(Filed Under wholesale Lingerie News). DG Brands, a heritage lingerie company, has made its own brand a priority since it launched 1978. “But in recent years, as the dominance of a select few brands has waned, and a big crop of DTC brands has arisen, retailers have looked to get in on lingerie,” a spokesperson explained. “Thus, private label or a no branded component and collaborations have become big business. Strong private-label product / private label brands have become immensely important in the fashion industry.”
To serve this new demand, DG brands is ramping up its private label business and has diversified its product offerings to accommodate the growing number of requests and opportunities in the private label sector.
“The ascension of corporate brands in the fashion world has stimulated another segment of the retail landscape, and selling your own label and merchandise has a lot of consumer power. Department stores such as Macy’s have boosted their private-label sales to more than 20%, and currently have more than 50 in-house labels. And in some categories, private label merchandise represents as much as 50% of sales.”
“Brands like Reformation have recently entered the lingerie market, while big retailers like Target have focused on private-label intimates. These brands are coming to companies like Cosabella, and others, which have 40 years of experience and entrenched relationships with manufacturers, for help.”
“There are a lot of DTC brands without a lot of manufacturing expertise that have come into this space. But they’ve brought so much attention to the industry and to intimate apparel, and they put so much marketing and energy in, it’s an advantage for manufacturers like DG too.”
“DG’s Private Label division will work with brands, companies who want to expand into new categories and grow beyond their initial product focus. With this focus, the hope is that private labels become a much bigger part of our business. DG has a dedicated division and team in place to create, develop, and execute unique product lines for any retailer or partner in all areas of intimates, costumes, and apparel. “
“We are in a unique position where we have established working relationships with America’s largest stores and brands under the Dreamgirl Label, and are well suited to fulfill targeted needs and interest of specific market segments. DG has over 30 years of relationships built up with sourcing partners all over the world and over the years has perfected a system that can help develop and deliver a wide range of items in a short period of time. The reason DG has an advantage in this market is because if you don’t have those relationships, if the manufacturers don’t know you, they won’t take a chance on you. We have those relationships.”
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