Betsey Lauryn-Final
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Fashion Merchandising Promotion Plan<br />
Stephenson Deca Chapter<br />
Stephenson High School<br />
701 Stephenson Road<br />
Stone Mountain, GA 30087<br />
<strong>Lauryn</strong> Powell<br />
November 23, 2016
Table of Contents<br />
I. Executive Summary<br />
II.<br />
Description of the store<br />
III.<br />
Objectives<br />
IV.<br />
Schedule of Events<br />
a. Special Events<br />
b. Advertising<br />
c. Display<br />
d. Publicity<br />
e. Other in-store activity<br />
V. Responsibility Sheet<br />
VI.<br />
Budget<br />
VII.<br />
Statement of Benefits to the Retail Establishment<br />
VIII.<br />
Bibliography<br />
IX.<br />
Appendix
I. Executive Summary<br />
Fashion designer <strong>Betsey</strong> Johnson developed her edgy, offbeat style<br />
during the new wave/punk era of the late 1970s. <strong>Betsey</strong> Johnson is located<br />
all over the world. <strong>Betsey</strong> Johnson offers shoes, handbags, clothes, and<br />
jewelry. The <strong>Betsey</strong> Johnson campaign is called “<strong>Betsey</strong> Loves You”. The<br />
mission of the campaign is to show the all the <strong>Betsey</strong> lovers that she loves<br />
them back and wants to show her appreciation for supporting her. The<br />
target market for the campaign is young girls of all races starting at the<br />
age of 12 and continuing with older women who still adore <strong>Betsey</strong> Johnson.<br />
We have many ways of advertising to the <strong>Betsey</strong> Johnson fans. We know that<br />
the fans love to see what <strong>Betsey</strong> Johnson has designed. There is a planned<br />
fashion show to give a sneak peak of the upcoming spring line. We will also<br />
have a meet and greet with <strong>Betsey</strong> Johnson inside the store. <strong>Betsey</strong> will<br />
be signing autographs for the fans to take home. In today’s society many<br />
people listen to the radio and stay on their cell phones to we will have<br />
Miley Cyrus help us advertise the company. The “<strong>Betsey</strong> Loves You”<br />
campaign uses items that involve high expenses. Our budget will be<br />
$1,273,716. This budget covers the fashion show and all the accessories<br />
that go along with it. The material for the meet and greet, and the<br />
appearance of Miley Cyrus is all included in this budget. We hope to have<br />
a very successful outcome from this campaign.
II. Description<br />
<strong>Betsey</strong> has been rocking the fashion industry with her unique<br />
and original designs since the 1960’s. During her early<br />
childhood years she realized she loved to dance and draw. In<br />
high school <strong>Betsey</strong> Johnson was a cheerleader. Immediately<br />
after graduating Johnson went on to pursue her interest in<br />
art and design and even made her first appearance in the New<br />
York fashion industry by winning Mademoiselle Magazine’s<br />
guest editor award.<br />
Only one year later, in 1965, Johnson landed a job as a<br />
designer at Paraphernalia, an offbeat New York clothing<br />
boutique. It was at Paraphernalia that Johnson developed her<br />
whimsical, hippie inspired style, characterized by the use of<br />
unique fabrics such as shower curtains, the interior lining<br />
of automobiles and the pinstriped wool of old New York<br />
Yankees uniforms. In 1978, Johnson partnered with ex-model
Chantal Bacon to start their own company, the <strong>Betsey</strong><br />
Johnson label.<br />
The <strong>Betsey</strong> Johnson label consist of a variety of items. The<br />
line consist of jewelry, accessories, shoes, handbags, and<br />
apparel. Johnson is also known for employing bright, neon<br />
dyes, puffed sleeves, deep necklines, and low waists. Her<br />
target marketers are women and young girls with a wild and<br />
care free style. <strong>Betsey</strong> Johnson exemplifies a sassy and<br />
flirty style that most people love.<br />
III. Objectives<br />
The <strong>Betsey</strong> Johnson line has been ruling the fashion<br />
industry for over 50 years now. Although a company may be<br />
doing well it sometimes has its downfall. In the mid-2000s,<br />
<strong>Betsey</strong> Johnson filed for bankruptcy. She planned to expand<br />
her line in 2007 but it collided with declining store sales.<br />
The company found itself unable to repay their $48 million<br />
dollar loan. In order to keep the sales up and going we have
to 1) Maintain customer loyalty, 2) Keep new products in<br />
stock, and 3) Advertise more often. “<strong>Betsey</strong> Loves You” is<br />
our promotional campaign that should help promote the<br />
<strong>Betsey</strong> Johnson line.<br />
<br />
Maintain Customer Loyalty: <strong>Betsey</strong> Johnson has many fans and<br />
supporters all over. In order to keep the business going we need<br />
loyal customers who will consistently support the line 100% no<br />
matter what. If the customers sign up on our website they will<br />
receive customer discounts.<br />
<br />
Keep new products in stock: Customers eventually get tired of<br />
buying the same product repeatedly. We will satisfy our customers<br />
by keeping more updated items on the shelves and online. We will<br />
