Interview: Behind the brand, Closh

Over the previous entry below, i talked with  the designers of Closh, Selvin Parunakyan and Serli Keçoğlu, about the current situation of their two-year-old brand. 

 

• You had started your business right before the global economic crisis. Even well-established brands have been severely affected by this turmoil all around the world. And it's known that small businesses have been comparatively more vulnarable, in general. Was that period harmful for you?

We are influenced directly by not the economic crisis itself but its perception in people’s mind.

Because the word, crisis, was so talked about and widespread that at some point, people became hesitant to shop and even they didn't want to go out for a short period of time. 
And then it eased up. Fortunately it was not so destructive for us.

• Do you take the latest trends into consider while you are designing? Or do you just go your own way?

Our clothes are mainly inspired by vintage designs. We modernize them as keeping the essence of the original design. Bows, falbalas, corsages, laces and pearls are the main characteristics on our cloths.  

• What’s prior while you are designing: Reflecting the original essence of the design or the expectations of your customers?

Of course, what the customers need for a good living is our first concern. But when we recreate an old-fashioned design, we try to keep its form the same as once it was! For that, we use iron corsets to keep the body tight and in shape and tutus to make the skirts and dresses swollen... 

• What’s the ratio of ready-to-wear to Haute couture in sales?

 It depends. But we can say that ready-to-wear and haute couture sales are almost fifty-fifty. 

• Now, you have partnerships with some of the popular tv series. How did it start?

 The stylists of these series discovered Closh. They said that the style of our cloths suits the characters in the serials they work with. And so our partnerships have improved. We help them choose what’s best for their need!

• How these partnerships have affected your brand? 

Because we live in a culture popularity is appreciated, we are certainly glad about this new brand awareness and perception Boutique Closh has now!

People would like to look like as chic as the personas they watch on the screen; so they, as a general tendency, try to imitate these tv figures and we help them live the life they wish for.

• What will be your next step for Closh? 

 We'd like to launch Closh abroad. But the details are not clear yet.

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