Betsey Johnson New Line Campaign


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Betsey Johnson New Line Campaign

  1. 1. Marketing Strategy for Bets-tea Party Swim in Spring/Summer 2013 Known for ending her shows with a cartwheel and a split. She’s built her long-standing career in fashion by following her own set of rules. The comeback will be no exception. There’s gonna be a Tea Party! Contributors: Jeff Billon Nicole Fernandez Sara Kato Julie Marquez Marko Milosevic Amanda Record Bryan Ruiz
  2. 2. Table of contents Situation Analysis 1 S.W.O.T 6 Target Customer 8 Key Strategic Decisions 10 Product Image + Personality 11 The Creative Brief 13 Message Strategy 14 Media Plan 17 Marketing Objectives 18 ‘Spot of Tea’ Look Book 19 ‘Spot of Tea’ Contest + Pre-Launch Event 21 Promotion Schedule 23 Budget 24
  3. 3. Situation Analysis Company Background: Founded in 1978, Betsey Johnson has been in the fashion industry for over 30 years making whimsical and feminine designs for female consumers.The company offers apparel, such as tops and tees, sweaters, jackets and coats, and swimwear, jewelry, intimates, and accessories that include fragrance and beauty products, sunglasses, and scarves. Betsy Johnson sells products in more than 2,000 stores including it‟s clothing line for Macy‟s. The company filed for Chapter 11 bankruptcy in April of 2012. Betsey Johnson was bought out by Steve Madden Ltd. and Betsey chose to stay on with the company as the Creative Director. 1
  4. 4. Betsey+Social Responsibility In 2002, Betsey Johnson discovered she had a small lump after one of her saline breast implants deflated during a massage. She was diagnosed with Breast cancer a few days later. She underwent a lumpectomy, radiation treatment and successfully overcame it. Now 12 years later, she tells everyone she can about her experience and how she successfully got through it. She also designs selective lines to help raise money for the cause. She creates small lines such as her Pink Marilyn Monroe line for the sole purpose of donating proceeds to Fashion Targets Breast Cancer and contributing to other charities to help other women like herself beat the disease. 2
  5. 5. Competitors The fashion industry is very competitive, even within in the niche market of female swimwear. Bikini‟s alone accounted for $811 million dollars in sales worldwide in 2007, which accounts for why so many companies now produce female swimwear. Main competitors for Betsey Johnson swimwear include: BB Dakota, Nanette Lepore and the UK label Motel. Although many other large brands exist, these are competitors in the same price ranges and styles of Betsey Johnson, and are the popular alternatives to the brand. 3
  6. 6. Collaborators Betsey Johnson collaborates with many companies for designing and sales purposes. Some of these companies for retail include Amazon, Macy’s, Zappos, and Nordstrom’s. In design, Betsy Johnson has collaborated with companies such as Open Ceremony, The Levy Group, and Jem X. Since being taken over by Steven Madden Ltd. new internal goals of increasing footwear sales by 30%, day-time dress sales and swim have been set. 4
  7. 7. Climate Political and Economic: Betsey Johnson products are primarily made in the USA, however some products are made in China and Korea. The company has received very little backlash from their global manufacturing. Betsy Johnson filed for Chapter 11 bankruptcy in 2012, which has put their finances and assets under the United States Government supervision for restructuring and affected their brand image in the eyes of the consumers. Although the economy is recovering, it has been sluggish since 2008, which effected the decision to close 63 stores in the United States, and has drastically slowed sales for the company. Social:With growing social media use among target market consumers of Betsey Johnson, the company has successfully positioned their marketing to these mediums. With a strong presence in Twitter,Instagram, andFacebook, Betsey Johnson has communicated directly with consumers not only about their products, but their brand as well. Although the perception of the company‟s financial stability is in doubt, popularity of their products are still high and sales are again slowly rising. Betsey Johnson also participates in socially responsible campaigns, such as their donations to fund breast cancer research through their line of pink products in 2007. Technological: Technologically, the industry has changed through the use of internet and social media as a driving force for sales and marketing. On-line sales are increasing in percentage every year by a growth rate of 10%, which demands a dynamic and strong technological presence for the industry as a whole. 5
  8. 8. S.W.O.T Strengths Loyal consumers Unique brand positioning Large amount of fashion products at a wide range of price points Well known and affordable Weaknesses Financially unstable Filed Chapter 11 bankruptcy and Betsey is now the Creative Director of a company that she no longer owns Little diversification in product design Failure to expand or develop another audience outside the female market Opportunities Maintaining presence in United States and expanding to global market Potential for cheaper labor and resources in foreign markets Many untapped foreign markets such as Europe and Japan Potential partnerships and collaborations Threats Bankruptcy Highly competitive & fickle industry Quickly changing markets and consumer tastes Open to buyout by other companies due to weak financial position 6
