Galvan, the two-year old, London-based evening wear label, launched its own e-commerce this week and also revealed plans to enter the bridal market in 2017.
“It’s really difficult to start out doing e-commerce from season one because no one’s heard of you,” said Katherine Holmgren, Galvan’s chief executive officer. “You need to grow your brand awareness.”
After a few seasons establishing the label’s profile with wholesale partners including Bergdorf Goodman, Matchesfashion.com and Neiman Marcus, Holmgren felt ready to open Galvan’s own e-commerce channel at http://www.galvanlondon.com.
The online store launched with around 20 styles, a mix of Galvan’s signature pieces and seasonal styles. “It’s interesting, when you sell just to stores, the buyers get a little tired of things, but the end customer often wants to come back to the classic silhouettes,” said Holmgren. “It’s nice for us to be able to offer that.”
Headquartered and produced in London, Galvan’s aesthetic is clean, sophisticated with minimal embellishment. Key silhouettes are jumpsuits and off-the shoulder gowns, mostly done in black and white, priced around $1,500. The collection has a celebrity following in Sienna Miller, Rosie Huntington-Whiteley, Rihanna, Selena Gomez, Jessica Alba, Mary Elizabeth Winstead, Sophie Turner, Kate Hudson, Jennifer Aniston, Rita Ora and most recently Kylie Jenner. For London-based customers, Galvan is offering the option of same-day delivery by one if its tailors, who will do a fitting on the spot.
“A little alteration can make all the difference,” said Holmgren. “Often customers will think something doesn’t fit and if they take it in or up one little bit, it’s perfect.”
Holmgren also discussed Galvan’s plans to formally enter the bridal market. She was the label’s first official bridal customer, having worn a custom Galvan dress for her own wedding last month. “There’s a big market to tap into. Every week there’s a bride e-mailing us about something,” said Holmgren, noting that the collection is often used as a resource for bridesmaid dresses and civil ceremony bridal looks.