DONNA’S PERFECT PITCH
Byline: Janet Ozzard
NEW YORK — When it comes to her own product, Donna Karan is sometimes her own best salesperson.
A rare in-store appearance from Karan to promote her D and DKNY bridge lines resulted in a 300 percent bump over the day’s sales plan for those labels at Bloomingdale’s flagship store here Thursday, according to executive vice president and general merchandise manager Frank Doroff. The best categories were knitwear, pinstriped suits, short skirts, matte jersey separates and activewear.
“She’s got a real passion for her product,” said Doroff Tuesday, as he looked over the results of the DKNY business. “She’s so energetic in the way she presents it, and that translates to the customer.”
And even though the bridge business has been struggling to come back after its dismal performance in early spring, Doroff said DKNY is showing strong signs of life.
“The week of Donna’s appearance, we were more than 100 percent ahead in DKNY business at the flagship, and we’ve had strong double-digit increases at all stores [for August and early September deliveries],” he said.
At the appearance, Karan met with about 45 of Bloomingdale’s best customers in a screened-off area of the DKNY boutique on the third floor from 6 to 8 p.m. As groups of models came out to show the fall clothes, Karan improvised new ensembles by taking the outfits apart and passing out different coats, jackets and sweaters.
“If you get up in the morning and have to think about what you’re wearing, your closet is wrong,” she said, as she slung a reversible shearling coat over a model’s shoulders.