The Best ofIntima & Swim Edit
On January 2021 Komar signed the production and distribution license for DKNY - Donna Karan Intimates, on the one side complementing sleepwear offering and on the other reinforcing their intimate apparel portfolio with an iconic name. Debby Gedney, President of Komar Intimates and Lauren Borish Sodowick, Vice President of DKNY, spoke to the Best of Intima to share their vision and expectations.
Komar has taken over the license from Hanes Brands and your first collection was presented this Spring. How did you make the brand evolve in terms of positioning?
DG: At Komar, we believe that intimates are the most important “foundation” to a woman’s wardrobe. We pride ourselves on our expert design team and our use of the latest technology within the intimates’ field. By infusing these elements into DKNY, we feel we will have the ability to offer size extensions that didn’t exist before as well as bring an updated esthetic to the collection. Our goal is to offer a solution for everybody and for as many bodies as we can.
Can you tell us in what way the line has changed compared to what it was before?
DG: The size range is broader, the offerings are broader, and we are more focused on the combination of comfort, fit, and attractiveness, all three of these need to be achieved for the customer to be satisfied.
How many new styles did you add to the former offer?
LB: A lot! We added a lot of no-wire bras. The world changed when we got the license, so we had to pivot with the world. We definitely added more comfort, more no-wire.
Did you also modify the retail price?
LB: The retails have stayed consistent, our goal is to keep the bras under $50.00. The pant prices will go up on 1/25 2022 to stay competitive with the intimates market
Could you describe the brand’s approach to design and production?
DG: The range of the collection, from bralettes to bodysuits, incorporates beautiful statement lingerie that is meant to be seen as well as comfortable basics that are perfect for every day. The fabrics are smooth infused with stretch elements in order to blend comfort with technology. We like to think of our brand as sexy comfort. In addition, we continue to see casualization influence everyday style as we come out of this pandemic, and we want to make sure that we stay true to comfort but also that femininity comes through with the use of both soft lace and comfortable fabrications which is so important in intimate apparel.
We’re curious to discover more about the brand’s image as well as packaging.
LB: DKNY combines both modern and classic inspiration in their packaging esthetic. Packaging is driven by linear shapes and clean lines, while using a black and white color palette.
DG: Also, we work very closely with G-III, the owner of the DKNY and Donna Karan brand to make sure we are aligned on what that imaging is.
What is the DKNY brand’s approach to inclusivity and diversity?
LB: We incorporated additional sizes into our new core collection starting at a 30B cup and extending to a 40 DDD. We have also added new tones to our existing pallet.
Will you be combining the offer of DKNY intimates with sleepwear or will it stay separate?
DG: They are separate lines because normally we sell to different buyers but our key design teams work very closely together, setting a color palette for the season and to pricking prints. Obviously in sleepwear they’ll do more prints than we might in intimates, but the prints that we do and the color story that we do is aligned each season. This was not done in the past and our buyers and store management are very excited about that.
Is there any iconic style we should take note of?
DG: It’s really about the collection as a whole. We did keep the best-sellers that were managed by the previous licensor because we certainly didn’t want to disappoint our consumer and then we built around that
Can you tell us how many pieces the collection has?
In the current collection we have 31 bras/bralettes, 3 bodysuit options, and 36 different bottoms. All of our styles have a range of basic color options that are offered year-round, along with fun pops of fashion colors.
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In your view how has Covid has affected distribution strategies and will these have a lasting effect?
LB: During Covid and the WFH moment, we saw a huge shift to online sales with a notable movement towards no wire comfort bras. Now that Covid is lifting, we are seeing stores gaining momentum, as people are excited to start shopping again.
Which are the key markets for DKNY as far as distribution is concerned?
LB: We have a robust distribution network across Europe with our clients ranging from small boutiques to prestigious department stores. Our key markets are Germany, UK, Spain, and Russia where we have a presence in all of the top retailers.
Which distribution channels are you targeting?
LB: We would love to further expand our global footprint in the UK, Australia and New Zealand regions. And of course, further expand better US distribution.
Are you expecting new prestigious doors to open? (or maybe they already have)
LB: We have opened Nordstrom.com and are very excited to roll out to Dillard’s stores in 2022.
How do you see the brand’s future?
DG: We believe that there is an immense amount of growth potential for the DKNY brand. Our aspiration is to live up to the Donna Karan and DKNY brand name while delivering a beautiful product that deeply resonates with our consumer.
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