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A plain white T-shirt is just a plain white T-shirt…
Or is it?
Jami Slotnick

For The Philadelphia Fashion Incubator 

at Macy’s Center City
May, 2018
• RealValue vs 

PerceivedValue
• Brand Positioning
• Brand Persona
• Brand Reputation
• Brand Nostalgia
• Brand Research
• Brand Awareness
• Brand Power
• Brand Messaging
• Brand Evoltion
Branding in 2018
Philadelphia Fashion Incubator Presentation May 2018
RealValue vs 

PerceivedValue
BrandValue vs 

PerceivedValue
Let’s get real
Real value refers to how much it costs to produce a product,
how useful it is to the buyer and how much its 

individual components have.
• Generally easy to measure
• Costs of labor, materials shipping, marketing, product
development
BrandValue vs 

PerceivedValue
Perceived value
Perceived value is a more abstract measurement that
represents how much customers feel a product is worth. How
much money was fetched for Michael Jackson’s shoes during
the Christie’s Auction?
• Harder to determine
• Scarcity (including artificial scarcity)
• Novelty
• Cache
$?
$24 $240
$24$240
$2.40$2.40
JudgmentalVariables
Fabric content
Customer Experience

Cache 

Style
Merchandising
Price

Aspiration

Quality
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
How do you market this white T-shirt?











Here Are Three Great Tips

Liz Lang Spills
BrandValue vs 

PerceivedValue
Two stores may sell similar
dresses that cost the same
amount to produce, giving
them identical real values.
However, one dress will likely
have a higher perceived value if
its designer has a reputation
for extraordinary design and if
the dress was featured in a full
page spread of Vogue and
spotted on the red carpet
adorned by Rachel Zoe.
The same is true for jeans.
Let’s take a closer look…
Nothing comes between me and my Calvins.
Celebrity-fueled campaigns were big in the 1980s.
Magazine

Newspapers

Billboard (Out of Home)

Radio Spots

TV Commercial

Point of Sale/In-store

Direct Mail

Product Placement

Word-of-Mouth





1980s


Website (banner/hyperlinks)

SEO/PPC

Social Networks

TV & Social Integration

TV & Ecommerce Integration
Blogging (main/influencers)

Web Radio/Podcasting

Satellite Radio
Mobile Phone

Opt-in email/database

Partnership marketing

Cross Marketing/Multi-product

Fuse/Hybrid Marketing

Brand Shorts

Advertorials

Alexa

Street Teams

Contrived Events

Ellen
Review Sites

Custom App



Plus everything from
1980
Now
That’s called a paradigm shift.
What would this famous campaign look like in
today’s new media world?
Go.
You have 10 minutes to work in teams of 2-3.

So, it actually looks like this - nearly 40 years after the
scandalous CK campaign.
Brand Nostalgia
Fastest way to create emotional connectivity.
Brand nostalgia speaks to a generation much like fashion.
Brand Persona
BrandValue vs 

PerceivedValue
What is it?
A brand persona is a collection of personality traits, attitudes
and values that your brand emulates on a regular basis to help
connect with a certain audience segment. It can be a person,
character, mascot or idea.  



The easiest way to create a personality for your company is to
envision the type of person you think would be most interested
in our products and services, and create messaging for them.
These people all what to buy a white T-shirt.
But they all do not what to hear the same thing.
Demographics lie. Psychographics are trending.
Tell me I’m hot.
Tell me that your t shirt
is 100% cotton.
Tell me that i can pass as
a NoLIb Hipster
What matters
Independent Record Labels

Good Pho
A really good city bike
LaColombe Coffee
Apple/VW/Gap
Clean water in Uganda
Skiing in Telluride

Wingbowl
What matters
LGBT Rights
A Gluten-free Diet

Fashion
Finishing Online Degree
Global Warming
Hiphop Dance
VegasVacations
Birthday Celebrations
What matters
Kardashian App
Yoga
Hillary in the White House
Fat-free Everything
Johnny Depp/Adam Levine
Photography
Summers in Jersey
Blowouts at the Salon

Girls on HBO
Addicted to Dylan’s Candy Bar
How do you appeal to all of them?
What about them?
By appealing to everyone, you could be appealing to no one.
Know you’re audience and speak to them in a variety of ways.
Commit to a distinctive brand voice or platform.

