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Joe's Jeans Inc. Message Board

  • peter_norths_proctologist peter_norths_proctologist Jan 4, 2013 4:38 AM Flag

    Let's talk about branding

    We all know that Joe's is trying to postition itself as a lifestyle brand, and not just a jean company. So let's compare the Joe's brand name with some of its competitors' brand names. See if you can tell me what is wrong with this picture:

    1) Ralph Lauren
    2) Michael Kors
    3) Tommy Hilfiger
    4) Perry Ellis
    5) Steve Madden
    6) Joe's

    Here's my question? Why isn't Joe Dahan (the designer and creator of Joe's Jeans) being spotlighted as the company's fashion guru in the branding of this company? When somebody on the street sees the "Joe's" logo, the first impression they get is that it's just a common generic name appropriated on the cheap. Nobody really asks, "Who is Joe?" Most people probably think it's just a name made up to portray some sort of casual vibe. I have a sister-in-law who still believes this.

    But if these people start seeing expensive apparel stores with the name "Joe Dahan" in lights, the first reaction is, #$%$? Who is this Joe Dahan designer that merits his own store? And then they start wondering if they're missing something, and wondering why they are so stupid that they never heard of the great Joe Dahan. And those people who had vaguely heard of Joe's Jeans can now put 2 and 2 together and can start buying into the whole lifestyle offering of a flesh and blood persona instead of a corporate logo.

    The stock symbol could then be changed from JOEZ to JOED, or better yet, DHAN.

    I understand that the True Religion brand was able to succeed without involving its designer's name in the branding. But they just got lucky with timing and a bigger initial celebrity crush in my opinion.

    The "JOE'S/Joe's Jeans" brand name has reached its zenith. It served its original purpose well. Now management needs to make some bold marketing moves if they want this brand to have a real shot at the big time. Any comments?

    (PS: Imagine some famous brands; imagine where they'd be if they had used the first name only for their branding. Imagine a Don's casino hotel , or a John's suit. It's enough to make a Trump or Versace laugh. Why is Dahan willing to stoop so low?)

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