By studying the marketing mix, it will help you understand how to promote yourself in your future profession.
Here is an exercise from Harriet Posner's book Marketing Fashion:
"The marketing mix is all about emphasis. Take each of the 7Ps of the marketing mix - product, price, place, promotion, physical evidence, process, and people - and identify a fashion brand, or retailer that you believe emphasizes a specific criterion, or group of marketing mix criteria. For example, a luxury brand may focus on product, particularly om regard to quality of design and manufacture. A High Street multiple, on the other hand, may focus on product in terms of providing up-to-the-minute fashion at an affordable price. A brand that sells primarily via the Internet, or mail order will need to pay special attention to process and consider how they integrate this with the criteria of product & price."
Use the table below to comment on the way a brand focuses on a particular marketing mix criterion. You may wish to add comments.
Bring your notes to our next lesson.
BRAND - PRODUCT - PRICE - PLACE - PROMOTION - PHYSICAL -EVIDENCE- PROCESS -PEOPLE
Friday, December 21, 2018
Sunday, December 16, 2018
Sample Power Point Presentation
Here is a sample Power Point presentaion that I've done up, and which you may use as a guide for the quantity of words to put on a slide. Also, please be sure to check to make sure that the images you choose to include on your slides correspond to the written content. Be careful of overcrowding the slide.
Two final tips:
1. Check the word order of your sentences: Subject + Verb + Object; these three elements always go together, except for one context (adding emphasis: Only if my sister comes, will I go to the cinema, too). Most of the time follow this type of word order:
The light will go inside the lamp shade.
2. Please, check your spelling. There is a spell check on all computers, be it in the power point app, or Word. Just be sure to 'impostare' your langauge to English. Use Google, the Longman Dictionary (www.ldoceonline.com ) , or an Italian-English dictionary, also because they will tell you if you need a preposition or not (e.g. ask someone a question.... not... askto someone a question. )
You may see the sample power point presentation by clicking on this link:
https://englishforbranding.blogspot.com/
Two final tips:
1. Check the word order of your sentences: Subject + Verb + Object; these three elements always go together, except for one context (adding emphasis: Only if my sister comes, will I go to the cinema, too). Most of the time follow this type of word order:
The light will go inside the lamp shade.
2. Please, check your spelling. There is a spell check on all computers, be it in the power point app, or Word. Just be sure to 'impostare' your langauge to English. Use Google, the Longman Dictionary (www.ldoceonline.com ) , or an Italian-English dictionary, also because they will tell you if you need a preposition or not (e.g. ask someone a question.... not... ask
You may see the sample power point presentation by clicking on this link:
https://englishforbranding.blogspot.com/
Friday, December 14, 2018
Unit 8 - Changing the shopping experience: Rent the Runway, New York Times Article
Directions:
Read the article. Give your opinion.
https://www.nytimes.com/2018/10/12/business/rent-the-runway-office-clothes.html
Read the article. Give your opinion.
https://www.nytimes.com/2018/10/12/business/rent-the-runway-office-clothes.html
- Do you think a similar service exists in Italy?
- If so, what is it and how does it work?
- If not, do you think such a service could work in Italy?
- How might that take form?
Unit 8 - How to use 'WILL' to express "volontà"
In general English courses, we learn:
How can we remember all these uses of WILL, and other future verb tenses?
Practice: Read the sentences. Decide the context. Decide if 'be going to' or WILL is the best verb for that context.
Example: A: This email is in French, and I don't speak any French. Can you help me?
B: Sure, no problem. I will translate (translate) it for you. But, first I have an appointment. I am going to meet(meet) my sister for lunch. I will translate it
when I return from lunch. OK?
A: That'd be great! Thanks so much!
1. Hi! I'm just getting ready to go shopping for gifts. Do you want to come with me?
I _________________ (leave) in about 20 minutes.
2. This light doesn't work. Who ____________ (go) and tell the janitor that we need a new light bulb?
3. A: It's so hot in here!
B: I agree! Here, let me.... I ______________ (turn) the heat down.
4. A: I just got confirmation: I _______________ (graduate) in July!
B: That's great news! Congratulations.
5. A: I don't feel so well.
B: Hang on a moment, and I _____________ (get) you a cup of tea.
6. A: Why do you have your coat on? We're still watching the movie.
B: It's 2:30 p.m. and my parking meter is finished. I_______________ (put) more money in the meter, so I don't get a ticket.
7. A: I'm so confused about all these verbs! Can you help me?
B: Sure. I _______________ (draw up) a table that shows all the differences.
- Present Progressive and ' be going to' are used for future PLANS = I'm going to see my family during the holidays this winter break. / I'm seeing my family during the break.
- WILL can also be used to talk about future FACTS = I will graduate in July, for sure. / Scarlett Johanssen will not make any movies next year. She's taking a year off.
