like exaggerated block letters and preppy silhouettes all designed by the help of the singer herself. In an interview with Vogue, Rihanna said, "I have never gotten the chance to dress up in school. I always had to wear a school uniform...making this collection, I was able to have a little fun and play and create." Rihanna's last collection with PUMA dropped on March 15th, 2018 fusing race culture and beach wear. According to Rihanna, making the this collection "was definitely a challenge" but she "really wanted to make something that was completely different" than anything she's ever done before with PUMA. The introduction of Rihanna's line has not only been praised by critics and fashion bloggers, but has brought the company great success. Since the collaboration with the musician, PUMA has seen a 183% increase in searches on their site and Rihanna's velvet Creepers won Shoe of the Year Award in 2016. Lythammari (talk) 21:33, 24 February 2018 (UTC)

GUESS x A$AP Rocky
In 2016, GUESS collaborated with rapper, A$AP Rocky, on a capsule collection featuring a line of apparel and accessories for both men and women. Because A$AP Rocky is a prominent rapper who has also been known for his style and interest in the fashion industry, the Los Angeles native brand, GUESS, paired up with him to release a 90's hip-hop throwback collection with a modern spin. Referring to the initial concept of the collaboration, Rocky said, "It was just all about doing this whole throwback thing and bringing back Guess and just showing its importance in hip hop. Let’s be real, Guess was the s**t for hip hop." The line of apparel features iconic GUESS pieces like the triangle logo, colorful stripes, and distressed denim jackets with a redesigned version of the GUESS logo on the back. Most of the pieces in the collection replace the original "s" in "GUESS" as embroidered dollar signs which is meant to represent the rapper's insignia. According to Rocky, the line was also meant to feel nostalgic “I just wanted to bring back that feeling for our generation. There’s so much that they don’t know about, even with access to the Internet. I have a platform, so I’m just trying to show kids what they missed out on. They don’t know about the ‘80s and early ‘90s.” During the summer of 2017, the rapper and GUESS hosted pop up shops in New York City and West Hollywood where celebrities and fans attended to get the first chance to purchase something from the collection. Despite the buzz from his collaboration with GUESS, the company still reported a loss of $21.3 million in its fiscal first quarter as of May 2017.

Fred Perry x Amy Winehouse Foundation
Fred Perry is a British clothing brand founded in 1952 by triple Wimbledon champion, Fred Perry. The brand is known for its expensive yet casual wear, cashmere polos, sport-inspired wear, and involvement in mod culture. In 2010, the brand collaborated with the late British singer, Amy Winehouse to release a 50's and 60's inspired collection all designed by Winehouse herself. For the collection Winehouse was inspired by her own retro wardrobe and said, "I still dress like I am in the 50's." The line varies in its product assortment, featuring plaid shirts and rompers, vintage sweaters, and polos with embroidery replicating the singer's own tattoo designs. The singer was only alive during the first drop of her collaboration which featured pieces like an argyle longline sweater that she was often seen wearing in the public, as well as during her recording session with Tony Bennett. After Amy Winehouse passed away on July 23rd 2011, Fred Perry eventually received permission from her family to continue to release the rest of the collection over the next couple of years. Mitch Winehouse, the singer's father said, "When Fred Perry came to us to ask what we would like to do with the new collection, it was natural to continue. Amy loved working on both collections and would want them to be made available." The singer's collection with Fred Perry is still available for sale online, but some of the new pieces are not based on original designs by Ms. Winehouse. Instead, her tattoo artist, Henry Hate and the Fred Perry design team have collaborated to continue working on the collection. All sales from the collection's Fall 2011 and Spring 2012 pieces were donated to the Amy Winehouse Foundation. The Amy Winehouse Foundation was started by the singer's parents after she passed away, and mainly aims to prevent the effects of drug and alcohol misuse on young people. Fred Perry continues to make seasonal donations as of today.

Feedback
Hi Lyth! I like your addition to the article and think the Fenty Puma section is really well done. My only comment there would be when you say "Rihanna's latest work with the brand features..." I would just replace "latest" with a more specific time, i.e. the 2016 collection features... or whatever year/season it was. I think it will just hold up better over time as this article is enormous and I'm not sure that would be constantly updated.

I'm not sure your introductory paragraph to this section belongs here, or is necessary at all. The first 3 sentences are kind of fluffy background information that feel out of place in a Wikipedia article. Maybe something along the lines of "Musicians are often style icons representative of their time, but it wasn't until ___ when designer brands started to capitalize on their influence." It's more succinct and more relevant to the section. The latter half of the paragraph also seems redundant in that it just explains why brands collaborate with musicians, which has already been heavily detailed in the article several times (advantages/disadvantages, why brands do it, why celebrities do it, etc.) I think your excerpts about Tupac and Lana Del Rey are more relevant and should be expanded on if possible. Perhaps you could take one of those and write another section similar to the Rihanna example? I think if you're creating a section about celebrity designer brand collaboration, it makes sense to have more than one example (surely there are several you could pick if there's not a lot of information on Tupac/Lana.) Taylor Swift has a line with Keds, Kanye makes Yeezys with adidas, Beyonce has Ivy Park with Topshop, etc.

-Sydney Campbell