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Girl Power
Bethel Makes Bold Move to Gain Firmer Footing in Women's Collegiate Market
September 20, 2010
Statistics from the licensed marketplace don't lie. Women are increasingly becoming the most influential consumers of collegiate products. This fact isn't lost of J Kim, National Sales Director for Bethel International.
"At least half of college grads and sports fans are women," he says. "We see this as a great opportunity for Bethel. We're giving women product that is designed exclusively for them."
Retailers and buyers have long known Bethel for its collection of stylish handbags. The company offers more than 50 models, all made with the highest quality materials and amazing attention to detail. On top of that, Bethel is licensed with schools from every major conference in the country.
Now, according to Kim, Bethel is set for extensive expansion into women's accessories. "We've moved into scarves and jewelry," he says. "We've added about 40 products to our line."
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Leading the way is a new collection called Spirit Scarves, which comes in two separate lines—sporty and fashion-forward. "These are not the generic looks you currently see in the marketplace," says Kim. "We're offering styles that women can appreciate."
The same is true of Bethel's jewelry collection. "Women are tired of styles they can only wear on game day," says Kim. "They want high end and high quality. That's what they get with our beaded and crystal lines of jewelry."
Bethel will have all of its fresh styles on hand at the Sports Licensing & Tailgate Show in January. "Retailers are excited about what we're doing," says Kim. "This is validation of the way we do business. We control everything in design and manufacturing. We're willing to make the investment of time and money to produce the best quality possible."
Nowhere is that more evident than the spot-on team colors incorporated in every Bethel product. "Our colors are perfect—or as close to perfect as possible," says Kim. "We wouldn't have it any other way."