- WILL can also express an UNCERTAIN FUTURE =
- What are you doing this weekend? I'm not sure. Maybe I'll go for a walk in the park with my friends, if the weather is good.
- In Unit 8, we see examples of how WILL is used to express 'volontà' =
- Just a moment. I'll call my manager and ask if she agrees to your price.
How can we remember all these uses of WILL, and other future verb tenses?
- Read often in English
- Watch TV series/movies in English with subtitles
- Find a conversation partner
Practice: Read the sentences. Decide the context. Decide if 'be going to' or WILL is the best verb for that context.
Example: A: This email is in French, and I don't speak any French. Can you help me?
B: Sure, no problem. I will translate (translate) it for you. But, first I have an appointment. I am going to meet(meet) my sister for lunch. I will translate it
when I return from lunch. OK?
A: That'd be great! Thanks so much!
1. Hi! I'm just getting ready to go shopping for gifts. Do you want to come with me?
I _________________ (leave) in about 20 minutes.
2. This light doesn't work. Who ____________ (go) and tell the janitor that we need a new light bulb?
3. A: It's so hot in here!
B: I agree! Here, let me.... I ______________ (turn) the heat down.
4. A: I just got confirmation: I _______________ (graduate) in July!
B: That's great news! Congratulations.
5. A: I don't feel so well.
B: Hang on a moment, and I _____________ (get) you a cup of tea.
6. A: Why do you have your coat on? We're still watching the movie.
B: It's 2:30 p.m. and my parking meter is finished. I_______________ (put) more money in the meter, so I don't get a ticket.
7. A: I'm so confused about all these verbs! Can you help me?
B: Sure. I _______________ (draw up) a table that shows all the differences.
Friday, November 30, 2018
Two Simple Rules for using RECCOMEND and SUGGEST
Two Simple Rules for 'suggest' and 'recommend'
- Make recommendations and suggestions to specific people, or to express opinions in general (which may be your opinions, or someone else's).
1. When there are 2 subjects (2 different people, or publications) in the sentence, use this formula:
- [subject 1 + recommend/suggest ] + (that)* + [subject 2] + verb in the BASE FORM** + complement]
- *that = optional...but you may want to insert it in order to remember that there is a secondary clause to formulate.
- *the base form of the verb indicates the infinitive without 'to': for example, the base form of 'to go' would be 'go,' no matter what the subject. There is no congiuation of the verb. It always remains in the base form.
- I suggest you learn a non-European language because it will really change the way you see the world.
- John's brother recommends that he eat at a restaurant called Picholine in New York City.
- They suggested that she go to the art library in Piazza Venezia because it is one of the best in Rome.
2. When there is only 1 subject mentioned before recommend/suggest, use the gerund form of the verb:
- [subject + recommend/suggest+ GERUND FORM OF THE VERB* + complement]
- *the GERUND always remains in the gerund form
- recommend/suggest may be congiugated into any verb tense
- I recommend reading and listening a lot in English to help you remember verb patterns.
- My favorite high school teacher always suggested going to Shakespeare plays.
- Jane recommends seeing the Villa Borghese first in Rome.
- The City Guide suggested starting an art tour at the Galleria Borghese.
Practice: Put the verb in the correct form: the BASE FORM of the verb, or the GERUND, depending on the number of subjects in it. Remember, a subject is a person, place, or thing and comes before a verb in English.
A)
1. Joe's mom recommended we ________ (buy) him a new skateborad for his birthday.
2. The Lonley Planet guide always suggests _________ (sleep) at cheap hotels in order to save money.
3. Would you suggest I _________ (study) abraod? Do you think it will help my future career?
4. I'd like to recommend you _________ (take) a trip to New York City.
5. May I suggest he ___________ (call) later, say, in about two hours? The manager is busy now.
6. To improve public singing, Joan recommends ___________ (going) to a Karaoke bar.
7. My mother has always suggested that I __________ (have ) a good singing voice.
8. The doctor recommended ___________(take) vitamin C every day in the winter.
9. When it rains a lot in Rome, Romans suggest you ___________ (stay) home, if possible.
10. What would you recommend I _____ (do)?
B) Conversation: make recommendations and suggestions for each other. Use the correct form of the verb. Give your honest opinions. Switch roles after 3 questions.
1. I have to review my English grammar. Could you recommend a website? (azargrammar.com for its Power Point presentations)
2. My brother is going to study abraod next year in Rotterdam at the university where they have a program all in English. The thing is, though, that his English is only at a B2 level. Could you suggest how he could prepare?
3. I'm going to New York City over the winter holidays and want to interview for some jobs. Could you recommend some ways I could prepare?
