Betsey Johnson in Sweden

Ellie Hodge, Kelly McMillian, Kristen Jefferson, Lauren Jefferson, Ilynn Yang, Diana Joines

• Betsey Johnson has built her long-standing career in the fashion industry by following her own set of rules

• Betsey designs have been rocking the fashion industry ever since the 1960’s

• She is most known for her over the top, one-of-a-kind designs.

• Betsey’s designs stand out from the rest and always catch your eye.

• They are very feminine, fun, and whimsical

• Betsey Johnson was born in Connecticut

• Spent most of childhood dancing & loved dance costumes

• Love for dance costumes also laid the groundwork for her creativity and inspiration that mimics her designs today

• It wasn’t until the year of 1964, when she began the New York fashion scene

• During this time, Betsey won Mademoiselle Magazine’s “Guest Editor Contest”

• Winning the contest helped Betsey get her foot in the door as a designer.

• A year later she was offered the top designer position for Paraphernalia

• Paraphernalia was a clothing boutique that housed the best young London designers

• Betsey’s trademark look all began at this boutique.

• Form fitting silhouettes, flowing fabrics, fanciful detailing, and most importantly, an extraordinary fit

• After years of designing for other labels, Betsey decided to make a remarkable change in her life and formed a partnership with Chantal Bacon

• Early success from role models and awards won, motivated Betsey to open her own store.

• This allowed her to create her own label and it’s the same label we still know and love today.

• The Betsey Johnson label (B.J. Vines) was formed in 1978

• With after more than 30 years in the fashion industry, the label continues to gain popularity

• Opened her first retail store in the heart of Soho.

• Not too far after, Betsey and Chantal were the first to open a store on Melrose Avenue in Los Angeles

• Betsey saw these store openings as magnificent accomplishments

• Today Betsey has opened over 65 stores worldwide and continues to do so.

• She decided to expand internationally in 1998 when she opened a store in London. Soon after the London opening, Betsey opened stores in Canada

• Then in September of 2006, Betsey opened her first store in Japan

• Has clothing available in department stores as well as specialty stores all throughout the U.S. and in Europe and Asia

• Betsey Johnson is always moving forward and looking ahead

• Her enthusiasm and creative abilities have allowed her to stay in the fashion spotlight for the past 45 years

• Betsey Johnson will only continue to keep up the success in the years to come "If Betsey Johnson didn't exist, we would

have to invent her, simply to remind ourselves that fashion can be fun. She's the original wild child and set to paint the town pink!”

History•Late 19th-century Sweden was marked by the emergence of strong popular movements, which included the free churches, the temperance and women’s movements, and above all the labor movement. The labor movement, whose growth kept pace with industrialization in the late 19th century, was reformist in outlook after the turn of the 20th century.

•Since the short war against Norway in 1814 in conjunction with the creation of the union, Sweden has not been involved in any war. Since World War I, Sweden has pursued a foreign policy of nonalignment in peacetime and neutrality in wartime, basing its security on a strong national defense.

•Sweden’s role in the European Union has been identified as an important issue for the country’s future by the center-right coalition government. During the second presidency, priority was given to economic, unemployment and climate issues.

Geographic Setting LOCATION:

• Sweden occupies the eastern part of the Scandinavian Peninsula. It is the fourth largest country in Europe, which is one-tenth larger than California.

• Sweden has a rock like coast it is chopped up by bays and inlets and are also many islands.

CLIMATE: • Most of Sweden has a temperate climate, despite its northern latitude, with four distinct seasons and mild

temperatures throughout the year. The country can be divided into three types of climate; the southernmost part has an oceanic climate, the central part has a humid continental climate and the northernmost part has a subarctic climate.

• Because Sweden lies at a high latitude much of the country it has very long hours of daylight in summer and very long nights in winter.

Social Institutions • Politics

• The Government type is a constitutional monarchy. The Legal system consists of civil law system, which is

influenced by customary law

• Family• Family in Sweden is extremely important and because of this the rights of children are well protected. The rights

afforded to Swedish families to ensure that they are able to adequately care for their children.• Anyone traveling to Sweden will notice the family friendly environment of most restaurants and other such

establishments

• Education• Education in Sweden is free and compulsory between ages 7 and 15. All people receive the same course of

instruction for six years, in the seventh year the curriculum is differentiated, and students may choose between a classical and a vocational course. About 80% of all students then enter gymnasium, which is known as senior high school or continuation schools.

Social Institutions continued…• Business Customs and Practices

• As far as Business Customs, What to Wear? Business wear in Sweden is conservative. • When attending a Business Meeting: Make sure that you give at least two weeks notice

if you are arranging a meeting in Sweden.• Swedish business personnel are extremely detail focused and as such any presentations

should be well prepared with supporting, relevant data.• It is important to know that Swedes rarely make decisions during initial

meetings so because of this the first meeting that you have with your hosts is likely to be fairly general and very low key.

Religion in Sweden

• Sweden has a few different religions, including Muslims, Jews and Christians.

• The country of Sweden is Lutheran and many belong to the Church of Sweden, a place of worship among Swedes for many years.

• All religions are respected, even if one is not followed at all.

Sweden has a cool climate with average temps in the summer of 64 degrees and below freezing in the winter.

During the summer, days are long, on average 18 hours of sunlight a day.

Winters are dark, with an average of 6 hours of sunlight a day.

There are lots of immigrants in Sweden, and one parent is usually foreign-born.

Sweden has one of the lowest birth rates and one of the world’s longest life expectancies.

Swedes live in small towns in suburban areas in traditional countryside homes painted Falun red, which is a deep red color with white trim produced from a waste product from

the Falun copper mine.

Summerhouses are mainly painted in Falun red, because it represents the return of light and relaxation.

The official language of Sweden is Swedish, which is a German language.

It is a musical language with 28 letters in the alphabet.

English is the second most spoken language in Sweden.

Population

9,373,379 as of June 30, 2010Population increase - immigrants

Economic Statistics and Activity• The GDP, gross domestic product, of Sweden for 2010 was

estimated to be $438.8 billion and the GDP per capita was estimated to be $37, 032. The annual GDP growth rate estimated for 2010 was 4.5% (U.S. Department of State, 2010).

• Almost everyone is middle class• Around 4.5 million Swedes are working and a typical worker

receives around forty percent of their income after the Sweden tax wedge, which is still nearly double of the United States of Ireland.

• The World Economic Forum 2009–2010 competitiveness index ranks Sweden the 4th most competitive economy in the world.

Retail Businesses

• IKEA & H&M• Fifth Avenue Shoe Repair, Odd Molly, Filippa K,

Bjorn Borg, J. Lindeberg, Acne, Cheap Monday, as well as Minimarket are examples of the top fashion brands operating in Sweden.

Media

• Nearly every town has a newspaper

• 4.5 million residents have internet - internet advertising taking over

• 4.6 million have TV's

Multichannel Retailing

Very similar to US - uses sponsorships, online advertising, mobile marketing, classified

advertising, etc.

S.W.O.T. Analysis• Strengths: strong brand image, experience, timeless

trends• Weaknesses: No knowledge of Sweden culture, low

garment availability• Opportunities: growth, development, researching

Sweden• Threats: House of Holland and Patricia Field

Patricia Field&

Consumer Buying Habits

• Hedonic Shoppers

Advertising & Promotion

• Online • In Betsey Johnson Boutique• Department stores

Pricing Strategies

Betsey Johnson’s pricing strategy is using prestige or premium pricing. This means that they price their items high for quality and brand image.

Government Participation

• Starting a business• Business licensing• Trade policies• Taxes

Competitors

• Filippa • H&M