Lulu

for Betsey
Ericka Smit h, Kristi Mileson &Frances Anne Silva
 Table of Contents
• Executive Summary 3-7
• Company Description 8-15
• Competition 16-20
• Branding 21-24
• Market Analysis 25-27
• Spring/Summer 2012 line 28-33
• About Us 34
• Bibliography 35
EXECUT IVE SUMMARY
Company Name Company Logo
 Executive Summary
Lulu for Betsey is a little girls line, ages 3 to 10. We wanted
to produce a line as an extension to Betsey Johnson because
we wanted little girls to look just as fabulous as their
mother’s. We are introducing a Spring/Summer 2012 beach
line as our initial launch, naming it Lulu Loves You. Our
products will be sold at specific Betsey Johnson locations
on the West Coast and gradually move to East Coast
locations. The basis of our line and company name, Lulu,
represents Betsey Johnson’s daughter. We wanted our line to
be fun, whimsical, sassy and encompass the true attitude of
Betsey. We want little girls to express their fun personality just
like their mommy does at Betsey Johnson. They twirl in their
tutu’s and shake their ruffles as they jump and laugh at home, on
the beach, or even on the streets.
COMPANY DESCRIP T ION
 Company History
NEW YORK CITY, N.Y., October 8, 2010 -- Betsey Johnson LLC (the
“Company”), the iconic design and retail business, and Steven Madden, Ltd.
(“Steve Madden”) have entered into a Restructuring Agreement whereby, in
consideration of the elimination of amounts owed to Steve Madden under
the Company’s outstanding debt, Steve Madden acquired (i) the trademarks
and intellectual property of the Company and (ii) a 10% equity interest in the
Company.
Steve Madden is a vertically integrated company and so is Betsey Johnson.
Betsey Johnson LLC will continue growing and expanding with plans to open
6-8 stores in 2010, doubling the retail chain to 100 stores operating in 22
states by the year 2012.
We will be adding to the expansion of Betsey Johnson under Steve Madden
by offering our new line Lulu for Betsey in key Betsey Johnson stores.
 Steve Madden Integration
• Brands: • Products:
– Betsey Johnson – Shoes
– Steve Madden – Women All
– Steve Madden plus design – Women All
– Steven by Steve Madden – Shoes $$
– Madden Girl – Shoes $
– Steven – Men All
– Steve Madden Men's – Men Shoes
– Stevies – Shoes
– Daisy Fuentes – Shoes
– Olsenboye – Kids Shoes
– Candie's – Shoes
– Big Budda Shoes – Shoes, sunglasses, cold weather
– L.E.I. accessories
– Elizabeth and James – Shoes
– Shoes
 Forecasting
Short Term Long Term
• Patterns and Colors • Brand Identity
– “XOXO Lulu” logo
• Overall Concept Ideas – Bows and ruffles details
– Themes – Original Betsey Johnson floral patterning
– Cuts in Silhouettes • Fabrications/Swimwear
• Weather • Lunada Bay Corporation for Swimwear
– Cover Ups, Focus on Outerwear Licensee
Options • Packaging
• Sold exclusively in Betsey Johnson – Bags/Tags/Tissue/Wrapping
Boutiques • Expansion
– Sell line at Nordstrom
• Detailing – Store within a Store
– Notions • Extension on Line
– Graphics – Playwear
• Advertising – Undergarments
– Promotional incentives • Investments
– Extra accessories • Vendor Relationships
PRODUC T OVERV IEW
 Product Mix- Clothing

Swimsuits

Cover-Ups
 Product Mix- Accessories
• Towels
• Sand toys
– Pale
– Shovels
Barrettes
• Hats
Sunglasses

