John Varvatos’ spring/summer 2014 collection
Menswear label John Varvatos is expanding its apparel offerings to include made-to-measure options to follow the trend that has become a primary selling point for fashion brands.
To introduce its new service to consumers, the label has planned a series of in-store events to familiarize clients with John Varvatos’ bespoke options. An in-store event may help John Varvatos create a lasting bond with consumers interested in purchasing a customized suit.
“The John Varvatos Made to Measure event allow clients to work with Italian master tailors to purchase an incredible bespoke garment,” said James Schuck, public relations manager at John Varvatos, New York.
“Made to Measure is offered in formalwear, suiting and suit separates in over 50 lush Italian fabrics,” he said. “Clients are able to select lining, buttons and add their initials to the inside of the garments.”
Sartorially yours
Using an evite, John Varvatos invited its New York-based consumers to experience its new made-to-measure service. On May 1-2, consumers can visit the SoHo boutique as well as the Madison Avenue location May 3-4 and serves as a soft launch for John Varvatos’ made-to-measure option.
During the by-appointment event, male consumers will have the opportunity to meet one-on-one with two of John Varvatos’ Italian tailors. Only in New York for the event series, the tailors will assist the consumers in designing bespoke menswear.
John Varvato’s made-to-measure invite
John Varvatos’ made-to-measure option includes 50 choices of Italian fabrics for both the external and internal aspects of the clothing. The option is available for the brand’s formalwear, suits and suit separates.
After the New York events, John Varvatos’ made-to-measure service will be launched in September. The September debut will include a “rolling” introduction at two more John Varvatos boutiques as a way to gauge consumer response.
The May event will also help to increase foot traffic to the brand’s newly opened Madison Avenue shop.
In March, John Varvatos’ opened the doors to its Madison Avenue location nearby other prominent menswear retailers such as Tom Ford and Barneys New York. The Madison Avenue location is John Varvatos’ third New York storefront and is part of the brand’s plan to increase its retail presence in the United States and Europe, according to WWD.
Newly opened, John Varvatos on New York’s Madison Avenue
The measure of a man
In recent months, many brands have enhanced their menswear offerings to include bespoke clothing options.
For instance, British department store Harrods hosted a made-to-measure event March 21-23 that brought together tailors from 13 menswear labels.
Consumers could schedule a one-on-one appointment with one of the tailors from brands including Tom Ford, Ermenegildo Zegna, Gucci, Brioni and Canali. Harrods as a retailer has the opportunity to offer a range of brands, making this event stand out in the made-to-measure landscape (see story).
Although made-to-measure events are less common for women’s apparel, there has been an increase in customizable options.
For example, Italian fashion house Valentino is pointing to its heritage with a new collection of customizable accessories in shades of the brand’s iconic red color.
Valentino’s Rouge Absolute Signature collection allows consumers to place personalized studs on pumps, handbags and small leather goods. This collection melds the trendy, ever popular Rockstud line with the house’s codes in a hands-on way for consumers (see story).
John Varvatos’ in-store event may help the brand appeal to consumers interest in bespoke suits but not yet a frequent purchaser.
“The John Varvatos’ brand has achieved a very clear, distinct and successful ‘rock n roll meets high fashion’ design perspective and brand identity,” said Karen Kreamer, president of K2 Brand Consulting, Overland Park, KS. “Varvatos has stayed true to the essence of the brand while moving forward in a way that connects with his customer base.
“In this case, offering a made-to-measure option seems like a natural evolution of the brand and one that can both appeal to current customers and create new ones,” she said. “A custom-tailored service is a very personalized option, so an in-store event seems like a great way to promote this new service.
“The Varvatos made-to-measure service adds a new dimension to the brand’s reputation for fashion-forward designer menswear. This new bespoke option promises and delivers all the benefits of custom-designed menswear. I believe it is a great opportunity to create interest, motivate sales and inspire brand loyalty over time.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York