4. My sister is coming to visit me in Rome for the first time. What would you suggest she see?
5. Could you suggest some good Italian restaurants in Rome? Where should we go?
6. I'd like to learn how to surf. Do you have any recommendations of where I could start learning how to do this sport?
Thursday, November 29, 2018
A / An / The / or Nothing? Or, a noun plural? Speaking in General in English
When we generalize in English, it is often the opposite of what you may do in your native language. Plus, understanding where to use A/AN/THE ...or a Noun Plural is confusing in English because the rules are not always consistent.
Take a look at these rules, and compare with your language.
https://owl.purdue.edu/owl/general_writing/grammar/using_articles.html
Take a look at these rules, and compare with your language.
https://owl.purdue.edu/owl/general_writing/grammar/using_articles.html
U8 - Arnold: Fashion: A Very Short Introduction - description of Comme des Garcons' new guerrilla store
On page 67 of Arnold's book, you can find a description of a guerrilla store set up by the fashion label Comme des Garcons.
Here, I've listed some vocabulary for you to review before reading. I've also edited out all of the definite and indefinite articles.
You decide if a/ an / the goes in the blank, given the context of the description.
VOCABULARY:
1. to keep with its environment = to be similar to its surroundings
2. a shell of a building = a building's skeleton, so to speak
3. to remain intact = to not be destroyed or deteriorated over history, remain original in shape
4. tiling = ceramic floors
5. patchy plasterwork = places on the wall where one can see where it was repaired
6. fittings in the rough walls = fittings are the tubes for water in the walls; rough means unrefined
7. Cabinets = containers for clothing, or dishes in a room
8. lopsided = uneven
9. battered seats = old, broken chairs
10. bare, metal rails = metal tubes with no paint
11. a stack = a pile
12. rawness = crudeness
13. to be at the forefront = to be the leader in a sector; leading the way...
pp. 67-68
"In 2007, Comme des Garcons opened 1___ new 'guerrilla store' in Warsaw. Scheduled to remain there for just one year, it was part of a programme of similar 'pop-up' shops by 2____ label; the first was in East Berlin in 2004, followed by similarly transitory boutiques in Barcelona and Singapore. Each had its own character, in keeping with its environment. In Warsaw, 3____ shell of 4___ old Soviet-era fruit and vegetable shop remained intact, with green tiling, patchy plasterwork , and traces of ripped-out fittings on the rough walls. This aesthetic was extended into 5___display cabinites, really Soviet furniture, installed to house 6____ label's range. Cabinets clung haphazardly to 7___ walls; drawers spilled out, lopsided and half open to expose shiny perfume bottles; broken chairs cascaded from the ceiling with shoes balanced precariously on their battered seats; clothes were hung on bare metal rails; and twists of wire hung from light fittings and curled on the floor, half hidden under the stacks of fittings.
The effect was of 8___ abandoned storeroom, with clothes and accessories left behind in 9____ shopkeeper's rush to leave. This atmosphere was symbolic of its geographical and historical context, with communisim abandoned in former Soviet block countries, to be replaced by capitalism. This has led to a shift from buying what was needed, or rather what was available, to shopping for what is desired and aspired to, from a wide choice of goods. 10____ rawness of the shop [was in line with] 11____ nature of guerrilla stores, which suddenly take over 12 ___ urban space. Indeed, this was 13___ label's thrid [shop] in Warsaw, 14____ first appearing in 2005 in 15_____ deteriorated passageway under 16____ bridge.
Although they might seem unplanned, such shops are part of Comme des Garcons' strategy to remain at 17____ forefront of fashion retailing. Some of 18_____ stores remain open for only 19___ few days, others 20____ year; none are advertised, other than through emails to existing customers, perhaps 21___ few posters in 22 ___ local area, and, crucially, through word of mouth. "
Go back and reread the passage, noting where the definite article is NOT used (e.g. in front of plural nouns). Why?
We put nouns in the plural and eliminate 'the' when we generalize, provided the reference is not to some place such as 'the post office', 'the supermarket', etc.
Here, I've listed some vocabulary for you to review before reading. I've also edited out all of the definite and indefinite articles.
You decide if a/ an / the goes in the blank, given the context of the description.
