March 8, 2013
Fashion label Diane von Furstenberg is driving consumers in-store March 8 with special offers to celebrate International Women’s Day.
The brand is offering Champagne and treats all day at its boutique locations worldwide to entice consumers to visit the store. Diane von Furstenberg will likely solidify itself as a women’s brand that is dedicated to philanthropy.
“This type of promotion certainly offers the opportunity to attract new consumers that may be unfamiliar with the Diane von Furstenberg experience,” said Dave Rodgerson, senior management consultant of retail strategy and change at IBM Canada, Toronto.
“To do that though, the brand has to ensure they promote the event using new channels where those customers can be found,” he said.
“I think it is a much more honorable thing for a retailer to get behind a special day that serves to promote support for a well-received social issue.”
Mr. Rodgerson is not affiliated with Diane von Furstenberg, but agreed to comment as an industry expert.
Diane von Furstenberg did not respond by press deadline.
Celebrate good times
Diane von Furstenberg has been pushing offers for International Women’s Day through its Facebook page, an email blast and individual store Twitter handles.
The email campaign was an invitation to come celebrate International Women’s Day with Diane von Furstenberg. It read, “Visit any DVF boutique and enjoy Champagne and treats all day” and “Learn more about IWD, Vital Voices and how DVF encourages you to be confident and be you.”
The Facebook post was similar. It had 157 “likes” and 45 shares at press deadline.
Certain locations such as Coral Gables, and Bal Harbour, both in Florida, Hong Kong and Los Angeles have tweeted messages to their followers about the International Women’s Day celebrations.
Tweet
In 2011, Diane von Furstenberg celebrated International Women’s Day with special events at certain U.S. stores.
The brand hosted an in-store event in Los Angles and had guest speakers and performances. A portion of the profits that were made in the retail location March 8–15, 2011 were donated to a women’s charity (see story).
Now that the brand has expanded the celebration, it can reach more consumers who were not able to visit the select locations before and can further show its dedication to the cause.
“The value to Diane von Furstenberg is in the way it reinforces an identity that connects them to responsible social activity and the customer experience created within the store,” Mr. Rodgerson said.
Celebrating women
Other luxury marketers interpreting International Women’s Day as a chance to celebrate their female consumers and promote additional offers.
For instance, Four Seasons Hotel, Baku, Azerbaijan, is attracting guests with a series of special offers throughout the hotel to celebrate International Women’s Day.
The hotel is offering exclusive spa treatments, special menus and a contest for guests who dine at the property’s restaurants (see story).
Also, hotel brand Dorchester Collection is toasting women and its female sommeliers from three properties with the first “Women in Wine Road Trip” event to celebrate International Women’s Day March 8.
The Women in Wine Road Trip comprises events at three Dorchester Collection properties in Europe March 6-8. At each event the sommeliers discuss wine topics and working in a male-dominated industry (see story).
Luxury marketers can offer special promotions centered on smaller holidays to gain attention. However, for Diane von Furstenberg this may not result in additional sales that day.
“It is not going to yield exceptional financial results, but this is an opportunity for them to connect with an audience that might normally regard Diane von Furstenberg as too exclusive for them as a customer,” Mr. Rodgerson said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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