A personal journal of Kimberley Gordon from Wildfox Couture.

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• My interview with lingerie buyer

  A couple mistakes in here, but thought you guys might find it interesting to see how we started!

  http://www.lingerie-buyer.co.uk/Members/article.aspx?id=5651

  Kimberley Gordon - Wildfox

  12 January 2012

  Wildfox is the label born of two friends Emily Faulstich and Kimberley Gordon who are based in LA, California. Being friends since childhood, they launched the brand Wildfox with vintage-look printed t-shirts after being inspired by Native American art and rock and roll t-shirts. 

   

  Kim talks to Lingerie Buyer as the brand ventures into the intimate apparel sector for the coming season…

   

  Tell us about the launch: 

  We started the company because of our love of vintage t-shirts and we launched after about five months of working diligently –d esigning, cutting and sewing. We launched at a private trade show in Las Vegas called United, which runs during market week in the city. I don’t know if it’s around anymore but the good thing was that was because it was a brand new show at the time, a lot of stores came to check it out and all ended up stopping in our booth – so we had some really good coverage. 

   

  Where did it go from there?

  We met Kitson at United and so began our love relationship with them (Kitson is an LA retailer which stocks high end fashion brands and is popular with Hollywood celebrities). We also met Urban Outfitters which has been another success story for the brand since we started.

   

  How does the day-to-day operation of Wildfox play out?

  Well it’s an all-girl office! We all meet up in the morning and sum up what’s going to be happening that day and then we get to work on approving designs and seeing new products. My girls in the office see a lot of contractors during the day too. I then get on my computer and start designing. Emily and I will sometimes do mini trips to places to get inspiration – like to the beach, and to Malibu to go inspiration shopping or to Beverly Hills.

   

  Then we’ll go to a bar and have drinks – it’s fun! We wake up the next day and do it all over again! It’s a big girl mania but obviously we all work very hard!

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  “It’s very common to be running around with your bikini on under your clothes in California because you never know when you’re going to end up in a pool or at the beach. So it’s kind of a natural move for the brand…”

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  Tell me about the break into the intimate apparel sector…

  We’re now doing swimwear and most of the collection is out by the end of December, but it’s a partial launch for SS12 resort wear. For the SS13 season and beyond, there will be a lot more swimwear. We will also start launching intimates – we have some really amazing products coming in for AW12.

   

  Swimwear and intimates were a natural progression for the brand. The Wildfox brand is based on girlfriends and California - it’s very common to be running around with your bikini on under your clothes in California because you never know when you’re going to end up in a pool or at the beach. So it’s kind of a natural move for the brand.

   

  See the Wildfox collection…

   

  How has the brand taken off in the UK?

  It’s going really well. The US is always going to be the biggest selling place for our brand but we’ve always had a great following in the UK and I think it’s because girls like the California lifestyle, or at least the idea of it.

   

  We’re selling in a lot of countries now, including Japan, Korea, Germany, Middle East, Mexico, Canada, and China.

   

  Where do you get your inspiration for the prints that appear in your collection?

  We always change themes for each collection. For this collection, because it’s our first swimwear range, we matched in every thing that we loved and wanted to make sure it really represented the brand and is really Wildfox. The brand is extremely vintage inspired and the swimwear had to reflect that.

   

  My favourite pieces are the denim pieces – both the regular and white denim pieces – which are high waisted so very on trend.  These are derived from the old 60s movies featuring Brigette Bardot, especially the one pieces which have a Western theme feel.

   

  The main theme behind the swimwear for this season is the story of a young cowgirl who only wears bikinis and comes over from Texas to California for a road trip. The slogan is,  ‘Girls who love rope and cattle taking road trips and wearing bikinis.’

   

  What’s to come for the AW12 collection?

  The fall 2012 collection with feature intimates (with cup sizes built into the bras) with the theme of the 1990s Romeo and Juliet. There wil be lots of Catholic symbols and velvet as it will be lingerie that’s ‘worn to be seen’. Products will include bodysuits, a robe, one pieces and a lingerie set.

   

  What’s your ambition for the brand for the next few years?

  I want the brand to have an entire collection so you can get everything from us. We will expand our intimates and swimwear line a great deal too. We’re doing a whole swim collection within the year, so we’ll have towel robes and beach and pool accessories to go along with the collection, so someone buying into the brand can create the whole look.

   

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  “The fall 2012 collection with feature intimates with the theme of the 1990s Romeo and Juliet. They’ll be lots of Catholic symbols…”

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  How do you think the brand has taken off since you launched it four years ago considering the change in the economy during that time?

  The brand has taken off really fast, and to sell in so many countries in that time is a real achievement for us. It’s such hard work and the first two years are really difficult but luckily it was naturally successful – it’s like we found a gap in the market and as soon as we launched, everyone wanted to buy into the brand. And we started out as vintage-inspired t-shirt!

   

  We’re also stocked in Urban Outfitters, which has boomed in the last few years, even through the recession. We are lucky that our clothes are affordable but not under priced – and they are really good quality. People save up to buy our products because it’s something they can wear every day and all the time, and in the recession that is essential for a brand. People don’t want to stop buying clothes, so they need something that is basic, fashionable and will last, so they don’t see it as a luxury item they’ll only wear a couple of times a month – that’s key in this economy.

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  “You won’t make it unless you’re willing to do everything it takes!”

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  What advice would you give to other people launching brands such as yours?

  I would say that the hard times feel harder in the moment. If you can get through these, then it’s worth it. Be diligent and push really hard for what you want - you won’t make it unless you’re willing to do everything it takes!

   
  24 Feb 2012 / 9 notes