Influential person Arielle Charnas attended the celebration of the cover star Arielle Charnas at the Southampton Social Club on July 24, 2019 in Southampton, New York.
Mark Sagliocco | Getty Images
Large fashion influencer Arielle Charnas has 1.3 million followers on Instagram and will relaunch her Something Navy brand on Monday-this time herself.
Charnas’s press conference was originally scheduled to be held in March, when it was in the process of a coronavirus pandemic. The pandemic continued to hit the retail industry and had led to J. Crew, Brooks Brothers, JC Penney, Neiman Marcus, and Lucky Brand. A few cases.
After Nordstrom paused, the pandemic delayed the restart of Something Navy because retailers were quickly forced to adjust to closed stores, consumers were trapped at home, and many people were unable to work. Now, according to Charnas, her followers are eager to buy clothing again.
Chanas said in a telephone interview: “My followers have received a lot of feedback and they are ready… They are very excited about the spark of hope and the things that are expected.”
Previously, after Charnas entered into a deal with a Seattle-based department store chain as the sole supplier of her product line, you can find some products in Something Navy in Nordstrom. Nordstrom produced these items, and they almost sold out every time they fell, with no size or style. Charnas promoted and styled clothing on her Instagram page. The two companies said that in September 2018, when Something Navy went live on Nordstrom, it sold over $4.4 million worth of clothing and accessories in one day.
Nordstrom President Pete Nordstrom once described Charnas’ collection as the retailer’s “most successful” product in history.
But at the end of 2019, when Charnas had the opportunity to renew the contract with Nordstrom or work alone, she voted for the latter.
She said: “Working with Nordstrom is one of the most amazing opportunities… one of the biggest players in retail.” “I learned a lot. But in the end, I thought Need more control. The whole purpose of this brand is to provide exactly what my followers demand. The best way to do this is not to be connected with anyone else.”
Despite this, she attracted the attention of others to help her.
Hong Kong billionaire Silas Chou is an early investor in the Tommy Hilfiger and Michael Kors brands and recently participated through his Vanterra Capital fund Something Navy’s $10 million financing, the company’s business valuation is about $45 million.
Other investors in the Navy’s cause include Box Group, which supports glasses manufacturer Warby Parker. M3 Ventures; Silas Capital’s third-class venture investment; and Rent Runway co-founder Jennifer Fleiss.
Charnas is currently the founder and chief creative officer of Something Navy, and recently handed over key leadership responsibilities to Matt Scanlan, the founder of another brand. He co-founded the direct-to-consumer cashmere brand Naadam, and now holds the title of interim CEO of Something Navy.
Scanlan said of Chanas’ followers: “I’ve never seen a community full of enthusiasm or dedication.” “Strong conversations with your community can ultimately build a more efficient and sustainable business. ”
If you follow Charnas’ personal Instagram account, you will often see polls that she posted asking people to answer what color they want for the top, which style of shoes or pants tailoring they look best.
Scanland said that hundreds of thousands of responses “notified inventory plans and purchases.” “This may affect our profitability.”
To be sure, because the Something Navy brand is closely related to Charnas, the fate of the company may be closely related to her personal success. As such a big name, Charles (Charnas) has faced a strong counterattack online for many years, most recently because he fled to Hamptons after receiving a Covid-19 diagnosis. Just like the situation where large retailers sign stars as endorsements, this person instills a lot of trust and becomes a brand image.
Charnas continued to tell CNBC that in her view, the future of fashion is a brand that has a “two-way dialogue” with consumers.
She said: “I have been talking to customers.” “I think this is the biggest difference between the brand I created and some big companies.”
Charnas and Scanlan bet their fate will be much better than the business of selling clothing and accessories today. According to data from NPD Group, in the three months to May 2020, the dollar spent on apparel fell by nearly 45% year-on-year. However, the company said there was some optimism online.
According to NPD data, in early June, American consumers plan to purchase more than 50% of clothing online in the next few weeks. The company added that last week, even if the store opened, online clothing shopping activities were still 50% higher than in the first half of June.
Maria Rugolo, a clothing analyst at NPD, said: “Online shopping is one of many new behaviors and practices developed under home restrictions, and it is likely to have a certain staying power.
Right now, due to the pandemic, the plan to open a physical store in New York has been delayed, so Something Navy will live entirely online. But according to Charnas and Scanlan, the store is in the process of being established, and may even be distributed wholesale one day.
In some respects, the launch of “Navy Supplies” can prove that fashion is moving towards a more digital world in which many young consumers are tied to mobile phones and social media accounts. Do people prefer celebrities to buy clothes? Time will prove everything.
All prices of the first products of the Something Navy series are under $200.