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[[Category:Privately held companies of the United States]]
[[Category:Privately held companies of the United States]]
[[Category:Companies based in Massachusetts]]
[[Category:Companies based in Massachusetts]]


==References==
{{Reflist}}

==External links==
* [http://www.demeanr.com Demeanor's Website]
* [http://www.admintalent.com/ admin assistant]


[[Category:United States Department of Defense officials]]
[[Category:United States Army civilians]]

Revision as of 12:55, 21 March 2011

Demeanor
Company typePrivately held
HeadquartersUnited States Washington D.C., USA
Area served
Worldwide
Key people
Julian Fresh, co-owner
Laurence Clunie, co-owner
John Anderson, co-owner
Jee'Van Brown, co-owner
ProductsClothing, Accessories
Websitewww.demeanr.com


Demeanor (commonly known as DM), is a clothing brand founded in 2010 by designer Julian Fresh, Laurence Clunie, John Anderson, and Jee'Van Brown, recognized as one of the premiere brands in Washington D.C., specializing in luxury goods (ready-to-wear, accessories, lifestyle products, and art among others). [1] The clothing line uses images of luxury and wealth on it's merchandise to convey the ultimate goal of success to a younger generation.

Demeanor's products include t-shirts, shorts, sweaters, sweatshirts, accessories, paintings, prints, stickers, and pins.

History

Origins

What initially began as a conversation about fashion and influence among four friends Julian, Laurence, John and Jee'Van in March of 2010 later became the idea and foundation of what was to become Demeanor Clothing, later renamed simply Demeanor.[2] The friends spent more than a month deciding on a name for their new company, before each investing a few hundred dollars into the brand for purchase of it's url, print and production cost of they're first shirts, and preperations for their July 3rd, 2010 official launch.[3] After months of preperation Demeanor clothing line was officially launched with it's two first mens and womens shirts printed selling out within hours.[4]

Unlike many other streetwear or urban brands, Demeanor stressed the importance of producing high quality merchandise with very clean and simplistic designs giving the brand a high-end feel. Demeanor was able to hone in on the overall goals and feeling of it's co-founder's generation of their need for success , the four co-founders were able to carve out a niche in the fashion industry and build a cult following.

Growth and Success

Johnny Cupcakes storefront on Newbury Street in Boston.

In September 2010, in a successful effort to extend the brand beyond the realm of clothing Demeanor produced and released a collective of music bringing together artist from New York, Washington D.C., North Carolina, and Atlanta. The collaboration was called Demeanor Presents: Superior Luxury the Mixtape agreed that it was time to branch out, outside of clothing and produced and released at hosted it's first event outside of fashionEarle opened the first Johnny Cupcakes store in his hometown of Hull after working with his father to convert it from a boat garage into a retail space.[5] By this time, he had decided to keep his merchandise out of chain stores and sell it exclusively through his own shops.[6] After a year of growing sales and popularity, he opened another Johnny Cupcakes boutique on Boston's chic Newbury Street. The grand opening of the second location drew several hundred fans and the store recorded five-figure sales revenues on the first day alone.[7][8]

Wanting to deliver a unique customer experience, Earle designed his stores with a classic bakery motif. The interior decor at Johnny Cupcakes boutiques features antique refrigerators, baking racks, a 1930's dough mixer, (Boston location) a cast-iron wood-burning oven from the 1890s, (also at the Boston location) and even hidden vanilla-scented air fresheners; items are usually displayed on baking trays and inside glass pastry cases.[6][9] The stores' prominent baking theme often confuses unfamiliar patrons who walk in thinking that they sell baked goods, not clothing.[10] Earle says this tends to disappoint and even anger some passersby, though the shops do give out free cupcakes with purchases on occasion.[11]

In 2008, a third Johnny Cupcakes store opened on Melrose Avenue in Los Angeles. To build the L.A. shop, Earle says he enlisted the help of an engineering firm that designed structures for the Disneyland and Universal Studios theme parks to "bring my crazy ideas to life."[11] Similarly to the Boston location, the L.A. grand opening attracted hundreds of customers (including some who camped out for days beforehand) and saw the company's most successful single-day sales figures.[12][13]

On the 12th of March 2011, the London store opened with hundreds of dedicated fans from around the world queuing up and camping for more than 24 hours. The queue stretched back to Regent Street and wrapped around the corner. [14]

In addition to the four retail locations, Johnny Cupcakes continues to sell items through its online store and a company "eBay Vault" which offers previously issued designs and exclusive items that were briefly or never available in its stores.Cite error: The <ref> tag has too many names (see the help page).

