Betsey Johnson has been a leading influence in the fashion industry for decades. Having won the Coty award at the youngest age of any designer ("Betsey Roars"), it is not surprising that the Betsey Johnson label is one of today's hottest fashion names. Part of their success has been their effective positioning in the marketplace.
Betsey Johnson has positioned itself as a provider of women's fashion items ranging from apparel to home decor items. The organization not only provides high fashion clothing items, but also has licensed products in ten categories. These categories include: lingerie, shoes, belts, handbags, cold weather accessories, swimwear, jewelry, fragrance, home decor items, ophthalmic eyewear, and sunwear for the eyes.
As Johnson stated in 2003, when the company began their licensing endeavors, "I always thought licensing was important, but it has to be done right. People who like my clothes are going to want more products from the same label. It goes with their lifestyle. The licenses should feed off each other so that your customer has many choices" (qtd. "Betsey Roars"). This licensing is an integral part of their market positioning.
Visual continuity of the brand across all product categories is quite evident. The Betsey Johnson line reflects the designer's exuberance, with her embellished and over the top creations ("Biography"). There is a sense of fun in all of her designs. From frilly dresses to leopard print tights to the packaging of the pink topped vintage art deco fragrance, the Betsey Johnson brand is energetic, unique and definitely girlie.
The Betsey Johnson website is divided into their primary categories of goods: clothing, accessories, jewelry, and handbags. From there, website users can find subcategories of the Betsey Johnson product line. From the site's homepage, these categories are easily accessible; however, the primary advertisement is for the most recent collection, with smaller nods to what Betsey Johnson outfits celebrities are currently wearing, a link to their evening wear dresses, and a current t-shirt that can be purchased in support of breast cancer.
Clearly promotion of the upcoming line is the most important facet for the organization. However, instead of showing some of the gorgeous "Prom" theme dresses on this main page, there is a large picture of Johnson herself, with the words, "Spring 2008 Collection - Check it out now" lightly phasing in and out ("Betsey Johnson"). The picture is so prominent and not really relevant, combined with the pastel words quietly slipping in and out, it becomes likely that visitors won't even see this important promotion.
As mentioned, the advertising for each product category is reliant upon simple category listings along the top of the page. Despite their simplicity, they are very effective. Since they are featured on the top of every page, they are a constant reminder to the web visitor that Betsey Johnson has much more to offer that they should explore. Once a category is chosen, up to eight items within that category are displayed, with links to more item pages, if necessary.
Juicy Couture is one of Betsey Johnson's leading competitors. Owned by Liz Claiborne, Inc., Juicy Couture also markets branded women's clothing, accessories, and fragrance products ("Liz Claiborne"). Like Betsey Johnson, this contemporary apparel marketer also offers a variety of licensed products. However, their diversity of licensed products goes far beyond Betsey Johnson's offerings, with items such as day planners and even a Juicy Couture Monopoly game.
Both companies offer sunglasses and fragrance as part of their licensed products. Regarding sunglasses, both are positioned as contemporary fashion accessories. In fact, when reviewing the selection of product offerings, many of the designs are incredibly similar. Both companies seek to appeal to younger demographic, from teens to mid-thirties, for women who are fashion conscious.
Both designers also offer a signature fragrance. Again, these are positioned similarly as designer scents for the fashion-minded.
You’re 80% through this paper. Sign up to read the full paper.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.