(BTW, you need not shout it.)
Philadelphia Fashion Incubator Presentation May 2018
Brand Research
Who is my target market/s?
What do they think now?
What do I want them to think?
What promise, incentive or offer can I make 

to get them to think that way?
What is my competition doing to reach them?
What is my #1 key differentiator?
How will I measure success year one and beyond?
Brand Research
A ton of money is
spent on research.
Brand research is a critical component of business success
for two reasons. First, it provides a business with hard data to
make effective decisions. Second, it gives a business deep insight
into consumers' minds, because let's face it, consumers don't
always act the way they say they will..
Brand Research
Surveys
Focus Groups
Interviews
Competitive Landscape Audit
Google
Brand Positioning
Brand Positioning
Brand Positioning
What is it?
A brand`s positioning is the place in the consumers mind
that you want your brand to own. It is the benefit you want
your consumer to perceive when they think of your brand. 



A strong brand position means that the brand has a unique,
credible and sustainable position in the mind of the consumer.
A brand’s positioning usually results in a tagline.
And that tagline is drilled into 

our heads over and over again.
on multiple platforms in multiple ways.



You will tire of your tagline way 

before the rest of the world. 

I’m lovin’ it
Because I’m worth it
If you don’t look good, we
don’t look good
You’re not you 

when you’re hungry
Don’t leave home without it
The ultimate driving machine
A diamond is forever
The best a man can get
Play. Laugh. Grow.
Maybe she’s born with it.
Maybe it’s________
Brand Awareness
What is it?
The extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product.
Expressed usually as a percentage of target market, brand
awareness is the primary goal of advertising in the early months
or years of a product's introduction.
Ways to do it
• Partner with other brands

• Refer a friend
• Guest blog
• Tap social influencers
• Good old fashion PR

• Be philanthropic, kind and network with intention
Here’s how other giants did it.
• How will you create optimal brand awareness among your
target market? 

• How will you differentiate yourself?
• How will you cut through the noise?
• How will you keep it going?
• What’s your end game?
Brand Reputation
Brand Reputation
Dolce & Gabbana
Abercrombie & Fitch
Urban Outfitters
John Galliano for Dior
Steve Madden
Starbucks
Comcast
Facebook
The Weinstein Company
The Trump Organization
Brand Reputation
What areYOU doing right now to 

monitor your brand’s reputation?
There are free and low cost options

that will help.When is the last time you did a
vanity search for yourself or your brand? 

Have you set Google Alerts? 

Are you tracking hashtags via Hootsuite?



Check these tools out when you have a moment.
Brand Reputation
What’s your brand
image right now?
Brand Reputation
Your Look Book is One Click Away
Brand Reputation
Brand Reputation
Brand Reputation
Brand Reputation
Brand Reputation
Brand Messaging
Brand Messaging
Brand messaging refers to the underlying value proposition
conveyed and language used in your content. It's what makes
buyers relate to your brand by inspiring them, persuading
them, motivating them, and ultimately making them want to 

buy your product.
What is it?
Brand Messaging
FollowYour CoreValues. 

What is important to you?



You are a big part of your business, and your customers love
and value what you do.Your core values should be at the center
of your brand messaging so that they are as authentic as
possible. 



It is not possible to develop a strong brand message that is the
complete opposite of who you are as a person.
Brand Messaging
KeepYour Messaging Simple It’s hard to keep up with a million
brand messages. As a business owner, you should not be trying
to think about every customer under the sun; you will not be as
sincere that way. Pick just one or two concepts to convey, so
that you can concentrate your content and make 

it most effective.
Brand Messaging
So, what are some of the best brand messages of
the 21st Century? Let’s take a peak at what

Ad Age says.
Brand Evolution
Brand Messaging
Businesses need to show evidence of being alive—businesses
learn, grow and evolve just as people do and their visual
personality needs to reflect that. 



