Own Label Womenswear brand, First Avenue presented a thoughtful capsule of Member informed favourites for Spring/Summer 2027, reducing the noise around buying and helping to guide Members with ease, efficiency and a clear vision for the season ahead. This resulted in an intuitive and easy-to-shop showroom experience.
The new direction for the brand was well received, with a high-energy Member only showroom space shared with Freemans, that was filled with encouraging appointments and the launch of promotional lines specifically curated for the warmer months. A linen blend programme comprising soft handle shorts and vests was popular amongst Members, along with the launch of new embroidered detail t-shirts. Printed viscose culottes also remain a consistent favourite of the brand with foundational print heatseal and stripe roll up t-shirts forming hero products within the range.
Members loved the confident colour palettes and reported it was easy to navigate the updated showroom layout, with the tabletop displays and ‘Holiday Shop’ merchandising support allowing them to preview the collection’s visual impact, ahead of it landing in store.
Junior Category Manager, Ciara O’Carroll commented on the success of the updated showroom space
“We had a very busy and positive three days at INDX Woman, the First Avenue team loved sharing the new strategy and product with Members and we are looking forward to seeing the collection come to life in stores."
The First Avenue SS27 range will be launching in Member stores such as Smith Bradbeer, Creaseys Bridge and Otter Garden Centres from February 2027.
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