Donna Karan Intimates
“The Evolution of Intimates.” Secure a coveted licensed category and grow brand presence at retail.
One of the nation's leading intimate and sleepwear providers, Komar, needed to strategically present itself to win the Donna Karan/DKNY license for intimates. To secure the brand license and ultimately grow the brand presense at key retail accounts, Parham Santana worked closely with Komar to create an executive level presentation: “The Evolution of Intimates.”
Two key issues or “hot buttons” for LVMH, the parent company of Donna Karan, had been identified:
– Presentation. Donna Karan had significantly less real estate at key accounts than did Calvin Klein and Wacoal. Additionally, Donna Karan was not merchandised with the same degree of lifestyle imagery or upscale fixtures.
– Innovation. A review of Donna Karan’s history in intimates and sleepwear revealed the brand was late to market with product innovation.
Rather than present premature design solutions to top LVMH executives, Parham Santana chose to communicate an inspiring vision and market analysis to communicate that “we are of one vision,” “we see the same things,” and that Komar was the partner to manage the intimates business, increase the Donna Karan brand presence at retail, and drive sales.
Parham Santana drew from the rich history and imagery of the Donna Karen brand, and created the multi-media presentation, “The Evolution of Intimates.” Our goals were:
– Communicate that Komar understands the essence of the Donna Karan brand.
– Analyze challenges and opportunities in key markets - San Francisco, Dallas, New York - at Saks, Macy's, Nordstrom.
– Illustrate the Komar vision to grow the brand: increasing brand footprint, more product innovation, modern branded fixtures.
We are proud to have been part of the team who help Komar win the business and dramatically grown the presence of Donna Karan Intimates in all key markets.
