The chairman and chief creative officer of his eponymous brand relaunched his website last week, looking beyond just e-commerce.
The revamped Johnvarvatos.com, which was designed by the same agency that worked on digital platforms for Alexander McQueen, Mr. Porter and Tory Burch, features a new editorial component called Style & Substance. The monthly section profiles trendy men, and the introductory issue featured baseball player Nick Swisher, entrepreneur Pete Cashmore and actor Vincent Piazza.
Here, the designer talks about the update and what’s in store for his company going forward.
1. What was the motivation behind relaunching the website?
JV: It was time. Everything is moving so quickly, and we want to present our brand on a global basis in the right way. It’s our biggest window to the world, so we put a lot of effort into doing more than just e-commerce, communicating the brand story and the brand message. We have so much content that we can share — the unique experiences we have as a company from music to everything else. It’s a special way to talk directly to the consumer.
2. One of the new aspects of the website is this editorial piece called Style & Substance. How does that complement the online offering?
JV: I’m always looking for inspiration, and I don’t necessarily look at the fashion world for it. I’m always looking at outside things like the auto industry or architecture or interesting people who buck the trend and are rebellious and stylish. That’s what we want to communicate with Style & Substance. We want to turn consumers on to the trendsetters that we’re turned on to.
3. What’s the next step for John Varvatos Enterprises, Inc.?
JV: We have a lot of great stuff going on. We’re opening a number of new stores in the next couple of months. We’re also working on our global expansion for 2014: We have three new stores we’ll open overseas. It’s very exciting, because we’re growing the brand globally now.