There is no doubt that Diane von Furstenberg has become one of the leading names in American fashion. Her stunning prints and reasonable pricing make her a favorite of both celebs and everyday fashionistas. Beyond the exceptional clothes, DVF has also begun to take a lead in digital marketing and e-commerce, employing a range of online tools:
DVF.com: Bridging Commerce & Content
DVF’s website is a colorful and inviting destination, mixing commerce with content and creating just the right balance. In search of a particular wrap dress? It takes less than a few clicks to find and make your purchase. In search of style recommendations or curious to see what’s new with the brand? Clicking “Inside DVF” gives you a plethora of options. including Diane’s Diary, an inside look at Ms. Von Furstenberg’s latest whereabouts, presumably written by the designer herself.
DVF’s customer service is commendable, too. A few months ago I was looking for a particular dress, one that had already sold out from a number of retailers, and the DVF team helped me track one down. In the end the dress did not fit, but they were gracious about the return.
Mobile: Doing it all from Apps to Phones
It’s clear that the brand has made mobile a priority. Not only is there a DVF-branded iPhone app and DVF iPhone covers, they even had, at one time, a Limited Edition branded T-Mobile Sidekick phone!
The iPhone app allows users to view the latest runway collections, watch video footage from backstage at photo shoots, download music, find a nearby store, and most importantly… make a purchase! These are all fairly common mobile app functionalities (except for the mobile commerce, perhaps), but where DVF really takes it to the next level is by offering exclusive products that are only available for purchase via the app.
Social Media: Still Room for Improvement
DVF’s social media presence is better than many of its competitors, yet still leaves a lot to be desired.
The DVF Facebook page features a limited-functionality branded tab showcasing the latest videos, as well as an application to share a DVF look with friends. Neither of which push the envelope of Facebook engagement. The Look of the Week (also seen on dvf.com) is a contest among DVF fans where one fan is interviewed and featured in her DVF ensemble. Taken a step further by having the contest judged directly by Facebook fans, this could become a great way to connect fans around the world.
Many brands still seem to have trouble integrating social channels with other marketing elements, but DVF does a good job of directing e-mail subscribers to Facebook, as it recently did with a Facebook Exclusive Sale.
DVF has experimented with these kinds of sales in the past and seen some great results. Meredith Fisher, DVF’s Editorial Brand Director, shared some metrics at the Retail Innovation & Marketing Conference in March 2010:
- The brand launched a one-day “Social Thursday” sale on Thanksgiving Day 2009. Announced via email the day before, it encouraged all to check Facebook on Thanksgiving for the promo code.
- There was a 250% increase in sales over the same day in 2008.
- They had over 10k unique visitors to the site. +74% over 2008.
- They acquired 1500 new Facebook fans.
- They saw an incredibly high engagement rate on the Facebook page.
On Twitter, the primary brand handle (@InsideDVF) is still a one-sided communication tool rather than a conversational gateway. How about some interaction with one of the 124,000+ Twitter followers, or at least a few re-tweets? With a follower base that large, just a small improvement in engaging with fans could go a long way.
Bottom Line: DVF has created a strong commerce platform, both on dvf.com and the brand’s mobile app. With a little more attention to Facebook and Twitter, DVF could be considered a best-in-class player in the digital fashion space.
All posts are reviewed and edited by Gina Conforti
