betsey johnson final
DESCRIPTION
Product Development projectsTRANSCRIPT
Lulu
Ericka Smith, Kristi Mileson &Frances Anne Silva
for Betsey
Table of C ontents
• Executive Summary 3-7
• C ompany Description 8-15
• C ompetition 16-20
• Branding 21-24
• Market Analysis 25-27
• Spring/Summer 2012 line 28-33
• About Us 34
• Bibliography 35
EXECUT IVE SUMMARY
C ompany Name C ompany Logo
Executive Summary
Lulu for Betsey is a little girls line, ages 3 to 10. We wanted to produce a line as an extension to Betsey Johnson because we wanted little girls to look just as fabulous as their mother’s. We are introducing a Spring/Summer 2012 beach line as our initial launch, naming it Lulu Loves You. Our products will be sold at specific Betsey Johnson locations on the West Coast and gradually move to East Coast locations. The basis of our line and company name, Lulu, represents Betsey Johnson’s daughter. We wanted our line to be fun, whimsical, sassy and encompass the true attitude of Betsey. We want little girls to express their fun personality just like their mommy does at Betsey Johnson. They twirl in their tutu’s and shake their ruffles as they jump and laugh at home, on the beach, or even on the streets.
C OMP ANY DESCRIP T ION
C ompany History
NEW YORK CITY, N.Y., October 8, 2010 -- Betsey Johnson LLC (the
“Company”), the iconic design and retail business, and Steven Madden, Ltd.
(“Steve Madden”) have entered into a Restructuring Agreement whereby, in
consideration of the elimination of amounts owed to Steve Madden under
the Company’s outstanding debt, Steve Madden acquired (i) the trademarks
and intellectual property of the Company and (ii) a 10% equity interest in the
Company.
Steve Madden is a vertically integrated company and so is Betsey Johnson.
Betsey Johnson LLC will continue growing and expanding with plans to open
6-8 stores in 2010, doubling the retail chain to 100 stores operating in 22
states by the year 2012.
We will be adding to the expansion of Betsey Johnson under Steve Madden
by offering our new line Lulu for Betsey in key Betsey Johnson stores.
Steve Madden Integration• Brands:
– Betsey Johnson
– Steve Madden
– Steve Madden plus design
– Steven by Steve Madden
– Madden Girl
– Steven
– Steve Madden Men's
– Stevies
– Daisy Fuentes
– Olsenboye
– Candie's
– Big Budda Shoes
– L.E.I.
– Elizabeth and James
• Products:– Shoes
– Women All
– Women All
– Shoes $$
– Shoes $
– Men All
– Men Shoes
– Shoes
– Shoes
– Kids Shoes
– Shoes
– Shoes, sunglasses, cold weather accessories
– Shoes
– Shoes
Forecasting
Short Term• Patterns and Colors
• Overall Concept Ideas – Themes
– Cuts in Silhouettes
• Weather– Cover Ups, Focus on Outerwear
Options
• Sold exclusively in Betsey Johnson Boutiques
• Detailing– Notions
– Graphics
• Advertising– Promotional incentives
– Extra accessories
Long Term• Brand Identity
– “XOXO Lulu” logo
– Bows and ruffles details
– Original Betsey Johnson floral patterning
• Fabrications/Swimwear
• Lunada Bay Corporation for Swimwear Licensee
• Packaging– Bags/Tags/Tissue/Wrapping
• Expansion – Sell line at Nordstrom
– Store within a Store
• Extension on Line– Playwear
– Undergarments
• Investments
• Vendor Relationships
P RODUC T O VERV IEW
Product Mix- C lothing
Swimsuits
C over-Ups
Sunglasses
Sandals Backpacks
Barrettes
Product Mix- Accessories• Towels
• Sand toys
– Pale
– Shovels
• Hats
Graphics
THE C OMP ET I T IONLittle Marc Jacobs & Harajuku Mini
Little Marc Jacobs
• Higher price point
competition
• Line Launched in 2007
– Fifty-piece swimwear collection
was launched in time for
summer 2010.
