Brand Project #2 Rebecca Minkoff

Benefits Question 1: If the person you are selling to agrees to buy, will his or her life improve?

1. Financial
1. If the person agrees to buy, his or her life will improve because they will be buying a high quality product with a well known brand name, for less money than other well known high end brands such as Louis Vuitton and Gucci
2. If the person agrees to buy, his or her life will improve because the product is so high quality, you won’t have to replace the product as often, which in turn means your will be spending less money.
3. If the person agrees to buy, his or her life will improve because since this is a well known brand, re-selling it will be easy to do because the product will will still be in good shape due to its high quality therefore making back the money previously spent.
2. Strategic
1. Rebecca Minkoff will name her bags in a way that will spark an idea for consumers on how they could utilize that style bag. For an example, the always on the M.A.B. or morning after backpack. This backpack was designed to help women who are always on the go have a fashionable bag that they could fit everything in. This bag can easily fit a pair of shoes, changed of clothes, as well as everyday items. It has a accessible front pocket, for easy access for your licenses, credit cards, etc. The motto for this bag on her website states, “Places to go, people to see, and so much to carry. These pieces were thoughtfully designed to keep up with you. Ready for anything? Yep.”
2. If the person you are selling to agrees to buy, his or her life will improve because depending on the product purchased, there is a specific use for each product. For example, there is a strategy behind buying a blazer- to wear to work. Rebecca Minkoff’s variety of different products provides a big range for strategic buying.  
3.  All of her bags come in neutral color ways, as well as bold colors. Therefore, whether you want a bag they matches all your outfits, or want a bag that provides a pop of color, you can find it in all her style of bags. Most designers only offer a few color ways in each bag, making options very limited. By Minkoff doing this she is not limiting her consumers, they can now get the bag they want in, in the color they want, which makes it easier for the consumer. They know do not have to waste more time on finding a bag similar to the one they want in the color they want.
3. Personal
1. Personal life will improve, because the person is buying a product that they enjoy and that they can get use out of.  
2. Personal life will improve when buying Rebecca Minkoff because there is a product for everyone.  Even though her specialty is handbags and purses, she is very diverse. Rebecca Minkoff also has a menswear line.  She truly tries to appeal to every type of person, which makes her amazing high quality products available to almost anyone.
3. Personal life will improve with Rebecca Minkoff products because of the naming of her products. By her naming her products based on what they are used for, makes life easier when shopping and then in life when using the product. An example would be buying a guitar strap for a handbag so it’s easier to hold.

Benefits Question 2: When your interaction is over, will the world be a better place?

1. Financial:
1. When you buy items from Rebecca Minkoff, a percent of the profits will be donated to charity. This makes the consumer feel that when they buy and item they are helping people in need. By donating percent of the profits to charity, help the charities become more profitable and allows for more resources to be used to help the specific cause.
2. When the interaction is over, the world will be a better place because since her brand is considered “accessible luxury,” it will encourage other brands to make high quality products at a lower price. Doing this makes it easier for everyone to buy nice products.  
3. Rebecca Minkoff also has great customer service.  This is beneficial to her company because when a brand offers great customer service, the customers are more likely to shop this brand again.  This makes the world a better place because it makes the customers feel important and cared about therefore, Rebecca Minkoff’s sales will improve.  
2. Strategic:
1. Rebecca Minkoff consistently produces high quality products that benefit the consumer on the go.  By targeting this certain market of “on the go women” she keeps her company on brand and keeps those women consistently coming back to shop.  
2. Rebecca Minkoff creates product that is different and creative enough to stand out but also classic and timeless enough to be able to be used for a long time. This strategy created greater appeal and differentiation that will make the brand last a long time.
3. Rebecca Minkoff provides an incredible work environment for her employees. By doing this, it creates trust in employee and employer which will encourage the employees to spread w good word of mouth around to other consumers. This will make the world a better place because it will keep people happy with their jobs.
3. Personal
1. When the interaction is over the world will be a better place because, when you buy a Rebecca Minkoff product you are also buying into the company's core values which mainly consist of empowering women.  You are supporting women empowerment when buying Rebecca Minkoff which is making the world a better place. By buying the products that stand for woman empowerment/ women's rights, allows the conversation to keep going and be heard. Thus, this allows change to happen and create change.
2. By staying engaged in the work space, social media,  makes consumers feel that she is dedicated to her brand and her values. She is not just in it for making a profit.  A consumer would rather buy from a brand that connects with the customer and practices what they preach, vs. a company that is in it just for the profit and does not stick to their values.
3. Rebecca Minkoff makes the world a better place by campaigning.  Her campaigns talk about social issues going on in fashion and around the world in general. Her campaigns bring light to these issues, and educate people on the matter.  

Benefits Check: When you have your list of 18 benefits, select the single best option under each benefit type. You want the benefit that best communicates your message directly to your ideal customer.