Jonathan Saunders Fresh Take on DVF
In December 2015, I was shocked to hear that one of my favorite designers had announced his decision to close his label. London-based designer Jonathan Saunders created a brand that truly set the bar in terms of his colorful patterns and elegant tailoring.
Since shutting down his label, Saunders has joined the DVF team as their chief creative officer to assist in redefining the brand to appeal to a new generation. DVF is an American global luxury brand that revolutionized the modern woman’s wardrobe with the brand’s signature wrap dress. Diane Von Furstenberg stepped away from her creative role in the contemporary fashion business to bring in a fresh take on her brand. Von Furstenberg plans to re-focus on the brand’s target customer by keeping track of their preferences and keeping the brand open to new ways of doing business. “Think about who you cater to. And make sure you give her what she wants — but she doesn’t always know what she wants. You also have to surprise her.” Without taking away from the brand’s heritage, she plans to inspire her customers by doing things in a different way. “We were losing the focus on our customer. And [the customer] has evolved so much in her preferences, where she shops, how flexible and versatile she behaves in terms of shopping. A lot of brands were behind in that. We don’t want to be behind her — we want to be ahead of her. We want to be inspired. Sometimes, it’s the simple things. You can inspire by offering an amazing product. A great price point. An experience, great service and a fashion point of view.”