Final portfolio for John Varvatos S/S 2011. Theme is descended from Heaven and consists of light weight fabrics in dark masculine tones that would be appropriate for the John Varvatos brand.

1. Descended from Heaven
by: Wilson Kong

2. john varvatos
Brand Research Brand Research
Demographics Psychographics & Life Style Key Silhouettes, Sizes, and Aesthetics
• Age: 28-44 • Likes snowboarding
• Gender: Male • Drives an Audi A4 The fit is clean, but not too conforming. Most suits are in a straight fit with some
• Marital status: Single/Dating • Watches independent film channel shaping in the blazer. The pants are straight legged with some bordering along
someone • Reads the economist slim and some crossing over to slim but not skinny. The slim fit trousers are few
• Income: Median HH is • Uses Expedia.com and are between. The hanger appeal is very aesthetically pleasing on almost all
88,728 under the category • Goes snowboarding of their clothing, inviting to be touched with eye catching details like mild translu-
“Young Digerati” on • Life stage is mid to executive level in cent knits.
mybestsegments.com for zip career
S/S 2011
S/S 2011
code 94108. • Likes going to trendy bars and The size ranges seemed to have more mediums left available, either because they
• Occupation: Management restaurants make very few smalls or they were all sold out. There were one to two large and
• Graduate degree and beyond • Likes to be seen at “the scene” extra large sizes available, but they were almost as difficult to locate as a small.
• Likes working out
• Appearance conscious The layout of the free standing store tells me that even though the consumer has
• Lives in trendy apartments and money to spend, they are not throwing it away either. All of the sale items, lower
condos priced items, and basic stock were located in the back of the store. That means
that the shopper will have to enter all the way into the store and see every tanta-
lizing blazer, merino wool long sleeve t-shirt, and intricate jacket on their way
over to the budget items.
Brand Mission and Analysis
The brands specific mission statement could not be located, but the brands
message seems to be you can be classic and clean cut but still but still rockin’.
I visited the John Varvatos store, Bloomingdales, and Neiman Marcus in Palo
The brand focuses on suits and many classic styles, but they put a bit of an urban
Alto in order to do my research. The price points for John Varvatos spans
edge to it telling the wearer to express their individuality. A classic tailored suit
wide, but all fall within the same price category of designer brands. The t-shirts
paired with a shortened tie and brightly colored jeans would be a look that they
start at $98 dollars a piece, pants are $495, and blazers go for $1295. In order
endorse.
to get an entire suit with dress shirt one must be willing to spend close to $2000.
These price points all tell me that the men that purchase John Varvatos have
money and they are not afraid to show it off with stand out clothing.
Descended from Heaven

3. john varvatos
Brand Research Brand Research
The brand depends a lot on juxtaposition. It lives for the urban appeal. Their Brick and Mortar and Website Analysis
store in Union Square attempts to look like a modern day loft with exposed brick
walls and worn wood flooring. The wood flooring is timeless and strong while
the rough, raw edges of the brick juxtapose the texture of the wood. There is
dim lighting in the store and everything seems to ask, “are you cool enough?”
Important Colors and Price Points
S/S 2011
The primary colors in the store are black, gray, with some hints of dark brown
S/S 2011
and beige. There are some smokey tones of blue, with diluted mixes of red and
yellows as well. The fabrications I can see are gabardine, mostly in 100% cotton
from China. They also use a lot of rib knit and jersey which are also 100%
cotton. For a t-shirt they had a 100% merino wool, I am guessing it was an inter-
lock.
What caught my eye when visiting the store was how the clothes really popped
There was pinstripe suiting made from wool and ramie and their denim was out against the backdrop. The brick against the clothing racks made the clothes
either 100% cotton or cotton/linen mixes. There weren’t specific trims, although feel more enticing to touch, however, when I touched the suits they were a little
some sweaters had extra snap buttons and epaulets. Some of the suits had sheen stiff. I have also touched Burberry clothing and sometimes the hand of designer
for added interest. Again, the prices fell between $98 and $1295, but there were clothing is a little more stuff, but I am hoping that it is more durable as well. The
some higher priced items ranging as high as $1595. The $1595 blazer was out of other thing that caught my eye was the giant staircase in the store leading to the
the normal price range. upstairs as well as the suits the employees wore. Everything was telling me it was
expensive and that I did not belong there. The prices stood out telling me that I
Key Items was not their clientele simply because I could not afford their clothes.
The key items for this brand is definitely the blazers and the pants. The suit, The thing that caught on my eye on the internet sites was the John Varvatos site
rather, is what makes this brand. On every rack, there is one blazer and match- played music and had an exposed brick wall as the backdrop. I think I am start-
ing pant in the front. Their employees are dressed in impeccable black suits. ing to see a trend with the brick wall. The other thing I saw was that on the
Though not all suits are available at all the retail stores, their blazers make a Neiman Marcus website, the models got to pose a little bit quirky. They looked
strong appearance wherever they are sold. Pants are bit more flexible because it like they were tip toeing around or playing a bit, like they were having fun but still
is usually not the stand out pieces. wearing very cool clothing. The contrast of serious clothing with the playfulness
of the model was quirky and entertaining.
Descended from Heaven

