March 24, 2017
At every turn, it seems any brand that was solely brick-and-mortar is looking to find a way to be online. And, in order to increase profits, there comes a point where they look to cut out the middleman and build up their own online presence.
In a recent WWD article, Vetements' CEO, Guram Gvasalia spoke to why he was not looking to build an e-commerce platform for his brand.
"Regarding our direct e-commerce, we’re very loyal people and most of these online stores, they helped us to build this company. And it feels wrong to go there and take a piece of their pie away. My top five e-stores represent about half of my business. The dimensions of the orders and the dimensions of the merchandise you can sell online, it’s insane. The main stores are in big cities and now there are so many people outside of main cities that are starting to be aware of fashion."
What I find most intriguing about this statement is the loyalty Gvasalia is highlighting, along with the acknowledgement their focus as a brand is on fashion and not technology, per say.
After working in finance and then making a conscience decision to switch industries and move into the fashion world, I didn't quite know what to expect. Of course, one thing could be certain - fashion is a business and when you have a business that has shareholders involved, whether internal or external, the stakes are always greater.
In turn, reading comments like these from Gvasalia makes me happy to know that even in a difficult industry like fashion, there are brands that are willing to take a different route, which may not be the easiest, and just like their designs, are willing to blaze a new path forward.
I'm interested to see if other brands will follow or at least take note of Vetements direction.
Of course, time will tell!
- AimeeComments will be approved before showing up.
April 23, 2024
True luxury in fashion extends beyond mere aesthetics—it’s about creating a wardrobe that is both elegant and endlessly functional. At Adea Everyday Luxury, we champion the concept of a capsule collection, which focuses on cultivating a selection of versatile, high-quality pieces that serve as the cornerstone of any sophisticated wardrobe.
April 20, 2024
As the spring season unfolds, it brings with it the warmth of sunny days and the promise of delightful gatherings with friends and family. With these special occasions on the horizon, the opportunity to express your personal style becomes even more pronounced.
October 22, 2020
I just read an article that sounded – to me at least – like “a canary in a coal mine” or an early warning of danger. This piece, written by Joe Pompeo, appeared in the May 2020 issue of Vanity Fair magazine with the title “The British Tabloid Invasion” and a subtitle that read, “How the Daily Mail is conquering American gossip.”
The paparazzi horde, La Dolce Vita, 1960 – photo courtesy of Vanity Fair