Fashion People Podcast Summary: "There’s The Row, and Then There’s Everyone Else"
Episode Details
- Title: There’s The Row, and Then There’s Everyone Else
- Release Date: March 7, 2025
- Host: Lauren Sherman
- Guest: Misty Whitesidel, New York Times Reporter
Introduction
In this engaging episode of Fashion People, host Lauren Sherman delves deep into the inner workings of The Row, a premier luxury fashion brand from the United States. Joined by New York Times reporter Misty Whitesidel, the conversation explores The Row's journey, challenges, design philosophies, and its position in the modern fashion landscape.
Background on The Row
Lauren Sherman begins by setting the stage, highlighting The Row as "arguably the only true luxury brand to ever come out of the United States of America." She contrasts The Row's authenticity with other celebrity-led fashion lines, emphasizing the Olsen twins' dedication to genuine design over mere entrepreneurship.
Quote:
“The best part? I pay $0 out of pocket.” – Dietitian [00:00]
(Note: This is from an advertisement and is omitted in detailed content)
The Row’s Journey and Challenges
The discussion traces The Row's origins, founded by Mary-Kate and Ashley Olsen, and their evolution from child stars to respected fashion designers. Misty emphasizes the brand’s commitment to taste and quality, noting:
Quote:
“I think right before COVID their spring 2020 collection… it was a huge deal. Ultimately, as I reported later on, Barney’s became… they owed the Row a huge debt when they closed down, which led the Row to some financial difficulties.” – Misty Whitesidel [12:39]
Design and Influence
Lauren and Misty explore The Row’s design philosophy, which centers on minimalism and timeless elegance. The conversation highlights how The Row has influenced and been influenced by other major fashion brands, particularly during the pre-pandemic era.
Quote:
“They find the item that everybody needs and they are able to distill it to the perfect thing.” – Lauren Sherman [25:44]
Impact of the Pandemic
The pandemic posed significant challenges for The Row, especially with the closure of key retail partners like Barney’s. Misty discusses how these financial strains forced The Row to reevaluate and streamline their operations, including layoffs and strategic shifts.
Quote:
“The Row because it's become very available in stores around the world… it's not often that you can encounter so many of the Row clientele in one place and interview them.” – Misty Whitesidel [53:46]
Current Market and Product Strategies
The Row has expanded its product line, now offering over 600 SKUs on platforms like Net-a-Porter and Essence. Misty points out the brand's focus on maintaining quality despite increased product offerings.
Quote:
“I think what will be interesting to watch is as you grow that number of products that's available at any given time, how do you maintain influence across such a wide population of people and get them to keep investing in your product at such a high price point?” – Misty Whitesidel [46:35]
Financial Investments and Future Outlook
The Row secured significant investments from prominent family offices, including Moose Partners and Tethys Imaginary Ventures. While Lauren speculates on the brand’s growth beyond its current ~$500 million annual sales, Misty remains cautious, noting the challenges of scaling while maintaining exclusivity.
Quote:
“I can’t speak too much to the investment component… but what I saw in my reporting was their product assortment has just ballooned.” – Misty Whitesidel [45:13]
Secondhand Market Influence
Lauren shares her personal success with reselling The Row items on The RealReal, suggesting a thriving secondhand market. However, Misty observes that The Row may not be actively strategizing for this segment.
Quote:
“I don't think anyone has bought The Row repeatedly secondhand… they like to experience that environment that The Row has set up.” – Misty Whitesidel [35:33]
Phoebe Philo’s Return
Phoebe Philo’s return has notably impacted The Row’s positioning. Lauren discusses how Philo's enhanced design sensibility and brand collaboration have shifted consumer expectations and market dynamics.
Quote:
“I see more women with money like LVMH prize… she is not basic. She makes essentials, but they are not basic.” – Lauren Sherman [43:06]
Pricing and Consumer Perception
The Row faces increasing scrutiny over its pricing. With items like over-the-knee boots priced at $4,200 and elastic waist shorts at $900, questions arise about consumer willingness to pay premium prices amidst economic uncertainties.
Quote:
“There were a lot of comments underneath saying how do you know that this is The Row? How do you know it's not the Gap or from Uniqlo?” – Misty Whitesidel [38:56]
Growth and Expansion Plans
Looking ahead, Misty speculates on The Row’s potential expansion into beauty products, inspired by industry trends where luxury brands like Louis Vuitton are entering the beauty space. This diversification could provide new entry points for consumers and additional revenue streams.
Quote:
“Maybe there will be a Row. I would imagine a clear lip balm or something to that effect.” – Misty Whitesidel [46:49]
Conclusion
Lauren and Misty wrap up the conversation by reaffirming their admiration for The Row. They acknowledge the brand’s significant impact on the luxury fashion sector and express optimism for its future, despite the challenges it faces in an evolving market.
Final Quote:
“I love writing about them. I'll never stop, even though I'm sure they wish that I would.” – Lauren Sherman [54:15]
Notable Quotes with Timestamps:
- “They find the item that everybody needs and they are able to distill it to the perfect thing.” – Lauren Sherman [25:44]
- “I think right before COVID their spring 2020 collection… it was a huge deal.” – Misty Whitesidel [12:39]
- “Maybe there will be a Row… clear lip balm.” – Misty Whitesidel [46:49]
- “There were a lot of comments… How do you know it's not the Gap or from Uniqlo?” – Misty Whitesidel [38:56]
- “I love writing about them. I'll never stop.” – Lauren Sherman [54:15]
Key Takeaways:
- The Row, founded by Mary-Kate and Ashley Olsen, has established itself as a legitimate luxury fashion brand through dedication to quality and taste.
- The pandemic posed significant financial and operational challenges, leading to strategic adjustments.
- Expansion of product lines has increased availability but raised concerns about maintaining brand exclusivity.
- The secondhand market shows potential for The Row, although the brand may not be actively leveraging it.
- Future growth may include diversification into beauty products, aligning with broader luxury industry trends.
For Further Exploration: Listeners interested in a deeper understanding of The Row's strategies and the evolving luxury fashion market should tune into this episode of Fashion People for an insightful dialogue between Lauren Sherman and Misty Whitesidel.