EOC: Week 10 What Are The Benefits Vs The Features

The benefits of my ice cream would be that everything that we sell is homemade and made fresh daily. Because we want to make sure that people get a good quality in the ice cream that we are serving. Another one of our benefits is that since everything is made fresh that there would be fewer calories in the ice cream. Which make our entire ice cream semi healthy for the person eating it? We want these to be benefits because a lot of people now a day’s want to eat healthy , but also want to be able to eat sweet things and not feel guilty about it in the long run. Some of my features would be that things are out of the normal also the pairing with the ice cream and the toppings. Because it’s not the same old thing that people are doing with just mixing things into the ice cream. We as a company we want to give the feature of bringing new ideas to the market and having consumers enjoy what we are doing.

Implementation Evaluation Control

Our implementation evaluation control would included us branding ourselves and doing what makes the consumers has much as it makes us happy. The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 13 Pages 416. We would also like to take also make sure that everyone gets a chance to get his or her share. For the people who invest in the ice cream because we then want to branch out and have multiple fashionable food trucks. By us doing this plan we would be able to make profits but also branching off to other thing. Our evaluation for our good truck we would want to be a good one because there is expiration that the people get. Which would offer something better and new. We want people to think of us as an ice creamery on wheels. Many of the actions that we have taken have been going to social media. The control of it all would be for people to join along and give us more ideas for things that we do. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter Two  Pages 54. As a course of action we would help that the company grows at a fast pace. As we grow faster and faster we would hire more people to take care of the money and the ordering of products. Because we would still want everything to be shipped to the owners house. That way everything is still looked over. That would be our implementation evaluation plan.

Price

“Profits can be improved by increasing sales or reducing costs. Sales can be increased by improving the company’s share of domestic and international markets. These goals then become the company’s current marketing objectives” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing .  The pricing would reflect how much we would make and how much things will cost in the long run. Because things for ice cream are not that expensive then pricing won’t cost as much as seven dollars. Because we would have to remember that it is ice cream.  When we are making a lot more money after we build our customer base then sometimes during major fashion events we will have promotional pricing. “Promotional pricing, however, can have adverse effects. Used too frequently and copied by competitors, price promotions can create “deal-prone” customers who wait until brands go on sale before buying them. ” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Chapter Nine Pages 254. For some of our promotional pricing we would let someone who is having a birthday get a free cone or sundae that would have to be fewer than five dollars. Or if we choose them from our social net working site then they can get a free ice cream of their choice. Certain times when we do the more expensive ice cream sundaes and cones we would have those at larger prices but only at food truck festivals. Our pricing we base is one how much of the things go into the product. ? If consumers perceive that the company’s product or service provides greater value, the company can charge a higher price. If consumers perceive less value relative to competing products, the company must either charge a lower price or change customer perceptions to justify a higher price. ” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Chapter Nine Page 280.Our competes I don’t think we would really have any because there is one like us. Just in case there is someone like us then we would also go off their prices and see the different things that they offer that make them a different kind of ice cream truck.                                                      

Distribution

Oh La La Ice Cream Truck’s distribution would consit of simply giving the consumer what they want in a timely manner. We would also use selective distribution because that is what get the job done and that’s what we would want. The use of more than one, but fewer than all, of the intermediaries who are willing to carry a company’s products. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 10 Pages 324. Our distribution would go where they’re a lot of our consumers and how the demographics are and where we make the most money. Because that will also effect how we would distribution of the fashionable ice cream. Because if we are not making money from somewhere then chances are we won’t go there. Distribution would be important to us because we want people to know who we are and what we are all about. With that being said we can only go places where people like us and are willing to have some of the best ice cream. Production and consumption cycles rarely match, so most companies must store their goods while they wait to be sold. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 10 Pages 324. Our ice cream would be set inside of our truck, which would have a freezer to keep everything. Most of our cones would be made the day that sell and we go out ice cream. Because we would want everything to be fresh and made daily. Even from our toppings would be kept cold inside a refrigerator at me as them owners house. That way I would be able to over look everything and see what would need to be ordered and bought. That’s how our distribution would work.

