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Transcript of DVF
http://www.cpcpkg.com/magazine/03_12_DesignInterview.php Married Prince Egon zu Furstenberg at the age of 18. Moved to NYC in 1969 and had two children, Alexandre & Tatiana. Began designing clothes in 1970. 1975 - making 15,000 dresses a week. 1970's - seen as a symbol for women's liberation. 1976 - appeared on cover of Newsweek for selling 5 million dresses. Created The Diller-Von Furstenberg Family Foundation. 2010 - started the DVF Awards, supported by the foundation. Gives each honoree $50,000 for their impact on the advancement of women 2006 - CFDA named her as their president. Worked with the mayor of NYC to expand the industry's network service system. 2011 - received the Award of Courage from the amfAR charity for her work in combating AIDS. 2011 - received the Jacqueline Kennedy Onassis Medal from the Municipal Art Society of New York for her assistance in redeveloping the Meatpacking District. 2005 - CFDA presented her with The Lifetime Achievement Award. "The DVF Customer still dresses very much the way she did when she was 20, and somehow manages not to look so absurd doing so." Target Market The brand caters to woman of all ages, in all stages of life. She herself described the DVF customer as "every woman." "She is active, she is smart, she is fun, and she is confident." E-Mail Campaign Used to promote her new collection at GapKids $1,000 give-a-way sweepstakes to spend on the children's line and the new women's collection. E-mail was sent on March 15, 2012, the day the collection launched. Targeted mothers and daughters. Advertising Spring 2008 Partnered with Francois Marie Banier. First campaign for Diane to use a model rather than herself. Natalia Vodianova Advertising Fall 2010 "....but you don't want to forget being a woman." Selling a lifestyle society believes only men can achieve. -DVF Advertising Spring 2012 Selling Confidence Any woman can see themselves wearing this dress. Advertising Fall 2012 Arizona Muse Selling a Lifestyle of Independence Licensing Agreements 3. Marchon Eyewear, Inc. 2. Randa Luggage 1. Inter Parfums, Inc. 1 2 3 DVF Goes Green In celebration of Art Basel, Diane designed a "Go Green" awareness canvas tote exclusively for the fashion boutique, Intermix. 100% Organic cotton "Save and love the planet" Note from Diane on the interior of the bag: Where To Buy DVF Online:
Gilt.com DVF Headquarters
Meatpacking District, NYC 26 retail stores around the world Price Points Clothing: $75-$2,300
Clutches & Bags: $245-$1,200 Shoes: $195-$595
Accessories: $25-$650 DVF Past Looks Fall 2012 DVF Past Looks Resort 2012 DVF Past Looks Spring 2012 DVF Past Looks Resort 2013 Planning Cleaned Removed lining & zippers Brain-stormed ideas Dying The Design Process Before After Sewing Making the Shirt Finishing Touches Fitting In With The Trend Sheer Backless Pencil Hot or Not? "I like that it's a transitional piece that could easily go from the workplace to the nightlife with a simple blazer or a sparkly clutch!" -Rachel French "I love it! I like how I could wear it as one outfit or as separate pieces." -Alexandria Brock "I would wear it to a Girl's Night Out! -Eliza Hallock The Final Product!