DVF: An Iconic Brand for the Everyday Woman

Over the years, the Diane von Furstenberg brand has capitalized the contemporary market and has strategically positioned itself amongst its competitors. DVF is a global luxury lifestyle brand that has grown through many classifications including ready to wear, swim, handbags, shoes, and accessories. Their positioning statement clearly defines the brand’s interpretation and what it has to offer to its target customer.

The DVF brand caters to women of all ages in all stages of their life. The designer herself described the DVF customer as every woman. “She is active, she is smart, she is fun, and she is confident.” In a press release statement, Diane von Furstenberg quoted “The DVF customer still dresses very much the way she did when she was 20, and somehow manages not to look absurd doing so.” This statement just describes what the DVF brand has to offer their customer; luxury clothing that can be worn at any age. Diane von Furstenberg was looking to make clothing that made women feel comfortable without looking frumpy. This positioning is very important for the everyday woman. Yes, most women aspire to wear clothing that looks fabulous but do not want to feel uncomfortable at the same time. They also do not have to pay a hefty price to look luxurious, sexy and confident in DVF.

One way the brand caters to their target audience is by their partnership with Vital Voices. Vital Voices is a non-governmental organization that empowers emerging women leaders and social entrepreneurs around the globe. DVF has been active in many Vital Voices events throughout the world and has contributed to empowering women in making a change in the world while incorporating the world of fashion. For example, Vital Voices hosted events in conjunction with International Women’s Day. The event was an Artisan Design Competition. This competition challenged women from Haiti, Guatemala, Nigeria and Cambodia to design an original