St. John is looking East for growth.
The Irvine, Calif.-based fashion house built on polished knitwear has accelerated the launch of its e-commerce in China, in direct response to the global coronavirus pandemic.
St. John was founded in 1962 and in the Eighties gained notoriety as the skirt suit uniform for Washington, D.C., female power brokers. Since that heyday, it has been through several owners, relaunches and famous front women, among them Angelina Jolie, Kate Winslet and Gisele Bündchen. In November, under new creative director Zoe Turner, St. John was relaunched with a high-fashion capsule collection unveiled at a New York press event, and simultaneously available to shop online in the U.S.
“St. John has a distinctive DNA and in the Chinese market, their Californian heritage and specialization in knitwear resonates with clients making it more desirable,” said Joann Cheng, chairman of Fosun Fashion Group. “We established FFG in 2017 and knew that we needed a long-term view in order to really build up each brand in our portfolio. Now is a pivotal time to drive St. John from a global standpoint and Chinese e-commerce is that moment.
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