The 32-year-old brand has lifted the lid on its debut Facebook, Twitter and YouTube pages. Diana Ferrari marketing manager Anna McCarthy said the primary objective of the three sites was to achieve “high brand engagement versus high presence”.
“We also aim to boost awareness of our apparel range,” McCarthy said. “Due to our incredibly strong footwear heritage there remains a surprising lack of awareness that Diana Ferrari offers complete head-to-toe wardrobing solutions for the modern Australian woman.”
The company has created all content for the sites in-house and recently hired a digital coordinator to assist with site maintenance. McCarthy said Diana Ferrari's 'ViewTique' branded YouTube channel and custom-designed Facebook tabs were examples of the company's unique approach to social media.
In addition to online communication, Diana Ferrari has also recently invested more heavily in its sizing options and customer services. The company now offers select apparel pieces up to a size 18 and select footwear styles up to size 13.
The womenswear brand rolled out a 'style consultant' service in NSW this month, enabling consumers to have a one-one-one styling session within Diana Ferrari boutiques to the tune of $300. The service debuted in Victoria in June 2010.
The company also introduced a 'book a boutique' program in November 2010, which enables consumers to hire a Diana Ferrari store for such things as fundraisers and clothing parties, and has offered a custom-made shoe service since August 2010.
McCarthy said Diana Ferrari was still very much in a “growth phase” with plans for retail expansion and an e-tail boutique to be built in the near future. Currently, the brand operates 28 boutiques across Australia and 11 clearance outlets.
Diana Ferrari apparel, footwear and accessories are stocked by the likes of Harris Scarfe, Mathers for Shoes, Williams the Shoemen, David Jones, Myer and many independents. The company is owned by the Colorado Group.
Erin O'Loughlin