Diane von Furstenberg is a woman who wants to be known for reminding every woman she could be the woman she wants to be. She was a brand before she knew what a brand meant, she became a fashion icon before she turned 30. Diane’s started her journey in 1970, with her namesake brand. She received iconic success in 1974 when she launched the very famous jersey wrap dress. The designer had many milestones along the way, she sold a million of the jersey dresses, introduced fragrances and cosmetics, and was featured on the cover of Newsweek. After selling her dress design license and beauty line, she took a sabbatical from designing and moved to Paris. Diane’s second inning was as noteworthy as her first when she reentered the fashion business with Silk Assets, a lower-priced collection sold exclusively on QVC. The first collection on QVC was sold out within 2 hours and the collection made more than $40 million in sales in the next 4 years.
The massive success of the QVC collection encouraged Diane to relaunch her brand DVF all over again in 1997. Her renewed brand’s target audience is millennials or so to say the daughters of her original patrons. Diane has written a memoir of her life named ‘The Woman I Wanted to Be’ and is part of a reality TV Show ‘House of DVF’. Her vision is to help women celebrate freedom, empower them and inspire confidence, which is reflected in her brand. According to Diane her journey has 3 stages “American Dreams”,”The Comeback Kid” and “Legacy”. She has recently hired Paola Riva as the CEO, after being impressed with his mixed flair for creativity and business mindedness. Diane is very open to the advancement of technology and social media and regards them as vital tools to reach her target audience ‘The Millennials’. She has also been quite the risk taker, Google Glass was debuted in her fashion show and she was among the first few to take on retail collaborations.
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