Buzflikr Blogs: Debra’s Interviews

As we’ve mentioned on this blog, The Eco Bungalow’s Michele Llanos walked the green carpet this week at the Environmental Media Association awards and scored a quick interview with our fave ladies from The Greeeeen Girls, dot com!

Check it out…

As election results energize Americans nationwide, Southern California tee shirt manufacturer Ethnicitee inspired us all today by predicting that a new era of cultural diversity could also invigorate the beleaguered retail sales floor.  Buzzflikr sat down for a quick chat:

“This presidential vote will radically change how merchants plan their buying assortments,” says Founder and CEO, Dr. Alan Bernstein. “The power of diversity and inclusion fueled the election and will now energize recessionist shoppers to use their purchasing power in a meaningful way.”

The Orange County surgeon turned fashion designer creates powerful message tees using iconography from cultures around the world.  He believes his company’s positive message appeals to a growing core of loyal customers and he forecasts that other brands and products with a strong unity platform could engage shoppers and provide meaningful sales opportunities for retailers in the bleak months to come.

Ethnicitee sells its Made in California tees to specialty retailers nationwide including Gary’s in Costa Mesa and On Board in Laguna Beach.  To read more about this game-changing Buzzflikr brand, link here.

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.

Dick and Jayne is a bustling apparel brand located in a stylish loft right in the heart of LA’s theatre district. Sigrid works with her mother Jayne, the company’s namesake and creative force. Buzzflikr dropped in for a quick chat:

Name, title and ranking, please:
Sigrin Torres-Aulenta. I’m the company’s well-rounded generalist

Randon tidbit:
I perfected my Spanish accent and learned bilingual slang as a foreign student in Spain. My 2yr old daughter, Dylan, used to come to work before she started school…..a big perk working in a family business!

How long has Dick n Jayne been a fashion brand?
D&J is 12 yrs old and I joined the company about 10 yrs ago. Has it been that long?!!

Describe the company’s brand profile and target market?
After 9-11 we really changed the line and were determined to go in an new direction. You have to follow the styling you love. The line became more contemporary. Targeting stylish baby boomers from age 40-60, we deliver well-made clothes that are hip, current and contemporary. Our customer knows she’s not a teenager and doesn’t raid her daughter’s closet but she’s very aware of style. Our proportion, detailing and silhouettes are all tweaked from current trends. Real woman love Dick and Jayne. “I love the unique sensibility. My mom has a distinctive look that’s trend right and I always feel comfortable and sophisticated in her clothes.” Women of any age can merchandise and select _mix it up - this collection to suit their styles and tastes.

Which celeb embodies the Dick n Jayne style?
Katherine Hepburn meets Audrey Hepburn with a funky edge. We often name styles in our line after these two lovely ladies. As a Gen Xer, how do you influence the brand’s overall strategy and product mix? I weigh in on product design, help Jayne track trends, stay abreast of the market, we collaborate all day. She’s the one with technical expertise and industry knowledge. I’m the sounding board. When we both agree, we know it’s going to be good. What do you love/hate about a family-operated business? We love to start the day with a friendly hug or kiss. Trust is a huge part of our office culture. We care about this business as our own. But there are those times everyone wants to get away from their family. But fortunately there’s a lot of love here and we can say that!

Tell us how you sustain the buzzzzz about your company?
My role is to communicate with editors, trying to build the name, get our key items in print. I’ve been responsible for creating images, postcards, lookbooks to send out. Learning photoshop and illustrator at Fashion Business Inc. has been really invaluable. That saves us a bundle.

How did you land all those magazine covers and “what’s hot” pages?
I was taught how to contact editors by a publicist. She took the mystery out of it. I look in magazines, decide what editors to target and send them our lookbooks, make the follow up calls and stay on top of it. Editors are busy so tenacity is key.