According to Alicia Brockwell, director of marketing for Dreamgirl, sales picked up particularly late this season. “[It was] truly last-minute shopping! The Dreamgirl consumer tends to buy late in the season anyway but this year we saw a mad rush during the last week,” she said. “To help retailers that were caught off guard, we instituted discounted rush delivery, especially to the east coast. “[Overall,] our sales are up from last year by about 40 percent. Dreamgirl weathered the economic storm because of our innovations being priced at $49.99 to $54.99. The Light-Up [costumes] at $49.99 did extremely well [this season] and were perceived as a great value when compared to normal costume offerings. In addition, our Juniors line, Sugar Sugar by Dreamgirl, blew out this year and vastly improved our overall sales.”
While last year “was all about vampires and the film ‘Twilight,’” this year was “Alice based,” Brockwell said. “‘Alice in Wonderland,” was the trend for 2010. We decided to take that trend and make it our own by creating Alice innovations. [We] saw great success with Wonderland’s De-LIGHTS and the Queen of Heart Breaker, while Tea for Two, which is the Alice to Red Queen reversible two-in-one costume, sold out. A trend should influence a portion of the overall collection, not dominate it so that you have competing styles.”
Other best-selling styles for Dreamgirl were Makin’ Waves; Moonlight Bite and the adult and junior versions of Wonderlands De-LIGHT.
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written by Amanda Torres Price published 2010-11-17 16:50:58
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