Classic for a Reason

DVF's new resale program, ReWrap, gets the positioning right

“DVF Is Never Done”

That’s the be brand positioning that the iconic Diane von Furstenberg is taking with their new resale program, DVF ReWrap.

A homepage screenshot from DVF ReWrap

Let’s talk about why I think this effective positioning for consumers – specifically, the DVF consumer, or aspirational DVF consumer.

Often, though I’d say anecdotally less freq…