Tell us about your business, its history, and how you build customer loyalty. Diane Freis – A Fashion Experience brings together the creative vision of a leading fashion designer and the customer-centric accumen of Pepper Berkowitz, who has been a multi-line designers’ representative for more than 30 years. While Diane’s designs grab attention with her signature stylings, Pepper is constantly working with retail stores to determine trends, buying habits, and gauge all aspects of the women’s formal fashion industry. It is a unique situation for a rep to work hand-in-hand with a designer to produce a fashion line each season, as Pepper does with Diane Freis. The resulting success has led to customer loyalty that has been built by providing excellent customer service and being attentive to the needs of retail salons and boutiques — and ultimately the shoppers themselves — with cutting-edge designs and fashions.
Who is your main designer?
Diane Freis
What divisions (e.g., Prom, Pageant, Social Occasion, Bridal, etc.) do you design for and market?
We create collections for two seasons: fall and spring. Most items in our collections can be worn for prom, pageant, special occasion, and weddings.
What size ranges do you offer?
We carry sizes 2 – 16.
Please identify three characteristics about your designs and business services that you are known for. Three of our innovations include:
1. One-of-a-kind prints
2. Ornate, intricate hand beading
3. Body-shaped styles that are unique in the fashion industry.
How would you describe your style offerings in terms of look and artistic impression? Diane Fries dresses are typified by her fresh styling vantage point. The printed dresses Diane Fries creates will help you make a statement at your next formal event, whether is be Prom, Pageant, Homecoming, Holiday, or Guest of the Wedding — all are great events to wear any of the full-length or shorter dresses created by Diane Fries. Bright, bold patterns adorn these unique styles dresses, creating a fun fashion statement that helps you look like the life of the party. These styles stand out as unique designer dresses, with features such as handkerchief hemlines, multi-colored beading, and ruffles showing attention to detail.
How do you keep your design ideas current?
We approach each season with several important areas of review and creative input, including:
1. We take stock of a variety of European designer trends.
2. Diane Freis contributes her creativity and vision with sketches and styles that she creates on a daily basis.
3. We solicit feedback from retail store owners, either during their market visits to our AmericasMart Atlanta showroom or when our representatives visit with them and their customers in their shops, boutiques, and salons.
What fashion looks and fabric-usage trends do you predict will emerge in the coming year or two? The fabric Lurex will emerge as a fashion force. Lurex is the brand name for a type of yarn with a metallic appearance, created when an aluminium layer has been vaporized and applied to what is usually a synthetic yarn. We also predict the ascent of other fabrics and metallic materials that shine, as well as hand-painted silks.
What aspects of the fashion business bring you the greatest satisfaction? We derive great satisfaction knowing that retailers have done well with our collections. It’s also flattering that many of the boutique owners who sell our dresses also purchase them for their own wardrobes. Finally, it’s gratifying knowing the end user is celebrating the most special occasions of her life in our dresses.
Diane Freis – A
Fashion Experience
established 1974
565 Ridgemont Drive
Rosewell, GA 30076
Howard Berkowitz
Pepper Berkowitz afexp.com
404-784-2188