Sandals Backpacks
Graphics
Little Marc Jacobs & Harajuku Mini

THE COMP ET I T ION

 Little Marc Jacobs
• Higher price point
competition
• Line Launched in 2007
– Fifty-piece swimwear collection
was launched in time for
summer 2010.
• Ranges from babies and
children (2-6) & (8-12)
• Price Point: $30-$200
 Little Marc Jacobs Graphics
• Miss & Mister Marc
• Stinky Rat
 Harajuku Mini
• In collaboration with Target
• Hits Stores November 13th
• Anime-inspired aesthetic
• Ranges from babies, children
and tween lines
• Price Point $3.99 to $29.99
Harajuku Mini Graphics
BRANDING
Contact Points
• Packaging
– Product bag
• Email Signature
• Letterhead
• Website
• Business card
• Catalog
• Post Card
• Stickers & Tattoos
Signature sent with every e-mail:
Lulu loves you, _____________
Letterhead
Hang Tag & Label
MARKET ANALYSIS
 Consumer
Lulu for Betsey’s primary demographic are the
eccentric mothers of the little girls who are loyal
consumers of Betsey Johnson. These Innovators and
Experiencers make around $60k to $100k plus. The
primary age bracket who shops at Betsey Johnson are
from the ages of 18 to 34. The secondary ages range
from 35 to 49 years old. These two demographics fit into
the consumer of Lulu for Betsey perfectly because our
primary demographic are the mothers that already shop
at Betsey Johnson. Our mothers range from 24 to 40
years old and can afford the designer wear for their
daughters.
VALS Type for Mothers
Innovators
“Image is important, not as evidence of
status or power but as an expression of
their taste, independence, and
personality.”

Experiencers
“Motivated by self-expression. They
seek variety and excitement, savoring the
new, the offbeat, and the risky.”
Lulu Consumer
Concept Board, Color Board, Details Board, & Line Sheets

SPRING SUMMER 2012

Line Sheets Delivery One
Line Sheets Delivery 2
 About Us
Creative Director- Ericka Smith is obtaining a Bachelor’s of Science in Fashion
Marketing and Management at the Art Institute of Seattle. She has been the creative
director on many projects including market research and advertising. Ericka uses her
ability to see the “big picture” and organizational skills to work with her team and create
excellent work.

Editor in Chief &Graphic Designer- Obtaining a Bachelor’s of Science in

Fashion Marketing and Management at the Art Institute of Seattle, Kristine Mileson is eagerly
awaiting graduation in March 2012. She has a keen eye for detail and perfection in her work. She
also has an ambitious attitude to succeed in life. A true team player, Kristine loves to collaborate
and share ideas with others who are just as passionate for fashion as she is.

Brand Manager – While currently attending the Art Institute of Seattle for Fashion
Marketing and Management, FrancesAnne has been working full-time at Betsey Johnson
for two years, as a Stylist. If she’s not spending the day twirling in her froofy dresses, she
can be found with her Miniature Dachushund, Cheez at the nearest park.
 Bibliography
• "Childens Swimwear." Stylesight: . Web. 10 Aug. 2011.
<http://www.stylesight.com/>.
• "The Company." Betsey Johnson. 8 Oct. 2010. Web. 10 Aug. 2011.
<http://www.betseyjohnson.com/category/index.jsp?categoryId=439
9321>.
• "VALS™ | Strategic Business Insights (SBI)." Strategic Business Insights.
Web. 20 Aug. 2011.
<http://www.strategicbusinessinsights.com/vals/>.
• "WGSN Illustrator Flats." WGSN. Web. 10 Aug. 2011.
<http://wgsn.com>.
• "World of Marc-Biography." Marc Jacobs. Web. 03 Sept. 2011.
<http://www.marcjacobs.com/world-of-marc-jacobs/biography/>.
MEDIA KI T
 Contact Us
General Questions Feel free to contact your
Ericka Smith
Esmith@luluforbetsey.com nearest store with questions
they will be happy to direct
Advertising you to whatever you need. A
Kristine Mileson
Kmileson@luluforbetsey.com 24/hour automated number is
Press Information
also available at :
FrancesAnne Silva 1.800.247.Lulu (5858)
Fsilva@luluforbetsey.com
 About Us
Creative Director- Ericka Smith is obtaining a Bachelor’s of Science in Fashion
Marketing and Management at the Art Institute of Seattle. She has been the creative
director on many projects including market research and advertising. Ericka uses her
ability to see the “big picture” and organizational skills to work with her team and create
excellent work.

