As those of us who follow fashion know, St. John Knits has had a turbulent time the past two years. Their attempt to appeal to a broader, and younger, customer has failed miserably. The new ad campaign featuring Angelina Jolie has not been received well. And the traditional St. John lady is not standing for it, they are not buying into the new image. In fact, they are not buying anything St. John at all! The slimmer cuts and non-knit styles have not gone over with them and they are staying away in droves. Long time customers have been very vocal in their displeasure with the changes in everything from buttons to color choices.
With the departure of Richard Cohen, who launched most of the changes, and Tim Gardner, their designer he hired, St. John is trying to right a sinking ship. Marie Gray has returned to the company's design studio as a consultant to bring back the values St. John has been known for, and the direction of the company in changing. And that includes fit. The change in sizing was too far for most loyal buyers and did not fit the needs of her lifestyle. In coming collections, silhouettes will again be roomier. Now the "new" looks will represent only a small share of the line, while the classic santana knit look will make up the majority.
St. John has stopped doing Fashion Week runway shows, and the Jolie ads will be curtailed. The company gambled on the loyalty of it's long time customers, and lost.
The Feline Citizens are heartened. They too prefer the classic styles and fit of the traditional St. John garments.
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