• Ranges from babies and
children (2-6) & (8-12)
• Price Point: $30-$200
Little Marc Jacobs Graphics
• Miss & Mister Marc
• Stinky Rat
Harajuku Mini• In collaboration with Target
• Hits Stores November 13th
• Anime-inspired aesthetic
• Ranges from babies, children
and tween lines
• Price Point $3.99 to $29.99
Harajuku Mini Graphics
BRANDING
C ontact Points
• Packaging
– Product bag
• Email Signature
• Letterhead
• Website
• Business card
• Catalog
• Post Card
• Stickers & Tattoos
Signature sent with every e-mail:
Lulu loves you, _____________
Letterhead
Hang Tag & Label
MARKET ANALY SIS
C onsumer
Lulu for Betsey’s primary demographic are the eccentric mothers of the little girls who are loyal consumers of Betsey Johnson. These Innovators and Experiencers make around $60k to $100k plus. The primary age bracket who shops at Betsey Johnson are from the ages of 18 to 34. The secondary ages range from 35 to 49 years old. These two demographics fit into the consumer of Lulu for Betsey perfectly because our primary demographic are the mothers that already shop at Betsey Johnson. Our mothers range from 24 to 40 years old and can afford the designer wear for their daughters.
Innovators
“Image is important, not as evidence of
status or power but as an expression of
their taste, independence, and
personality.”
Experiencers
“Motivated by self-expression. They
seek variety and excitement, savoring the
new, the offbeat, and the risky.”
VALS Type for Mothers
Lulu C onsumer
SP RING SUMMER 2012 C oncept Board, C olor Board, Details Board, & Line Sheets
Line Sheets Delivery One
Line Sheets Delivery 2
About Us
Brand Manager – While currently attending the Art Institute of Seattle for Fashion
Marketing and Management, FrancesAnne has been working full-time at Betsey Johnson
for two years, as a Stylist. If she’s not spending the day twirling in her froofy dresses, she
can be found with her Miniature Dachushund, Cheez at the nearest park.
Editor in Chief &Graphic Designer- Obtaining a Bachelor’s of Science in
Fashion Marketing and Management at the Art Institute of Seattle, Kristine Mileson is eagerly
awaiting graduation in March 2012. She has a keen eye for detail and perfection in her work. She
also has an ambitious attitude to succeed in life. A true team player, Kristine loves to collaborate
and share ideas with others who are just as passionate for fashion as she is.
Creative Director- Ericka Smith is obtaining a Bachelor’s of Science in Fashion
Marketing and Management at the Art Institute of Seattle. She has been the creative
director on many projects including market research and advertising. Ericka uses her
ability to see the “big picture” and organizational skills to work with her team and create
excellent work.
Bibliography
• "Childens Swimwear." Stylesight: . Web. 10 Aug. 2011. <http://www.stylesight.com/>.
• "The Company." Betsey Johnson. 8 Oct. 2010. Web. 10 Aug. 2011. <http://www.betseyjohnson.com/category/index.jsp?categoryId=4399321>.
• "VALS™ | Strategic Business Insights (SBI)." Strategic Business Insights. Web. 20 Aug. 2011. <http://www.strategicbusinessinsights.com/vals/>.
• "WGSN Illustrator Flats." WGSN. Web. 10 Aug. 2011. <http://wgsn.com>.
• "World of Marc-Biography." Marc Jacobs. Web. 03 Sept. 2011. <http://www.marcjacobs.com/world-of-marc-jacobs/biography/>.