Promotion

Our promotion would we based off of social media. Because there are somany young people on face and twitter that things like that would appeal to them and that’s how they interact with the world. Social media has made it easy for us as wel because we can put where are located and then out consumers would be able to find us faster. “Marketers can engage in online communities in two ways: They can participate in existing Web communities or they can set up their own. Joining existing networks seems easiest”. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Chapter 14 Pages 468. We feel as if we do all of our promotions with small minor flyer and school appearances that we can get a good customer base. Social media is a easy fast way to also get your name out and tell people who you are because everyone is one their. Using social media can also give people a chance to rate us and tell us good and bad and how we can do better. But participating successfully in existing online social networks presents challenges. First, online social networks are new and results are hard to measure. Most companies are still experimenting with how to use them effectively. ”. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Chapter 14 Pages 469. Us being young we would have only people who know how to use the social media because it would  be something that we need heavily. Because of  the different places that  we would be and the latest updates. We would also use social media for the fashion updates and the new ice cream cones and others we would be doing.  When used properly, e-mail can be the ultimate direct marketing medium”. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Chapter 14 Pages 470. Even though spam is not a good thing we would spam people for the first part opening of our business because we would need to get known. Then we would be using it in the right ways. We would not spam to hurt peoples computers. So that’s how we would do all of our promotion and advertising.

Product

The product that we would offer would bring people to a point in time where they are happy. Because a lot of people like the fact of ice cream and fashion. Oh La La Ice Cream Trucks gives a product that consumers will enjoy and be happy with. Consumers would be able to enjoy a product that will give them something more then the typical ice cream truck. When the economy tightens, customer loyalty and retention become even more important. There are fewer customers and less spending to go around, so firms must work to hang on to the customers they have. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter Nine Pages 254  Chapter One Page 21. Our consumers would more base what they like with our products. Since people are looking for something they get enjoyment out of we are willing to give it to them the best way we are able too. Also with us tagging ourselves where we are then the consumers don’t have to go out of their way which we would update from place to place we go. We feel as if the consumer would get their moneys worth if they tell us what they want. To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter Nine Pages 254 . We want to have customers be happy with our products even if we have to change it around to how they like it . Also looking at their demographics would also see what they like. Because young kids might not like the same things a  elder lady will . So we want our products to appeal for all but we really want them to appeal to young teens and adults. Because they know all the knew fashion and what hip and what’s not.

Situation & SWOT Analysis

The plan begins with an executive summary that quickly reviews major assessments, goals, and recommendations. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing chapter Two page 56. Some of the strengths that we would have would be giving people something that they love and like. Also bringing something new to the old way of giving ice cream. Another strength would be showing people something out of the normal. Also getting a new look one things and giving back to the community. Some of our weakness would be that we might not cater to everyone in their needs and what they like. Also sometimes our prices and how much would they spend on a fashionable ice cream and if they are really getting a good deal on what they like. Some other weak points would be seeing if we can give everyone that expericance and wanting them to enjoy for a good price. The pressure of the econmany would also be a weakness because we want consumers to come to us instead of the normal ice cream shops. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing chapter Three page 67. The opportunities that we would have our endless because besides giving ice cream, we would also want to give back to our consumers. We would want to after awhile sponsor a fashion show for recycled fashions by some of our consumers. Because we are involved with the fashion world as well as giving ice cream. We can also give people what they want. Some of our threats would be people not wanting to buy from us. Because we are not a regular ice cream truck we are a more modern truck with a fashionable edge to it. Our one last threat would be not getting enough sells and having to change our whole concept if people don’t catch on to it. So that would be our SWOT analyst.

Objectives

The company’s strategic plan establishes what kinds of businesses the company will operate and its objectives for each. Then, within each business unit, more detailed planning takes place Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 2 Pages 47. Some of the objectives of our ice cream truck would be to of course make money but to give people an experience that they wont forget. Because if we don’t have a set plan of how we will give this to our consumers then we will not succeed in what we are trying to do. Also another objective is to make a profit that will balance everything from gas to supplies that we will need. We would make this also a fast pace envoirment but not so fast that people won’t enjoy it. Because if we do everything how we should then things would move and our profit will balance out. Customer value is the key ingredient in the marketer’s formula for success. However, as we noted in Chapter 1 marketers alone cannot produce superior value for customers. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 2 Pages 47. With that being said we want our customer service to be noted and sought for because this is a different more unique ice cream truck. We also want the customers buying from us to be happy and for them to want to come back then going to a Cold Stone And A Dairy Queen. We want them to be able to locate us of their social networking site and come get an ice cream. We would also want a objective to be to grow into more fashion forward food trucks so we can really get out their and show people. Pricing may play an important role in helping to accomplish company objectives at many levels. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter 9 Pages 281. Our pricing will show how we grow with our other objectives but as long as we are able to keep our truck going and still are able to serve consumers then our goals will be reached because that’s what we would really want. That would be our very last objective because our first would be customer service and interactions.

