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DG Brands: Policies To Support Its Retailers

(Filed Under wholesale Lingerie News). DG Brands, the maker of Dreamgirl lingerie and costumes, announced “a new minimum advertised pricing (MAP) policy and Authorized Retailer Program,” both to go into effect in 2018.

The policies are designed to address “recent, rampant online price erosion impacting retailer profits,” and “to promote retailer success by stabilizing online pricing, controlling the distribution/access to DG Brands products and maintaining a consistent DG Brands experience across all sales channels,” the company stated in its announcement.

President and CEO Christopher Scharff added, “We recognize that our high-quality dealers invest time and resources to deliver an extraordinary customer experience through knowledgeable staff and compelling merchandising. To support our resellers’ efforts, DG Brands is establishing policies that allow resellers to earn the profits necessary to maintain the high level of customer excellence people have come to expect from DG Brands dealers. To protect the investment of our customers and the reputation of our family of brands, we have unilaterally adopted several policies aimed at nurturing growth with our retail partners while abandoning those who wish to erode pricing and consumer confidence in our products.”

DG has hired Marketplace Ignition “to help drive the initiative.” That firm’s senior consultant, Alex Brandstetter, explained, “DG Brands understands more than anyone how the industry and retail environment as a whole have evolved over the last decade. Brands must take complete ownership of their presence in the online channel to restore integrity in merchandising, pricing and consumer confidence. DG Brands is ahead of the curve when it comes to online channel management.”

DG concluded that “In addition to controlling pricing and market distribution,” it also plans to elevate its “online brand presence through new digital merchandising across all major marketplaces and e-tailers. DG Brands products and our customers are worth protecting, and advertising/merchandising these products properly will only further enhance the demand for Dreamgirl, Dreamguy, Alexa and High Demand products.” The company’s web platform is

more wholesale Lingerie News >>

Published 10-18-2017 by -

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