  9. 9. Objectives Perception Objective We want the audience to perceive our new line of bathing-suits as fun, quirky, and stylish. Our bathingsuits are designed in a way that spark a creative flow in the customer‟s imagination, and create a desire to go out and have fun. Emotional/Effective Objectives To spark creativity and the desire to engage in social activities in our audience. Our line of fashionforward bathing suits feature cute tea-party influenced designs that appeal to customer‟s, and create a yearning for social engagement. Cognition Objectives To engage the target audience, and make them eager to buy our new line of clothes through the use of spunky and fun advertising. Persuasion Objectives The objective is to make customers of bathing-suits buy our line, instead of their usual summer-time purchases at stores like Target or Victoria‟s Secret. Our line is different, in that it features one-piece and two-piece bathing suits with fashion-forward designs that have a retro theme to them, but also use modern styling in their shape and fit. Behavior Objectives To entice the audience into buying our new line of bathing-suits. We hope to engage the customer with our spunky advertising campaign, and make them want to purchase our product. 7
  10. 10. Target Customers Lifestyle: Betsey Johnson consumers range widely between females ranging primarily from 16-34 years old. These consumers vary in background from low-income to upper middle class segments. These consumers are known for being young-atheart, fun, flirty, aggressive and even teasing. Many consumers of Betsey Johnson products break away from normal fashion trends to adopt this unique brand. Behavior: Consumers of Betsey Johnson products are generally very faithful to the brand, perhaps due to the unique nature of the brand and how it works against the fashion trends of other designers. Although very popular in younger demographics, Betsey Johnson remains a loyal brand throughout consumers aging. Reasonably priced goods and high quality materials also contribute to the behavior towards customer loyalty to the brand. 8
  11. 11. Consumer Insights Perception of the brand: Fun, feminine and over the top designs with a retro edge, perfect for a night on the town (or prom). Price: $40- $218.00 Practicality: Betsey Johnson designs are mostly for occasions as they are elaborate. Competition: Since BJ is now largely a manufacturer of dresses being sold through distributors those stores are her largest competition (online). BB Dakota, Motel, Nanette Lepore and Madonna’s label Material Girl. Availability: Department /specialty stores, website, and licensees. Product knowledge:Betsey Johnson has been established (and successful) for well over 30 years now. It is possible for a customer to have been introduced to the brand, very young. Graduating from starter items like shoes, to jewelry or their first Betsey Johnson cocktail dress. For older customers BJ items are a way to stay young. Consumer motivation:The brand celebrate uniqueness. While there are competitor there’s not really anybody else doing what Betsey does at the quality level that she provides. 9
  12. 12. Key Strategic Decisions Campaign Strategy Heavily marketing our new line on social media, and instore. Our social media campaign will feature a contest, as well as Facebook, Instagram, and Twitter presence. We will have targeted banner ads on social media sites, as well as on fashion blogs that allow banner advertising. Our website will also promote our new line, showing detailed descriptions of the new products, and high definition photos. In-store promotions will include eye catching displays and stand-alone POS‟s. 10
  13. 13. Product Image + Personality Brand Position Betsey Johnson is an over the top, whimsical fashion line that is targeted toward a younger demographic who‟s playful and loud sense of fashion can be displayed though the brand. Betsy‟s current pricing strategies include mid-priced lines at Macy‟s which are doing very well. Through our Bets-tea Party swimwear line we seek to appeal to our target audience and position ourselves in the mind of consumers that Betsey‟s brand is still lady-like yet wildly inappropriate and creative. Product features Our line features one-piece and two-piece bathing suits with fashion-forward designs that have a retro theme to them, but also use modern styling in their shape and fit. The theme is “tea party” and the designs feature colorful prints of cupcakes, tea cups, and other tea/coffee house inspired images. The bathing-suits are made of the highest quality materials to ensure a long useful life span, and a comfortable fit. 11
