OR
At some
point around 5 years ago I was invited to the show of a designer I had never
heard of. As luck would have it, the designer was Norman Ambrose and it was at
that point that my infatuation and coverage began. I was awed by a young man
who understood and possessed the skillset of master dressmakers, designers and
great couturiers. The clothes reflected an astounding comprehension of why
women would buy his clothes as well what would make a woman exquisitely dressed.
Some might say he is an old soul or born too late but as Diana Vreeland said “...Don’t
think you were born too late. Everyone has that illusion. But you aren’t. The
only problem is if you think too late?”
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To my utter delight Norman carried the torch for clothes that befit the
women that can afford them and wish to look a certain way. Yes, times have
changed, but to me the one thing that
remains constant is that a woman still
wants to be beautiful, feel beautiful and be admired and complimented
when she enters a room. Norman offers women these opportunities.
His career has evolved from where he started but the young man has
adapted and forged his new path by adhering to his brand’s DNA and with a
skillset and taste level that has propelled him to his present situation. So …
with all this praise and laudatory talk, it’s now Norman’s turn to speak of his
brand and the state of fashion as he sees it …. In his own words ….
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Jeffrey Felner: Can you tell us briefly how you arrived at
your present professional station?
Norman Ambrose: Many years of dedication and hard
work! My life’s mission is to honor the
women I love and share that love with all women, this credo drives me daily. I
have a passion for making beautiful clothes and love the creation process. I’ve
been in business nearly 10 years now and it feels like the blink of the eye.
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JF: Do you have any mentors or style
icons who influence your work and why them?
NA: I think of my clothes as timeless and tend to draw
from women who embody this ideal. For example, I have always been captivated by
Jacqueline Kennedy and her sister Lee Radziwill. They embody a timeless,
cultured beauty where refinement and an effortless spirit are in complete
harmony.
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JF: If you could invite any 5 people
to dinner who would they be and why?
NA: Assuming this would be one of many dinners I am to host;
here are 5 that come to mind in the immediate. (For seating purposes, I’ve
selected two couples and then a single that would sit at my side.)
Guests 1
& 2- Gloria Swanson & Rudolph Valentino- I have a fascination with old
Hollywood beginning with the silent film era. Both Gloria and Rudolph would
have many fascinating stories to re-tell of their zenith days in films, and to
listen would be magic.
Guests 3
& 4- Princess Diana & Dodi Al Fayed- Lovers who’s lives ended far too
young and in such tragic circumstances, it would be wonderful to hear firsthand
what it is they loved about one another and what life was like at the time of
their untimely deaths.
Guest 5-
Lastly but certainly not least would be the god-mother of fashion herself,
Diana Vreeland. Her witty sense of humor and natural gift of story-telling
would make her a charming dinner companion to hold court with.
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JF: There is no doubt that the
fashion system is broken; if there is anything or a few things that you would
or could change what would they be and why?
NA: The fashion industry is undergoing a paradigm shift.
I don’t view the fashion industry as necessarily broken but rather as an
opportunity. For the past decade the industry has experimented with
discounting, fast fashion, social media, more is better and on-line selling.
Trying to navigate all these waters, it is my belief that many brands lost
focus and forgot who they are as a brand or made missteps with their customers
that cost them dearly. We are in the digital age and navigating the waters to
determine where the next best thing in fashion will fall.
As a young
brand and designer, I face many of these challenges. In speaking with friends
in other industries, they also face some of the same challenges the fashion
industry does, fast pace, lack of innovation, funding, mentoring, and a
platform. So I view it as everyone is trying to figure out the digital age. For
me and the brand, it comes down to product and the experience that you provide
your customer. I just stay true to myself and design beautiful product that can
be worn by my customers, to make them feel enchanted, carefree, and confident.
The brand developed a strategic direction and we navigate the waters like
everyone else but keep asking the question of ourselves “is this our core, is
this who we are?” Being centered allows the brand and I to guide the company at
a time when the waters are uncertain around us.
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JF: Let’s speak of internet sales vs.
brick and mortar; how do you view those points of sale and why?
NA: We are witnessing a cyclical cause and effect with
relation to internet sales and brick & mortar. For example, let’s take the
traditional department store. The department stores as we know them are trying
to compete and maintain their bottom line as a large number of their customers
switch to online purchasing for a majority of their consumer needs.
Unfortunately, the in-store experience is being greatly affected. We’ve seen
the loss of customer service, a lack of associate knowledge, a limited
assortment & sizing, lack of differentiation between the stores, and the
dilution of brand messaging affecting how the customer connects with the
products. This downgrade and lack of differentiation has discouraged consumers
from purchasing in store and justified the ease at which they enjoy purchasing
the same products online.
The type of
company you are determines the strategy of how you sell to your customer. Being
a luxury brand, it is important to differentiate and create a mystery behind
the product. It is key to understand the type of product that can sell online
vs. in store, controlling your points of distribution. When selling luxury,
your customer wants to feel good about themselves and what they are purchasing
by having a personal experience. Whether selling in store or online, it is
paramount that you provide cohesion in that experience.
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