Juniors’ brand Very Volatile, owned by Los-Angeles based PV Footwear, is working to evolve its look.
The line, which relaunched last August, is focused on bright styles, including summer boots, flat sandals and pointy-toe flats for spring ’14, said creative director Bodo Loerke.
“Our design team constantly researches trends by traveling all over the world, from places like Tokyo, Berlin and our own backyard, Los Angeles,” said Loerke. “In the social media world, we stay in touch with our consumers through fashion bloggers and Instagram. We watch, analyze and execute always keeping in mind the Very Volatile DNA.”
Here, Loerke chats about the challenges of fast fashion and how the brand is gaining traction among celebrities.
1. Who is your target consumer and how has she changed?
BL: Our consumer is the fashionista searching for the latest footwear trends for the season, at a reasonable price. We feel the contemporary consumer has been affected by the economy and she is going to make sure she gets exactly what she wants for her money. She either wants to buy a classic shoe she can wear with many different outfits throughout the season or she wants something really unique to make a fashion statement.
2. How are you creating buzz around the revamped looks?
BL: We are increasing our billboard marketing throughout the country. In fact, we had a mobile billboard featuring our Western boots at the Country Music Awards in Nashville last week. It’s important to keep in touch with our consumers, who are checking Instagram, Pinterest and fashion blogs daily. Our PR agency is providing stylists and editors with on-trend styles. We just received requests from Miley Cyrus, Victoria Justice and Ashley Tisdale last week.
3. What is one of the biggest challenges for the brand?
BL: One of the biggest challenges is keeping up with the fast pace of fashion. Today, fashion moves at a high speed and consumers are always looking for the newest and hottest items. To meet this challenge, our design team reinvents the collection every 60 days to satisfy the demands of footwear fashionistas.