Spice Advertising Inc.

Betsey Johnson Started in 70’s Young, girly but sexy, city punk Clothing sold in large department stores As well as over 20 boutiques In 2010, almost 100 boutiques worldwide 2012: Closure of all stores. Now focus on department store lines

Objecitves Spice Advertising Inc. wants to create brand recognition of the Betsey Johnson brand and for Betsey Johnson to once again be a household name. This can be achieved by creating an emphasis on heavy advertising to remind consumers how important the Betsey Johnson brand is in fashion and culture.

Positioning Strategy

SWOT Analysis Strengths Well-known brand Design aesthetic Quality Wide range of products Weaknesses Marketing Little to no promotions Narrow target market Opportunities Advertise and appeal to teen girls Corporate and social responsibility Threats Fast fashion retailers Saturated markets Production price

Strategies and Executions Billboards: Electronic to show various images Direct Mail: Special offers attached Magazine: Ads in Seventeen and Cosmopolitan Interactive: Virtual hangers that show Facebook likes for garments Special Event: Traveling trunk shows