Diane Von Furstenberg – Marketing & Licensing
Successful licensing relies on a thorough understanding and analysis of the brand and its characteristics. For
your assigned brand/property, please visit ecommerce sites that carry the brand to research, and prepare a
paper on the following:
History/background of the brand/property: (38 points/see breakdown below)
1. Describe the brand image? Who is the target consumer? What is the current distribution channel of the
brand? (8 points)
2. What is the current product line available in the brand, including brand extensions? What is the positioning
(price points) relative to the brand’s competition? Who do you view as the competition? (8 points)
3. Current information on licensing for the property that you have found through relevant sources such as
WWD, The Wall Street Journal, License Magazine, The Licensing Letter, Licensing.org, etc. (6 points)
4. Discuss current marketing, whether it is consumer advertising, store advertising, blogs, social media, etc. for
the property that you have found. (8 points)
5. Look at the website and in-store pres.entation for brand and describe. (8 points)
Suggestions and opinion on licensing efforts: (32 points/see breakdown below)
1. Is the licensor monitoring the quality and look of the product to fit within the defined brand image? Please
support your opinion. If not, what suggestions would you make? (8 points)
2. Is the distribution channel correct for this property? Are there other places you would suggest the property
gets distributed to? How is the distribution channel contributing, or hurting, the brand image? (8 points)
3. Are all of the marketing efforts (advertising/web site/store display, etc) consistent with the brand’s image? (8
points)
4. What product categories do you feel are missing, or would be great additions to a licensing program for the
brand? (8 points)
Sample Solution
Diane Von Furstenberg–Marketing and Licensing
Diane Von Furstenberg founded her eponymous line in 1972. It has since become a global luxury fashion brand celebrated for its bold and creative approach to color and print, and admired for its sensual femininity. Headquartered in New York City, D.V.F has a global distribution network in over 100 countries and with over 875 points of distribution. Renowned for its iconic wrap dress and signature prints, D.V.F now offers a full collection of ready-to-wear and accessories, and has established itself as a leader of feminine silhouettes in the fashion industry. The corona-virus changed everything about D.V.F in terms of marketing and licensing. Within four months, the British and French operations of Ms. Von Company had done the European equivalent of filing for chapter 11 of bankruptcy. Her company, like many fashion brands, had been relying on an old business model. When Covid-19 hit and stores were closed, there was nowhere to hide.
