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St. John Knits new fall line to attract younger buyers
03
Jul '12
St. John Knits has solidified its reputation as a premiere designer of upscale fashion, but as Rodeo Drive Resale style expert and co-founder Raya Jaffer explains, the iconic brand has spent the past several years in the midst of a makeover, working to expand its image beyond luxury fashion exclusive to women “of a certain age.”

“The new St. John has a Burberry-meets-Gucci vibe of feminine and flowy pieces,” she says, noting the brand now offers a larger variety of fabrics with less emphasis on Santana Knit – once their signature look. “Gone are the boutiques filled with structured primary colored knit suits with regal and iconic buttons. St. John now has a modern, minimalist look with a feminine finish.”

As the world’s largest reseller of pre-owned St. John Knits, shopRDR.com has an invested interest in the future of the fashion giant, which was founded half a century ago by husband and wife team Robert and Marie Gray.

What began as a modest merchant of knit suits and dresses quickly exploded into an industry powerhouse; their skirt suits becoming symbol of power, style and influence frequently worn by such notable names as Good Morning America anchor Robin Roberts as well as former and current Secretaries of State, Madeleine Albright and Hillary Rodham Clinton.

"We're a brand on the move,” St. John Knits chief executive officer Glenn McMahon told WWD during a 2011 interview. According to McMahon, a younger St. John is not after the buyers in the 20s, but those a decade or two younger than their current clients. “We really believe that our future success will be in our ability to capture the daughters of our current customer.”

The delicate balancing act of retaining St. John loyalists while grabbing the attention of a new generation of shoppers remains important, as Raya was careful to note that RDR will still dedicate an impressive portion of their online St. John collection toward lovers of the original St. John Knit, offering huge discounts on pre-owned items which include blouses, jackets, skirts and more.

“Women who fell in love with the original St. John can still find past coveted collections at ShopRDR.com. On our site, you will also find a well edited selection of newer styles up to 75% off retail.”

In addition to their popular lineup of St. John items, visitors of ShopRDR.com can browse through an array of highly sought after brands that include: Louis Vuitton, Chanel, Christian Louboutin, Gucci and more. For those looking to cash in on their gently loved, but no longer worn designer fashions, RDR pays up to 70% of the final selling price for handbags, shoes, jewelry, accessories and watches on consignment.

St. John Knits


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