Business Mission Statement

My Business mission statement would be to make the consumer happy and to give them something that they have never had before. Because unlike others we want them to be taken back to where their childhood but also take them to a fashion show. Which would be important? Although marketing plays a leading role, it can be only a partner in attracting, keeping, and growing customers. In addition to customer relationship management, marketers must also practice partner relationship management. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter Two Page 47   we would base all of our things off of what are consumers would want. We want to make sure we relate to their needs and what they like, but also staying true to our self. Another purpose would be to have consumers be aware of the fashion world and what’s going on. I feel like it would also be important to be loyal to are consumers and give them what they want. Because we would want to go good customer service. We want to just value everything that we do for our customers by going off this from our relationship with our customers. “Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully”. . Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter One 4 Page 47. The relations we want to build with our customers is for them t o feel like they can relate to us and our brand and what we are doing. Because if we don’t base things off our customers and what they like then we might not get a lot of customers.  We feel thro social media we would be able to reach our customers and supports by doing what we do best making fabulous ice cream. “The challenge facing us is not just one of consumers being more-value conscious,” says one marketing consultant. “It’s how we gain … a renewed relationship with consumers who have less inclination to listen to [companies with whom] they do not have strong and valued relationships.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chapter One Page 47. Value, Happiness and Fashion would be our mission to give and get these things to have a successful ice cream truck.

EOC Week 8 : My Creative Concept

  

I think that my target market would be young adults and lower. Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables ( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   Page 177 Chapter Six. )  Because I want to range my food for girls and boys in the Milli Generation I would have to look at things they can relate to. I also looked at the social factor and idea of fashion and ice cream to combine them together in one.   Ideas can also be marketed. In one sense, all marketing is the marketing of an idea, whether it is the general idea of brushing your teeth or the specific idea that Crest toothpastes create “healthy, beautiful smiles for life.” Here, however, we narrow our focus to the marketing of social ideas. ( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   Page 214 Chapter Seven. )   I would want to appeal so that I get many different followers because I don’t want to just base it off of girls and for it to be so glitz that boys won’t want it. The hardest market for me would be the marketing to boys since when you hear fashion you don’t think of guys so much.  My marketing plot would be to have many males who have clothing lines to be on the truck and clothing brands that guys like.  For marketing stand points to get my ice cream truck out there I would use social media such as facebook, twitter, and MySpace. Because I know that’s where my target market is and that’s how I can find them.  In that being I would also have cute girls and guys working for me of course I would have one each and use them as models. So one day we can do high fashion and have all high fashion ice cream then the next week do hip hop street wear. We can change the menu up according to what week it is, though we will have are signature ice creams like the Marilyn Monroe Cone.

EOC Week 7 : The Pitch

Oh La La Fashion Ice Cream.This ice cream truck will be set apart for much different reason. One being that all the ice cream desserts that we offer will be named after fashion icons and eras. Many of our items would be cones, sundaes, shakes and ice cream balls. Many of our things would be representation for fashion. Such as the Monroe Cone which would be Vanilla ice cream with dipped in a white chocolate cone with a cherry on top. Since she is known for her white dress and her red lipstick. Our price range would start at 3 dollars and end at 5. Most of the marketing would be down by social networking and billboards. This would be us taken fashion and pairing it with ice cream. Our services would be by schools, parks, and shopping centers. Since that’s where there would be a lot of traffic and would appeal to teens. We would also have become the designer or icon for the day where we pick someone from our social networking site and if they give us a good idea to do then they get that product for free. This would happen at random times. Oh la la Fashion Ice Cream would be a truck with bright bold colors and photos of our ice cream with that icon or designer next to it. Some of the music that would be played are fast pace runway songs. Since that would draw people to the truck and get people to notice us.  Our goal would be to have a truck to that brings fashion to the streets. We want out customer to fell like they are in old holly wood or a fashion show during Paris Fashion Week. So this ice cream truck will set us apart from everyone.

EOC Week 6: Me x 3 Products I Use

One of the products that I tend to use on a daily is Cover Girl bronzer. Just for the simple fact that I am so many different shades, so after I put on foundation I can use bronzer and look one color. I tried using other products but many of those did not work they ended up making me look dirty. Some of the products that I like a lot like MAC cosmetic cost too much for me as of right now. So Cover Girl for me is something that I would keep using because they are affordable and another one is they don’t test on animals.

