Brand Strategy : Week 2 EOC, John Varvatos

John Varvatos

John Varvatos is a famous men’s wear designer in the fashion world. He first joined the Polo Ralph Lauren in 1983 then move to CK aka Calvin Klein in 1990. He was then appointed head of menswear design and oversaw the launch of the men’s collection.

In the year 1995, Varvatos returned to the brand he was in, Ralph Lauren and was the head of menswear design for ALL Polo Ralph brands and created the well known, Polo Jeans Company.

After years of working for leading American men's wear designers, John Varvatos launched his own line of men's wear and related lifestyle products in 2000 to positive reviews and quick sales. The Varvatos name was soon associated with quality, elegance, and practical yet interesting men's fashion. Though not as high-end as Helmut Lang or Gucci, as Ginia Bellafante wrote in the New York Times, "The designer's clothes seem intended for the kind of guy who has moved into a salary bracket that no longer confines him to Banana Republic." The success of his men's line led to more products being designed and sold under the Varvatos name, including cologne, skin care, and a line of women's wear. John Varvatos has became famous recently. As you can see in those pictures that's posted. He has a taste of fashion and know exactly what men wants ! Also, the materials he uses for those clothes, it's not just some cheap fabric material it is denim and other extremely good quality materials.

Varvatos took chances with these products, he also became a part-owner of the company that bore his name. In 2005, he signed a new deal with VF Corp. that gave him twenty percent of his company, which saw sales of his collection reaching $50 million by 2005. From this part, I could see the strength of John Varvatos. He has a very good taste with men although he has being trying to design women's clothing but I still think he is really good with men clothing and also since in 2005 he is starting his own company and so on. He is giving himself a bigger opportunity to make his clothing line unnecessarily famous but well known.

Another thing I know that though John Varvatos tried many things in fashion. We all know fashion is not just about clothing ! It is more than just clothing. It's about style, hair, your nails and even cologne or perfume. Despite the disappointment over his women's line, Varvatos continued to expand his company. In 2004, he launched his first fragrance for men. The cologne was called John Varvatos for Men, and included input in the scent from the designer himself. The following year, he added a line of around 12 skin care products for men, called John Varvatos Skin.

John Varvatos know exactly what he is doing in the fashion industry. He has a strong idea that catches people's eyes and letting people know his brand. And I think as for his brand status, for personal opinion, I know he has a powerful strong brand status. He doesn't try to limit himself just designing clothing but anything else in the fashion industry.