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. 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. 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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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
BetseyJohnson.com, as well as the online stores that carry
the BJ brand.
BetseyJohnson.com,
Amazon, Zappos,
WeWoreWhat.com
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.
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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.
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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
BetseyJohnson.com
direct mailer*
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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.
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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.
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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.
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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.
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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
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