VOCABULARY:
1. to keep with its environment = to be similar to its surroundings
2. a shell of a building = a building's skeleton, so to speak
3. to remain intact = to not be destroyed or deteriorated over history, remain original in shape
4. tiling = ceramic floors
5. patchy plasterwork = places on the wall where one can see where it was repaired
6. fittings in the rough walls = fittings are the tubes for water in the walls; rough means unrefined
7. Cabinets = containers for clothing, or dishes in a room
8. lopsided = uneven
9. battered seats = old, broken chairs
10. bare, metal rails = metal tubes with no paint
11. a stack = a pile
12. rawness = crudeness
13. to be at the forefront = to be the leader in a sector; leading the way...
pp. 67-68
"In 2007, Comme des Garcons opened 1___ new 'guerrilla store' in Warsaw. Scheduled to remain there for just one year, it was part of a programme of similar 'pop-up' shops by 2____ label; the first was in East Berlin in 2004, followed by similarly transitory boutiques in Barcelona and Singapore. Each had its own character, in keeping with its environment. In Warsaw, 3____ shell of 4___ old Soviet-era fruit and vegetable shop remained intact, with green tiling, patchy plasterwork , and traces of ripped-out fittings on the rough walls. This aesthetic was extended into 5___display cabinites, really Soviet furniture, installed to house 6____ label's range. Cabinets clung haphazardly to 7___ walls; drawers spilled out, lopsided and half open to expose shiny perfume bottles; broken chairs cascaded from the ceiling with shoes balanced precariously on their battered seats; clothes were hung on bare metal rails; and twists of wire hung from light fittings and curled on the floor, half hidden under the stacks of fittings.
The effect was of 8___ abandoned storeroom, with clothes and accessories left behind in 9____ shopkeeper's rush to leave. This atmosphere was symbolic of its geographical and historical context, with communisim abandoned in former Soviet block countries, to be replaced by capitalism. This has led to a shift from buying what was needed, or rather what was available, to shopping for what is desired and aspired to, from a wide choice of goods. 10____ rawness of the shop [was in line with] 11____ nature of guerrilla stores, which suddenly take over 12 ___ urban space. Indeed, this was 13___ label's thrid [shop] in Warsaw, 14____ first appearing in 2005 in 15_____ deteriorated passageway under 16____ bridge.
Although they might seem unplanned, such shops are part of Comme des Garcons' strategy to remain at 17____ forefront of fashion retailing. Some of 18_____ stores remain open for only 19___ few days, others 20____ year; none are advertised, other than through emails to existing customers, perhaps 21___ few posters in 22 ___ local area, and, crucially, through word of mouth. "
Go back and reread the passage, noting where the definite article is NOT used (e.g. in front of plural nouns). Why?
We put nouns in the plural and eliminate 'the' when we generalize, provided the reference is not to some place such as 'the post office', 'the supermarket', etc.
Friday, November 16, 2018
Unit 2: Worn Stories
Go to Emily Spivak's website about her book Worn Stories which documents clothing and memory.
Read about Adam Shecter's story:
http://wornstories.com/adam-shecter/
Use it as inspiration to write your own "worn story" about a piece of clothing that 1) reminds you about a special event in your past, or 2) represents an important, or interesting time in your life.
Write it as a story, with an introduction, descriptions, and maybe even some dialogue between two or more people. Use verbs in the past tense. Please pay attention to punctuation. Refer to the blog posts here about Commas ( 1/9/15) and Colons (12/19/14) to help you.
If you are an A1-A2 student write 200 words.
If you are a B1-B2 student write 250-300 words.
If you are a high B2, C1 student, write 300-350 words.
Everyone should include a photo of the piece of clothing.
Send your stories to me by Thursday, November 22 at 5:00 p.m. so I can give you feedback during class the next day. Send them to me at my teaching email address: teachrmarye1@gmail.com
Write your story either in a Word Document, or directly in the email. That way I can give you feedback digitally.
Read about Adam Shecter's story:
http://wornstories.com/adam-shecter/
Use it as inspiration to write your own "worn story" about a piece of clothing that 1) reminds you about a special event in your past, or 2) represents an important, or interesting time in your life.
Write it as a story, with an introduction, descriptions, and maybe even some dialogue between two or more people. Use verbs in the past tense. Please pay attention to punctuation. Refer to the blog posts here about Commas ( 1/9/15) and Colons (12/19/14) to help you.
If you are an A1-A2 student write 200 words.
If you are a B1-B2 student write 250-300 words.
If you are a high B2, C1 student, write 300-350 words.
Everyone should include a photo of the piece of clothing.
Send your stories to me by Thursday, November 22 at 5:00 p.m. so I can give you feedback during class the next day. Send them to me at my teaching email address: teachrmarye1@gmail.com
Write your story either in a Word Document, or directly in the email. That way I can give you feedback digitally.
Friday, November 9, 2018
Units 1 & 2: BBC's In The Studio radio programme with the designers from Opening Ceremony
Use this link to listen to an interview with the two head designers from Opening Ceremony, based in New York City.
https://www.bbc.co.uk/sounds/play/w3csww7b
Here is the programme website for In The Studio, where you may listen to a short clip with one of the designers discussing the importance of buttons and zippers. Listen to it and explain the 2 reasons why the designer thinks attention to buttons and zippers is so important.
https://www.bbc.co.uk/programmes/w3csww7b
1.
