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Rag & Bone's new strategy

FashionBy Sunday World
Rag & Bone's new strategy

Rag & Bone designers David Neville and Marcus Wainwright have decided to be "more strategic" about their business.

The American label is known for its relaxed aesthetic and has been growing of late, with Winona Ryder enlisted to appear in its Autumn/Winter 14 campaign. That's just the tip of the iceberg too, with several new hires being made as the designers plan to make the move into the big time.

"It used to be that Marc and I would think something is a good idea and then go for it. But now we need to be more strategic," David told WWD.

Johanna Murphy is the label's new global chief marketing officer, and she will take the reins in its marketing, PR and art departments. A new vice president of merchandising also joined the firm recently - Tim Briggs, who used to work at Burberry Prorsum.

Looking after the fashion house's growth plans is Helen Costello, who came on board this year, and also used to work at Burberry and Bottega Veneta too.

"Relatively speaking, we’ve had a good amount of success in the last decade. We’ve learned the business [and now the] big question is how do we grow our business internationally," David explained.

He hinted there will be more of a focus on digital in the future too, with the company hoping to use the medium to prove it is a modern label. This was one of reasons behind its short film for Fall 15 menswear, which features ballet dancer Mikhail Baryshnikov and street dancer Lil Buck and came instead of the usual runway show. David believes this more modern approach is going to be what makes Rag & Bone stand apart from its competitors.

"For Rag & Bone, digital will be a thread that runs through the organisation, from specialty stores to international and wholesale. Digital will be the tool that fuels the growth," Johanna explained.

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