Betsey Johnson is both a fashion designer and fashion brand known for uniquely creative and imaginative designs for a fun lifestyle. She was born on 10 August 1942 in the quiet town of Wethersfield, Connecticut (Blausen and Stacey). As a child, she took numerous dancing lessons (Blausen and Stacey) that developed her interest in the feminine through the frilly and bright colored dance costumes worn during practice, recitals and plays.
Education, Honors Organizations
After high school, she entered Pratt Institute (Blausen and Stacey), a prestigious art school in New York. This period marked Betseys pursuit of her passion and career in the arts. She continued her studies at Syracuse University to graduate in 1964 with a magna cum laude honor (Blausen and Stacey). In college, she formed part of the Phi Beta Kappa, an honor society and joined Alpha Xi Delta, a sorority committed to supporting womens empowerment and growth (Blausen and Stacey).
Entry into the Fashion World
Betsey Johnson became part of the fashion world by winning the Guest Editor Contest sponsored by Mademoiselle Magazine in 1964 (Biography). This allowed her to research and experience different designs and fashion events. In 1965, she was hired as a top designer by Paraphernalia (Biography), a boutique employing a number of fashion talents. Her signature designs were sexy, hippie and fabulous. Offers from boutiques and fashion houses such as Alvin Duskin located in San Francisco and Alley Cat took most of her time (Blausen and Stacey). Finally, in 1978, Betsey collaborated with Chantal Bacon to launch the Betsey Johnson brand (WWD). Thirty years later, Betsey Johnson received numerous fashion awards and the Betsey Johnson brand has reached markets in Europe and Asia.
Betsey Johnson and Her Brand Signature
Source httpwww.betseyjohnson.combio.html
B. Market Segment Targeted by Betsey Johnson Age
In terms of age, Betsey Johnson has been able to draw costumers of varying ages. The fashion designs appeal to veteran celebrities such as Cyndi Lauper, Joan Jett, Debbie Harry, and Janis Joplin and to young stars such as Paris Hilton and Katy Perry (Betsey Johnson). The feminine aspect of the designs appeal to women of all ages and the whimsical components of the design provides options for age-specific preferences. However, most of her signature designs appearing to be non-age specific by appealing to women in the different age groups.
Income and Social Class
Relative to market segmentation by income, Betsey Johnson is a high-end brand. When the brand was launched in 1978, the designs were worn by music artists and featured in theater and other shows. As an exclusive brand boutique, Betsey Johnson stores are located in Soho and Madison Avenue in New York and Melrose Avenue in San Francisco California, which are locations known for high fashion. In 1996, the Ultra fashion line was launched to cater to an exclusive market and picked-up by exclusive retailers such as Charivari and Ultimo (White). However, in 2009, plans for Betsey Johnson to create an affordable line retailed through the online stores QVC and HSN were underway (Douglas).
Occupation
The targeted market segment by occupation is limited. Betsey Johnson designs strongly appealed to people in the entertainment industry. Although the designs also expressed femininity, the designs had lesser appeal to people in occupations requiring more formal and simple designs. The designs appealed most to movie stars, music artists, and other art aficionados who want to be seen. Nevertheless, Betsey Johnson designs have strong appeal to women of different occupations seeking fabulous attires for their social activities.
Lifestyle
Betsey Johnson designs appeal to a fun and fabulous lifestyle. It targets the pool in the urban market of individuals with fun or hi-strung personalities who enjoy visibility in their social circles or even in public. The Betsey Johnson market can be considered a niche.
Geographic Location
The designs target a global market but concentrated in key fashion cities such as New York and Los Angeles in the United States, Montreal, Toronto and Vancouver in Canada, London in the United Kingdom, and Tokyo in Japan.
C. Description of Betsey Johnson Designs
Design Descriptions
Betsey Johnson designs can be described as very American, feminine, sexy, eccentric and whimsical (Betsey Johnson). The designs are far from ordinary. A look at some of the fashion items taken from the official online retail website HYPERLINK httpwww.betseyjohnson.com www.betseyjohnson.com captures the feminine but with flare especially by the colorful prints, lacy shoes, and peak-a-boo socks.
Fit Flare Dress Intimate Wear Heartland Satchel Lacy Shoes Peak-a-Boo Socks
Fabrics Used in Designs
Betsey Johnson also experiments with various fabrics used in designs that accentuate the womans body. A selected list of dresses taken from shows the use of various fabrics from cotton to chiffon and to satin.
