The following report is a brand analysis of the WHITNEY CUMMINGS brand and the GOOD FOR YOU PODCAST clothing line completed by Michelle Saiyed.
WHITNEY CUMMINGS BRAND
Whitney Cummings is a comedian, actress, and TV personality with multiple stand-up specials, movies, and TV shows. Current endeavors include the Good For You Podcast, which has launched its merchandise. The WHITNEY CUMMINGS brand is vibrant, bold, open-minded, and chaotic and encourages self-reflection and finding humor in horrible situations. Whitney Cummings has made waves in various forms of entertainment; the next phase is fashion.
GOOD FOR YOU PODCAST FASHION LINE
The fashion line is a fan merchandise line featuring basics such as t-shirts, sweatshirts, and sweatpants with accessories like socks, pins, and totes. Various designs appeal to trends, such as Wisdom design, Good For You University design, Lover design, Wild design, and Love Hate design. No clear typeface, color scheme, or design aesthetic ties the different designs together. Brand values are not represented in the merchandise, except for the Wisdom design, which features prominent quotes from the podcast, and the How Dare You Design, which has a podcast aesthetic and features a notable attitude/quote from the podcast.
WHAT WORKS
- Designs that show authenticity: Wild Crewneck, Embroidery on Love Hate design
- Bold colors: Contrasting colors like in Wild Design and Blue Hair Don't Care design.
- Accessories: totes, pins, socks: A lower price point allows for a lower barrier to entry and expands the line into multiple design areas, which can work as free marketing.
- Graphic G4Y design: Bold, represents the brand, cheeky, garners the "Where did you get that?" question, which opens the space for connection and free marketing from fans.
WHAT CAN BE IMPROVED
- Trend-based designs, such as Good For You University design, Wisdom Design, and Wild Fleece design, mirror other Fanjoy merchandise and fashion trends that make the brand seem insincere.
- Creating designs that prioritize brand values over aesthetics will help differentiate the clothing line from the WHITNEY CUMMINGS brand and allow it to stand independently.
- Focusing on the brand aesthetic by working within select typefaces and color schemes
- Creating designs for different garments, such as pants, jackets, and dresses, will help move the brand away from "fan merchandise" into a fashion brand.
HOW I WOULD IMPROVE THE CLOTHING LINE
1) Prioritize the values of the brand in the designs:
Demonstrating the brand's values in the clothing line will give it longevity and allow it to stand on its own rather than as an accessory to the brand.
Values I would like to incorporate into the clothing line:
- Laughing through hardships
- Care/love for those who are struggling or have been abandoned
- Reflection, overthinking
- Bold
- Using blessings to bless others
2) Move away from clothing trends.
Fashion, by nature, is ephemeral. While keeping up with current fashion trends can entice new customers, the speed at which trends move makes it difficult to keep up with all trends sustainably. Similarly, customers introduced to the brand through fashion trends are fair-weather supporters, seeking to replicate new trends while they are in style and drop them when the trends change. As the WHITNEY CUMMINGS brand has made a mark for itself in comedy and TV, it has a more significant potential to cultivate relationships with long-term supporters. Creating a clothing line representative of the brand's values appeals to long-term supporters and aids in strengthening the bond between the brand and the consumer while appealing to new fans by demonstrating clear values.
Copying new trends can come off as insincere and not in alignment with brand values. Authenticity is becoming a higher priority among consumers. The focus should be on maintaining and growing the relationships with consumers who align with the brand's values rather than attempting to appeal to all consumers.
3) Separate clothing line into two categories: Fan Support and Fashion Line
Separating clothing into categories of different price points allows for inclusivity while maintaining brand integrity. Clothing with simpler designs and graphic text with the brand's name or logo is at a lower price point, allowing new and old consumers to interact with the brand. Clothing with a higher price point and a greater focus on design aesthetics will aid in moving the line from fan merchandise to a fashion line with its own voice.
An example of a brand that has been able to create a fashion line that is tied to the brand and stands on its own is H3H3's Teddy Fresh. Supporters of H3H3 can purchase Teddy Fresh clothing to show support, but the design quality of the garments can stand on their own as a fashion brand for new and old customers.
Please check out the image below with an example design I created for the brand, based on my recommendations.
If you found any of the information above helpful and would like to connect, please email me at mis0112@g.harvard.edu.
