Back to School with White + Warren
Susan + Barbara took to the road this week to share some of their extensive knowledge and experience with students at Syracuse University. Syracuse University’s School of Visual & Performing Arts offers a unique opportunity to its students thru the Genet Lecture Series. Past presenters include fashion industry leaders such as Kenneth Cole, Joseph Abboud, David Yurman, Betsy Johnson, Bruce Nordstrom, Mary McFadden, Martha Stewart…and on and on and on. Add to this august line-up: my dear friends Barbara Warren + Susan White. The Genet Lecture Series was started by Leon Genet 25 years ago, and is now directed by his daughters, Pam, Jill and Wendy Genet.
Susan + Barbara’s 4pm flight from NYC was cancelled—typical Syracuse weather—so the gals rented a jeep and hit the highway. Undaunted, they arrived five hours later, just in time to join me and the Genet girls for Flip Night at Faegan’s….flip a coin, win a beer. Our luck was with us. Next morning we were up and out early (in the rain—we’re in Syracuse after all. The day began with a VIP tour of the School of Visual & Performing Arts, followed by a luncheon in their honor, before heading to the lecture hall. In the Fashion Design department, the gals found inspiration in a remarkable exhibit of 60’s fashion, made entirely from vintage couture. Susan’s eyes lit up and Barbara’s pencil busily sketched a fabulous, ruffly number—stay tuned for fall ‘09! They visited several classrooms where fashion majors timidly but earnestly showed their works in progress to the visiting fashion celebs.
What did our fashion gurus tell the SU students, class of ’08, ’09 and ’10? They shared their early experiences in the fashion industry, and the launch and meteoric rise of White + Warren. They spoke of their mission to create luxury knitwear with great style at an affordable price point. They described some of the growing pains and lessons learned at White + Warren, as well as the numerous growth spurts; such as their tremendously popular and robust online store. They also mentioned their commitment to “giving back,” most notably through their ongoing work for Women at Risk.
Here’s what these doe-eyed fashion majors and their professors, wanted to learn from White + Warren
Q: Have you ever made things that you thought would sell but didn’t?
A: “Sure! But if you are committed to the item and you know in your gut it’s a good one, you have to re-work it. It may be a matter of changing an element. Or it may be a question of timing—it was introduced too early to the market.” Said Barbara, “It’s just a mistake; it doesn’t define you or your brand. Figure it out and try it again.”
Q: What are your thoughts on the “green” movement?
A: Over a year ago, Susan & Barbara were already exploring the feasibility of incorporating sustainable fibers in their garments, and today White + Warren offers an eco-responsible line of bamboo knits that are soft as cashmere. “But the rules of fashion still apply,” Susan warned, “the final product has to be soft and durable, and the style still has to be terrific. It’s not enough to be green.”
Q: What are you most proud of?
A: “We are especially proud of the culture we’ve created at White + Warren,” Barbara said. Explained Susan, “We are loyal to our employees. We are loyal to our sources and to our distributors. We’ve been with Neiman Marcus for all ten years of our existence, as well as many other stores, including the smallest boutique. And in our ten years of business we have created a family at work. There’s very little turn over.” Barbara adds, “Sure it’s intense; we work hard. But its fun, we have laughs. We understand that we spend more time together at work than we do in our personal life, so our workplace has to be fun.”
Q: What if you don’t personally like a new style…do you make it anyway because it’s a trend?
A: “We’d never put out a line or a garment we weren’t proud of,” replied Susan. You have to keep the integrity of your brand.”
Q: What are your guiding principles?
A: “Stay true to your brand,” said Susan. “Plus, integrity, quality, loyalty. And finally, know your customer. Understand her, know her lifestyle, know what she wants. Never forget your customer.”
They sure know what this customer wants! I bought my first White + Warren sweater ten years ago and I still have it and dozens since then. They are all my softie favorites. Sumptuously comfortable, I can wear them morning till night, whether I’m taking care of clients or my kids. I never tire of the White + Warren travel wraps and I have them in a variety of colors. They keep me toasty and glamorous around town, and they’re great to snuggle up with on those long car rides and flights. I’ve become a frequent visitor to their new website…it offers nearly instant gratification for my Cashmere Cravings. (I’m hooked on their dresses so I plan to order the Noho cowl tunic next.)
Susan & Barbara closed the lecture by advising the students to “find your passion. Be passionate about your work. Trust your gut about your product. If you believe in it, and you’re passionate about it, you’ll figure out how to get it right.”