Brand evolution allows you to stay connected with your
customer. People should be able to identify with your brand and
even take ownership of it. If your customers can’t connect with
your brand, you will not get your message across to them
effectively.To succeed at this, you must be alert and open to
design trends.
Brand Evolution
Where might you find these lines? What store?
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Philadelphia Fashion Incubator Presentation May 2018
Have you ever wondered
why their logo is smiling?
 David Lamer, founder of fashion tech consultancy Core Brand
Advisors, pointed to Lark & Ro and said Amazon was building
“very sharply priced product — it’s basically easy items that
people will gravitate to and search for.” 



While many industry executives see Amazon as a competitor,
Lamer said the danger tied to Amazon isn’t so much that the
web giant is going to steal business from apparel companies, but
that apparel companies aren’t going to keep up.



“Amazon is a threat to the fashion industry because it’s a
technology that the fashion industry ought to be embracing in a
big way and they’re not,” he said.“Big data not something that's
going to happen in the future. It's happening right now."
This reflects a 

behavioral shift.
Brand Power
Brand Power
 The ability of a brand to attract a major share of

its particular market
What is it?
Fashion = Controversy
Fashion = Sociological Mirror
Fashion = Free Expression
Fashion = Power
Marketing all of this is a responsibility.
Fashion = Provocative Ambiguity
Our world is continually
changing and we as a
human race are continually
changing our reaction to it
as we grow and learn.
Sexism
Race

Drug use
Political views
Human rights
Gay rights
International acceptance
Messages from the fashion world have always been
viewed as “pushing the ethical envelope.”
Should we care?
Yes.
Especially if you
reach my eyeballs. I could be your
target audience 

in 10 years.
Remember fame, fortune and other gifts
don’t happen right away. 

Sales overnight.
Brands overtime.
Philadelphia Fashion Incubator Presentation May 2018
Take 5 minutes and thinking about these questions.
Write down your answers and share them with everyone if you’d like.
How can you continually evolve?
As an artist?
As an entrepreneur/business person?
As a community steward/change agent?
As an emerging brand?
As a mentor and a leader?
As a future successful fashion icon.
I survived
Jami
Slotnick's
Presentation
and all I got
was this
lousy T-shirt
Hey, let’s stay in touch


jami@splatworld.tv
jamislotnick@me.com
www.jamislotnick.com

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Philadelphia Fashion Incubator Presentation May 2018

  • 1. A plain white T-shirt is just a plain white T-shirt… Or is it? Jami Slotnick
 For The Philadelphia Fashion Incubator 
 at Macy’s Center City May, 2018
  • 2. • RealValue vs 
 PerceivedValue • Brand Positioning • Brand Persona • Brand Reputation • Brand Nostalgia • Brand Research • Brand Awareness • Brand Power • Brand Messaging • Brand Evoltion Branding in 2018
  • 5. BrandValue vs 
 PerceivedValue Let’s get real Real value refers to how much it costs to produce a product, how useful it is to the buyer and how much its 
 individual components have. • Generally easy to measure • Costs of labor, materials shipping, marketing, product development
  • 6. BrandValue vs 
 PerceivedValue Perceived value Perceived value is a more abstract measurement that represents how much customers feel a product is worth. How much money was fetched for Michael Jackson’s shoes during the Christie’s Auction? • Harder to determine • Scarcity (including artificial scarcity) • Novelty • Cache
  • 7. $?
  • 11. JudgmentalVariables Fabric content Customer Experience
 Cache 
 Style Merchandising Price
 Aspiration
 Quality
  • 15. How do you market this white T-shirt?
 