2.
https://www.bbc.co.uk/sounds/play/w3csww7b
Here is the programme website for In The Studio, where you may listen to a short clip with one of the designers discussing the importance of buttons and zippers. Listen to it and explain the 2 reasons why the designer thinks attention to buttons and zippers is so important.
https://www.bbc.co.uk/programmes/w3csww7b
1.
2.
Unit 2 - Who is your Fashion Hero? And what do we mean by 'hero'? MOMA video
Use this link to listen to a discussion from three docents at the Museum of Modern Art in New York City discuss who their fashion heroes are, and what they really mean by that word 'hero'?
VOCABULARY:
1. Celebrities mentioned:
-Cate Blanchette, actor and movie star
-Gloria Steinem (important American who has promoted femminism in the U.S. since the 1960s, founder of Ms. magazine)
-Claire McCardell: important American designer who helped define the ready-to-wear look in the U.S. http://www.fashionencyclopedia.com/Ma-Mu/Mccardell-Claire.html
-Bruce Lee, famous martial artist, popular culture icon, movie star, and well known for his yellow tracksuit https://www.brucelee.com/
2. to project an image = to 'represent' a look by the clothes you choose to wear
3. to spearhead a new design/look = to be the first to publically introduce a new design or look (or anything)
4. landing on MARS... arriving on the Red Planet through space travel
5. "...the wearer themselves imbues the garmet or the item...." the person who chooses those garments (that look) absorbs the look 100%
6. to aspire to be someone = to actively try to be like...your hero, fashion or otherwise
7. garment = a piece of clothing
8. a small sense of heroism = feeling like a hero
9. to go hand in hand with.... to naturally go together, to automatically go togetgher, you can't have one without the other
10. to stand up taller = improve your posture so you look taller, either physically, or with clothing
11. 5'7" , 5'8" = 1m75- 1m 76 cm
12. to be amazed = to feel great wonder
Watch the video and take notes on the questions below.
https://www.youtube.com/watch?v=Tr2nL7FunuY
1. Who are their heroes?
2. What do they mean by 'hero'?
3. How do they break down 'hero'? What categories do they use?
4. Do you agree or disagree with anything they say? Why?
5. Who is YOUR fashion hero? Why?
VOCABULARY:
1. Celebrities mentioned:
-Cate Blanchette, actor and movie star
-Gloria Steinem (important American who has promoted femminism in the U.S. since the 1960s, founder of Ms. magazine)
-Claire McCardell: important American designer who helped define the ready-to-wear look in the U.S. http://www.fashionencyclopedia.com/Ma-Mu/Mccardell-Claire.html
-Bruce Lee, famous martial artist, popular culture icon, movie star, and well known for his yellow tracksuit https://www.brucelee.com/
2. to project an image = to 'represent' a look by the clothes you choose to wear
3. to spearhead a new design/look = to be the first to publically introduce a new design or look (or anything)
4. landing on MARS... arriving on the Red Planet through space travel
5. "...the wearer themselves imbues the garmet or the item...." the person who chooses those garments (that look) absorbs the look 100%
6. to aspire to be someone = to actively try to be like...your hero, fashion or otherwise
7. garment = a piece of clothing
8. a small sense of heroism = feeling like a hero
9. to go hand in hand with.... to naturally go together, to automatically go togetgher, you can't have one without the other
10. to stand up taller = improve your posture so you look taller, either physically, or with clothing
11. 5'7" , 5'8" = 1m75- 1m 76 cm
12. to be amazed = to feel great wonder
Watch the video and take notes on the questions below.
https://www.youtube.com/watch?v=Tr2nL7FunuY
1. Who are their heroes?
2. What do they mean by 'hero'?
3. How do they break down 'hero'? What categories do they use?
4. Do you agree or disagree with anything they say? Why?
5. Who is YOUR fashion hero? Why?
Unit 1 - British Vogue video: Future of Fashion series: What is a Fashion Buyer & a Trend Forecaster
Use this link and watch the video sections per the times indicated below:
https://www.youtube.com/watch?v=CQcOmHphL-4&app=desktop
If you choose to use the subtitles function on the YouTube video, please be aware that they are not always correct. Also, there is a lot of "chit chat" which may confuse you. The Denim Guy speaks really fast, so if you don't understand him, don't worry.
A) 2:31-3:38 What is Paul Smith's advice for young people starting out in the industry?
B) 3:38 -6:11 What does a fashion buyer really do? What is he/she responsible for?
C) 6:13 - 8:34 What is WGSN?
D) 8:34- 9:04 What are some places where they find influences for their forecasts?
E) 9:05 - 9:56 What does the "Demin Dude" do? Where does he search for denim trends?
F) 9:56 - end How has the fashion industry changed over the decades?
https://www.youtube.com/watch?v=CQcOmHphL-4&app=desktop
If you choose to use the subtitles function on the YouTube video, please be aware that they are not always correct. Also, there is a lot of "chit chat" which may confuse you. The Denim Guy speaks really fast, so if you don't understand him, don't worry.
