The Row, F/W 2016

2. Brand Philosophy
The Row (subtly named for Savile Row, home of British tailoring) was
created by Mary-Kate and Ashley Olsen, and started as a quest to
create the perfect T-shirt. It has since evolved into a classic style
American luxury sportswear brand, with an emphasis on impecca-
ble fit, tailoring and luxury fabrics. The Row is rooted in pragmatism,
each piece is created as a versatile and multi-functional garment,
yet fits seamlessly into a collection as a whole. In an interview given
to Interview Magazine the Olsen sisters described the mission of The
Row as comfortable chic clothes that allow the women who wear
them to feel “naturally beautiful”.

3. Donna Karan is a cornerstone American
sportswear designer, she shook up the
fashion world in the 1980s by “designing
practical, comfortable, refined clothing
that made women look good” instead
of the “bizarre, jaw-dropping fashions”
prominent at the time. The chic, com-
fortable pieces have stood the test of
time due to their classic feel, clean lines
and flattering fit. Like the Row, Donna
Karan’s customers are confident, cre-
ative women who know what she wants
and are willing to pay for it. Donna
Karan has expanded her empire into
fragrance, a diffusion line (DKNY), ho-
siery.
Stella McCartney launched her line in
2001, and like the creators of the Row,
Mary-Kate and Ashley Olsen, she had
previous experience with fashion and
fame (her father is Sir Paul McCart-
ney), and also like the sisters she used
her experience to build a very suc-
cessful business independent from
previous notoriety. Her signature style
of sharp tailoring, femininity, and “nat-
ural confidence” shows through in her
women’s ready-to-wear collections,
accessory, lingerie, eye wear and fra-
grance lines. Her clothing designs per-
fectly blend both feminine and mas-
culine elements into a luxury brand
known for being both “aspirational
and wearable”. Stella McCartney is
also known for ethical and ecological
practices- using no leather, fur; using
innovative organic and biosynthetic
materials to mimic animal skins.
Chloe started in 1952 solely as a French couture house. Since then it
has evolved into a worldwide luxury sportswear line. Over the years
many famous designers have had their turn at the helm, including Karl
Lagerfeld, Stella McCartney, and Phoebe Philo. McCartney and Philo
in particular have been credited with bringing Chloe to the modern
customer with their cool, luxurious and romantic designs. They also
helped to launch Chloe’s first handbag in “it bag” status (both design-
ers are vegetarians, and did not leather or fur during their time at
Chloe). In addition to their impressive ready to wear and handbag
collections Chloe also has a line of shoes and jewelry.

4. The Row
Customer Profile
Demographics
Age: 27-45
Gender: Female
Marital Status: Married or in a relation-
ship
Income: $250,000+
Occupation: Senior Position in a cre-
ative field (gallery owner, art director,
editor in chief etc.)
Psychographics
The Row’s customer is a city girl, she lives
in New York, London, or Los Angeles. She
gets up early for spin class or yoga, grab-
bing an espresso on her way to her
morning meetings. She meets up with her
girlfriends for lunch at a new French
restaurant and a little window shopping
before heading back into work to catch
up on emails, after which she heads off
for a dinner date followed by a gallery
opening, concert, or play. At home she
packs her carry on for her early flight to
Milan.
Interests: Fashion, Travel, Art, Architec-
ture, Food and Wine
Life Stage: The Row customer is well es-
tablished in her career and personal life,
she knows what she wants, and if she
doesn’t have it she goes and gets it.
Reference Groups:
Vogue and W Magazine, New York Fash-
ion Week, #GirlBoss, #OOFTD, Florence
and the Machine, Lana del Rey, Rachel
Zoe, Instagram, Twitter,

5. Phoebe Philo Anna Wintour Emily Weiss
London CopenhagenAmsterdam

7. $2,190
Style #213654
High collar single breasted pea coat, bracelet sleeve.
Fabric: %100 Wool Felt
Elle Peacoat

8. $ 895
Style #213651
Band collar sleeveless button-up blouse, with split back
Fabric: %100 Cotton Poplin
$1,130
Style # 213657
Light weight turtleneck sweater
Fabric: %100 Cashmere
Carrie Button-up Blouse
Karynne Turtleneck

9. $ 5,195
Style # #213652
Long sleeve wrap bodice maxi dress with
thigh high slit
Fabric: %70 Silk %30 Cotton Twill
Sophia Gown

10. $ 4,775
Style #213653
Contrast sleeve pannled midi leather dress
Fabric: %100 Cowhide Leather and Suede
Annabelle Midi Leather
Dress

11. $3,455
Style #213659
Midi knit long sleeve dress
Fabric: %60 Wool %40 Silk Heathered
Claire Knit Midi Dress

12. $2,290, top $3,350 skirt
Style # 213656
Cropped cabel knit turtleneck and ribbed knit midi skirt set
Fabric: %50 Merino %50 Cashmere Rib and Cabel Knits
Taylor Sweater Set

13. $2,190
Style #213658
Layered front split midi skirt
Fabric: %100 Wool Double weave Gab-
$3,500
Style #213655
Cropped shawl collar leather jacket
Fabric: %100 Cowhide Leather
Maya Leather Jacket
Chloe Midi Skirt

14. $2,190
Style #213657
Highwaisted wide leg trousers
Fabric: %100 Wool Tweed
Isabel Highwaisted Trouser