As we adjust to a new environment and define a new standard, navigating the current landscape takes focus. DLI has offices around the world, in Asia and Europe, showing us that our singular vision and drive for innovation is leading us to new opportunities, even in challenging times. Our path to an innovative future is empowered by our couture attitude and ability to articulate what has made us unique.
I began my career creating couture gowns for global talent in the music industry. It was the realization that intimates are the foundation to a perfectly fitting dress that sparked my interest in the lingerie industry. The right foundations brought out the best in the wearer. When I founded DLI, I realized that the same efforts that went into a couture gown were needed in intimates, including multiple fit models, the highest levels of quality and understanding how fabrics can be used to enhance the way a person feels.
Every intimate apparel garment needs to satisfy its function and make sense for how it should perform on the person that wears it. At DLI, we feel that the only way to do this is by taking what I call a “couture attitude.” That means that we won’t go into production until everything is exactly the way we want it. Just like in evening wear, when a woman wears a bra that is well-fitting and that she loves, it is magical, and every woman deserves that feeling.
Focusing on a couture attitude might seem to some to be an unconventional approach. At a moment when brands are focused on cost-cutting, lightning-fast production and immediate responses to trends, it is important to leverage all resources. This means using a robust in-house library of information — in our case, fabrics and trims. It also means focusing on strong relationships with experts that have a keen intuition for product development to meet clients’ demands.
We are constantly shopping the globe to study innovation, and are looking for new ideas that customers can use to bring more value to customers. When we search the market for what is missing, what we find is a level of excitement that can be brought to the market. Our couture attitude allows us to filter out what is missing and what brings value to customers.
Even the selection of technology and fabrics is driven by our roots in couture. Fabrics undergo testing to determine if the fabric is fit for the purpose of the frame. The better the design, the greater the comfort. We look at how fabric behaves, what types of molds are required, how the bra will be designed to be as comfortable as it can possibly be. Each component is studied for a specific job related to what it does and how it performs.
No mission can be achieved without the right talent to implement it. This means pulling highly knowledgeable talent from around the world. Even the most sophisticated cities will not be able to provide all the talent needed to keep product development ahead of the trends.
The best talent should be hired regardless of geographic location. At DLI, our global headquarters is in Los Angeles. Our global talent works in sync from Hong Kong, China, the United Kingdom, Australia and our design studio in Maine. What is the best way to hire top global talent? Companies can best achieve this through a careful balance of work and life and having the flexibility to meet the needs of staff members who are also looking for stability and a flexible schedule.
This custom, or “couture schedule,” as we sometimes refer to it, also offers an advantage with speed to market. If a client in the U.S. has an urgent inquiry or requires problem-solving, we can expedite the issue with the Asian team. Each piece of the operation moves quickly and uses the time zones to an advantage, with the result being more work time and less downtime spread over various teams.
In times that are constantly changing and often uncertain, let’s look to the foundation of our original energy and passion as a path to meeting the future with positive energy and excitement. By staying true to our roots, we can satisfy our existing customers’ needs and remain on a solid footing.
DLI is a full-service intimate apparel company known for solution-driven innovation and successfully shipping millions of bras each quarter. For more than 28 years, DLI has developed private label merchandise for leading intimate apparel brands in band sizes from 32-54 and cup sizes A-K.
