BACKGROUND
US-based Diane von Furstenberg has long been a darling of the media. Since her marriage to German Prince Egon von Furstenbergin 1969, the Belgian designer has been used to having her share of the spotlight. In 1972, she entered the fashion world with rather radical directive: “Feel like a woman. Wear a dress.” Inspired by the femininity of a popular blouse and capitalising on the women’s movement and the importance of comfort, the wrap dress was born. Four years later, over five million dresses had been sold and Diane had become a darling of the media. Supported by Vogue editor Diana Vreeland, and having graced covers of glossies such as Newsweek (she remains the only fashion designer to have been on the cover) spot, she was named “the icon of the women’s liberation” and was being compared to idol Coco Chanel. After retreating to Paris for a few years, Diane re-emerged on the fashion scene in 1992 with the launch of her own television show on selling channel QVC. In 1997, fifteen years after its birth, Diane von Furstenberg’s wrap dress was relauched, much to the fanfare of a younger generation: who were, ironically, the daughters of her original customers. Today, the DVF empire spans ready-to-wear, fragrance, shoes, luggage, jewellery and sunglasses.

SEGMENTATION & POSITIONING
The DVF woman is confident, urbane and cares about her environment. Although she is style conscious, her primary concern is feeling good about what she is wearing and what she is doing. DVF does not engage in extensive customer segmentation as it is a brand that spans several generations; it is not uncommon to see mothers & daughters shopping together.
“I design for the woman who loves being a woman.”–Diane von Furstenberg
DVF’s position is anchored on female empowerment. As such, its products are on trend and timeless at the same time. Marketing messages focus less on the clothes and more on the lifestyle. However, what sets the brand apart from its competitors can best