A) 2:31-3:38 What is Paul Smith's advice for young people starting out in the industry?
B) 3:38 -6:11 What does a fashion buyer really do? What is he/she responsible for?
C) 6:13 - 8:34 What is WGSN?
D) 8:34- 9:04 What are some places where they find influences for their forecasts?
E) 9:05 - 9:56 What does the "Demin Dude" do? Where does he search for denim trends?
F) 9:56 - end How has the fashion industry changed over the decades?
Friday, June 1, 2018
Fashion: A Very Short Introduction: Chapter 4, pp. 67-70
Vocabulary:
1. an effect (noun) = a result based on an action
2. to affect someone or something (verb) = to have a direct influence on someone or something that results in a kind of modification
3. p. 67 : in keeping with its environment = expression that means something is done in a similar style
4. green tiling =
5. patchy plaster work = spotted walls
6. ripped out fittings on the rough walls = fittings are tubes that carry water, rough means not neat nor clean
7. cabinets =
8. drawers = cassette
9. battered seats = vecchie e rovinate sedie
10. clothes hung on rails = where clothing was hung, as if on a long, metal pipe or tube
p. 68
1. a wide choice of egads = a large variety of products
2.chimed with the nature of guerrilla stores: was in tune with, very similar to that style
3. word of mouth = passa parola
p. 69
1. be akin to = be similar to
2. a shrewd marketing device = a very clever and intelligent promotional decision
p. 70
1. kindred souls = people who have the same taste or interests
Comprehension Questions:
1. p. 67 What is a 'guerilla store'? Why do you think Comme des Garçons decided to use this type of store set up?
2. p. 67 In what ways do you think the shopping experience has been enhanced today? How might it be enhanced in the future? (You may use your favorite store as an example.)
3. p. 68 How is the subculture important to your field of study?
4. pp. 68-69 What was the resulting effect of the Comme des Garçons guerilla store?
5. p. 69 How did the Comme des Garçons attention to packaging affect other clothing stores?
Over to You:
1. What are the current trends in branding and marketing in your sector? Are they anything like the Comme des Garçons' efforts?
1. an effect (noun) = a result based on an action
2. to affect someone or something (verb) = to have a direct influence on someone or something that results in a kind of modification
3. p. 67 : in keeping with its environment = expression that means something is done in a similar style
4. green tiling =
5. patchy plaster work = spotted walls
6. ripped out fittings on the rough walls = fittings are tubes that carry water, rough means not neat nor clean
7. cabinets =
8. drawers = cassette
9. battered seats = vecchie e rovinate sedie
10. clothes hung on rails = where clothing was hung, as if on a long, metal pipe or tube
p. 68
1. a wide choice of egads = a large variety of products
2.chimed with the nature of guerrilla stores: was in tune with, very similar to that style
3. word of mouth = passa parola
p. 69
1. be akin to = be similar to
2. a shrewd marketing device = a very clever and intelligent promotional decision
p. 70
1. kindred souls = people who have the same taste or interests
Comprehension Questions:
1. p. 67 What is a 'guerilla store'? Why do you think Comme des Garçons decided to use this type of store set up?
2. p. 67 In what ways do you think the shopping experience has been enhanced today? How might it be enhanced in the future? (You may use your favorite store as an example.)
3. p. 68 How is the subculture important to your field of study?
4. pp. 68-69 What was the resulting effect of the Comme des Garçons guerilla store?
5. p. 69 How did the Comme des Garçons attention to packaging affect other clothing stores?
Over to You:
1. What are the current trends in branding and marketing in your sector? Are they anything like the Comme des Garçons' efforts?
The Gig Economy: Listening and Reading Exercise
1. Watch & Listen: The Gig Economy. Watch and listen two times to a video interview at INSEAD with Gianpiero Petriglieri, an Associate Professor of Organisational Behaviour. Circle the best option.
https://knowledge.insead.edu/career/are-you-and-your-company-ready-for-the-gig-economy-8516 0:00-2:26
definiton: Gig Economy= a situation where more and more workers are independent, or freelance, and where fewer workers are employed full time by a company or organization.
a. According to Prof. Petriglieri , do we all know that we are actually independent workers today? yes/ no
b. How many years did Petriglieri spend working independently before joining INSEAD? 15/5
c. In the U.S. and Western Europe alone how many gig economy workers are there? 150 million / 15 million
d. What interesting thing developed in the course of their research and from attending conferences?
They discovered their data was not reflective of actual company practices./ They discovered that full-time, permanent employees also felt as if they, too, were treated as freelancers.
e. They ultimately discovered through their research what it takes to be a freelancer & what it does to you / what freelancers do differently from full-time workers.
