Based on what do you decide what to buy?
One demand we always have when buying our selection is exclusivity. Our clients are rather put off by clothing that is available at any other store and is already worn by thousands of people. With each brand we sell, we have always made sure we’re the only distributor in The Netherlands or at least in Amsterdam. Whenever we discover a new exciting designer, we check if it’s already being sold in Amsterdam. If that is the case, we won’t sell it.
Which kind of people visit Van Ravenstein?
While we are blessed with an international audience, we also have a loyal clientele in and around Amsterdam. Generally speaking, they are highly educated, influential women who are often acquainted with art and culture. We are proud to state that people are drawn to our store because they are appreciative of our selection. They complement us on our choice and enjoy our well-considered combination of designers.
How would you describe their buying behaviour?
In the early years, a customer would stop by once every season to buy several full outfits. People may spend just as much money today as they did back then, they don’t buy the pieces all at once and tend to spread their purchases across the season. Customers are a lot more conscious about what they buy and are more likely to buy single pieces to combine with their existing wardrobe. Nonetheless, if they have an event to attend they will still buy a total look.
Do you think people’s perspective on fashion has changed?
Completely. If you would buy a pair of Ann Demeulemeester trousers in the eighties, you would evidently buy a matching shirt and jacket from that same designer. Wearing pieces from last season was nearly unacceptable. Now it’s the other way around, someone is considered fashionable and innovative when they combine new things with pieces from last season or even ten years ago. Today, the key to owning a powerful look is adding your individual touch.