Only in the last 4 years has Vineyard Vines become the epitome of the east coast “preppy.” What began as a small scale tie shop has become a large scale brand that carries everything wearable and pastel. While it is not as common at Williams, Vineyard Vine’s explosive growth was hard to miss at the boarding school where I spent my high school days. As a freshman is ties were worn by some of the boys, but on campus there was little brand recognition to speak of. By my senior year Vineyard Vines had expanded to producing everything wearable and it seemed that there was not a boy or girl on campus who did not own something with its name. In only four years not only had Vineyard Vines gained substantial brand recognition, but the brand had already established itself as a way of life. It was a way of life that was best summed up by the brand’s slogan: “Live the Good Life.”
In the book No Logo its author, Naomi Klein, explained the process of building a brand. She said that to build a brand image, marketers study their target culture and then “reflect by projecting these ideas and images back on the culture as ‘extensions’ of their brands.” The brand improves its value by adding desired bits of culture to its persona. In the early years of the company, its marketing team took a very literal approach what Klein was observing.
Vineyard Vines encouraged customer’s to send in pictures of themselves, friends, and family “Living the Good Life” in their ties. Then they would choose the pictures that best exemplified their brand and place them throughout the catalog alongside a caption (this was years before Vineyard Vines began also using models in their catalogs). Customers sent in pictures of weddings and other special events; time with friends and family; pictures of pets and children. All of the pictures chosen came from memorable, happy events set in beautiful locations. Vineyard Vines took some of the happiest days of their customers’ lives and projected it directly back on them. This catalog campaign succeeded in connecting their customers’ best memories with their brand.
The second branding success, which I believe Vineyard Vines did not realize immediately, was the attraction of customers’ to the founders, Shep and Ian’s, story. Shep and Ian, brothers, founded the company after deciding that they could not deal with working in New York City finance any longer. They quit their jobs, moved out to Cape Cod and started a small company that now allows them to freedom to boat around in warm weather year round. They live the dream of every prep-schooler / Ivy Leaguer / I-Banker. They have wealth, success, and they have been able to escape to a low pressure career path. By buying Vineyard Vines clothing he or she is trying to buy into Shep and Ian’s lifestyle. Soon after realizing the impact of their founder’s story, the company began adding full page stories, with pictures, on people who also lived equally enviable lives (i.e. Caribbean resort managers, island bed and breakfast owners …). The catalog has evolved into a magazine telling the story of a particular lifestyle and the people who live it.
The final step of Vineyard Vine’s seemingly flawless creation of a brand image has been, in the words of Klein, the “branding of outside culture as well- by sponsoring cultural events…” They recently began sponsoring sailing events both on the east coast and farther down south. For the most part, the races that they have chosen to sponsor are long standing traditions. To bring meaning to the brand, they have chosen a few races that mean a great deal to the people who are involved. At the same time it seems that Vineyard Vines is intent on keeping their brand just far enough in the background as to keep from ruining the events by making participants feel as though they are involved in an advertising tool. Many of the sailing races have kept their original names, but the Vineyard Vines logo is in plain sight on the races’ posters.
As a brand, Vineyard Vines has been a textbook success. Even as a small and young company, they have treated their image as though it were a “mega brand.” Following the branding successes of Polo and Lacoste, they have used all of the same tactics, but shaped them to work on a small scale. Their products exemplify a way of life. While the company sells sweaters, jackets, and other warm weather gear I have never seen any sign of cold weather in their catalogs. Protecting their brand means never diverging from comfortable temperatures on a seascape of blue.
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