Urban cool: students targeted as customers and designers:"GIVEN THE current economic climate, it's at times like this that you have to stick your neck out," said A|wear chief executive Annmarie Flood yesterday at the launch of Attic, a new label and space in A|wear's Henry Street, Dublin, store.
The occasion, part of a three-pronged strategy to lure in new customers, principally students, also marked the introduction of a 15 per cent student discount and a student designer initiative next month.
“People will reward you if you make an effort,” said Ms Flood.
The new range, mostly sourced from Hong Kong and China, is youthful, casual and occasionally utilitarian in spirit, the buyers’ brief being “urban cool”. There is also a promised maximum of 20 of each item on sale, ensuring a certain exclusivity for customers. “A|wear has always been a brand with a boutique heart and customers who can’t afford boutique prices have a need for individuality at affordable prices,” said Ms Flood.
Typical of what is on offer is an up-to-the-minute draped pocket digital print dress for €75, a cute blue-and-white coat for €120 and a faded pink T-shirt for €25. Accessories include laminated clutches with cat or flower motifs.
The Attic space, decked out with brick-print wallpaper, cupboards and old lampshades, will house a student design collection selected from Grafton Academy every Saturday for two months starting on April 11th. Students will be given an opportunity to sell their clothes in a tough commercial climate, keep all the proceeds and in the process gain professional merchandising experience.
The new space opens on Thursday, April 9th, with a free gig by Irish band Republic of Loose for 400 student competition ticket-holders.