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The Full Dita
Posted by richard | July 1, 2014
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If there’s such a thing as a rockstar in the lingerie industy, it’s Dita Von Teese. And if there’s an equivalent to a hit record, it’s the burlesque legend’s line of glamorous retro undergarment styles.

Dita’s two-year-old label Von Follies and its successor Dita Von Teese Lingerie seem to be everywhere these days — on celebrities, in magazines, on catwalks and in a growing number of stores as retailers leap at the chance to piggyback on Dita’s personal star power and the enduring popularity of vintage lingerie fashions.

Problem is, like hit records these days, it’s hard to know if you’re seeing the full Dita or a remix version. The selection varies widely from one shop to the next, depending on which styles and sizes have been cherry-picked by the retailer’s buyers, who presumably know what their customers are likely to want.

And, since Dita doesn’t offer her own retail channel, it’s hard to find the full range of DVT Lingerie styles in one place.

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This creates an awkward marketing dilemma for the tiny perfect fashion icon. Dita is constantly doing media interviews, making personal appearances and using her vast social media network to promote sales and new style arrivals at a host of competing retail partners.

Other fashion brands might face a hostile backlash from their partners for this kind of juggling act, but in Dita’s case there are no losers — yet. Dita seems to have an inexhaustible capacity for self-promotion and satisfying the marketing needs of her retailers, and as long as DVT Lingerie remains a sought-after label everyone in the distribution chain will be happy.

Consumers, though, might wish there were a one-stop Dita shop for everyone. And they might soon have their wish.

The online store Bare Necessities, the second largest e-commerce seller of lingerie in North America, will begin carrying Dita Von Teese Lingerie on July 22. It will stock the entire collection, up to an E cup, a move that will be welcomed by women who prefer to shop at home and by full-figured customers who find Dita’s styles especially flattering.

Bare Necessities also offers frequent discounts on its large inventory, so there’s a possibility of scoring some savings on this popular brand down the road.

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“Dita has a great following and very loyal fans (and) many of them always look for her sexy lingerie and in fuller sizes,” a BN spokesperson told Lingerie Talk. “Many women have been unable to do this successfully in the past because other retailers did not invest in Dita’s full size range.”

To help kickstart her new online partnership, Dita visited the Bare Necessities offices in New Jersey last week for a photoshoot and to educate staff members about her collection. Talk about a rockstar moment!

The photos above show Dita making some last-minute adjustments during the BN photo shoot and posing graciously with the starstruck BN staff and managers.

If you can’t wait three more weeks for Dita’s debut on Bare Necessities, you can find the DVT Lingerie collection (or parts thereof) at Bloomingdales, Stylebop, ASOS, Faire Frou Frou, Myer (Australia), Debenhams (UK), Glamuse (France) and other regional retailers.

Meantime, here are a couple of new offerings from Brand Dita — promo images for the new fragrance Fleurteese, and a DVT sunglasses collection due out this fall.

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