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Vera Wang Prefers Democratic Over Dilution
By: Janet Kalandranis
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There are some brands that are just so perfectly thought out that it seems effortless. Almost like the brand always existed and the business simply runs itself. It’s refreshing. Yet when taking a closer look, it’s definite that this brand worked hard, has great leaders, and has a vision that always includes success. So taking bits of advice from these brand mavens is always a great idea — it’s free advice and often brand goodness all wrapped into one. So who are these brand leaders? Vera Wang, to start. Maybe not the brand most people would think to model because it is a wedding dress company. But taking a closer look at this brand provides a bit of inspiration, a whole lot of brand “to-dos,” and definitely lessons that can be mirrored. So don’t count out Vera Wang; instead, listen to what the brand does and how it came to be known in the ultra-competitive fashion world.

Vera Wang, the Founder/Owner of this dominating brand, is not what you would expect for a successful fashionista. In a recent interview she was open, honest, and completely focused on her business — this means working long hours and sacrificing the perfect family, but always keeping the brand in a positive light. But how did the brand go from creating one wedding dress to designing for the famous? According to Vera Wang, being democratic. Today the Vera Wang brand not only designs high-end wedding dresses, but also appeals to the masses in a more affordable approachable light. When asked if this type of strategy would dilute the luxury brand, Vera stated, “It’s democratic.” Instead of offering a fit for only one target audience the Vera Wang brand is now able to hit various sets of consumers and meet their needs for fashion — wedding and everyday wear — at a price point that works for them.

Branding 101 is as much about picking that target audience and fulfilling their needs with a product or service. But maybe the problem isn’t this lesson, but how many brands understand it today. Vera Wang isn’t branding only luxury wedding couture, but instead it’s broadened this to women who place a high importance on fashion. Everyday fashion, work fashion, party fashion, and wedding fashion. It’s still a very targeted strategy, but it includes a whole lot more opportunity for the brand to be successful. What was once thought of as dilution is now an opportunity to grow a brand and hit more customers in a way that fits their lifestyle. It’s how Vera Wang grew from creating one dress to outfitting the world — one stitch at a time.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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