The Melrose and Santa Monica stores of Fred Segal are the original celebrity-favorite select shops in Los Angeles (LA). The Melrose store, "Ron Robinson at Fred Segal," adjacent to Ron Herman, is particularly popular with celebrities, making it a popular tourist spot for Japanese and international visitors alike. It's no exaggeration to say that Southern California's casual fashion trends originated from this store. A 46-square-meter women's store opened on April 1st within the Ron Robinson at Fred Segal store, boasting a total sales floor area of approximately 465 square meters. A two-day opening party was held on April 16th and 17th, with hundreds of guests attending to celebrate.
President Ron Robinson is a fashion expert who has run the Fred Segal flagship store (men's store, kids' store, cosmetics store) that he inherited from founder Fred Segal for 36 years. "These days, women in L.A. go out on dates or out to dinner in their activewear after coming home from the gym or yoga class. I wanted to create a store for those busy women," he says. "Fashion isn't just about clothes. It's also about perfumes, watches, and other art forms that allow you to express yourself. The interior of this store is based on the concept of a canvas, with clothes and accessories displayed as if you were painting a picture," he says.
Products range in price from $50 to $500 (approximately ¥5,000 to ¥50,000). 15 brands are available. Caren Mina, vice president and main buyer, explains, "Most of the items were discovered at L.A. Fashion Market Week, mainly from L.A. brands like Cotton Citizen, R&R Surplus, and Jet. Sometimes I find unique items through word of mouth from friends and people in the industry."
Notable brands include Denmark's Ravens Saloner, LUCAS HUGH, a British designer who trained at Alexander McQueen, New York's Nesh NYC, and Koral, founded by the founder of denim brand Seven for All Mankind. These brands are only available at this store on the West Coast. Mark Holden, designer and founder of Mark Holden Scarves, which is sold in the store, says, "I use symbols and messages like the peace sign on my scarves." Bree Chambers, designer and founder of Nesh NYC, says, "The concept is functional, stylish, and sophisticated active and streetwear. The combination of sweatpants and high heels is fresh." Cotton Citizen, founded by Adam Vanunu, who runs processing factories such as J Brand, offers vintage-inspired T-shirts. "High-quality denim requires high-quality T-shirts," he says, and his products are unique, thanks to his expertise in washed denim. Steve Rosenstein, co-designer and founder of R&R Surplus, explains, "It's a relaxed L.A. style with a masculine and feminine theme. Sleeveless hoodies are popular." Comfort is a key factor. "Rather than major brands, we offer sophisticated, high-quality products from promising new designers," says Robinson, explaining the secret to his success as being "passionate about the products and not comparing or competing with other stores." He also notes that "about 5% of our customers are Japanese. I'd like to open a store in Japan as well." He has also launched new businesses, including the accessories and home accessories store "Style Objects" and the beauty and apothecary store "Apotheia," and has begun manufacturing and selling products. As Vice President Mina explains, "Various brands, including Stüssy, Tommy Bahama, Ted Baker, Robert Graham, and Nixon Watch, have debuted in our men's store," making the store a gateway for new designers. The opening of the new women's store may lead to the birth of a new big brand.
