1. Spice Advertising Inc.

2. 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

3. 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.

4. Positioning Strategy

5. 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

6. 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