Re-Branding Style Guide For Betsey JohnsonBy Stefani Hermann

Created by Stefani Hermann For Educational Purposes only 2013

Table Of Contents

Creative Brief ..........................................................4 Market Anaylsis................................................6 Rebrand outline.................................................8 SWOT Analysis...................................................11 Mood Boards......................................................12 Extended Target Market.....................................14 Graphic Toolbox........................................................16 FONTS................................................................18 LOGOS................................................................20 New Media..........................................................22

Betsey Johnson's design career began in 1964 when she entered the New York fashion scene.

She developed her own fashion line in 1978 and sold to over 2,000 retailers and department stores.

In April of 2012 Betsey Johnson declared Chapter 11 Bankruptcy .... But now she's back.

About the Company

"The name speaks for itself" - Betsey

Since the beginning of her brand, Betsey Johnson has focused on exuberance, stretching the rules, and being predictably undpredictable.

Her goal is to make fashion fun and bring color to the runway.

Mission, Values, Goals

"The name speaks for itself" - Betsey

Since the beginning of her brand, Betsey Johnson has focused on exuberance, stretching the rules, and being predictably undpredictable.

Her goal is to make fashion fun and bring color to the runway.

Target MarketBetsey's Target market is females ages 24-35 that crave fun.

They posses an urban-chic princess personality and want to stand out from the crowd.

They are college graduates, tired of the mun-dane.

Industry and Products

Betsey Johnson is the black sheep of high fashion.

On the runway, Betsey models are energetic, fun-loving and lighthearted like the products.

Offering jewelry, outerwear, party dresses, lingerie,swim wear, handbags, and accessories.

Strengths and Core competencies Betsey Johnson’s strengths are her dedication

to exuberance and determination for success.

She has over 40 years of experience in the fashion world and the drive to continue

her career.

Project: Betsey Johnson RE-brand

Background InfoBetsey Johnson filed for bankruptcy. Now,

after being purchased by Steve Madden Ltd., she is back. It is time to bring a fresh feel to Bet-

sey’s new designs, a sense of maturity to resurrect the long-lived name.

Unique selling Position

Betsey has had a foot in the fashion industry since 1964 and has an energetic founder that continues to be dedicated to

creating new unique fashions.

She is making a comeback after financial difficulties and now is the time for a new look to the familiar brand.

Project Goals and objectives Let the world know that Betsey is back with a new look and more attitude than ever

Create a new look that encompasses the fun-loving personality of Betsey Johnson with a sense of sophistication.

THe new look

Taglines “Smell the roses but never stop”

“Always kiss and tell”

“Betsey is the new black”

Call to action

See Betsey Love Betsey

Buy Betsey

Strengths Weaknesses

Threats Opportunities

Recovering from Bankruptcy

Accessibility decreased after store closings

Saturate new markets

Gain attention of women new to Urban life

Create new inspired designs

Make a “cartwheel” back into fashion

Loyal Customers

Unique style

Consistent personality

Dedicated Founder

New up and coming designers

Low Priced knockoffs

Recent shift towards vintage styles

Mood Boards

Extended target market

Name: Phoebe Madison Age: 27Gender: FemaleIncome Level: $35,000 + Social Class: upper middle class Education: CollegeOccupation: Secretary Marital Status: Single and ready to mingle Hobbies: Shopping, nightlife, travel, fashion magazines, blogging, and networking.

Competitor Analysis

H&M AB Company is the major competition to Betsey Johnson LLC. Because Betsey Johnson is now an entity of Steve Madden Inc., she must therefore compete with Madden’s competitors.

While H&M and its affiliates continue to open retail stores, Betsey Johnson is at a disadvantage.

The closest direct competitor as part of Steve Madden Inc. is Michael Kors, but Betsey’s whimsi-cal style is risky for competitors to imitate.

Graphic Toolbox

Color Palette Option 1

Color Palette Option 2

Color Palette Option 3

C=0 M=80 Y=40 K=0R=255G=51B=153

FF3399PMS 213

C=0 M=0 Y=0 K=100RGB

000000

C=100 M=20 Y=0 K=0R=0G=204B=255

00CCFFPMS 306

C=0 M=0 Y=0 K=0R=0G=0B=0

FFFFFF

C=60 M=0 Y=40 K=0R=102G=255B=153

66FF99 PMS 353

C=0 M=60 Y=20 K=0R=255G=102B=204

FF66CCPMS 224

C=20 M=100 Y=0 K=0R=204G=0B=255

CC00FFPMS 253

C=0 M=0 Y=0 K=0R=0G=0B=0

FFFFFF

C=0 M=0 Y=0 K=100RGB

000000

C=20 M=60 Y=0 K=0R=204G=102B=255

CC66FFPMS 2572

C=0 M=0 Y=0 K=100RGB

000000

C=o Y=0 M=0 K=0R=0G=0B=0

FFFFFF

C=0 M=0 Y=0 K=80R=51G=51B =51

333333

C=0 M=0 Y=0 K=60R=102G=102B =102

666666

Option 1: Moon Flower (Headlines and minor text)ABCdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz12345678901234567890 Standard and Bold 24ptAntique olive light (Body Copy) ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Light

12pt

Fonts

Option 2: Futura STD (headlines/subheads)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Light Condensed 24pt

Century Gothic (body copy)ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890Regular 12 pt

Option 3: Moon Flower (Headlines and minor text)ABCdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz12345678901234567890 Standard and Bold 24pt

Futura STD (body)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Light Condensed 14pt

Fonts Continued...

Option 4:

Moon Flower (Headlines and minor text)ABCdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz12345678901234567890 Standard and Bold 24pt Century Gothic (body copy)ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890Regular

12 pt

Logos

Logos Continued...

New Media

ConclusionBetsey Johnson has been a fashion icon for decades. It’s time to bring a new sense of sophistication to her well-known name.

While “the name speaks for itself,” it should also say new, fresh, and full of attitude. Betsey’s new image should add more excitement. Let go of a little pink and grow.

END