All trends these days are international rather than country specific.
Peter Ruis talks about the fashion trends for this year along with the retail industry and brands of UK with Mary Christine Joy.
Synopsis:
Jigsaw is one of the few remaining family owned fashion retailers, retaining a successful presence on the British high street and in the US, Dubai and Australia.
Peter Ruis is the new CEO of the Jigsaw group, responsible for the business worldwide, including the shop at the Bluebird.
Peter started his career at Marks and Spencer as a graduate trainee in 1989, rising to the position of senior buyer within menswear. In December 1997, he joined Ted Baker as Head of Product. During his time at Ted Baker, the company grew from a niche fashion brand to one of Britain's most successful brands/retailers.
In 2002, Peter was appointed Brand Director of Levi Straus Europe, Middle East, Africa (Dockers Brand). Returning to the UK in 2005 he joined the iconic British department store John Lewis. Originally, as Buying Director for Fashion, Peter oversaw the rejuvenation of the John Lewis offer as it grew sales in advance of pound 1bn in these markets. In 2010 he was appointed to the Executive Board, as Buying and Brand Director. Of note in this period was the creation of the now famous John Lewis television adverts, a doubling of the technology business, and a unique collaboration with Alice Temperley, as John Lewis defied the recessionary market.
Excerpts:
You joined Jigsaw recently from John Lewis. How has your journey remained in Jigsaw up till now?
The journey has had similarities to John Lewis. Both experiences have centred around the re-generation of iconic brands.
How important is originality in terms of design for a brand? Is that what makes a brand successful?
It is natural for brands to follow trends and market direction. But originality is what defines a brand. It reflects true brand essence. What is it that makes your brand truly unique?
How do you see Dubai and South Africa as markets? Is it fast emerging?
Dubai and South Africa? Yes, it is fast emerging. Dubai is a very powerful market. Its strengths are its love and respect for brands and a strong economy. South Africa is a developing market and time will tell.
You have various interviews published across a number of publications. You are no less than a celebrity in UK. Has your image helped Jigsaw in terms of marketing?
I certainly would not consider myself a celebrity. If you have a track record in the industry and if you have good contacts, it helps. From a marketing point of view it is more a question of keeping the business profile high, and encouraging good people to join.
What are the key trends for Autumn/Winter 2014 from an international point of view?
All trends these days are international rather than country specific. Probably the 60s trend will be very relevant this A/W 2014. Capes are everywhere, as is plaid and tartan. Normcore is again quite visible.
Online media has served as an important marketing tool for mass products. Has it proved as a successful marketing strategy for high profile brands as well? How important is online media in the promotion of brands?
We have several channels for promotion and marketing, and yes online media is an important channel for us. It is accepted and accessed by a large number of people, and offers instant contact with the consumer.
You being an expert retailer, how do you see the current scenario of retailing in UK? What are its strengths and weaknesses?
The biggest strength in the UK market is its consistency of demand. We are a nation of shoppers looking for continuous innovation and newness. The downside is that it is an expensive market to trade in.
What are the key trends for Autumn/Winter 2014 in UK?
It is pretty much the same, as I said. Additionally, the colour red will very much be in focus.
What do you think about omni channel retailing? Has it remained successful in the UK?
Customers of course do not buy from one channel. They expect the retailer to facilitate convenience and a rich experience in every part of the purchase journey. Omni channel retailing is necessary for the survival of any brand and it is here to stay.
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