St. John, like a lot of other luxury apparel brands is trying to combat the less than stellar performance of the economy, by going back to the drawing board, and reminiscing about better days.
St. John's is just one of the many who are embracing “heritage” as an opportunity to cash in, relate to customers, and create a more significant tie between brand values and the end consumer.
But this has not been the first step in St. John’s effort, to revive the brand. First, it was Angelina Jolie as its campaign muse, (which posed as a huge disconnect between the brand and her image), than came the fall launch of the “SoCa” concept, a spin off line of casual wear, that had a free standing store in Costa Mesa, Calf.
Today however, is a new day.
It seems as though St. John's. Is putting a side all the typical “hip tricks” and is going back to basics. The company describes in WWD, about the newly gained customer insight- its customers are buying more conservatively, and as a result, want “classic inestment pieces, with a modern flare.”
The modern part, can be categorized under the St. John Yellow Label, priced at 30 percent lower than its ready-to-wear, and featuring a sporty and cool vibe complementing the traditional St. John collection.
And it appears that for the 47 year old retailer , the customer is always on the mind. Other opportunities for St. John will include a basics program of all black pieces in a new fabric offering, as well as more special offerings.
Bravo to St. John who is an example of a luxury brand focusing on the consumer instead of relying on global expansion as a means to be profitable. St. John’s is forcefully implementing their approach by focusing on quality product and value, celebrating the customer, and her love affair for the brand’s clothes.
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