In a world of big personalities, big egos and big entrances, Steven Johanknecht seems curiously life-sized and frankly taken aback by all the industry hyperbole. In regards to himself, is he puzzled, or simply amused, by all the fuss? Doesn't matter, really – least of all to him, we suspect.
What matters, of course, is his task at hand: taking Banana Republic's image to the next level as we usher in a new century. No second banana, Johanknecht is the new senior director of retail image. In this newly created position, he is responsible for managing in-store branding and customer communications at all locations. In his own words, Johanknecht is responsible for “establishing the appropriate direction and relationship between our brand marketing and the components of the actual store, i.e., window display, visual presentation, store design, web and customer experience.”
Sounds like everything that's needed to enhance the retail experience for Banana shoppers. And one of the things Johanknecht likes most about the Gap überdivision is that it is middle-class accessible. It offers an upscale-looking environment, yet the apparel is affordable for many, not just for a few privileged to shop there.
And he knows a thing or two about upscale looks. Johanknecht has been in the store design, display and visual merchandising business for a dozen years, serving as vp of display/design for Barneys New York and vp and retail creative director for Donna Karan Intl. Most recently he was the design director at Studio Sofield, New York, an independent design studio where he worked for a variety of retailers including Katayone Adeli, Jill Stuart, Bergdorf Goodman and Bloomingdale's.
He won't say in what direction the Republic is heading, only that “change is essential to the retail industry … Banana Republic will continue to evolve.”
One of the first things you learn about the Syracuse, N.Y., native, is that he is clearly more comfortable talking about work than about himself. But we managed to pull a few (short) answers out of him.
What was your first job in the industry?
Arranging cheese displays in Hickory Farms.
What would people be most surprised to find in your wardrobe?
Hardly any black, considering I've lived in New York for 20 years.
What did you want to be when you grew up?
An artist.
If you could have dinner with anyone, who would it be?
Andy Warhol.
How do you handle stress?
Swimming and acupuncture.
How do you know when you've succeeded in this field
When you are happy with what you are doing.
What is the best part of your day?
Waking up.
Who are your role models?
Anyone who is open-minded and willing to take a risk.
If you could trade places with anyone, who would it be?
Not applicable.
Finish this thought: I'm at my happiest when I'm…
…working with people and am creatively engaged.
What inspires you?
Everything.
What never fails to surprise you in the industry?
The toupees.