Life Style

A Lifestyle for Sale

By Frederick Keown

Vi-Lan Aram averages $4000 in sales a week for Mulberry, a United Kingdom based company making its first push into the United States economy and retail market place. With only 6 stored nationwide, brand knowledge and recognition is at a minimum causing consumer apprehension to the unknown.

“Learning what I have learned at Mason actively makes my sales grow,” said Aram following a $5,000 sale to a small family on a Sunday afternoon. This sale accounted for the entire sales goal for the Mulberry store at Tysons Galleria on a typical Sunday.

           

Aram graduated from Mason in 2008 with a B.A. in Communication with a focus in public relations.

“When talking to someone about what they don’t know, I constantly remember to use techniques I learned from communication lectures. You have to gain their trust through showing your credibility and the credibility of the brand that they may have never seen before,” said Aram. Using Aristotle’s logos, pathos and ethos Aram is able to be a proficient brand ambassador to Mulberry.

Mulberry specializes in leather goods, with an average retail cost of 1,200 per leather bag. “In the conservative area of McLean, you have to appeal to the logic and emotional appeal of the client. Without one or the other the sale is haphazard and will typically end in nothing, especially when dealing with a large price tag.” said Aram.

How do you convince an economically frugal demographic of clients to by luxury leather goods? Aram answers, “Know the product inside out, if there is a feature there is most definitely a benefits that can grab their attention.” 

“If you want to sell luxury, you need to make it a living, breathing thing,” said Aram. By being well versed in Mulberry’s brand pillars she is able to connect Americans to a brand from Sommerset, England.

When asked if she ever became frustrated or aggravated with sales, Aram stated, “that you can never be too hungry, but never to let the hunger for sales overshadow what you goal is.” In her case, to provide exceptional customer service and build a lasting relationship with a client built on trust.

“I can still remember sitting in lecture wondering how these theories, which are so vague sometimes, can help me in a real life way. I guess I am eating my own words now,” said Aram.

Aram hopes to gain a corporate position in communications with a luxury retailer in the near future. When asked if she would stay with Mulberry she stated, “Mulberry is a brand that is strong, driven and knowledgeable of its market and products. I would love to work for them further in developing their US brand. You don’t find many companies that have a strong brand that is ever changing and willing to be changed.”  

  
    

Fashion Star Meets Fashion Fan

By Eddy Campos

What is the appropriate emotion to describe how Eddy Campos felt about meeting Kara Laricks? The George Mason University Student would only say that “Excitement would be a gross understatement”. Not many people get the opportunity to meet a successful fashion designer and also hear their story. Like many other students at Mason, Eddy has another commitment. He is also a full-time Sales Manager at the Macy’s within the prestigious Tyson’s Galleria. Juggling full-time work and school has been a challenge. Despite this Eddy remains focused and determined in his pursuits. Within the Communication department he has chosen to focus his degree towards the field of Public Relations. He plans to use the experiences and skills Mason is providing to pursue a career he is passionate about. Working in the retail industry has swayed him in the direction of fashion.

Mason has already provided Eddy with fundamentals he utilizes in his current position. Including both professional and interpersonal skills. He currently monitors the location’s Impulse department. His job description includes everything from educating associates on the latest product knowledge, to maintaining open communication with vendors and communicating with the other managers that play a role in the business. All of this communication is vital to portraying a positive image to the customer. Creating a wonderful memorable experience helps to make a connection with customers. This is the organization’s main objective.

Eddy’s department boastfully carries  exclusive assortments and styles that make other Macy’s location’s envious. This creates the perfect shopping environment for hungry fashionistas. Tyson’s Galleria’s prestige has grown in the past years due to the growing affluent demographic in the Northern Virginia area. The mall has recently added a Gucci, Louis Vutton and Emporio Armani boutique. These are part of the reasons the mall is attracting much attention in the world of fashion.

Being a fashion hot spot, Tyson’s Galleria created their “All Access Fashion” event. The event took place September 28th and 29th and highlighted the latest and greatest Fall assortments. All retailers that participated were located in the mall, which made it a perfect opportunity for local style gurus to have fun and shop. As part of this event, Macy’s participated by holding their own crowd drawer: none other than this year’s Fashion Star winner Kara Laricks. Kara was one of many participants in the NBC reality show, which gathered talented upcoming designers from all around the country to compete for the opportunity to sell their designs to major fashion retailers. In the end, Kara who was labeled the “underdog” stole the Fashion Star title.

Kara’s appearance in Eddy’s department on the 29th of September also brought a great informal modeling show. The models all wore the trendiest looks from the Impulse department. They were also given the unique opportunity to interact with shoppers and talk about the looks they were wearing. A DJ played hip music to create an upbeat atmosphere for everyone. Refreshments were also served, and customers received gifts for purchasing the latest Impulse looks. On top of all the festivities, Kara took the time to tell her story. She captivated the audience with her poise and took the time to answer questions. Fans also got the chance to get a fashion consultation from Kara herself.