Editor in Chief &Graphic Designer- Obtaining a Bachelor’s of Science in

Fashion Marketing and Management at the Art Institute of Seattle, Kristine Mileson is eagerly
awaiting graduation in March 2012. She has a keen eye for detail and perfection in her work. She
also has an ambitious attitude to succeed in life. A true team player, Kristine loves to collaborate
and share ideas with others who are just as passionate for fashion as she is.

Brand Manager – While currently attending the Art Institute of Seattle for Fashion
Marketing and Management, FrancesAnne has been working full-time at Betsey Johnson
for two years, as a Stylist. If she’s not spending the day twirling in her froofy dresses, she
can be found with her Miniature Dachushund, Cheez at the nearest park.
 Company Backgrounder
Lulu for Betsey is a little girls line, ages 3 to 10.
We are introducing a Spring/Summer 2012 beach line as our
initial launch, naming it Lulu Loves You.
Our products will be sold at specific Betsey Johnson locations
on the West Coast and gradually move to East Coast locations.
The basis of our line and company name, Lulu, represents
Betsey Johnson’s daughter.
We want little girls to express their fun personality just like
their mommy does at Betsey Johnson.
This is the last line Betsey Johnson will be a part of before
Steve Madden takes over the company, but we will always keep
her essence in mind and look to her as inspiration.
Launch Flyer
 NEWS RELEASE
FOR IMMEDIATE RELEASE FOR MORE INFORMATION
FrancesAnne Silva
Brand Manager
360.555.1234
fsilva@luluforbetsey.com
Press Release

BETSEY JOHNSON INTRODUCES ITS FUN AND FLIRTACIOUS FASHION TO A

YOUNGER MARKET WITH ITS NEW “LULU FOR BETSEY” GIRL’S SWIMWEAR LINE,
PREMIERING AT THE SEATTLE BETSEY JOHNSON BOUTIQUE.

Be the First to Shop the Newest Collection of “Lulu for Betsey” - Swimwear Line for Little Girls.

WHO: Betsey Johnson, New York-based fashion designer, celebrates the launch of “Lulu
for Betsey” – the new little girl’s summer swimwear line.

WHAT: Join us and get the opportunity to be the first to swoop up the newest swimsuits
from Betsey Johnson’s new line for little girls! This special beach-themed party
will offer stickers, snacks, sweet and drink for the attendees. There will also be an
opportunity to purchase limited edition Betsey Beach Bundles which includes: a
tote bag, towel, flip-flops and a pair of sunglasses.

WERE: BETSEY JOHNSON SEATTLE

1429 5th Ave
Seattle, WA 98101
206.624.2887

WHEN: THURSDAY, MARCH 12

12:00 PM – 3:00 PM

ALL MEDIA MUST RSVP TO: KMILESON@LULUFORBETSEY.COM

###
 Bibliography
"Betseyjohnson.com - Quantcast Audience Profile." Quantcast. Web. 10
Aug. 2011. <http://www.quantcast.com/betseyjohnson.com>.
"Childens Swimwear." Stylesight: . Web. 10 Aug. 2011.
<http://www.stylesight.com/>.
"The Company." Betsey Johnson. 8 Oct. 2010. Web. 10 Aug. 2011.
<http://www.betseyjohnson.com/category/index.jsp?categoryId=439
9321>.
"VALS™ | Strategic Business Insights (SBI)." Strategic Business Insights.
Web. 20 Aug. 2011.
<http://www.strategicbusinessinsights.com/vals/>.
"WGSN Illustrator Flats." WGSN. Web. 10 Aug. 2011.
<http://wgsn.com>.
"World of Marc-Biography." Marc Jacobs. Web. 03 Sept. 2011.
<http://www.marcjacobs.com/world-of-marc-jacobs/biography/>.