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    The Name Game

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    Duy Dang
    This document provides perspectives from three experts on collaborations between brands and famous designers or celebrities. Melissa Ventosa Martin, a fashion director, notes that these collaborations help smaller designers gain exposure. Julian Daynov, a brand strategy VP, says collaborations generate hype and attract new customers into stores. However, customers often only buy the collaboration pieces and not other products. The document summarizes that while collaborations create publicity, retailers remain skeptical about their profitability.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    The Name Game

    Uploaded by

    Duy Dang
    17 views18 pages
    This document provides perspectives from three experts on collaborations between brands and famous designers or celebrities. Melissa Ventosa Martin, a fashion director, notes that these collaborations help smaller designers gain exposure. Julian Daynov, a brand strategy VP, says collaborations generate hype and attract new customers into stores. However, customers often only buy the collaboration pieces and not other products. The document summarizes that while collaborations create publicity, retailers remain skeptical about their profitability.

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    THE NAME GAME

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    This document provides perspectives from three experts on collaborations between brands and famous designers or celebrities. Melissa Ventosa Martin, a fashion director, notes that these collaborations help smaller designers gain exposure. Julian Daynov, a brand strategy VP, says collaborations generate hype and attract new customers into stores. However, customers often only buy the collaboration pieces and not other products. The document summarizes that while collaborations create publicity, retailers remain skeptical about their profitability.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    17 views18 pages

    The Name Game

    Uploaded by

    Duy Dang
    This document provides perspectives from three experts on collaborations between brands and famous designers or celebrities. Melissa Ventosa Martin, a fashion director, notes that these collaborations help smaller designers gain exposure. Julian Daynov, a brand strategy VP, says collaborations generate hype and attract new customers into stores. However, customers often only buy the collaboration pieces and not other products. The document summarizes that while collaborations create publicity, retailers remain skeptical about their profitability.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    THE NAME

    THE NAME
    GAME
    GAME
    CAN ANYONE FAMOUS BE A DESIGNER?
    MELISSA VENTOSA MARTIN, FASHION DIRECTOR
    OF DEPARTURES
    These collaborations
    are also a tremendous
    vehicle to shine a light
    on smaller, more
    artisanal designers
    and artists that may
    not have the means to
    reach a certain
    consumer
    JULIAN DAYNOV, VP OF BRAND AND COMMUNICATION STRATEGY
    AT AN INTERNATIONAL BRAND CONSULTING COMPANY

    “From a pure retail-driven


    point of view, collabs are
    great for our industry.
    They generate traffic into
    our stores, attract new
    customers and let us be
    part of that “buzz” and
    “drop” and “hype”
    culture, defined by
    limitation of products,
    queuing, and even pre-
    paying for goods
    Customers get the
    ‘hype wave’
    generated by a
    particular
    collaboration and
    make their way to
    the stores of the
    brand in question,
    where they often
    get main-line
    pieces,
    SYPNOPSIS
    • This article provides a breakdown of how products is endorsed by famous
    celebrities.
    • It describe how famous actors, actresses, models, and sport athletes become
    involved in either promoting a product or launching their own lines.
    • The writer argues that a prerequisite is that they have to have substantial
    amount of followers.
    • The author concludes that some retailers believe that a famous name is just a
    scheme to generate hyperbole and it doesn’t necessarily translate to good
    reception.
    The article points out that despite
    generating great publicity, retailers remain
    skeptic about the profitability of celebrities
    line of products s
    COMPREHENSION WORK

    1. NM
    2. F
    3. T
    4. F
    5. T
    6. NM
    7. F
    8. NM
    VOCABULARY WORK
    1. Raunchy 5. Discerning
    2. Lucrative 6. Delicate
    3. Genuine 7. Skeptical
    4. Fashionable 8. Designer
    OH YEAH, I HEARD THIS
    ONE ALOTS?
    THEY ARE VERY WISE ?
    I THINK THEY ARE
    SMARTER THAN ME!
    1B.
    1. Lucrative
    2. Genuine
    3. Delicate
    4. Designer
    2. WHY DO THEY KNOW
    THESE WORDS?
    SERIOUSLY! WHY?
    OK FINE!
    ENRICHING YOUR VOCAB
    Demography: điều tra dân số
    • The demographic of female executives accounted for more
    than 30% of the total number of women working in the
    hospitality sector.
    Ingenuous: naive
    • Some minors are quite ingenuous to the enticement of gangs.
    Philanthropic: từ thiện
    • The Bill and Melinda Gates foundation is one of the largest
    philanthropic organizations in the world.
    Recant: to no longer holds a belief
    • I heard that after tasting some of the Vietnamese dishes, many foreigners had to recant their
    statements about how bland simple Vietnamese cuisine is.
    Soporific: inducing sleep.
    • I remember that my course was actually not that great, some of the lecturers there gave
    extremely dull and soporific lectures with little attention to the students’ engagement.
    Garrulous: talkative
    • Despite being very quiet and seemingly distant in class, he is a very garrulous person when it
    comes to programming – his main interest.
    Tyranny: Độc tài
    • Many people prefer democracy to a tyranny because a democracy often foster autonomy and
    change.
    Indict: to accuse or charge someone with crime
    • People who dump toxic chemical waste to the river should be indicted with heavy penalty to
    set a good example.
    • Juvenile delinquents should be indicted.
    Lament: than thở
    • The school has been lamenting the decline of students
    participations due to the spread of recent pandemic called Covid-
    19.
    Ambivalent: thờ ơ
    • Some countries still remain ambivalent toward the spread of Covid-
    19.
    Incessant: nonstop
    • Despite the incessant number of people infected by novel virus, the
    government still remains ambivalent about the issues.

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