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Times Square, Hong Kong, China
in Dublin on 32 and 34 Exchequer Street, one was an American Vintage
men’s store and the other was an American Vintage women’s and kid’s
location. Following this, on 25 January this year they launched a new site in
Barcelona at Pg. de Gràcia, 44.
“Our development strategy consists of bolstering existing markets and
then concentrating on markets where we think American Vintage has high
potential,” explains Michaël Azoulay, Founder of American Vintage. “In
2024, we are continuing to expand our omni-channel and international
growth, with plans to open stores in the US and across Europe. In the
future we would also love to expand in China, in fact we have taken
over the flagship of the multi-brand store chain Looknow, located at 286
Wukang Road in Shanghai and we will be there until 17 March. The large
space presents a selection of the brand’s must-have pieces, from warm and
colourful knits to striped tops, raw jeans and thick jackets.”
After almost two decades of operation, the company has become
known for its emphasis on timeless, versatile pieces that blend comfort
with style and continues to focus on shapes, materials and colours. Across Madrid, Spain
its women’s, men’s and kid’s ranges, their pieces have evolved and become
iconic, with its DNA of exclusive colours, denims and knits punctuating the
collection. Always retro, the label also focuses on the (re)new by playing
on cuts, materials and colours – offering pieces that sometimes futuristic,
sometimes timeless but always stylish.
As our discussion moves onto brand experience and customer
engagement, Michaël highlights that regardless of whether they are
focusing on product, on business or the development strategy, they always
try to constantly develop, push and create to retain customer loyalty. He
continues by saying that loyalty does not just involve the essentials, the
timeless items that made the brand successful at the start; it is a mix of
several things where they try to maintain a connection and build loyalty.
Utilising the power of social media, American Vintage creates and
shares quality content links through sincerity and emotion. Through these
online platforms, they promote the brand’s values of family & friends, art
& creation, sports, encounters, travel and food and they represent their
Assert Your Own Personality network in all its diversity, from the head office in Marseille to the US, Asia
and all of Europe.
With the topic of sustainability being more prominent in the world of Madrid, Spain
A timeless, colourful and creative French brand that was born in Marseille, American retail than ever before, we ask the Founder how the company plays its part
Vintage was inspired by Founder Michaël Azoulay’s many trips to the US. In this in this environment…
“The brand aims to lead by example in promoting sustainability
interview, we spend some time with the man himself to discuss how the brand continues within the fashion industry. By integrating eco-friendly materials, ethical
to grow and offer unique materials, taking customers on a sensory journey that allows practices and a commitment to reducing environmental impact, we hope
them to freely express themselves. to inspire other fashion labels to follow suit and adopt more sustainable
approaches. We aim to redefine trends by championing timeless
fashion. Instead of following fleeting fads, we emphasise enduring style,
he seed of American Vintage was planted in Michaël’s head long be with them every day and that they will never tire of. It is a brand that
Tbefore the company began. He discovered his passion for sales is free, sincere and instinctive that allows every individual to feel good in encouraging consumers to invest in pieces that last beyond seasonal
and commerce working as a salesman in a jeans store before becoming their clothes. whims. With this method, we seek to challenge the fast fashion culture
a sales agent for the South of France to find new sites. It was then that a Today the business operates over 200 stores across 19 European prevalent in the industry. We desire to empower individuals to embrace
conversation with a loved one sparked the idea to bring the brand to life. countries including France, Germany, Ireland, Portugal, Spain and the UK, their unique style. By offering versatile pieces that can be mixed and
Their products are subtle, authentic and predominantly natural to as well as in international territories including North America, the Middle matched, we aim to encourage self-expression and celebrate diversity in
the touch and available in a wide range of colours and prints. American East and Asia. fashion,” comments Azoulay.
Vintage offers customers pieces that they can mix and match, that will Late last year on 9 December, the company launched two new stores The teams that make up the company are first and foremost a free,
close-knit and committed community of ambassadors, whose fundamental
principles are the exchange and sharing of knowledge. A bold brand, the
business is an international, innovative and flexible company that is always London, UK
moving with the times. A keen sports fan, the founder has succeeded in
developing the brand utilising this ethos and he has succeeded in developing
the world of American Vintage around the values of challenge, teamwork
and surpassing oneself.
“Thanks to our values, there is a real mix between the youth and the
experience of certain people and this mix is very important in all the
professions of the group.”
A cosmopolitan and international brand, it creates products that
reflect Marseille for its global nature and France with its romantic and
sensual nature. American Vintage is a lifestyle and a state of mind. The
brand’s intention is not to impose a look, but to help everyone assert
their own personality.
“American Vintage is above all a human adventure that allows each
individual to express their personality, to feel stronger and to surpass
themselves. Authenticity, sincerity, family spirit, challenge, freedom and
autonomy are the values around which we rally. Like Marseille where I
come from, it is a cosmopolitan brand that is open to the world and brings Florence, Italy
people together,” Azoulay concludes.
MARCH 2024 RETAIL & LEISURE INTERNATIONAL 21
Elements, Hong Kong, China