Diane von Furstenberg (DVF), the renowned American luxury brand, has recently made the strategic decision to shut down its online rental subscription service, DVF Link. This move comes as part of the company’s efforts to streamline operations and focus on the launch of its new e-commerce platform, dvf.com.

DVF Link was introduced in the United States in February 2020, allowing users to access hundreds of stylish items from the brand for a monthly fee of $159. The aim was to capitalize on the growing trend of fashion rental platforms, such as Rent the Runway and Le Tote. To bring this service to life, DVF partnered with CaaStle, a company specializing in “clothing as a service” management. CaaStle has had successful collaborations with other renowned brands like Ann Taylor, Vince, Rebecca Taylor, and American Eagle.

While DVF fully supports the subscription model and cherishes its partnership with CaaStle, the decision to deactivate DVF Link was made strategically to streamline operations. The brand is now primarily focused on managing its intellectual properties and launching its new e-commerce platform, dvf.com. The spokesperson for DVF emphasized that the brand aims to transition from a traditional retail operation to a digital business and wants to allocate resources accordingly. The new website will feature a carefully curated selection of products and will help foster a global community of empowered women, in line with the brand’s values as reflected in its female leadership-focused podcast, InCharge.

DVF’s decision to adjust its digital presence amidst the Covid-19 pandemic is indicative of a broader trend within the fashion industry. Brands are recognizing the need to stand out in an increasingly competitive online market. A recent example is Ralph Lauren, which announced its own subscription service, The Lauren Look, for its Lauren Ralph Lauren brand. Subscribers to this service can access a rotating range of Lauren apparel for a monthly fee starting at $125 and receive styling tips from professional stylists.

By shutting down its rental service and redirecting its focus towards enhancing its online presence, DVF is positioning itself to thrive in the evolving world of fashion and e-commerce. The brand’s emphasis on core strengths and digital innovation demonstrates its adaptability and commitment to meeting the changing needs and preferences of its customers.

To learn more about DVF and its journey in the fashion industry, visit their official website: https://www.dvf.com/. Additionally, for insights into the latest fashion trends and industry news, check out the fashion industry’s leading publication, Vogue: https://www.vogue.com/.