Embroidered Cotton CottonLycra ChiffonCharmeuse Crochet Satin
Production of Merchandise
Betsey Johnson merchandise is produced at the design studio and show room at the 21st floor of 498 7th Avenue in New York. This is the headquarters and also where Betsey Johnson resides more frequently. The designs drawn and sewed in the studio are then sent to the factory to be manufactured. Betsey Johnson clothes are produced in the United States. The main shops in London and Japan also have factories that manufacture the designs coming from New York. There are items designed and manufactured exclusively for international markets such as scarf exclusively distributed in Tokyo Japan. Other merchandise including jewelry, shoes, bags and belts, accessories, and lingerie are licensed for production to business partners (WWD).
D. Promotion and Sales of Betsey Johnson Merchandise
Promotions
Promotion of Betsey Johnson merchandise is through the New York Fashion Week, media exposure through celebrities that wear the Betsey Johnson label, collaborations with organizations for business and social causes, and features of the designer and brand in various fashion and lifestyle magazines, newspaper columns, and shows. Betsey Johnson is an established designer and brand in the global fashion market. She is also a celebrity icon in both the fashion world and in advocate organizations, especially with her active participation in campaign on breast cancer awareness and support. These promote the Betsey Johnson brand.
Sales
Betsey Johnson merchandise is sold in three venues, exclusive brand boutiques, retail stores, and the online website. The boutiques now number more than 70 stores in different North American, European and Asian countries (WWD). A diverse range of retailers including exclusive retailers, department stores, and other retail stores also distribute Betsey Johnson merchandise. The online website is HYPERLINK httpwww.betseyjohnson.com www.betseyjohnson.com, with online sales coordinated by the office in 2346 E. Pacifica Place, Rancho Dominguez in California.
E. Betsey Johnson as an Important Designer
Betsey Johnson is an important designer by creating timeless and relevant pieces in a genre all her own. Even pieces from the 1970s, 1980s and 1990s are still selling strong in vintage shops with the rare items selling at high prices (WWD). Even after more than 30 years, Betsey Johnson has been able to capture many generations of women and is likely to continue doing so in the future. Although, there are designers and brands compared with Betsey Johnson, she has created a place for herself in the fashion world that cannot be replaced by another.
Education, Honors Organizations
After high school, she entered Pratt Institute (Blausen and Stacey), a prestigious art school in New York. This period marked Betseys pursuit of her passion and career in the arts. She continued her studies at Syracuse University to graduate in 1964 with a magna cum laude honor (Blausen and Stacey). In college, she formed part of the Phi Beta Kappa, an honor society and joined Alpha Xi Delta, a sorority committed to supporting womens empowerment and growth (Blausen and Stacey).
Entry into the Fashion World
Betsey Johnson became part of the fashion world by winning the Guest Editor Contest sponsored by Mademoiselle Magazine in 1964 (Biography). This allowed her to research and experience different designs and fashion events. In 1965, she was hired as a top designer by Paraphernalia (Biography), a boutique employing a number of fashion talents. Her signature designs were sexy, hippie and fabulous. Offers from boutiques and fashion houses such as Alvin Duskin located in San Francisco and Alley Cat took most of her time (Blausen and Stacey). Finally, in 1978, Betsey collaborated with Chantal Bacon to launch the Betsey Johnson brand (WWD). Thirty years later, Betsey Johnson received numerous fashion awards and the Betsey Johnson brand has reached markets in Europe and Asia.
Betsey Johnson and Her Brand Signature
Source httpwww.betseyjohnson.combio.html
B. Market Segment Targeted by Betsey Johnson Age
In terms of age, Betsey Johnson has been able to draw costumers of varying ages. The fashion designs appeal to veteran celebrities such as Cyndi Lauper, Joan Jett, Debbie Harry, and Janis Joplin and to young stars such as Paris Hilton and Katy Perry (Betsey Johnson). The feminine aspect of the designs appeal to women of all ages and the whimsical components of the design provides options for age-specific preferences. However, most of her signature designs appearing to be non-age specific by appealing to women in the different age groups.