Eddy found Kara inspiring for many reasons. One of the main reasons is because Kara went out to make her design dream happen. As a former fourth grade teacher, she got the support and courage from her students and partner to commit to being a full-time designer. She had already received a degree, however she went back to school in her 30’s to learn the basics. She did not know how to draw or sew; two very basic fundamentals to being a designer. All she had was her passion and eagerness to learn. Hearing Kara speak “ Was an incredible experience” to Eddy. Fashion Star  enabled the talented designer to break into the sometimes unattainable fashion scene. Kara Laricks is also an open proud member of the LGBT community. Eddy states “ I plan to emulate the same courage Kara has shown by being a proud and out member of the LGBT community. She has the strength and conviction to be herself and I really admire that”.

Eddy was hoping “...to be whisked away by a gorgeous model or become apart of Kara’s entourage”. Despite the fact that this didn’t happen the experience left him revitalized. He is even more eager to make his own mark on the fashion world. He hopes to one day inspire others with his own stories of success. With all the great training and learning he is getting from Mason, there is no doubt he will find his own way. His degree in Communication will come in handy when He himself becomes a new “Fashion Star”.

It's More Than Just A Shoe...

By Jasmine Jackson

It’s more than the materialistic idea of the shoe that drives the sneakerhead. Art, communication, old philosophy, and most of all psychology defines the subculture characterized by exclusivity, uniqueness, and self-expression. Third year George Mason University communication student and sneaker collector Rasheed Parker sat down in an interview to offer his in - depth insight regarding what happens in the minds of sneaker enthusiasts and behind the scenes in sneaker collecting and trading

“I’ve always enjoyed shoes. I enjoy the design of a good looking shoe.” Parker said. His first sneaker love was the classic Reebok Pump. He explained the association of the shoe with the 1991 NBA Slam Dunk contest where Boston Celtic’s DeCovan “Dee” Brown won the contest wearing a pair of Reebok Pumps. Parker said that he and others often associate shoes with specific situations or events in history. With this association, a good feeling or stigma is then attached to the shoe.

The “sneakerhead” subculture originated in the 1980’s as a result of the mixture between athletics and hip hop. Ever since, there has been a strong partnership between hip hop and athletic sneakers. Now, the subculture has branched outside of athletics and the hip hop culture and is often associated with different elements within popular culture.

“There is a difference between wearing sneakers and being immersed in the culture. Sneaker enthusiasts have their own language and when they see a shoe, it’s more than just looking at the shoe,” said Parker. “It’s more about understanding the build of it [the shoe] and knowing what it represents.”

To Parker, Michael Jordan’s shoes represent greatness and perseverance. The 1990’s Nike commercial pitchman, Mars Blackmon, proclaims that it’s “More than just a shoe,” in reference to the Air Jordan sneaker. Parker agreed with the statement. Today, Air Jordan sneakers are still highly popular within the subculture.

Michael Jordan releases or reintroduces a shoe style every few months while crowds line up at the doors of shoe stores to buy the shoes at prices ranging from $100 to $300. People who aren’t involved in the subculture wonder what influence the shoe has on individuals to make them pay expensive prices and stand in long lines for hours. “Sneakerheads would reply that it’s all about what the shoe represents,” said Parker

Shoes or other material things don’t make a person a better person. Yet, every sneaker has its own story attached to it and that story means something different to each individual who may come in contact with the shoe. It’s so easy for someone looking in from the outside to criticize the sneakerhead subculture because of the pricing and informality. However, the ideas behind the psychological processes derive from individuals wanting to feel good about themselves and to empower others.

Ideals in the subculture can be compared to philosophies surrounding Marxism where there is a societal and economic connection with material things. Relationships, status, and worth stem from these connections Somewhere in between the buying, wearing, trading, and selling popular shoes the individual who has engrossed himself within the culture psychologically connects himself with the shoe. It’s more than just a shoe to him. The design of the shoe, the exclusivity of the shoe, the demand of the shoe, the story of the shoe, and simply the idea of the shoe all encompasses the need of the shoe and is at the basis for the subculture.

Besides being a student at Mason, Parker immerses himself in the subculture of sneaker collecting by searching and buying “hot” shoes from EBay and then flipping them for a profit. He adds that it is essential for the collector or trader to pay attention to the market and know what the “hype” is with a shoe.

“When you are in the culture, you can look at the shoe and tell if it’s hot.” He said. He then said that it is highly beneficial as a seller or trader to have connections with others who are more advanced in the business.

Parker added that the culture of sneaker collecting and trading is becoming oversaturated and that the “sneakerhead” term has become tainted.” He believes that to be a true sneakerhead, one must deeply appreciate the shoe no matter the brand. He said that 60 percent of sneaker traders, collectors, and sellers are legitimate sneaker enthusiasts while the other 40 percent are just trying to tap into the business to make money. He added that the culture used to revolve around trading, getting a deal, and helping people out. Now, many are taking advantage of the demand and are robbing people. With any sneaker trading or selling he does, Parker said that he wants to reflect how the tradition was before.

