INDUSTRY INSIDER 2.0

In the second part of our ongoing Industry Insider series, we chat with Holt Renfrew’s creative director John Gerhardt

With Holt Renfrew’s recent WGSN nomination for a Global Fashion Award, which honours fashion’s most innovative and inspirational businesses, FrontRowMag.com thought it was high time to chat with the brand’s creative director John Gerhardt, to discuss his role at Canadian luxury retailer, the legacy of the brand and what trends we can expect to see for Fall 2011.

FrontRowMag.com: What does your role as creative director at Holt Renfrew Canada encompass?
John Gerhardt: I direct the overall creative within the company, with a concentrated focus on ensuring integration across all creative channels. We have nine stores across Canada and it is important that all of our stores have a consistent look, embody our brand and have the same creative spirit, from windows to in-store presentation, to digital and print.

FRM: How has your position changed in the past 5 years? Where do you see it progressing in the future?
JG: I am fortunate because my position has grown to be more strategic and less tactical over the years. Our president, Mark Derbyshire, has a great appreciation and understanding of the creative process, and restructured my position to be more conceptual based and less about execution. Also, my job has changed in that I am forecasting that much further in advance than in the past. I used to trend spot creative six months to one year out—now, I am one to two years out. It makes it that much more challenging and I love a challenge. Digital is becoming more and more of a priority and this will definitely impact my job going forward. Digital is an undeniable force and also, democratic in its scope. The outreach possibilities are endless and exciting as well.

FRM: In what ways does Holt Renfrew represent fashion in Canada?
JG: We are a brand that prides itself on housing the world’s best fashion and have done so for years. Next year, we are celebrating our 175th anniversary which is amazing in itself—from a legacy standpoint. We are very proud to be Canadian owned and focused within our business, but equally proud that we are benchmarked against the best retail brands in the world. I was recently at the men’s shows and was introduced to a prominent on-line retailer who, when learning I was with Holt Renfrew, expounded on Holt’s international reputation. He stated that Holt Renfrew is so highly regarded by all international retailers and is constantly watched for innovation. We hear the same feedback from both our domestic and international customers as well as our vendor base.

FRM: Holt Renfrew is synonymous with luxury. How have you, as creative director, continually tried to reinforce this image ideal?
JG: From my first day at Holt Renfrew, I always felt that the words “exclusive” and “inclusive” were compatible within the same sentence. Modern luxury is not about appealing to just one target market—so it is paramount that the creative be relatable without being esoteric. The qualities that we always look to convey and interpret are wit, irony, whimsy and elegance. Too literal in your treatment lacks imagination, too high-brow and nobody understands—so it is a fine balance. I want to provide the tools for the audience to use their own imagination—then it is mutually gratifying.

FRM: What can consumers expect at Holt Renfrew for Fall 2011?
JG: Wearable, casual elegance is the message for fall. There is not one specific color direction but definitely, the direction is all about color. Whether it’s blocking, bold hits or subdued hues—get color on your back and bottom this season. Silhouettes are in two distinct camps either fitted or looser. At times they are sometimes a combination of the two which is the most current pairing. There is a lot of innovation in fabrics for fall—particularly, in blends. Evening for day, day for evening and everything in between. Over the last few years, we have seen fewer rules in fashion and more character in the way of personal style. The way an outfit is assembled is the mark of true style. Fantasy for the sake of fantasy is not as relevant as a great eclectic mix.