DG Brands Implements Minimum Advertising Pricing Policy

DG Brands Implements Minimum Advertising Pricing Policy
Ariana Rodriguez

LOS ANGELES — DG Brands, a leading manufacturer and marketer of women's lingerie, costumes and sportswear, has announced the implementation of a new Minimum Advertised Pricing (MAP) Policy and Authorized Retailer Program.

According to the company, the move addresses recent, rampant online price erosion impacting retailer profits.

“We recognize that our high-quality dealers invest time and resources to deliver an extraordinary customer experience through knowledgeable staff and compelling merchandising,” said Christopher Scharff, president and CEO of DG Brands. “To support our resellers’ efforts, DG Brands is establishing policies that allow resellers to earn the profits necessary to maintain the high level of customer excellence people have come to expect from DG Brands dealers.

“To protect the investment of our customers and the reputation of our family of brands, we have unilaterally adopted several policies aimed at nurturing growth with our retail partners while abandoning those who wish to erode pricing and consumer confidence in our products.”

The new MAP and Authorized Reseller Program — which will go into effect in 2018 — were designed to promote retailer success by stabilizing online pricing, controlling the distribution/access to DG Brands products and maintaining a consistent DG Brands experience across all sales channels, the company says.

“DG Brands understands more than anyone how the industry and retail environment as a whole have evolved over the last decade,” said Alex Brandstetter, senior consultant with Marketplace Ignition, the firm hired to help drive the initiative. “Brands must take complete ownership of their presence in the online channel to restore integrity in merchandising, pricing and consumer confidence. DG Brands is ahead of the curve when it comes to online channel management.”

In addition to controlling pricing and market distribution, DG Brands says it aims to elevate its online brand presence through new digital merchandising across all major marketplaces and e-tailers.

For more details about these policies, please contact a sales representative or the DG Brands customer service team.