2A. Read the article about the video topic above. Match the vocabulary words (1-5) to their meanings (a-e). Then write your answer to the question that follows.
The 1) riseof the independent worker is arguably the biggest change to hit the global labour market in decades. 2) Well over 30 percent of the United States workforce reportedly 3) lack“real jobs” working full-time for a conventional company, and that figure, some say, may top 40 percentby 2020. If these trends continue, non-traditional workers will almost certainly attain unprecedented levels of financial and political clout.
Yet the cultural narrative around independent employment remains, for the most part, decidedly disempowering – concentrating as it does upon 4) contingent workers5) at the mercy ofpeer-to-peer platforms such as Uber and TaskRabbit. In this analysis, the so-called gig economy has pushed workers into capitalist freefall, with no safety net in sight.
___ dependant on __ temporary ___ increase __ are missing ___ much more than…
B. To what extent do you agree with the article’s claims that non-traditional workers could obtain a lot of financial and ‘political’ clout with companies? In sum, are independent workers the way of the future, or will company organizational structure survive the gig economy? Write your brief opinion.
3. Figures & Trends. Read the statistics about the gig economy. Correct the highlighted errors. (https://www.mckinsey.com/global-themes/employment-and-growth/independent-work-choice-necessity-and-the-gig-economy)
a. Three often for all workers in the U.S. chose independent work as their primary income.
b. In comparison, 23 million atpeople are reluctant independent workers.
c. 40% inworkers chose gig economy jobs as a casual way to supplement their incomes.
d. The number of workers who supplement their jobs through the gig economy has risen on10% over the past five years.
e. The growth tothis statistic is of concern and to be monitored.
Saturday, May 26, 2018
Unit 6 - Fashion: A Very Short Introduction (Arnold) Reading, pp. 81-84
Reading Instructions:
1. GENERAL READING: Begin on page 81 with the paragraph that starts "Indeed, Spanish chain Zara....." & briefly read through the other paragraphs to page 84 to get a general idea of what is being discussed. Underline any ADJECTIVE-NOUN or ADVERB-ADJECTIVE-NOUN word groups.
2. Read again, but in more detail. Answer these questions. We will discuss them in class June 1:
1. GENERAL READING: Begin on page 81 with the paragraph that starts "Indeed, Spanish chain Zara....." & briefly read through the other paragraphs to page 84 to get a general idea of what is being discussed. Underline any ADJECTIVE-NOUN or ADVERB-ADJECTIVE-NOUN word groups.
2. Read again, but in more detail. Answer these questions. We will discuss them in class June 1:
- pp.81-82, paragraph 1: underline adjective-noun & adverb-adjective-noun word groups.
- p. 82, paragraph 2: How have other internationally recognized brands developed their branding strategies? Take into consideration H&M, TopShop, Target, New Look
- p. 83: How has the line between luxury and mass fashion been blurred? How have luxury brands responded?
- p. 84: What has been the effect of online fashion stores? How has it changed the way we shop? How do you think it'll change the way people will shop in the future?
- p. 84: Do you agree with Tom Ford's quotation? Why, or why not?
Friday, May 25, 2018
The Museum of Modern Art's YouTube Channel: Fashion Explained
Here's a link to a very useful YouTube Channel by the Museum of Modern Art in New York City.
Scroll down to the FASHION AS DESIGN section for expert explanations in English.
Enjoy!
Unit 6, Exercise 6: Adjectives & Noun pairs
Match the adjectives to a noun that you think sounds natural, as it is connected to marketing and branding:
-Example: press release (not bag release)
Adjectives
end, secondary, trusted, brand, small , great, more general, raw, unique
marketing, artistic, fashion, written, photo (2x), bad, focus, in-store,
well-known, behind-the-scenes
Nouns
gallery
interview
way
awareness
publicity
bags
friend
campaign
budget
groups
chef
idea
users
materials
scent
video
connection
shoot
event
press
-Example: press release (not bag release)
Adjectives
end, secondary, trusted, brand, small , great, more general, raw, unique
marketing, artistic, fashion, written, photo (2x), bad, focus, in-store,
well-known, behind-the-scenes
Nouns
gallery
interview
way
awareness
publicity
bags
friend
campaign
budget
groups
chef
idea
users
materials
scent
video
connection
shoot
event
press
Friday, May 18, 2018
Final Exam Guidelines: written & oral
1st part = written: similar to the quizzes in the back of the book, based on the units we have studied. There is a copy of the book in the IED library at the Via Giovanni Branca campus. Here is a link to the book https://elt.oup.com/catalogue/items/global/business_esp/express_series/industries/9780194579605?cc=it&selLanguage=it
2nd part = ORAL In small groups, present a Power Point presentation of 10-12 slides, including the title page, an overview page, explanation pages, a summary page, and a page with your contact information. The presentation should last between 10-12 minutes, longer for larger groups. Please consult the blog post from November 8, 2015 to study the progression of an oral presentation, and for a selection of expressions to use in each phase of the presentation.
