(Filed Under Fashion News). On November 4, students of the Fashion Institute of Technology (FIT) gathered once again for professor Alice Papazian's series on lectures from top executives in the fashion industry.
But this time the eager students received more than they bargained for—they received not only a history lesson on Vanity Fair Brands, but encouragement and hope for the future.
"Vanity Fair," said Papazian "is the Tiffany of the intimate apparel industry." Her statement was followed by a brief history of Vanity Fair Brands by president Curt Holtz, who later explained the company would be celebrating its 90th anniversary next year.
As Holtz questioned, "what makes Vanity Fair sustainable?" he explained the secret to Vanity Fair's success, lies in establishing a great brand and constantly meeting or exceeding customers expectations.
"Brands are like friends, if you're not careful in making sure you are touching customers, you can slip into a period where you aren't reaching them," said Holtz. "It's important to have a process with good service and marketing skills."
Vanity Fair Brands, consists of Lily of France, a French-inspired brand that delivers a variety of cleavage-enhancing styles; Vassarette, provider of fashionable and trend right styles that satisfies the need of the lingerie enthusiasts; Curvation, a brand of tailored intimates for the curvaceous woman that treat her figure as an asset; Exquisite Form, a brand that targets specific full-figure needs with innovative features and greater coverage and support for a more shapely figure; and Bestform and Vanity Fair brands. Vanity Fair debuted in the early 1900's, by 1960, Vanity Fair began developing bras, and by the 1990’s mass distribution was prevalent at major retailers.
"Each year Vanity Fair understands its consumer purchasing habits and we design into a solution-we let our inventory work for us and create an experience for our customers," said Holtz.
In congruence with making commercial decisions and consistently exceeding consumer expectations, Holtz said "it's all about FDICS: Focus, Discover, Innovate, Communicate and Service."
Holtz concluded with a question for the enthusiastic FIT students: "Are you being true to your (personal) brand? In being true to your brand, remember to never think you know enough, and always look forward-don't spend much time looking back."
And with that, the hopeful students left the room and never glanced back.
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