The “sneakerhead” subculture is a division within the younger generation incorporating themes of art, tradition, and psychology within its workings. The subculture will continuously advance. It is good to understand why and how it exists and the drive behind it. These individuals are passionate about their art. It’s more than just. It’s simply more than just a shoe.

Fashion Driven By Interest In The Past

By Jasmine Jackson

George Mason University alumni, Marcella Robertson and Tea Hadžić, take their creative hobby to the next level as they embark on a journey as style bloggers and clothing designers for their very own blog and brand, Moda.Mode.  An interview with Robertson delved into the background of the girls’ ambitious establishment and insight into why the business of Moda.Mode will never go out of style.

Moda.Mode was initially an idea of the Robertson and Hadžić during their senior year at Mason. Both Tea and Marcella are now graduates of Mason’s communication department.  Although the two sought different career paths, a common interest of fashion led the friends to reconvene and take their hobby of designing to a whole new level just a few years after graduation.

“I enjoy talking to people. I don’t do well at sitting at a desk.” Robertson said. She went on to explain how she and Tea had been friends for a while before the idea of Moda.Mode was incepted. “Together, we enjoy fashion magazines and shopping. I think we are pretty creative.” The two enjoy shopping at thrift stores for vintage pieces with a similar style to trends today.

Moda.Mode was originally only a WordPress blog. The blog originated when the ladies wanted to expand their fashion and shopping hobbies into something bigger. The two were also interested in having “side gigs” for themselves. In brainstorming ideas, Robertson explained how they definitely wanted to take their different hobbies and look at the bigger picture of what they could turn the hobbies into.

Moda. Mode’s blog launched in July 2012. “The blog was not very consistent but it attempted to cover different fashion topics locally and nationally.” Said Robertson. The cultures of both bloggers lived through the blog’s name. The word “moda” is Bosnian for fashion while the word “mode” is German for fashion. The variation of the word fashion in different languages reflects the diverse backgrounds of the two ladies.

The creation of Moda. Mode was fairly slow mainly due to other career objectives in the ladies’ lives. However, they wanted to expand the blog and their hobby of fashion and styling. The ladies began buying clothes from thrift stores and “reconstructing” them. “We began to remodel the clothes to fit styles of magazines while still maintaining its one of a kind characteristic.” Said Robertson. Both of the ladies knew how to sew because their mothers passed on the hobby of sewing to their daughters.

“There is something for everyone at Moda.Mode.” Robertson said. The style of Moda. Mode reflects both of the designers’ styles. “I dress for whatever mood I’m in.” Said Robertson. “At Moda.Mode, we strive to have something for every mood.” The garments can go from work to relaxation. Marcella repeated, “There is something for everyone.”

Moda.Mode’s market is typically college aged females and young adults.  The competition is widespread for the vintage and do it yourself market that Moda.Mode attempts to reach. “We rely on our affordability.” Robertson said. “Our competitors sell pieces at $90 plus.” Robertson explained. “We live in the age of Forever 21 and H&M, where females can buy brand new garments at a very reasonable price. We want Moda.Moda to compare to their prices but still maintain its uniqueness.”

Currently, the blog for Moda.Mode is undergoing reconstruction in hopes of being expanded sometime in the future. The ladies just like to go with the flow. Nothing is planned for expansion because of other endeavors. “We would love to expand and have an in shop boutique one day.” Robertson said.  “Until then, we are going to continue listening to our market and finding out what they want. However, we will continue expanding our blog to reach a broader market.” Robertson ended. The overall objective that the ladies have with Moda.Mode is maintaining consistency as an innovative and upcoming blog and brand.

“People are more courageous in what they wear now.” Robertson said. “Fashion is more risky and sometimes not as mainstream.” Marcella explains that the trend of thrifting or buying clothes and reconstructing them will not fade because of this concept. Stores are all producing the same things.  Some of the same pieces being sold in retail stores can be bought at a thrift store. To me, the trend of thrifting is convenient because clothes are less expensive at second hand thrift store and other clothing retailers.

“Fashion is a cycle. It repeats itself. I can remember playing dress up in my mother’s clothes when I was younger. Some of those same styles are present in today’s fashion.” Said Robertson. “With fashion you are dealing with a consistent interest in the past.” To me, fashion inspiration definitely comes from past trends. Fashionistas incorporate vintage styles with current styles to create different looks. The new looks seem unique when in actuality they are just variations from past styles.

“I don’t think the interest in the past will fade.” Robertson replied. “As for Moda.Mode’s future, we will see what the market wants and adapt to that. We listen to and hear our audience. Our business isn’t going away.”