    Another product that I use on a daily is would be my android cell phone. Because it keeps me in contact with my social networking sites and the latest things that our happening in the now. If it was not for my phone I don’t know how I would function. Because now I’m doing a lot more fashion projects and events so I need to stay in touch with people. My phone also keeps me in contact with my family, who has moved on to other states. Which makes my phone good when I need it since I could check my email, text messages, and also finish homework on my phone. My android phone is something that if I go with out then it’s a an issue for contacts and family.

   The last product that I use on a daily bases is my Compaq laptop. Not only do I use it for school and reading material, but also I use it to look at the latest trends in fashion, which gives me new and better ideas for the line of things I want. I also use my laptop for my own personal social networking. Because social networking has made the world who they are today. Using my laptop also comes in good hands when there are things going on and you need to know certain things about it. Among all of that I use my laptop to video chat with my little cousin and friends who have went to college. So these are all things I use on a daily bases.

EOC Week 5 : Social Networks and Job Hunting

I think that the way that they go about people using their product and hiring them from social media is a good idea. Because they know the product they use it so it benefits the company and the person who was employed. I think because they do a lot of social media people should be aware that it could also mess up a company based on some of the people that are hired. In the text they stated “it’s often a labor of love more than a paying job” (printed page 143 chapter 5 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing). So a lot of them don’t think how some things they put on their personal social media sites affects t he company. They say that it is cheaper then having to spend money on billboards and things, but to my knowledge it cost to have an ad on face book or any other social networking site does it not. The vice president of Adobe Systems said, “The antibodies kicked in pretty quickly. They thought it was very invasive," (Wall Street Journal Page One]. About the way other employees feel about getting new people in their work force. To me I feel like they should not look to social networking sites to find new employees. Because for the simple fact that it could interfere with how they run their place of business.  "While I wish every company used Monster, social is a solution that many people are using," says Matt Mund (Wall Street Journal Page Two]. I feel as if they should stick to their regular advertising for job postings because if they wanted loyal people they would go to good places to get a good jobs. Also going off of social networking can be bad for a company because if they do have people from their company on their doing something horrible they can get in trouble. That’s why I think they should stay with they regular job hunting sites on the Internet.

EOC Week 4: Consumer Vs. Business Marketing

Business Vs. Consumer marketing is something easy to explain. Businesses marketing one of the concepts they go off of are being price driven more then they are brand driven. “a marketing and creative genius with a rare ability to get inside the imaginations of consumers and understand what will captivate them,” says an anasyts . Page 136  Chapter Five in. As to wear they do anything to get in the minds of their consumers. Consumers though base their buying on what they can get and how much they can afford. Also cultural factors have an effect on the way that consumers buy “to ignite and support a sustained national conversation by, for, and about black women.”“ says an anasyts. Page 140 Chapter Five in Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing. So their saying consumers will spend money on things that have something to do with them. On the other business marketing is almost the same as consumer marketing in some ways then more. Business marketing takes more of an aggressive approach to things. They have more of a demand to buy things and to go out and sell things. Business buyers also take more complex reasoning then consumer buyers. “Anyone who says the economy is not a challenge is totally in denial” says one B-to-B marketing expert. Companies “need to look at the needs of customers. It’s customer, customer, and customer now.” Page 163 Chapter Five in Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing. Saying that buyers need to change the way they do things and make it easy for their consumers.  If I had to choose which was better then I would choose consumer marketing because me as a consumer would think more racial then business people.

Week 3 EOC: My Demographics

The group that I would belong in would be Generation Y or other known as Millennials as far as demography. Just because I do a lot of social networking. I consider my social networking promotion for myself. I tend not to do a lot of things on the internet and also by my android phone. I think the main thing with my generation is we are spoiled everything is based on what you have. If you don’t have say smart phones then you’re not in date with everyone. Or if you don’t have the newest “Betsey Johnson” handbag you’re not fashionable. So I think a lot of the social media made my generation who they are. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” said by Yahoo executive. (Page 17 Chapter Three in Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing). It’s not that some of the other generation doesn’t like the technology of today, but they are the ones who could do without it. Unlike my generation most of us swear by the technology. I don’t think that say the baby boomer generation does not agree upon the way we live out lifestyle. Because they had to work for everything they got in life, rich or poor my generation gets a lot handed to us without having to really do much. Just like if you compare it to schooling and how public schools are ran today then how they where many years ago. “Young people want to be in control of their relationship with a brand. They want to customize and personalize.” ( Page 18 Chapter Three In Armstrong & Kotler (2011). Marketing: An Introduction, 10^th Ed. Prentice Hall Publishing). I think based off of the quote that we don’t want everything to be for us we want to make it our own. Just because we think as if we are more important then everyone else. So we do strive for custom things in life. “it’s not something separate. It’s just something they do.”( Page 17 Chapter Three In Armstrong&Kotler (2011). Marketing: An Introduction, 10^th Ed. Prentice Hall Publishing) I think that as time goes on that more people will see that the things we do will bring us together in terms of how we do things now. That’s why I’m happy that I’m a Millennials.

