Sew Stylish>> Spot Dick and Jayne Style, Part 2
Part two of Buzzflikr’s conversation with Sigrin from Dick and Jayne apparel:
Let’s talk a little about how you’ve built market awareness of the Dick and Jayne brand. Any lightbulb moments along the way?
By reading and targeting certain magazines that align with our brand, we learn when and where product fits best. We slowly built a phone and email list of editors who know and love our line’s fresh, sometimes retro feel.
How do new customers find you?
Soon they’ll find us on the web. We always participate in tradeshows, gift bags, mailers, postcards. Mailing list from a tradeshow and conduct a huge blast. Do you go after celebrity placement, gifting suites or movie stylists? We’ve been worn by Terry Hatcher on Desperate Housewives. This happened thru a stylist we know.
What are the key ingredients of a successful marketing campaign?
Photo shoots with live models have given our lookbooks a stronger identity. Its well worth the cost. Working with live models and merchandising the collection with Jayne’s vision enables us to express the brand POV beautifully!
What are your secrets to keeping marketing costs down?
Doing Photoshop inhouse, creating our own lookbooks. As our line gets cleaner, it’s easier for us to accomplish ourselves. Also, working out rates with a photographer we really liked – we really shopped around.
What advise could you share with DIYs who want to do their own PR?
After taking the “Do your own PR Likes the Pros” class with Buzzflikr’s Debra Stevenson at Fashion Business Inc., we realized we needed a coaching session. And by actually applying these insights – like creating new text for our product tags, including flyers in our shipping boxes – we are already excited about the results.
Why did you decide to join the Buzzflikr hive?
Having learned how the whole PR process works and done it on our own, we realized we needed more help in this area. We value Buzzflikr’s online presence and knowing our whole collection is searchable by color, items and trend. This is exactly how editors search for key items and develop new stories.
What can Buzzflikr help you achieve?
Understanding our brand message better and knowing more about what editors like from our collection. Celebrity endorsements and product placement is an untouched area we’d like to explore. Also feature stories about our company’s unique message. Jayne’s story is really buzzworthy – she’s so hip, so unique and a great role model for young women starting out in the business.
What’s new for Spring 09?
Right now we love fabrics with a little sheen, still feeling very clean and crisp. Sophisticated styling is our passion. Which retailer showcases your collection best? Koi in South Pasadena has been a longtime supporter of our line.