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
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?)
Good point. That's been hit and mostly miss. At least the newest models aren't as creepy as some of the ones used previously. The guy actually looks cool....someone you may want to identify with and want to buy what he's wearing. I would name which websites show our product better than our own, but the list is far too long.
Changing the name of the company at this point would be a huge step backwards - like changing the name of K-Mart to SS Kresge.
It might help to get Joe Dahan's name and face out their if he has the marketing personality, and if he does I like the idea of a TV show featuring him. If he would do that, it would need to be one that builds class and character, though - I don't see people spending $180 for jeans promoted on a trailer trash show.
Interesting perspective. It does seem like Dahan sort of lives behind the veil of the brand somewhat. However, I've been able to locate interviews, video and print, where he discusses his background and his approach to fashion and denim. I think true "fashionistas" (I'm not one) know who he is somewhat, as do industry people I would think. But your right, his face and persona isn't really known to the general public and the average customer. I think it is an idea worth exploring, and perhaps there are plans to promote the man himself more. He was at the Melrose store opening party I read, however I didn't see any pictures of him.
There seems to be a good, cohesive social media campaign being executed. I'm not a marketing expert but I think they are using those media outlets well, and I've posted examples previously of Joe's interacting with customers and solving disputes to help build and develop long lasting relationships. Hopefully they can feature Joe more and introduce him to fans of the brand for better exposure and branding overall.
"...He was at the Melrose store opening party I read, however I didn't see any pictures of him."
I did see some pictures of Joe Dahan at that Melrose store opening, taken with guests. Maybe they're starting to let him out for special occassions, and then he goes back in the dungeon.