4. john varvatos
Competitor Research Competitor Research
D&G is the bridge division of Dolce and Gabbana. The reason I believe this is a
direct competitor is because it has the same urban chic that John Varvatos has, but
S/S 2011
is also within the price point range. Their t-shirts start a little higher at $135 for
S/S 2011
100% cotton jersey. Even though their starting price is higher, their blazers go for
as low as $530 dollars. D&G offers many types of clothing; they have t-shirts, I chose Gucci as the other competitor because of the price point as well their
underwear, swimwear, dress shirts, pants, shorts, and suits. T-shirts, underwear, edgy style. I feel like they are eye catching enough to be on the same level as
were mostly 100% cotton. The swimwear was 80% polyamid and 20% elastane. John Varvatos but they do have more brand recognition and prestige when it
Surprisingly, just like John Varvatos the majority of their clothing was from China comes to their label. They are also a little bit higher in price. T-shirts range even
with a bit of India from time to time. higher than John Varvatos and D&G at around $200 for 100% cotton. The main
difference is that the T-shirt is made in Italy.
The dress shirts they offered were poplin and broadcloth, it looked as though there
was some batiste. These all ranged from $215 to $355. The amount of detail in The product mix for Gucci is t-shirts, handbags, suits, jackets, ties, jeans, swim-
their shirts also relates to the price because they have contrast fabric collars and swear, and shoes. Their price range for their suits are a little over $2000 with the
plackets as well as having more than one fabric on their shirts with the same fiber blazer being $1475 and the pants being $660. They were a mixture of gabardine
content. and suiting fabrics with some pinstripe suits. The suits also had mother of pearl
buttons and other decorative details to add onto the price. Again the suits were
The pants started as low as $295 for 100% cotton suiting. The pants went up as made in Italy.
high $1470 for lambskin leather pants. Most of their pants were loose fit through
the thigh and tapered at the end. There were a few gabardines, but D&G has The shirts that Gucci provided were a lot of printed shirts on 100% cotton
about a 60/40 split between casual and dress pants, with 60% being more casual. poplin, broadcloth made of cotton/linen blend or 100% cotton, or 100% cotton
There is a lot of pinstriping and waist detailing on their pants. The suits are all a twill. They even had 100% cotton muslin. Some of the shirts had mother of
mixture of suiting’s, 100% cotton twill, 80% wool/20% silk gabardine, and 45% pearl buttons just like the suits had. All of their shirts were in the $400 range and
acetate/38% wool/13% polyester/4% silk jacquard. They also used velvet (viscose, also made in Italy.
cupro, cotton, polyester). Overall, their suits used a lot of contrast lapels and flap
pockets for detailing.
Descended from Heaven

5. 419 C 400 C 417 C 282 C
536 C 5497 C 7494 C 152 C 608 C
1795 C 7413 C

6. john varvatos
Style # WK0002 - Straight leg crepe pant $495
Description: Four pocket pant with two slant and two back
welt pockets. Tab closure and permanent crease in legs. Eclipse
Inseam: 32”
Rise: 10”
Crepe - 82% Cotton / 18% Rayon
Sizes: 30-36
Made in China Fog
Dry Clean Only
Delivery Date: 02/08, 03/04
Style # WK0001 - Single Button Blazer - $1295
Description: Single button blazer with notched collar. Self lined interior, jacket has side panels to taper in
sides and inset welt pockets on both sides. Double back vent and two four hole buttons per sleeve.
Length CB: 28”
Across chest: 40”
Sleeve length: 26”
Crepe - 82% Coton / 18% Rayon
Sizes: 36-44
Made in China
Dry Clean Only
Delivery Date: 02/08, 03/04
Eclipse Fog

