Marketing concepts used by DKNY
Some early marketing concepts that were used by the company before its acquisition in 2001 by LVMH is its consumer oriented marketing and of course its “filling the void” concept. In the LVMH 2009 Annual report , it was mentioned that DKI started recovering from its losses by moving forward its marketing strategy. The main focus was on the qualitative development of the brand’s distribution network combined with efforts to increase the intensity of the spirit of its designs, always reflection the pulse of New York. According to the report this was possible by implementing a strong and convincing social media strategy to further promote the DKNY Brand. DKNY has an interesting way of using social media strategies as marketing concepts via its fictional social media persona DKNY PR Girl which was launched on Twitter and Tumblr in 2009.
CONSUMER ORIENTED MARKETING CONCEPT
The consumer driven strategy adopted by the company at the time was innovative as instead of telling the consumer what to like the company brought them products that
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A few months later the Tumblr blog was also created. It has won for four consecutive years in 2013 from the best twitter in the Fashion 2.0 Awards. What really place the DKNY PR Girl strategy on another level probably is the casual way it communicated to the public its use of public relation (PR) and direct marketing DKNY PR girl appeared to exemplify the playful, fast-paced life of a fashion public relations girl living in New York City. It basically was a feisty diary written from inside the fashion bubble. For example one of the DKNY PR girl tweets in February 2012
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