Fashion brand DVF digitally reboots in China


July 19, 2020 | By RetailME Bureau

Luxury fashion brand Diane von Furstenberg (DVH) is digitally rebooting in China, to reset and re-evaluate the business post-COVID-19.

“I’m very much at a time where I am resetting my business – also because in the last 10, 15 years, there has been a digital revolution. And the digital revolution is changing everything,” stated Furstenberg. “To be forced into confinement and to be forced into solitude forces us, both personally and business-wise, to look at all of the things that have changed, to look at the things that matter the most, to make decisions and to use of this very unusual and – hopefully – unique moment in history in the world to reset.”

DVF’s digital pivot includes a deeper engagement with Chinese consumers. It is also one of the first brands to shift its runway show online for the Shanghai Fashion Week. In addition, DVF is fundraising for pandemic relief via Alibaba’s Taobao Live channel.

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