7. john varvatos
Style # WK0004 - Sateen straight leg pant $ 298
Description: Flat front slant pocket pants with visible top
button on waistband. Four belt loops and tab extension in Midnight
front. Permanent crease in legs.
Inseam: 32”
Rise: 10”
Sateen: 98% Cotton / 2% Spandex
Sizes: 30-36 Fog
Made in China
Dry Clean Only
Delivery Date: 03/04, 04/07
Style # WK0003 - One button sateen jacket $895
Description: Single button blazer with peaked lapel notch collar. Self lined interior, jacket has side panels to
taper in sides and inset flap pockets on both sides. A single double welt pocket sits on left side.
Length: 28”
Across Chest: 40”
Sleeve length: 26”
Sateen - 98% Cotton / 2% Spandex
Sizes: 36-44
Made in China
Dry Clean Only
Delivery Date: 03/04, 04/07
Midnight Fog

8. john varvatos
Style # WK0005 - Patch pocket denim pant $ 298
Description: Tab closure flat front jean with asymmetrical flap
pocket. Back pockets replicate front flap shape. Four belt Petina
loops and hidden button closure.
Inseam: 32”
Rise: 10”
Denim: 98% Cotton / 2% Elastane
Sizes: 30-36 Fog
Made in China
Machine wash cold, tumble dry regular
Delivery Date: 03/04, 04/07
Style # WK0006 - Double breasted sateen jacket $1295
Description: Double breasted overcoat with asymmetrical buttons. Two slanted welt pockets in front and
inverted pleat in back.
Length: 27”
Across Chest: 40”
Sleeve length: 26”
Sateen - 98% Cotton / 2% Spandex
Sizes: 36-44
Made in China
Dry Clean Only
Delivery Date: 03/04, 04/07
Parchment Fog

9. john varvatos
Style # WK0007 - Hidden button placket button up shirt- $225
Description: Hidden button placket dress shirt with fish eye darts in back and princess seams. Fitted
silhouette and heavy facing inside collar.
Broadcloth - 98% Cotton 2% Spandex
Length CB: 28”
Sleeve: 26”
Sizes: 36-44
Made in China
Machine wash cold, Tumble dry low
Delivery: 02/08, 03/04, 04/07
Wheat Cloud
Style # WK0008 - Enlarged button dress shirt $225
Description: French cuff dress shirt with center enlarged button for second button. Fish eye darts and
gathered fit.
Broadcloth - 98% Cotton 2% Spandex
Length CB: 28”
Sleeve: 26”
Sizes: 36-44
Made in China
Machine wash cold, Tumble dry low
Delivery: 02/08, 03/04, 04/07
Midnight Sunset

10. john varvatos
Style # WK0009 Style # WK00010
Self tie dress shirt- $225 Henley with shirting trim- $195
Description: Dress shirt with self tie included. Description: Knit jersey with self colored tissue
Back yoke with box pleat. weight shirting trim around collar and cuffs.
Length CB: 28” Length CB: 28”
Sleeve: 26” Sleeve: 26”
Tissue weight shirting: 100% Cotton Jersey: 100% Cotton
Sizes: 36-44 Sizes: 36-44
Made in China Made in China
Dry clean only Machine wash cold, Tumble dry low
Delivery: 02/08, 03/04, 04/07 Delivery: 02/08, 03/04, 04/07
Eclipse
Eclipse
Midnight
Midnight
Sunset
Fog

11. john varvatos
Style # WK00011 Style # WK00012
Double breasted knit cardigan- $395 Knit collared shirt- $265
Description: Double breasted full Description: Knit collared shirt with
fashion knit cardigan with four buttons. single button and self placket and collar.
Bottom buttons are larger than top. Length CB: 28”
Length CB: 28” Sleeve: 26”
Sleeve: 26” Jersey: 100% Cotton
Sweater knit: 100% Merino Wool Sizes: S-XL
Sizes: S-XL Made in China
Made in China Machine wash cold, Tumble dry low
Dry clean Delivery: 02/08, 03/04, 04/07
Delivery: 02/08, 03/04, 04/07
Cloud
Midnight
Eclipse
Eclipse
Petina

12. john varvatos
Merchandise Outfit
Style # WK0001 - Single Button Blazer - $1295
Description: Single button blazer with notched collar. Self lined interior,
jacket has side panels to taper in sides and inset welt pockets on both sides.
Double back vent and two four hole buttons per sleeve.
S/S 2011
S/S 2011
Style # WK0005 - Patch pocket denim pant - $ 298
Description: Tab closure flat front jean with asymmetrical flap
pocket. Back pockets replicate front flap shape. Four belt loops and
hidden button closure.
Style # WK0007 - Hidden button placket dress
shirt- $225
Description: Hidden button placket dress shirt with fish eye
darts in back and princess seams. Fitted silhouette and heavy
facing inside collar.
Descended from Heaven