MEDIA K I T
General QuestionsEricka Smith
AdvertisingKristine Mileson
Press InformationFrancesAnne Silva
C ontact Us Feel free to contact your nearest store with questions they wil l be happy to direct you to whatever you need. A 24/hour automated number is also available at :1.800.247.Lulu (5858)
About Us
Brand Manager – While currently attending the Art Institute of Seattle for Fashion Marketing and Management, FrancesAnne has been working full-time at Betsey Johnson for two years, as a Stylist. If she’s not spending the day twirling in her froofy dresses, she can be found with her Miniature Dachushund, Cheez at the nearest park.
Editor in Chief &Graphic Designer- Obtaining a Bachelor’s of Science in Fashion Marketing and Management at the Art Institute of Seattle, Kristine Mileson is eagerly awaiting graduation in March 2012. She has a keen eye for detail and perfection in her work. She also has an ambitious attitude to succeed in life. A true team player, Kristine loves to collaborate and share ideas with others who are just as passionate for fashion as she is.
Creative Director- Ericka Smith is obtaining a Bachelor’s of Science in Fashion Marketing and Management at the Art Institute of Seattle. She has been the creative director on many projects including market research and advertising. Ericka uses her ability to see the “big picture” and organizational skills to work with her team and create excellent work.
C ompany BackgrounderLulu for Betsey is a little girls line, ages 3 to 10. We are introducing a Spring/Summer 2012 beach line as our initial launch, naming it Lulu Loves You. Our products will be sold at specific Betsey Johnson locations on the West Coast and gradually move to East Coast locations. The basis of our line and company name, Lulu, represents Betsey Johnson’s daughter. We want little girls to express their fun personality just like their mommy does at Betsey Johnson. This is the last line Betsey Johnson will be a part of before Steve Madden takes over the company, but we will always keep her essence in mind and look to her as inspiration.
Launch
Flyer
Press
Relea
se
NEWS RELEASE FOR IMMEDIATE RELEASE FOR MORE INFORMATION
FrancesAnne Silva Brand Manager 360.555.1234 [email protected]
BETSEY JOHNSON INTRODUCES ITS FUN AND FLIRTACIOUS FASHION TO A YOUNGER MARKET WITH ITS NEW “LULU FOR BETSEY” GIRL’S SWIMWEAR LINE,
PREMIERING AT THE SEATTLE BETSEY JOHNSON BOUTIQUE.
Be the First to Shop the Newest Collection of “Lulu for Betsey” - Swimwear Line for Little Girls.
WHO: Betsey Johnson, New York-based fashion designer, celebrates the launch of “Lulu for Betsey” – the new little girl’s summer swimwear line.
WHAT: Join us and get the opportunity to be the first to swoop up the newest swimsuits from Betsey Johnson’s new line for little girls! This special beach-themed party will offer stickers, snacks, sweet and drink for the attendees. There will also be an opportunity to purchase limited edition Betsey Beach Bundles which includes: a tote bag, towel, flip-flops and a pair of sunglasses.
WERE: BETSEY JOHNSON SEATTLE 1429 5th Ave Seattle, WA 98101 206.624.2887
WHEN: THURSDAY, MARCH 12 12:00 PM – 3:00 PM
ALL MEDIA MUST RSVP TO: [email protected]
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Bibliography"Betseyjohnson.com - Quantcast Audience Profile." Quantcast. Web. 10
Aug. 2011. <http://www.quantcast.com/betseyjohnson.com>."Childens Swimwear." Stylesight: . Web. 10 Aug. 2011.
<http://www.stylesight.com/>."The Company." Betsey Johnson. 8 Oct. 2010. Web. 10 Aug. 2011.
<http://www.betseyjohnson.com/category/index.jsp?categoryId=4399321>.
"VALS™ | Strategic Business Insights (SBI)." Strategic Business Insights. Web. 20 Aug. 2011. <http://www.strategicbusinessinsights.com/vals/>.
"WGSN Illustrator Flats." WGSN. Web. 10 Aug. 2011. <http://wgsn.com>.
"World of Marc-Biography." Marc Jacobs. Web. 03 Sept. 2011. <http://www.marcjacobs.com/world-of-marc-jacobs/biography/>.