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According to Lar Hovsepian, marketing manager of Dreamgirl, there are several business strategies that have kept the company successful since its inception. “Some important facets that have been a part of Dreamgirl’s success are competitive pricing, presentation/packaging and styling,” she commented. “Knowing your target market is essential both before and after the product development process. Quality, for example, is a factor that depends on the target you market to. “Dreamgirl’s Black Diamond hosiery collection has had a diamond-capped stand out package for several years that has helped retailers and the customer identify the brand with the product. Showing a full-sized high quality photo on the front and the back of the package identifies the full styling of the garment.” The top five best-selling styles in the Black Diamond Collection consist of Marseilles (style # 0003), a black fence net thigh-high with lace top; Moulin (0007), a sheer thigh-high with back seam in black or white for bridal; Madrid (0031), a black sheer suspender tank bodystocking; Moscow (0035), a sheer dress with lace trim, attached garters and thigh-high sheer stockings in black and red; and New Dehli (0049), a striped fishnet long-sleeved dress. Hovsepian said that Dreamgirl offers hosiery because it is complementary to the company’s other product categories. “We offer legwear in addition to other categories because it is a natural extension to lingerie, dancewear and clubwear,” she said. “Offering legwear in both our collection and our costume catalogues helps make our line complete and cohesive — it is the segment that rounds out our line of garments.”

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written by Amanda Torres Price published 2009-10-01 09:01:29

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