 
 
 
 
 Here Are Three Great Tips
 Liz Lang Spills
  • 16. BrandValue vs 
 PerceivedValue Two stores may sell similar dresses that cost the same amount to produce, giving them identical real values. However, one dress will likely have a higher perceived value if its designer has a reputation for extraordinary design and if the dress was featured in a full page spread of Vogue and spotted on the red carpet adorned by Rachel Zoe.
  • 17. The same is true for jeans. Let’s take a closer look…
  • 18. Nothing comes between me and my Calvins. Celebrity-fueled campaigns were big in the 1980s.
  • 19. Magazine
 Newspapers
 Billboard (Out of Home)
 Radio Spots
 TV Commercial
 Point of Sale/In-store
 Direct Mail
 Product Placement
 Word-of-Mouth
 
 
 1980s 
 Website (banner/hyperlinks)
 SEO/PPC
 Social Networks
 TV & Social Integration
 TV & Ecommerce Integration Blogging (main/influencers)
 Web Radio/Podcasting
 Satellite Radio Mobile Phone
 Opt-in email/database
 Partnership marketing
 Cross Marketing/Multi-product
 Fuse/Hybrid Marketing
 Brand Shorts
 Advertorials
 Alexa
 Street Teams
 Contrived Events
 Ellen Review Sites
 Custom App
 
 Plus everything from 1980 Now
  • 20. That’s called a paradigm shift.
  • 21. What would this famous campaign look like in today’s new media world? Go. You have 10 minutes to work in teams of 2-3.

  • 22. So, it actually looks like this - nearly 40 years after the scandalous CK campaign.
  • 24. Fastest way to create emotional connectivity.
  • 25. Brand nostalgia speaks to a generation much like fashion.
  • 27. BrandValue vs 
 PerceivedValue What is it? A brand persona is a collection of personality traits, attitudes and values that your brand emulates on a regular basis to help connect with a certain audience segment. It can be a person, character, mascot or idea.  
 
 The easiest way to create a personality for your company is to envision the type of person you think would be most interested in our products and services, and create messaging for them.
  • 28. These people all what to buy a white T-shirt. But they all do not what to hear the same thing. Demographics lie. Psychographics are trending. Tell me I’m hot. Tell me that your t shirt is 100% cotton. Tell me that i can pass as a NoLIb Hipster
  • 29. What matters Independent Record Labels
 Good Pho A really good city bike LaColombe Coffee Apple/VW/Gap Clean water in Uganda Skiing in Telluride
 Wingbowl
  • 30. What matters LGBT Rights A Gluten-free Diet
 Fashion Finishing Online Degree Global Warming Hiphop Dance VegasVacations Birthday Celebrations
  • 31. What matters Kardashian App Yoga Hillary in the White House Fat-free Everything Johnny Depp/Adam Levine Photography Summers in Jersey Blowouts at the Salon
 Girls on HBO Addicted to Dylan’s Candy Bar
  • 32. How do you appeal to all of them?
  • 34. By appealing to everyone, you could be appealing to no one. Know you’re audience and speak to them in a variety of ways. Commit to a distinctive brand voice or platform.
 (BTW, you need not shout it.)
  • 37. Who is my target market/s? What do they think now? What do I want them to think? What promise, incentive or offer can I make 
 to get them to think that way? What is my competition doing to reach them? What is my #1 key differentiator? How will I measure success year one and beyond?
  • 38. Brand Research A ton of money is spent on research. Brand research is a critical component of business success for two reasons. First, it provides a business with hard data to make effective decisions. Second, it gives a business deep insight into consumers' minds, because let's face it, consumers don't always act the way they say they will..
  • 42. Brand Positioning What is it? A brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. 
 
 A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer.
  • 43. A brand’s positioning usually results in a tagline. And that tagline is drilled into 
 our heads over and over again. on multiple platforms in multiple ways.
 
 You will tire of your tagline way 
 before the rest of the world. 

