TOM JARROLD
© TOM JARROLD

GLOBAL BRAND EVOLUTION

BACKGROUND


By 2017, St. John had become a legacy brand in decline. Years of falling sales, an aging customer base, and a dated brand perception had eroded its relevance in an increasingly competitive luxury market.

CHALLENGE


Modernize the brand, attract a new generation of luxury consumers, and restore desirability without sacrificing the quality and heritage that defined St. John.

STRATEGY


Modernize the brand without abandoning its heritage. Shift perception from a legacy label to a contemporary luxury house, attract a younger generation of luxury consumers, reinforce St. John’s craftsmanship and authenticity, and create a platform for sustainable sales growth.

MODERN LUXURY EXPRESSION / IMAGERY


Elevated every consumer touchpoint to reflect a more authentic luxury point of view. Partnered with world-class creative talent, including stylist George Cortina and photographer Lachlan Bailey, to create sophisticated campaigns that repositioned St. John alongside the world’s leading luxury fashion houses.


MODERN LUXURY EXPRESSION / LOOKS IMAGERY


Elevated looks imagery, created with globally renowned talent, helped reshape perception within the editorial community while bringing a more elevated, cohesive expression to retail, ecommerce, direct mail and social.

IMPROVE PERCEPTION / THE EDITORIAL AND INFLUENCER COMMUNITIES


Oversized video triptychs celebrate the expressive freedom of knitwear at a NYFW presentation for editors and influencers.


IMPACT


The repositioning helped usher St. John into a new era, elevating its fashion credentials, modernizing its expression of luxury and reconnecting the brand with its California heritage. Within months, key brand metrics showed significant improvement.


The momentum continued with increased global investment, international expansion and a new generation of creative talent, with Vogue recognizing the brand’s potential to “resonate with young shoppers.” More recently, Vogue named St. John among a new generation of “cool girl” brands, the only American label on the list.