Home / Knowledge / News / Apparel/Garments / St. John Knits new fall line to attract younger buyers
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

Must ReadView All

Textiles | On 28th Apr 2017

Fix 5% GST rate for textile goods: Textile bodies

Uniform levy of 5 per cent Goods and Services Tax (GST) on all...

Textiles | On 28th Apr 2017

India lifts CVD imposed on Nepali Jute goods

The countervailing duty (CVD) that was imposed on Nepali jute...

Courtesy: Williamsburg Garment Company

Fashion | On 28th Apr 2017

'We have grown by staying small & maximising efforts'

The easiest way to go out of business is to be too big or expand too...

Interviews View All

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Riddhika Shah
SS Homme

'Worsted wool is the ideal fabric for menswear'

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X