Recognition

In 2008, BusinessWeek placed Earle at the top of its "Best Entrepreneurs 25 and Under" list, highlighting his company's quality products, imaginative promotion, and insistence on self-sustenance.[13] The publication also cited Johnny Cupcakes' rising annual revenue and steadfast customer loyalty as further examples of Earle's notability as a business owner.

Earlier on, Johnny Cupcakes started getting noticed for its highly effective branding and "brazen" steps taken to make a name for itself.[8] After the company's success in Boston and the greater New England area, Earle regularly received requests from high schools and universities to speak about entrepreneurship and running a small business.[15] The demand for Earle to speak has grown so much recently that a separate "Lectures" section was created on his company web site in late 2009 to field inquiries.[16]

In 2009, Johnny Cupcakes was placed at #237 on the Inc. 500 list of fastest growing private companies in the U.S. The magazine listed the clothing brand as having a nearly 915% growth rate over the previous year.[17]

Mission and vision [18]

Mission

To provide outstanding products and services in support of the Army and Department of Defense (DoD) Staff elements.

The primary mission, as specified in Title 10 of the United States Code and reiterated in General Orders #3 and Army Regulations, is to provide direct support to the Secretary of the Army and other Army political appointees. Click here to view a full listing of Title 10 Administrative Assistant duties.

Vision

Service and Workforce Excellence.

See also


Notes


References

  1. ^ http://www.msstyleandgrace.com/2011/03/demeanor-launches-2011-springsummer.html?spref=tw. {{cite web}}: Missing or empty |title= (help)
  2. ^ http://demeanr.com/about.html. {{cite news}}: Missing or empty |title= (help)
  3. ^ http://blog.demeanr.com/2010/07/official-demeanor-launch-rip-jeff.html. {{cite news}}: Missing or empty |title= (help)
  4. ^ http://www.youtube.com/demeanr#p/a/u/2/we2ocbv1W60. {{cite news}}: Missing or empty |title= (help)
  5. ^ Cite error: The named reference MTV News was invoked but never defined (see the help page).
  6. ^ a b Cite error: The named reference Boston Globe was invoked but never defined (see the help page).
  7. ^ Cite error: The named reference Inc. was invoked but never defined (see the help page).
  8. ^ a b Cite error: The named reference NPR was invoked but never defined (see the help page).
  9. ^ Voight, Rebecca (2007-05-06). "Make Cupcakes, Not War - New York Times, May 6, 2007". The New York Times. Retrieved 2010-02-02.
  10. ^ "Branding Tips from a Master: Johnny Cupcakes - About.com, January 20, 2010". Retrieved 2010-02-02.
  11. ^ a b Cite error: The named reference Company Story was invoked but never defined (see the help page).
  12. ^ "Baked to Perfection - MSNBC: Your Business, March 16, 2010". Retrieved 2010-03-19.
  13. ^ a b "2008's Best Entrepreneurs 25 and Under - BusinessWeek, September 2008". Retrieved 2010-02-20.
  14. ^ Official Website
  15. ^ "Best Young Entrepreneurs, Class of 2008 - BusinessWeek, October 2009". Retrieved 2010-03-19.
  16. ^ "Johnny Cupcakes / Lectures". Retrieved 2010-03-19.
  17. ^ "Top Inc. 500/5000 Companies, #202-251 - Inc. Magazine, September 2009". Retrieved 2009-03-20.
  18. ^ "Office of the Administrative Assistant to the Secretary of the Army", OAA, 2009 [1]
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