Week 2 EOC: Boston Consulting Group - Video Games

In the article that we had to read about the gaming industry I felt as if the gaming industry is going down as a whole due to finical problems of the world today. The video industry is still pulling in a ton of money but the numbers are not showing it. Even though people still will spend a lot of money on the games they wont on the video game console it’s self. "Initial orders for our products are tending to be lower," said Strauss Zelnick, Chairman of Take-TwoInteractive Software Inc. (Page 1 of the Wall Street Journal in refferance to the video market. In the article the cash cow would have to be Microsoft Co. because even though their sales went down they still are ranking in a lot of money for their gaming equipment. They are a big seller because of their Box 360. The question mark in the gaming world would have to be the games that are just being sold since people seem to keep buying them. "You're seeing an industry slowdown in games and consoles," said Amazon finance chief Tom Szkutak. (Page 1 in the Wall Street Journal]. The star of the whole gaming industry would have to Apple because they are making the games avaible on Phone and Ipods so that consumers don’t have to go out and buy everything, and its right their on their phone for them to get too. The dog would have to be Wii because the price is so slow that now anyone can really get the gaming console. Then they are not making any profit from it because they have cut the prices in half. Unlike some other the other gaming consoles they wont be cut until later this year. "It's highlighting the weak months because if people don't really have a reason to go out to the store, they're not," said John Taylor, a financial analyst for Arcadia Investment Corp. (Page 2 in the Wall Street Journal]. They seem to sell the most when holidays and big title games do come out. So now the gaming industry is not worried because they have not been hit with the big name games yet. 

EOC : Great Customer Service

A time where I had great customer service was when I was at a local retail store called “ Styles For Less”. I rather not say the time but the many times I have went to into styles.  The reason I had such great customer service was because they made me feel welcomed and treated me like I ran the store , which they do every one that makes it really neat. Styles had one thing they wanted to sell you more, but did not hover over you to sell more. In the text a retailing expert said, “They’ve focused on customer service and haven’t allowed themselves to be distracted by other things,” which was about the online store Zappos, which was found on page two chapter one. It also applied when I was shopping in Styles. They did not let other things around them help them not sell or they did npot focus on just one person in the store which made me feel welcomed. Their store also never seemed to fuss about their exchange policy . The sales asscoiate always makes a ponit to tell me a head of time their policy , which to me is a good thing. Styles is one store in Las Vegas that I would refer people to not because the clothing is so inexpensive but because their customer behavier is excellent. Every time I go into one of their many stores I feel as if their a stylist and I’m a well known a list starlet. Many other stores either hover over you or they don’t pay any mind to you at all. Styles also has a a lot of oppurtunies for people their by becoming a V.I.P . that means you really can get treated special by get 10 or 20 percent of your purchase in this hard times. When I walk into a store I like to treated to as if I owned in and that’s what I belive they are doing. That’s why I enjoy going because they have the best customer service.

Week 1 EOC: My Voice

Fashion is not just a hobby to me its something that was born into me. When I little unlike most girls I was not just playing with my Barbie dolls I was looking at their outfits to see what I could change and what would go best with what. That’s when I figured out that I wanted to study fashion in the future. As I went through life my passion for fashion grew right along with me. When I began my third year in high school I started the fashion program learning the history of fashion, fundamentals and also how to create different pieces of clothing. I then was able to get bumped up in classes. By the end of my senior year I created outfits for two fashion shows that my school had put on, then working backstage at one of them. Now that I have done small amounts of working with the fashion world and doing some styling for friends who model. Now that im a little older and wiser I want to create a line known as “Forever Fashion” since fashion is forever in bedded into our lives. Then as my line grows I want to be able to open “Forever Fashion” clothing stores with one of a kind dresses. Some of my high school fashion teacher, ‘If fashion does not change then the world does not change”.