  14. 14. Brand Imperatives | Different, Relevant & Cutting Edge It allows Betsy Johnson to control the style and feel of the company. It sets the tone of their upcoming trends, and set the tone on how consumers see them. Communication Objectives Show that a seventy year old fashion designer can still make pieces for a young target market that are relevant and on trend. Even though Betsey Johnson no longer owns her company she still has full ownership of the design aesthetic. Proposition or Selling Idea Sell through department high end department stores, boutiques, and online 12
  15. 15. The Creative Brief Brand Aesthetic: Feminine, whimsical designs with a retro edge. The brand often incorporates illustrations of their designs or the brand name in marketing materials and on the website. Bright pinks and red dominate the color palette. Tagline: XOX Betsey Vision & Goals To empower females by giving them fashion that breaks the mold and brings the wearer to life. The focus is now on worldwide expansion through retailers and licensees of the Betsey Johnson brand. Brand Strategy & Positioning Betsey Johnson prides itself on being anti-typical and not fitting into the fashion industry mold. These pieces are for females that want to be celebrated. The Challenge The brand needs to prove that a seventy year old fashion designer can still make pieces for it’s young target market that are relevant and on trend. The bottom line is that the company’s bankruptcy was not due to poor designs. Brand Attributes Fun, whimsical, feminine and over-the-top designs. Betsey was known as being part of the Andy Warhol’s underground scene before she started her namesake brand. Her rock influence can be seen in the stripes and ever present polka dots in her collections over the years. 13
  16. 16. Message Strategy Communication Objectives Our main objectives for using media are to generate awareness of the brand, while product launching Betsey's up coming summer bathing suit line “Bets-tea Party”. Magazine ads and internet banner ads on websites relating to fashion will create a positive association between her new line and what's in style. Instore promotions as well as online promotions will influence the consumer to buy because they are receiving a discount. Window displays at high end depart stores and Betsey Johnson's flagship stores will drive traffic and stimulate action to check out Betsey's new line. Activities/Behaviors In order to create more brand awareness and exposure of her upcoming summer line, Betsey will be hosting a fashion show for “Bets-tea Party”. This will create a lot of buzz and attention since it is an exclusive event. We will be relying a lot on social media to promote this event. On Instagram, Betsey will have a contest that will give customers a chance to win free tickets to her Summer Tea Party Premiere/Fashion Show. 14
  17. 17. Message Strategy Cont. Attitudes What we are trying to do is develop a mental disposition in consumers minds that Betsey's summer line if fun, unique and fashionable. Women need to buy a Betsy Johnson product because they will feel beautiful while wearing it and will stand out. By having promotions, consumers will feel appreciated for being a loyal customer and will have a positive attitude towards the brand. Strategies To increase Betsey Johnson's presence in the market, Betsey will create a window display at her top market locations, as well as several high end department stores like Nordstrom and Macy's to promote the line. Betsey Johnson's visual merchandising team will create a tea party scene with mannequins modeling a few pieces from “Bets-tea Party” in the window display. This will take place after the launch of the line. 15
  18. 18. Media Utilized Print: Magazine ads (full page, half-page), and a quarterly catalog showcase our latest products for each season. We will also have a “look-book” available to retailers to showcase our products to them prior to their release. Online: Heavy promoting on our website to promote the new line. Banner advertisements on Facebook that seek out our target audience, and the use of pay-perclick advertising. Affiliate marketing through fashion blogs and online retailers to push our products to the fashion-conscious consumer. The use of social media is a given, with promotional posts on Instagram showcasing our products, and tweets that promote our new line. 16
  19. 19. Media Plan Media Type Strategy Magazines There will be some print ads in young publications targeting the 16-28 yr. old female demographic. Elle, Cosmopolitan But due to the adjacent timing of the campaign with the premiering reality show, XOX Betsey. The majority of print marketing will be left up to the Style Network promoting the new reality series. In-store Betsey Johnson products are distributed in more than 2,000 specialty stores. Bloomingdale’s, Nordstrom and Macy’s Web, as well as the online stores that carry the BJ brand., Amazon, Zappos, Mobile Since her audience is young they are constantly attached to their phones. Social Media & PPC advertising will be used as the mobile touch point. 17
