Betsey Lauryn-Final

Fashion Merchandising Promotion Plan
Stephenson Deca Chapter
Stephenson High School
701 Stephenson Road
Stone Mountain, GA 30087
Lauryn Powell
November 23, 2016

Table of Contents
I. Executive Summary
II.
Description of the store
III.
Objectives
IV.
Schedule of Events
a. Special Events
b. Advertising
c. Display
d. Publicity
e. Other in-store activity
V. Responsibility Sheet
VI.
Budget
VII.
Statement of Benefits to the Retail Establishment
VIII.
Bibliography
IX.
Appendix

I. Executive Summary
Fashion designer Betsey Johnson developed her edgy, offbeat style
during the new wave/punk era of the late 1970s. Betsey Johnson is located
all over the world. Betsey Johnson offers shoes, handbags, clothes, and
jewelry. The Betsey Johnson campaign is called “Betsey Loves You”. The
mission of the campaign is to show the all the Betsey lovers that she loves
them back and wants to show her appreciation for supporting her. The
target market for the campaign is young girls of all races starting at the
age of 12 and continuing with older women who still adore Betsey Johnson.
We have many ways of advertising to the Betsey Johnson fans. We know that
the fans love to see what Betsey Johnson has designed. There is a planned
fashion show to give a sneak peak of the upcoming spring line. We will also
have a meet and greet with Betsey Johnson inside the store. Betsey will
be signing autographs for the fans to take home. In today’s society many
people listen to the radio and stay on their cell phones to we will have
Miley Cyrus help us advertise the company. The “Betsey Loves You”
campaign uses items that involve high expenses. Our budget will be
$1,273,716. This budget covers the fashion show and all the accessories
that go along with it. The material for the meet and greet, and the
appearance of Miley Cyrus is all included in this budget. We hope to have
a very successful outcome from this campaign.

II. Description
Betsey has been rocking the fashion industry with her unique
and original designs since the 1960’s. During her early
childhood years she realized she loved to dance and draw. In
high school Betsey Johnson was a cheerleader. Immediately
after graduating Johnson went on to pursue her interest in
art and design and even made her first appearance in the New
York fashion industry by winning Mademoiselle Magazine’s
guest editor award.
Only one year later, in 1965, Johnson landed a job as a
designer at Paraphernalia, an offbeat New York clothing
boutique. It was at Paraphernalia that Johnson developed her
whimsical, hippie inspired style, characterized by the use of
unique fabrics such as shower curtains, the interior lining
of automobiles and the pinstriped wool of old New York
Yankees uniforms. In 1978, Johnson partnered with ex-model

Chantal Bacon to start their own company, the Betsey
Johnson label.
The Betsey Johnson label consist of a variety of items. The
line consist of jewelry, accessories, shoes, handbags, and
apparel. Johnson is also known for employing bright, neon
dyes, puffed sleeves, deep necklines, and low waists. Her
target marketers are women and young girls with a wild and
care free style. Betsey Johnson exemplifies a sassy and
flirty style that most people love.
III. Objectives
The Betsey Johnson line has been ruling the fashion
industry for over 50 years now. Although a company may be
doing well it sometimes has its downfall. In the mid-2000s,
Betsey Johnson filed for bankruptcy. She planned to expand
her line in 2007 but it collided with declining store sales.
The company found itself unable to repay their $48 million
dollar loan. In order to keep the sales up and going we have

to 1) Maintain customer loyalty, 2) Keep new products in
stock, and 3) Advertise more often. “Betsey Loves You” is
our promotional campaign that should help promote the
Betsey Johnson line.
Maintain Customer Loyalty: Betsey Johnson has many fans and
supporters all over. In order to keep the business going we need
loyal customers who will consistently support the line 100% no
matter what. If the customers sign up on our website they will
receive customer discounts.
Keep new products in stock: Customers eventually get tired of
buying the same product repeatedly. We will satisfy our customers
by keeping more updated items on the shelves and online. We will
brain storm and create vibrant ideas.
IV. Schedule of Events

