Friday, March 11, 2011

How DKNY Became Successful

By Alexandra Wong


Not many people know who Donna Karan is but they have certainly heard of her global fashion and fragrance powerhouse: DKNY. Donna Karan may now be worth something close to half a billion dollars but her beginnings where very humble.

From an early age she was able to learn about fashion design and clothing manufacturer from her father who was a tailor and she began to sell clothing at the age of 14 in Long Island. After graduating from a design college she then went on to become an assistant designer for the fashion brand Anne Klein, she quickly worked her way up to being a managing designer and then took over as head designer when Anne Klein passed away.

However Donna decided to leave the company and set up her own label with her then husband. Her first Donna Karan collection showed shortly after and flagship stores meant that the brand quickly gained recognition and success before expanding into other market sectors, most notably the younger generation with the DKNY brand.

The DKNY range has achieved worldwide acclaim for providing high quality clothing at affordable prices for the younger generation. The brand has a significant presence in clothing but also other lines such as fragrances, accessories and watches.

The DKNY watches range has performed particularly well in a crowded market thanks to Donna's vision of where style should go. The watches combine the luxury and sleek styles that the Donna Karan range has been famous for while keeping the accessibility to those looking for a more affordable brand.

Donna Karan is now into her 50s but the DKNY brand still retains its youthful and fresh outreach. The product ranges available from DKNY have taken a great deal of the youth market and are famous throughout the world for being young, class and on trend year after year. While there are many DKNY flagship stores in major cities, their aggressive expansion of authorised retailers ensures that everyone has access to their high quality product range.




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