2009-07-20
Interview to Kara Lusardi
1.When was the line launched?
Launched in May 2006.
2.What is the general approach to the line?
When I design the line each season I always first come up with themes;
I study trend like a science – so that’s always a factor, but I like to develop my own themes as well, based on what I’m feeling inspired about – a person in the limelight, a movie, a place etc.
Each style I design has three main components: comfortable fabric, the fit (to play up the parts of your body that you want the focus on and downplay the areas that you don’t want the focus on) and I always want my girl to look ahead of the trends rather then on trend. The bobi line is meant for the bobi girl to figure out. I make simple pieces with just the right style lines – then it’s left to the customer to add their personal touch – belt it, wear as a dress or a tunic, dress up, dress down, it works for day or night. The line is so versatile and works for almost anyone
Each season our line has a different vibe and direction, but our girl is always the same. Our girl is like a May-Kate Olsen meets Nicole Richie.
I always design things which look rich and plush, I use style lines that make the garments look high end and unique. I am always keeping the LA socialite in mind when I design, but keep that New York sophistication.
3.What is your background?
I am from New York. I lived and worked in NY City many years. I have been in the fashion industry for 15 years. I went to F.I.T. in Manhattan and have worked in all types of fashion houses, contemporary, kids and junior. I was in NY till 2005 when I decided to come to LA, as all the Contemporary t-shirt and denims were taking over out here. When I first came here I was doing consultation for contemporary labels, working as a liaison between owners of companies, designers and sales, to help fledgling companies get back on track.
4.What influenced you to start the bobi collection?
While I was doing the consultation, Michael Kofoed, the GENEXUS Brand Manager, called me and explained that GENEXUS (a primarily missy company at the time) was interested in doing a contemporary t-shirt l line and wanted me to come and start it up for them.
I worked with Danny Yeung, the owner on concept. He always wanted to do a clean, simplistic, sophisticated t-shirt line but never found the right person to execute it. I love t-shirts and basically want to wear every style possible in t-shirt fabrics. I took his concept and then incorporated my fashion pieces. It worked perfectly. I wouldn’t have designed the line any differently if it were my own.
Because it worked so well, I gave up the consulting and made this my life. It’s the perfect fit for me and seems to be working in the market as well.
In the short time that we have been open we have 5 American reps, 3 in Canada and just launched B o b i Europe. We are selling wholesale in Germany, United Kingdom, Italy, Spain, France, Netherlands, Belgium, Austria, Switzerland, Ireland, Norway and Greece to name a few.
5.Why is the line named bobi? Is there a story behind the name?
When we first started discussing the vibe of the bobi line, our brand manager Michael Kofoed came up with the name b o b i. He felt it fit all girls, and leaned more to a simplistic, easy going girl, which really suits us – our girl is not flashy. We all liked the name immediately and decided to go for it. I think the name really works. We decided to leave 1 “b” out – so it wasn’t too tomboyish.
6.What were your inspirations for the fall collection 2008?
As I mentioned – each season our line has a different vibe and direction, but our girl is always the same. She is a bohemian socialite. For Fall 08 the themes of the line are:
Love Story – “Each fall I like to think New York sophistication. With all of the high-waisted and bellbottom jeans in the market, the movie “Love Story” comes to mind. Bobi fall ’08 is full of shorter length tops to be paired with these popular bottoms, that have subtle 70’s touches”.
The second theme is Gladiator Goddess – “With all of the gladiator sandals and shoes coming forward, we have come up with the theme Gladiator Goddess that is inspired by a roman warrior coupled with roman goddesses. This influence can be seen in the draped modal styles that have a roman goddess feeling, and in tunics with slight roman warrior details and square shapes. These pieces are very easy to wear and can be dressed up or down, which will allow them to stay in one’s wardrobe for several future seasons.”
The third theme is Modercycle Military – “Touches of mod still linger while elements of motorcycle and military are in the air. The “MODercycle Military” trend captures these smaller trends and puts them together in a bobi way. Military hardware and buttons run throughout the collection and will look great with motorcycle boots or harder shaped footwear. Our basic shell and layering long sleeved crew have slight military accents. You will also find mod style lines throughout the military and motorcycle elements that give the trend even more of an extra punch.”
And the last theme is Pagan Goddess – When we continue with this 70’s feeling and pair it with the gothic looks that are still important it gives rise to the Pagan Goddess trend. Bobi is taking a new angle on gothic with feminine, mysterious, flowing pieces that are prominent in all of the jersey groups and gauze styles.
7.Describe the consumer profile.
Our customer is a better contemporary girl. In the US.A. we are sold in high-end boutiques such as Kitson, Fred Segal Los Angeles, Big Drop and Atrium in N.Y., RevolveClothing.com online.
8.Fans of the brand?
Nicole Richie, Sophie Monk.
9.What is your bestselling piece?
Our basic tank (3026), basic crew (3028), basic crew (5000) are always on top – but each season we have our best selling fashion pieces. Our dresses that are becoming a bigger part of the line are doing great.
10.What sets bobi apart from other brands?
We have our basics like a James Perse but have dramatic fashion pieces and fun dresses. One stop shopping.
11.What are the general price points?
27 - 69 Euro retail price on the lightweight jersey, novelty fabric range and supreme or modal jerseys from 22 - 99 Euro retail in general depending on fabric.
CONCURSO DE ESCAPARATES PART TWO FW11
El concurso de escapartes de Part Two se prolongará hasta el dia 30 de Noviembre de 2011. Más información: Pepper Line, SL - Tel. 972 26 92 [...]
