Case study provided by The Brand Council.
Since its launch in 1989, the fashion label DKNY has come to represent the energy and spirit of New York. Like the Big Apple, DKNY is international, eclectic and fun. Embracing real life and all its personalities, DKNY was created as the street-wise counterpart to Donna Karan New York, a luxe Collection known for its cashmere and hand painted devore dresses. As Karan herself says, DKNY is "The pizza to Collection's caviar." She called her new brand DKNY, inspired by the sound and rhythm of FDNY and NYPD, shorthand for New York City's fire and police departments.
From the start, DKNY has always been about fast fashion with an urban mindset. Having previously broken new ground with Donna Karan New York, the designer wanted to dress her other, more casual lifestyle, while keeping a sophisticated edge. "I wanted jeans that would fit and flatter a woman's body," she explains. "Everything out there was designed for boylike figures and from a very young point of view. I envisioned a collection designed like a real wardrobe, with flexible, interchangeable pieces polished enough to wear one way to work and hip enough to wear another way on the weekend." At the time, such a collection didn't exist. DKNY trail-blazed a new category, called 'bridge' in the fashion industry, that lived between designer and inexpensive sportswear.
DKNY has something for every age, mood and lifestyle; from tailored suits and vintage-inspired dresses, to leather motorcycle jackets and jeans, to yoga-wear and spirited evening wear perfect for clubbing. "DKNY is one-stop shopping," says Karan. "It's all here under one roof, from the classic and timeless to the super trendy and of the moment." DKNY grew so popular and diverse that it gave birth to a family of companies, such as DKNY Men, DKNY Jeans, DKNY City, DKNY Active, DKNY Kids, DKNY Underwear, as well as DKNY Eyewear and DKNY Shoes. There are also myriad DKNY accessories lines to complement every season, including handbags. Everything has an unmistakable New York sensibility.
Over the years, DKNY has come to represent not only an attitude, but also a lifestyle. DKNY fragrances for men and women were introduced and quickly became best sellers. A multifaceted home furnishings collection called DKNY Life, created to dress the urban home in fashion textures and innovative accessories, was also launched. DKNY is so tied to New York City, that its advertising often features Manhattan as a backdrop.
DKNY has exploded out of New York, becoming one of the city's most famous exports. There are now over 70 company owned or licensed DKNY stores worldwide. Since DKNY is as much uptown as it is downtown, there are now two flagship stores in New York City -- one on Madison Avenue and 60th Street, the other on West Broadway in SoHo. Both are the spiritual homes of the brand, bringing DKNY back to where it all began.
漏 2002 The Brand Council