Vera Wang
For the
past two decades she has been one of the most sought after bridal gown
designers in America and not only. In recent years, she has expanded her
business to a ready-to-wear collection and is undergoing numerous licensing
deals. Who am I talking about? You have probably figured out that it is Vera
Wang. Her life’s story is just as fascinating as her creations so this is why I
suggest we take a look at it. In her childhood, Wang was very passionate about
figure skating. Her competitive nature always pushed to trying to be the very
best, ever since she was six years old. But just like she has said herself ‘I
was always fourth in competitions and they only took three…’ This is how the
future goddess of the bridal gowns learnt that in life it’s not about winning
or losing, but what you learn in the process of getting there.
Ms. Wang’s first
contact with high fashion occurred when she got a job at US VOGUE as the
assistant of the legendary Polly Mellen. Working with such a strong and
creative figure, Wang learnt in depth the secrets of the fashion world. After
being part of the Vogue team for 17 years and having made it to the position of
senior editor, she decided to leave when she wasn’t happy with the direction
she was heading in. The next step in her career was landing the job of
accessories director for Ralph Lauren, where the designer was able to let loose
all of her creative power and manifest it in the most astounding way. Following the leave from Ralph Lauren and
being backed-up by her father, Vera Wang opened her own bridal gown business.
Surprising as it may seem, bridal gowns have not been Wang’s passion from the
get go. The business idea came from her father who considered it easier to
manage. According to her ‘It became my passion as I got better at it and I
began to grow it, I could express myself in a way that I hadn’t been able to in
a long time. I’ve put everything into it for 20 years. I trained myself on the
job. I didn’t know how to work in lace.’ Her first really big wedding was that
of Max Kennedy, the son of Ethel Kennedy, to Victoria. After that, she rose to
the heights of success very quickly and became one the most appreciated bridal
gown designers who was a ‘must’ at every celebrity wedding. Six years ago she launched her ready-to-wear
line because she was excited by the new challenge. Making bridal gowns is one
thing, but trying to put into clothes your idea of the modern contemporary
woman is a totally different affair.
It seems Wang has passed the test with
flying colors, judging from the popularity of the line of clothing. The success
is even more savored by the designer, as she is happy with her own creations
and is pleased to wear them herself. She admits that the crisis has hit very
deep in her bridal gown business. The moment when Neiman Marcus and Saks Fifth
Avenue started closing their bridal shops in the major cities she was counting
on, such as Los Angeles, Chicago and Dallas, Wang took a blow. Luckily enough,
her licensed businesses were doing very well and so the cash flow was not
affected too much. The Vera Wang lines have been expanded to tabletops, gifts,
invitations, china, cutlery and everything that revolves around the universe of
wedding planning. ‘Nobody got mattresses, but 70 percent of the mattress
business is when people get married. We do sheets, we do towels, why wouldn’t
we do the mattress underneath?’. Wang’s
plans for the future are daring but in the same time very feasible. She admits
that retail is very important for her business, but does not hope for a chain
of 30 or more stores across the US.
The goal is to open 5 or 6 stores and focus
on the exquisite custom-made quality and refinement that have made the Vera
Wang wedding dresses so famous over the years. The great creative mind of the
designer has also planned the launch of a premium collection. She wants the
women of America to have something more than mass market, which is within their
reach and not elitist. We are eagerly awaiting to see what
Ms. Wang has in
store for us, as she has amazed us so many times so far.
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