A. Special Events
The Betsey Loves You Campaign will begin at the end of March
and end in April. Throughout the month special events will
be held in order to raise sale percentage and maintain the
customer loyalty. At the end of March we will kick off the
events with a fashion show featuring the new Betsey Johnson
spring line. The customers will be able to see what we will
also have a Meet and Greet with Betsey Johnson herself. This
will encourage our customers to purchase the merchandise
and get a chance to meet the designer along with a personal
signature.
B. Advertising
We will focus strongly in the advertising category. We will
advertise our infamous purses, clothing, jewelry, and show
wear. We will host our very own Meet and Greet with Betsey
Johnson herself. This will encourage our customers to
purchase the merchandise and get a chance to meet the
designer along with a personal signature. We will also have

our event broadcasted on the popular local radio stations so
that our fans
C. Display
Throughout the store we will have models set up. Although the
manikins are nice the Betsey Johnson store chooses to have real
models in the store instead. The models will stand in the windows as if
they were manikins. Throughout the store will revolve around a punk
rock theme. There will also be music that is appropriate for this theme.
Outside the store there will a photographer who takes pictures of the
customers as they walk in the store.
D. Publicity
In order to expose the Betsy Loves You Campaign, we need to bring in
our outside sources. We teamed up with the very own Miley Cyrus. We
all know Miley from her previous television show “Hannah Montana”. We
also know that social media plays a big role in the world today. So we
decided to have Miss Miley to promote the Betsey Johnson line on her
snap chat account. She will showcase an item from the line each day
and show to fans and customers that she loves Betsey too.
E. Other in-store activity

In order to get sales rates up, we will bring Miley Cyrus into the store
as an incentive for people to come out and support Betsey Johnson.
Miley will make a guest appearance in the store and participate in a
bag give away. We will choose 5 customers from a raffle and select 5
customers to receive a Betsey Johnson bag.
V. Responsibility Sheet
Responsible Party
CEO
Task
The CEO is responsible for overseeing all events that
are scheduled to go on during the campaigning. He/she
will approve all events and decide on how things are
done.
Operating Officer
The operating officer will be in charge of any
celebrities that we need to get in contact with. They
will contact the celebrities’ manager and discuss
further plans with them.
Model Recruiter
The model recruiter is responsible for going out and
looking for models that for the look of a Betsey
Johnson.

Creative Director
The creative director is responsible for the designing
the venue of our events. The creative designer is also
responsible for putting the finishing touches on the
designs styled by Betsey Johnson.
VI. Budget
Event Media/Activity Cost
Betsey Johnson Fashion
Show
Venue
Hair Stylist (4)
Make-up Artist (5)
Models (20)
Inside decor
Medical Service
Chairs/ Tables
Security (4)
Guest DJ- DJ Khaled
$40,369
$7,500 x 4
=$30,000
$8,000 x 5
=$40,000
$5,000 x 20
=$100,000
$21,547
$6,000
$1,000
$2,000 x 4
=$8,000
$250,000
Total: $496,916

Meet & Greet with
Betsey Johnson
Photographers
Flyers
Paper
$25,000
$800
$1,000
Total: $26,800
Miley Cyrus
Advertising
Her appearance
time
$750,000
Total: $750,000
Total: $1,273,716
VII. Statement of Benefits`
By promoting the Betsey Loves You campaign the Betsey Johnson
Company hopes to increase the amount of products being purchased.

Our campaign is fixed for young girls and women who are interested in
the funky style and creativity by Betsey Johnson. The customers will be
able to wear things that are not average and still be in style. We will use
flyers, radio commercials, and a special celebrity to keep the Betsey
Johnson name growing.
VIII. Bibliography
http://www.betseyjohnson.com/
http://www.biography.com/people/betsey-johnson-23182
http://nymag.com/thecut/fashion/designers/betsey-johnson/
http://www.businessinsider.com/history-of-betsey-johnson-2012-4