Diane von Furstenberg (DVF), the renowned American luxury brand, has made the strategic decision to shut down its online rental subscription service called DVF Link. The company has stated that this move is part of its broader efforts to streamline operations and prioritize the launch of its new and improved e-commerce platform.
DVF Link was introduced in the United States in February 2020 and offered subscribers the opportunity to access a wide variety of the brand’s stylish pieces for a fixed monthly fee of $159. The service aimed to capitalize on the growing trend of fashion rental platforms like Rent the Runway and Le Tote. DVF partnered with CaaStle, a prominent “clothing as a service” management company, to implement this initiative. CaaStle has previously collaborated with other notable brands such as Ann Taylor, Vince, Rebecca Taylor, and American Eagle.
A spokesperson for DVF has acknowledged the value of the subscription model and their partnership with CaaStle. However, the decision to deactivate DVF Link aligns with the brand’s strategy to streamline operations. They are now focusing on intellectual property management and the upcoming launch of their new website, dvf.com, which will feature a carefully curated selection of products catering to a global community of empowered women known as “InCharge,” referencing the title of the podcast hosted by DVF.
With the Covid-19 pandemic significantly influencing the significance of e-commerce, DVF, along with many other fashion houses, recognizes the necessity to adapt their digital presence to remain competitive in the online market. While DVF discontinues its rental platform, Ralph Lauren has seized the opportunity to announce the introduction of its own subscription service called The Lauren Look, specifically for the Lauren Ralph Lauren brand. Subscribers to this service will pay a starting fee of $125 per month and gain access to a rotating range of apparel from the brand, accompanied by expert styling tips.
As the fashion industry continues to adjust to the ever-changing landscape, brands are exploring innovative ways to engage with consumers and cater to their evolving preferences. The decision made by DVF to close its rental service exemplifies a shift in focus towards enhancing digital operations and providing customers with a more personalized and curated online shopping experience. With the intense competition in the digital space, fashion brands must continue to discover new strategies to stay relevant and meet the demands of the modern consumer.
Here are two useful links related to the topic:
1. DVF Official Website: Visit the official website of Diane von Furstenberg to explore their new e-commerce platform and discover their latest collections.
2. The Lauren Look Subscription Service by Ralph Lauren: Learn more about Ralph Lauren’s subscription service, The Lauren Look, and how it offers a unique shopping experience for customers of the Lauren Ralph Lauren brand.
