DVF | MADE FOR GLASS

Lindsey Freedman
November 12, 2014

DVF through Glass- September 2012

DIANE von FURSTENBERG

Global luxury lifestyle brand

Started in 1972

Iconic wrap dress 1974

55 countries globally

The most marketable woman since Coco Chanel.WSJ

Line Extensions

Home- candles, luggage, bedding, candles, eyewear

Gap Clothing

Relevancy
01

DVF | MADE FOR

GLASS

Developed in 2011

May 2014 public release

$1800 for Google Glass

Uses existing Google accounts

Maps, Gmail, Pictures, Video, Texting

5 frames and 8 shades

1st of many partnerships for

Google
01

As luxury fashion brands begin to expand

and target audiences widen, brands like
Diane von Furstenberg, use methods
such as brand extensions in forms of cobranding to stay relevant to millenials,
expand target audiences and increase
brand value

Research
Brand

New market segments

Cost efficient & reduces risk
Cross-shopping behavior

Co

Extensions to the Luxury Fashion Industry

Branding Ventures

Popular 40 percent yearly increase

Reaching out- new market segmentation
Most effect way to increase brand equity

Relevancy

to Millennial

Influential buying power

Largest generational group
Online dependency

Methods

Survey of 100 millenials through SurveyMonkey

5 different survey questions

Formal Interviews

4 millenials: 2 females, 2 males

Survey Results
Male vs. Female

9%
91
%
Male

Millenials

DVF recognition?

4%

23%
77%

96%
Female

Millenial

Older

Yes

No

Are you aware DVF collaborated with

Google Glass?

9%

91%

Yes

No

New York Times

Internet

Word of mouth

Interview Results
DVF Target Audience

What do you think of DVF?

18-65

Prints, silks, fun

25-69

Classic, timeless,chic

30-40

Whimsical & feminine

N/A

N/A

Trends
Would not buy the product
Looks at DVF in new light- brand become more commercial
DVF staying relevant & latest trend
Googles motivation- not fashionable
Smart accessories- new trend

It makes me realize that she is not

just an innovator of wearable fashion.

Its not what people want, its about

what people dont know they want
yet.

Shes trying to stay relevant, tech is

such a huge part of our society. Just
one more thing to stay pertinent.

She is doing something unique in the

fashion world.

It is very
important for a
company to
connect to a
younger
generation.
Diane von Furstenberg in House of DVF
01