brain storm and create vibrant ideas.<br />
IV. Schedule of Events
A. Special Events<br />
The <strong>Betsey</strong> Loves You Campaign will begin at the end of March<br />
and end in April. Throughout the month special events will<br />
be held in order to raise sale percentage and maintain the<br />
customer loyalty. At the end of March we will kick off the<br />
events with a fashion show featuring the new <strong>Betsey</strong> Johnson<br />
spring line. The customers will be able to see what we will<br />
also have a Meet and Greet with <strong>Betsey</strong> Johnson herself. This<br />
will encourage our customers to purchase the merchandise<br />
and get a chance to meet the designer along with a personal<br />
signature.<br />
B. Advertising<br />
We will focus strongly in the advertising category. We will<br />
advertise our infamous purses, clothing, jewelry, and show<br />
wear. We will host our very own Meet and Greet with <strong>Betsey</strong><br />
Johnson herself. This will encourage our customers to<br />
purchase the merchandise and get a chance to meet the<br />
designer along with a personal signature. We will also have
our event broadcasted on the popular local radio stations so<br />
that our fans<br />
C. Display<br />
Throughout the store we will have models set up. Although the<br />
manikins are nice the <strong>Betsey</strong> Johnson store chooses to have real<br />
models in the store instead. The models will stand in the windows as if<br />
they were manikins. Throughout the store will revolve around a punk<br />
rock theme. There will also be music that is appropriate for this theme.<br />
Outside the store there will a photographer who takes pictures of the<br />
customers as they walk in the store.<br />
D. Publicity<br />
In order to expose the Betsy Loves You Campaign, we need to bring in<br />
our outside sources. We teamed up with the very own Miley Cyrus. We<br />
all know Miley from her previous television show “Hannah Montana”. We<br />
also know that social media plays a big role in the world today. So we<br />
decided to have Miss Miley to promote the <strong>Betsey</strong> Johnson line on her<br />
snap chat account. She will showcase an item from the line each day<br />
and show to fans and customers that she loves <strong>Betsey</strong> too.<br />
E. Other in-store activity
In order to get sales rates up, we will bring Miley Cyrus into the store<br />
as an incentive for people to come out and support <strong>Betsey</strong> Johnson.<br />
Miley will make a guest appearance in the store and participate in a<br />
bag give away. We will choose 5 customers from a raffle and select 5<br />
customers to receive a <strong>Betsey</strong> Johnson bag.<br />
V. Responsibility Sheet<br />
Responsible Party<br />
CEO<br />
Task<br />
The CEO is responsible for overseeing all events that<br />
are scheduled to go on during the campaigning. He/she<br />
will approve all events and decide on how things are<br />
done.<br />
Operating Officer<br />
The operating officer will be in charge of any<br />
celebrities that we need to get in contact with. They<br />
will contact the celebrities’ manager and discuss<br />
further plans with them.<br />
Model Recruiter<br />
The model recruiter is responsible for going out and<br />
looking for models that for the look of a <strong>Betsey</strong><br />
Johnson.
Creative Director<br />
The creative director is responsible for the designing<br />
the venue of our events. The creative designer is also<br />
responsible for putting the finishing touches on the<br />
designs styled by <strong>Betsey</strong> Johnson.<br />
VI. Budget<br />
Event Media/Activity Cost<br />
<strong>Betsey</strong> Johnson Fashion<br />
Show<br />
Venue<br />
Hair Stylist (4)<br />
Make-up Artist (5)<br />
Models (20)<br />
Inside decor<br />
Medical Service<br />
Chairs/ Tables<br />
Security (4)<br />
Guest DJ- DJ Khaled<br />
$40,369<br />
$7,500 x 4<br />
=$30,000<br />
$8,000 x 5<br />
=$40,000<br />
$5,000 x 20<br />
=$100,000<br />
$21,547<br />
$6,000<br />
$1,000<br />
$2,000 x 4<br />
=$8,000<br />
$250,000<br />
Total: $496,916
Meet & Greet with<br />
<strong>Betsey</strong> Johnson<br />
Photographers<br />
Flyers<br />
Paper<br />
$25,000<br />
$800<br />
$1,000<br />
Total: $26,800<br />
Miley Cyrus<br />
Advertising<br />
Her appearance<br />
time<br />
$750,000<br />
Total: $750,000<br />
Total: $1,273,716<br />
VII. Statement of Benefits`<br />
By promoting the <strong>Betsey</strong> Loves You campaign the <strong>Betsey</strong> Johnson<br />
Company hopes to increase the amount of products being purchased.
Our campaign is fixed for young girls and women who are interested in<br />
the funky style and creativity by <strong>Betsey</strong> Johnson. The customers will be<br />
able to wear things that are not average and still be in style. We will use<br />
flyers, radio commercials, and a special celebrity to keep the <strong>Betsey</strong><br />
Johnson name growing.<br />
VIII. Bibliography<br />
http://www.betseyjohnson.com/<br />
http://www.biography.com/people/betsey-johnson-23182<br />
http://nymag.com/thecut/fashion/designers/betsey-johnson/<br />
http://www.businessinsider.com/history-of-betsey-johnson-2012-4