  20. 20. Marketing Objectives Marketing Objectives To market the new Tea Party swimwear line, and to try to capture new consumers for this year’s Spring /Summer season. Expand percentage of swimwear that comprises total sales through direct online sales or new distribution contracts with swimwear retailers Advertising Objectives Keep loyal customers up to date with out latest Betsey Johnson products. Introduce Betsy Johnson to new customers Ensure existing customers that Betsey Johnson is still the same brand that they pledged their allegiance to. Advertising Strategies Print: Swim look books will be mailed to the internal customer mailing list. Some print ads will be purchased in young, female targeted magazines like Cosmopolitan and other magazines like Self, Women’s Health where women in bikini’s are frequently featured on the cover. Public relations: Betsey Johnson will be doing a string of public appearances on TV shows where she will address the chapter 11 bankruptcy and ensure the public that she is 100% in charge of all BJ designs and determined to be the comeback queen. Social Media: Regular postings on the Brands social media sites (Facebook, Twitter, Instagram) in support of the new collection. Purchase advertising on Facebook. Target Audience: is from 16 to 34 years old Search (Paid & Organic) – Adwords& Bing campaigns aggressively pushing the new swimwear line. Product Image and Personality Betsy Johnson’s new swimwear line is influenced by “Alice and Wonderland’s Tea Party”. This line incorporates many cuts that are retro-inspired and therefore more flattering to a wider range of body types. The color palette will be mostly pastels with tea cups, florals, lace and frilled edges (around bust or bikini line) incorportated. 18
  21. 21. Spot of Tea Look Book Customers who shop at the Betsey Johnson stores and participating specialty stores (like Macy‟s) that carry merchandised sections of Betsey Johnson apparel will receive a look book mailer that includes flyer inserts with details for entering the ‘Spot of Tea’ Contest. As well as the landing page for the collection on direct mailer* 19
  22. 22. Product Sampling Samples of the swim line Bet-tea party will be given to celebrities and magazine editors for features such as celebrity covers, or special editions for the brand in fashion magazines. In turn, these editors and celebrities will feature these products which will contribute to word-of-mouth. These samples will be given to celebrities such as Kelly Osborne, Katy Perry and Taylor Swift. Celebrities who best reflect characteristics of our brand. 20
  23. 23. ‘Spot of Tea’ Contest + Event The two winners of the “Spot of Tea” contest will win a trip for two to join Betsy Johnson herself at the “Spot of Tea” pre-party event the night before her Fashion Show in NYC. The winners will be flown out to NYC and will select $500 worth of merchandise from the BetsTEA Swim Collection (at the Fashion Show) to come home with. 21
  24. 24. Promotions Bets-tea Party is a promotion that will take place during the month of May when Betsey hosts her Spring Fashion show. The first few episodes of XOX Betsey will revolve around her preparing for this „comeback‟ show. Directions will be listed on the back of the invitations that will be distributed via direct mail, e-mail and in store flyers, encouraging customers to share contest information via their social networks and/or hash tagging #BetsteapartyonInstagramin order to be entered to win a trip for two to the Betsey Johnson SpringFashion Show in NYC to view the release of the “Bets-tea party” Spring line and a $500 worth of Swimwear from the line. 22
  25. 25. Promotion Schedule Betsy PR Spots Begin 3/01/13-5/07/13 Good Morning America, Ellen, PopSugar Samples from Tea Party line mailed out to top clientele + magazines 4/01/13 Elle, Cosmopolitan, Self, Women’s Health. Betsey XOX Reality TV Show Begins Airing 5/12/13 Airing on STYLE network Visual Merchandising by Betsey Johnson 4/01/13-5/01/13 BJ will herself create over the top window ‘Tea Party’ displays at top partnering specialty store locations. Like Bloomingdale’s in Times Square. Spot of Tea Look Books Mailed 5/01/13 Sent to internal customer list + customers of partnering specialty stores Spot of Tea Contest Begins 5/10/13 Spot of Tea Social Media Support Begins 4/01-7/01/13 Spot of Tea Contest (winners announced) 5/20/13 BetsTEA Party 5/31/13 Betsey Johnson Spring Fashion Show 6/01/13 Clientele: Katy Perry, Kelly Osbourne, etc. Betsey Johnson social media pages + Style Network SM Friday, the night before the show. Guests will be invited to an Tea Party where they can get a preview of what’s in store for them the following day at the BJ Fashion Show. 23
  26. 26. Budget Item Cost Category Cost Details Spot of Tea Marketing Materials Production $33, 500.00 Look books Printing + Photography + Graphic Design Conception Advertisements + Product Features/Advertorials Direct Mail/ Print $595,500.00 Magazines: Elle, Bazaar and Glamour Fashion Show Event Marketing $650,000.00 Producing + Advertising for event. +$5,390.00 Fashion Show Materials Visual Merchandising Retail $67,900.00 At Partnering Specialty Stores PPC Advertising Web (SEM & Social Ads) $350,000.00 Adwords, Bing Adcenter, Facebook, Twitter Spot of Tea Contest Web $27,000 Advertising, Social Media Support + Cost for Prizes BetsTEA Party Event Event Marketing $223,000 Total: $1,952,290 24