We will have periodic individual group meetings during the course to discuss the progress of your project. If you are preparing an "esame di recupero" please email me your ideas for the oral presentation at my teaching email address: teachrmarye1@gmail.com
- groups of 2-3-4 students; only those students who are doing an "esame di recupero" may present individually
- Use resources, books, encyclopedias, and magazines from the library. The IED library at the Via Giovanni Branca campus has these hours: Monday - Friday: 9.30-13:30, 14:30-18:30. Of course, you may consult the library at the Via Alcamo location, or use any of the Biblioteche del Comune. The important thing is that you do some library resource as a way to support your ideas.
- Choose ONE topic below:
2. Create a Look Book with correct and clear explanations in English. Explain also how you would use it as a marketing tool.
3. Pitch your business vision for a brand, also known as a branding campaign. In addition to a 10-slide presentation, you'll have to present a written project proposal.
4. Create a group of promotional Instagram posts. For a total of six Instagram posts to be hypothetically introduced over a period of one month. You will have to choose an appropriate photo, and write an accompanying description. You will also explain how it fits into a marketing campaign for a chosen brand, event, or service.
5. Create an event for a brand, possibly during a fashion week. Explain in your 3-4 page project proposal, and 10-slide presentation how the event supports a branding campaign.
6. Create a mood board and explain it through a 3-4 page written proposal, and a 10-slide power point presentation. Explain its creative vision. Provide examples.
7. Be a trend forecaster: use an electronic platform (blogger, tumblr, Instagram, etc) to present your vision of the next season's trends in your professional field. Write a 3-4 page report summarizing your research and reasons why you think those trends will emerge, and how your sector can use them to sell more products/services.
Friday, April 6, 2018
Unit 1, p. 5 : Conditional Sentences about the photos
Complete the 2nd conditional sentences with your ideas.
2nd Conditional = [if + subject + simple past verb + complement] +
[subject + WOULD + BASE VERB + complement]
Time reference: never...it's an imaginary situation that reflects the opposite of reality.
Examples:
-If it rained right now, I would get wet because I don't have my umbrella. (But it's not raining right now, so I am dry, not wet.)
- If I had my own car, I wouldn't take the train. (But, I don't have a car, so I do take the train)
-If he didn't drive, he would take the bus. (But he does drive, so he's not taking the bus)
Practice: Page 5:
Image Sentence beginning..... Sentence ending....
1. If I had more time....
2. If she used CAD software.....
3. If she didn't have to work today....
4. If they decorated the runway better....
5. If she paid in cash..........
3rd Conditional (Past Conditional): Transform the above sentences into the past conditional.
3rd Conditional: = [IF + subject + HAD + Past Participle + complement] +
[subject + WOULD/COULD + HAVE + past participle + complement]
Time reference: it refers to an impossibility in the past
Examples:
- If it had rained yesterday, I would have gotten wet because I didn't have my umbrella.
-If I had had my own car when I lived in Amsterdam, I wouldn't have taken the train.
-If he hadn't driven, he would have taken the bus.
Practice: page 5. Transform the sentences you completed above for the 2nd conditional into the 3rd conditional. You may need to use past time words such as yesterday, last week, two years ago, etc...
2nd Conditional = [if + subject + simple past verb + complement] +
[subject + WOULD + BASE VERB + complement]
Time reference: never...it's an imaginary situation that reflects the opposite of reality.
Examples:
-If it rained right now, I would get wet because I don't have my umbrella. (But it's not raining right now, so I am dry, not wet.)
- If I had my own car, I wouldn't take the train. (But, I don't have a car, so I do take the train)
-If he didn't drive, he would take the bus. (But he does drive, so he's not taking the bus)
Practice: Page 5:
Image Sentence beginning..... Sentence ending....
1. If I had more time....
2. If she used CAD software.....
3. If she didn't have to work today....
4. If they decorated the runway better....
5. If she paid in cash..........
3rd Conditional (Past Conditional): Transform the above sentences into the past conditional.
3rd Conditional: = [IF + subject + HAD + Past Participle + complement] +
[subject + WOULD/COULD + HAVE + past participle + complement]
Time reference: it refers to an impossibility in the past
Examples:
- If it had rained yesterday, I would have gotten wet because I didn't have my umbrella.
-If I had had my own car when I lived in Amsterdam, I wouldn't have taken the train.
-If he hadn't driven, he would have taken the bus.
Practice: page 5. Transform the sentences you completed above for the 2nd conditional into the 3rd conditional. You may need to use past time words such as yesterday, last week, two years ago, etc...
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