  • 44. I’m lovin’ it Because I’m worth it If you don’t look good, we don’t look good You’re not you 
 when you’re hungry Don’t leave home without it The ultimate driving machine A diamond is forever The best a man can get Play. Laugh. Grow. Maybe she’s born with it. Maybe it’s________
  • 46. What is it? The extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.
  • 47. Ways to do it • Partner with other brands
 • Refer a friend • Guest blog • Tap social influencers • Good old fashion PR
 • Be philanthropic, kind and network with intention
  • 48. Here’s how other giants did it. • How will you create optimal brand awareness among your target market? 
 • How will you differentiate yourself? • How will you cut through the noise? • How will you keep it going? • What’s your end game?
  • 50. Brand Reputation Dolce & Gabbana Abercrombie & Fitch Urban Outfitters John Galliano for Dior Steve Madden Starbucks Comcast Facebook The Weinstein Company The Trump Organization
  • 51. Brand Reputation What areYOU doing right now to 
 monitor your brand’s reputation? There are free and low cost options
 that will help.When is the last time you did a vanity search for yourself or your brand? 
 Have you set Google Alerts? 
 Are you tracking hashtags via Hootsuite?
 
 Check these tools out when you have a moment.
  • 52. Brand Reputation What’s your brand image right now?
  • 53. Brand Reputation Your Look Book is One Click Away
  • 60. Brand Messaging Brand messaging refers to the underlying value proposition conveyed and language used in your content. It's what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to 
 buy your product. What is it?
  • 61. Brand Messaging FollowYour CoreValues. 
 What is important to you?
 
 You are a big part of your business, and your customers love and value what you do.Your core values should be at the center of your brand messaging so that they are as authentic as possible. 
 
 It is not possible to develop a strong brand message that is the complete opposite of who you are as a person.
  • 62. Brand Messaging KeepYour Messaging Simple It’s hard to keep up with a million brand messages. As a business owner, you should not be trying to think about every customer under the sun; you will not be as sincere that way. Pick just one or two concepts to convey, so that you can concentrate your content and make 
 it most effective.
  • 63. Brand Messaging So, what are some of the best brand messages of the 21st Century? Let’s take a peak at what
 Ad Age says.
  • 65. Brand Messaging Businesses need to show evidence of being alive—businesses learn, grow and evolve just as people do and their visual personality needs to reflect that. 
 
 Brand evolution allows you to stay connected with your customer. People should be able to identify with your brand and even take ownership of it. If your customers can’t connect with your brand, you will not get your message across to them effectively.To succeed at this, you must be alert and open to design trends.
  • 67. Where might you find these lines? What store?
  • 74. Have you ever wondered why their logo is smiling?
  • 75.  David Lamer, founder of fashion tech consultancy Core Brand Advisors, pointed to Lark & Ro and said Amazon was building “very sharply priced product — it’s basically easy items that people will gravitate to and search for.” 
 
 While many industry executives see Amazon as a competitor, Lamer said the danger tied to Amazon isn’t so much that the web giant is going to steal business from apparel companies, but that apparel companies aren’t going to keep up.
 
 “Amazon is a threat to the fashion industry because it’s a technology that the fashion industry ought to be embracing in a big way and they’re not,” he said.“Big data not something that's going to happen in the future. It's happening right now."
  • 76. This reflects a 
 behavioral shift.
  • 78. Brand Power  The ability of a brand to attract a major share of
 its particular market What is it?
  • 79. Fashion = Controversy Fashion = Sociological Mirror Fashion = Free Expression Fashion = Power Marketing all of this is a responsibility. Fashion = Provocative Ambiguity
  • 80. Our world is continually changing and we as a human race are continually changing our reaction to it as we grow and learn.
  • 81. Sexism Race
 Drug use Political views Human rights Gay rights International acceptance
  • 82. Messages from the fashion world have always been viewed as “pushing the ethical envelope.” Should we care? Yes. Especially if you reach my eyeballs. I could be your target audience 
 in 10 years.
  • 83. Remember fame, fortune and other gifts don’t happen right away. 
 Sales overnight. Brands overtime.
  • 85. Take 5 minutes and thinking about these questions. Write down your answers and share them with everyone if you’d like.
  • 86. How can you continually evolve? As an artist? As an entrepreneur/business person? As a community steward/change agent? As an emerging brand? As a mentor and a leader? As a future successful fashion icon.
  • 87. I survived Jami Slotnick's Presentation and all I got was this lousy T-shirt
  • 88. Hey, let’s stay in touch 
 jami@splatworld.tv jamislotnick@me.com www.jamislotnick.com