Income and Social Class
Relative to market segmentation by income, Betsey Johnson is a high-end brand. When the brand was launched in 1978, the designs were worn by music artists and featured in theater and other shows. As an exclusive brand boutique, Betsey Johnson stores are located in Soho and Madison Avenue in New York and Melrose Avenue in San Francisco California, which are locations known for high fashion. In 1996, the Ultra fashion line was launched to cater to an exclusive market and picked-up by exclusive retailers such as Charivari and Ultimo (White). However, in 2009, plans for Betsey Johnson to create an affordable line retailed through the online stores QVC and HSN were underway (Douglas).
Occupation
The targeted market segment by occupation is limited. Betsey Johnson designs strongly appealed to people in the entertainment industry. Although the designs also expressed femininity, the designs had lesser appeal to people in occupations requiring more formal and simple designs. The designs appealed most to movie stars, music artists, and other art aficionados who want to be seen. Nevertheless, Betsey Johnson designs have strong appeal to women of different occupations seeking fabulous attires for their social activities.
Lifestyle
Betsey Johnson designs appeal to a fun and fabulous lifestyle. It targets the pool in the urban market of individuals with fun or hi-strung personalities who enjoy visibility in their social circles or even in public. The Betsey Johnson market can be considered a niche.
Geographic Location
The designs target a global market but concentrated in key fashion cities such as New York and Los Angeles in the United States, Montreal, Toronto and Vancouver in Canada, London in the United Kingdom, and Tokyo in Japan.
C. Description of Betsey Johnson Designs
Design Descriptions
Betsey Johnson designs can be described as very American, feminine, sexy, eccentric and whimsical (Betsey Johnson). The designs are far from ordinary. A look at some of the fashion items taken from the official online retail website HYPERLINK httpwww.betseyjohnson.com www.betseyjohnson.com captures the feminine but with flare especially by the colorful prints, lacy shoes, and peak-a-boo socks.
Fit Flare Dress Intimate Wear Heartland Satchel Lacy Shoes Peak-a-Boo Socks
Fabrics Used in Designs
Betsey Johnson also experiments with various fabrics used in designs that accentuate the womans body. A selected list of dresses taken from shows the use of various fabrics from cotton to chiffon and to satin.
Embroidered Cotton CottonLycra ChiffonCharmeuse Crochet Satin
Production of Merchandise
Betsey Johnson merchandise is produced at the design studio and show room at the 21st floor of 498 7th Avenue in New York. This is the headquarters and also where Betsey Johnson resides more frequently. The designs drawn and sewed in the studio are then sent to the factory to be manufactured. Betsey Johnson clothes are produced in the United States. The main shops in London and Japan also have factories that manufacture the designs coming from New York. There are items designed and manufactured exclusively for international markets such as scarf exclusively distributed in Tokyo Japan. Other merchandise including jewelry, shoes, bags and belts, accessories, and lingerie are licensed for production to business partners (WWD).
D. Promotion and Sales of Betsey Johnson Merchandise
Promotions
Promotion of Betsey Johnson merchandise is through the New York Fashion Week, media exposure through celebrities that wear the Betsey Johnson label, collaborations with organizations for business and social causes, and features of the designer and brand in various fashion and lifestyle magazines, newspaper columns, and shows. Betsey Johnson is an established designer and brand in the global fashion market. She is also a celebrity icon in both the fashion world and in advocate organizations, especially with her active participation in campaign on breast cancer awareness and support. These promote the Betsey Johnson brand.
Sales
Betsey Johnson merchandise is sold in three venues, exclusive brand boutiques, retail stores, and the online website. The boutiques now number more than 70 stores in different North American, European and Asian countries (WWD). A diverse range of retailers including exclusive retailers, department stores, and other retail stores also distribute Betsey Johnson merchandise. The online website is HYPERLINK httpwww.betseyjohnson.com www.betseyjohnson.com, with online sales coordinated by the office in 2346 E. Pacifica Place, Rancho Dominguez in California.
E. Betsey Johnson as an Important Designer
Betsey Johnson is an important designer by creating timeless and relevant pieces in a genre all her own. Even pieces from the 1970s, 1980s and 1990s are still selling strong in vintage shops with the rare items selling at high prices (WWD). Even after more than 30 years, Betsey Johnson has been able to capture many generations of women and is likely to continue doing so in the future. Although, there are designers and brands compared with Betsey Johnson, she has created a place for herself in the fashion world that cannot be replaced by another.
No comments:
Post a Comment