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Joyce Azria’s Avec Les Filles Opens First Los Angeles Pop-Up Shop

Joyce Azria is finally bringing her fashion vision for Millennial women — her newly launched contemporary line Avec Les Filles — home. The brand, which launched in 155 Macy’s Inc. doors nationwide in March, will open its first retail pop-up at its new Los Angeles headquarters on La Brea Avenue on May 19.

Avec Les Filles’ Los Angeles pop-up shop.

“It’s a summer pop-up, where all of our L.A. followers and influencers and celebrities can come,” said Azria, the former creative director of her father Max’s company BCBGeneration. “With the Macy’s at Beverly Center still under renovation, we wanted a place close to home. We just moved into our new offices last month, in a former tile factory and auto body shop, so it’s the ultimate revival game.”
Since then, Azria has set about transforming the space into a pink paradise while keeping all the vintage architectural details that define many of the structures on the trendy retail boulevard.
“It’s an interactive hub to showcase our clothes, where we can give our girl everything she’d actually buy and love, married with a cool neighborhood,” said Azria, who will host a party tonight before the shop officially opens.

Avec Les Filles shoes in Macy’s Herald Square shop-in-shop.

Soon ALF will

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LONDON — The mobile experience is key for the luxury consumer, and especially the big spenders, said Matthew Woolsey, Net-a-porter’s new managing director, during the Decoded Fashion and Beauty Summit, which was hosted in association with the British Fashion Council this week.
Woolsey argued that the mobile experience is key for the luxury consumer. He said customers have dictated how Net-a-porter interacts with them and brought the company into this new era of relationships. “We are working with unprecedented level of engagement,” said Woolsey, who noted their customer is highly engaged in mobile with 60 percent of traffic derived from it.
“Mobile is even more important for our EIP,” he added, “our highest valuable customers who we call ‘extremely important people.’ This is just 2 percent of our customer base who represents 40 percent of our sales. For this group, 60 percent stands on mobile. We spend a lot of time talking about Millennials versus unwanted usage of tech.”
Woolsey said that this year, the e-tailer launched iMessage and WeChat, as well as Whatsapp. Through the use of these messaging platforms, the web site’s personal shoppers can share recommendations, product information and have access to exclusive themes and new arrivals and recommendations as well

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