AIS Exclusive womenswear brand, First Avenue, premiered their SS25 collection on 21 – 23 July, at Cranmore Park, during INDX Woman.
Positioned upstairs in the gallery suite, the abundance of natural light and space, allows buyers to view the range in a relaxed and informal environment away from the busy main showrooms.
First Avenue team provide one-to-one appointments with our Members, using their commercial knowledge and experience to guide our Members through the buying process. For the first time this season, we introduced our Eye Catcher campaign. Created to improve visibility of favourited pieces, members added their store name to garment swing tags, to encourage others to place orders and show their commitment to the collection.
Some of the pieces catching the eye of Members, were our desirable blue and white printed cotton jacket, versatile white broderie v neck blouse and modern-take on a Ikat trouser co-ord.
Buyer for Smith Bradbeers, Romsey, Sharon Rolls said of this season’s range…“ The blue and white striped shirt dress is a classic look and cut, which will look great with trainers. The First Avenue collection is a great mix of colours ,trends and good prices to suit a variety of customers’ needs.”
Throughout the Monday and Tuesday of the show, stylist Iona Kleinen delivered a series of First Avenue style talks, including how to create engaging window and instore displays and ways to add key pieces to build a stylish wardrobe that will last. Each talk is now available for Members to view, on our on-demand page within our membership exclusive communication platform, The Hub.
The SS25 collection followed three inspiring themes, Floral Spice arriving in stores end of January helps our Member transition from one season to another to maximise on sales with the customer who is ready for the warmer months. Our second trend Amalfi Coast, busts into stores with vibrant coordinated printed separates including the season’s must-have The Co-ord. Next we set sail for St Tropez in fresh white and khaki in pieces that go effortlessly from day-to-night. The collection allows each piece to be dressed up or paired with trainers for a more casual look. First Avenue is known for its core pieces like the ¾ length trouser and knitwear in a combination of flattering textures and stunning stripes, these staples remain in the collection for SS25.
Our own label in womenswear gives Members an advantage in a highly competitive and challenging high street. Our specially curated seasonal ranges allow customers to be confident, knowing they are buying something that can only be found in independent stores.
Each collection is carefully selected after extensive visits to industry events and in close partnership with major overseas suppliers. This ensure ensures our price to Members is always competitive and as the brand continues to grow, we are committed to keeping the commerciality of the brand in sight
