Sep 15, 2016
Reaction to Dessy’s exclusive-to-brick-and-mortar-stores Studio Design bridesmaids collection, and to its recently announced minimum pricing policy and sales incentive programs, has been very favorable, according to the company, with over 500 stores participating.
Partially due to its successful launch, Dessy plans to introduce additional brands to the Studio Design concept in spring 2017.
The specifics of its brick and mortar focused programs:
• Dessy instituted a minimum price policy in May of 2016 that requires retailers to sell at no less than a 15% discount from suggested retail price.
• Dessy created a Sales Program Incentive fund (SPIFF) for brick and mortar retailers that pays $5 to sales consultants for every Dessy dress sold.
• The Studio Design Collection is designed to be sold only in-store, at full margins, with no internet sales allowed. Dessy is tailoring wholesale discount programs for selected stores to ensure that they make full margin while matching the MAP online price.
Interested stores must contact Alan Dessy for an account review to participate in this program, at 800-444-8304 x 152.
Shannon Hurd, Managing Editor, oversees the editorial content and direction of VOWS and its platforms. She writes on Social Media and the intersection of bridal business and life. Shannon's recent blog posts are below.
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Peter Grimes, Publisher and founder of VOWS Magazine. His comments are presented in each issue's Publisher's Note, and often address industry issues and pertinent news of the day. He can be reached at 949 388 4848 or via email
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