Jovani Fashions, More than Pretty Prom Dresses

Jovani Fashions is on a mission. Deemed as one of the go-to brands for the perfect prom dress for that young consumer who wants to turn heads and make a statement at one of the most important social events of the year, Jovani has now positioned itself as a brand that is extending itself into markets that go beyond just pretty prom dresses. “Right now we are trying to expand consumer’s perspective of the brand beyond just prom dresses. We really want consumers to realize that the brand goes beyond prom, and that we are multifaceted and have merchandise that extends to affordable couture to great cocktail pieces to a variety of great garments for special occasions,” details Social Media/Marketing Coordinator Felicia Garay-Stanton.

In the constantly evolving, fast-paced fashion market, branding is everything. From American sportswear lifestyle brands like Tommy Hilfiger to luxury brands such as Ralph Rucci and Oscar de la Renta, solidifying your consumer base is essential to surviving in an economically challenged market. Still, fashion brands are always looking to capture a wider demographic. And with Jovani’s expansion into couture and holiday, the brand is redirecting its course, giving its widening consumer base more options.

“In our new collections we have incorporated more sophisticated looks that go beyond prom looks. This includes our couture-inspired or holiday garments which are still at Jovani’s affordable price points,” explains Design Director Julie Durocher.

This new focus is evident in Jovani Fashions’ lookbook and ad campaigns that now feature top models and well-known celebrities, ranging from Taylor Swift, Paris Hilton, Ashanti, Megan Hilty, and Katherine McPhee to Natalie Cole, Miranda Lambert, Carrie Underwood, and Keri Hilson, who don the brand on music stages, award ceremonies, and red carpets. Jovani also played a key role in providing matching cocktail dresses for the finale of Smash.

Celebrities and top models aside, Jovani understands that staying on trend with new fabrications and exciting color palettes is crucial for any expanding brand. “If there is a popular trend in the market, we will find a way to incorporate it into the collection. Interestingly, we have been including diaphanous illusions and cutouts, which is now a popular trend, in Jovani dresses and gowns for several seasons,” contends Durocher.

“We also continue to stay on trend by using a lot of lace in our collections. For our current collections,  I am concentrating now on longer length dresses with drop waist in reference to Downton Abbey and the Great Gatsby. We don’t want our collections to look too literal, so we have to be cognizant of the fact that some of the 1920s silhouettes don’t look good on all shapes and sizes, so we have to modify the silhouette to keep the looks current and fresh,” Durocher continues.

On-trend looks each season, affordable garments for a variety of customers, and a surefire marketing strategy, sounds like a winning combination. And it is!!

For more information, go to jovani.com.

—William S. Gooch