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"… reaching a new profile of customer"

Juniper is an exciting new and exclusive AIS Brand launched this Spring/Summer in 32 member stores. Its presence on the floor is the culmination of a long period of planning that has only been possible to bring to fruition with the support of those members.

The Autumn/Winter15 range will follow and was shown at the Womenswear show in February where it also met with a positive reaction and will appear in stores from the end of July.

As well as the enhanced margin potential, what makes the proposition particularly appealing for members is the tight co-ordinated range of just over 40 lines that is constantly updated through three phases each season. To the customer that means the product is always fresh and exciting and, because it is colour co-ordinated, each phase has a suggested 10 ways to wear to highlight how they might mix and match the items to make the most of their core wardrobe.

juniper  juniper

Additionally, there is strong Brand imagery and collateral from photography to shop-fitting guidance that equips members to create an in-store look to rival concessions or other more established fashion names and there are some great examples of such execution shown here. Furthermore, a press release template was provided to give members the chance to generate editorial locally.

The initial launch was also supported by AIS with an introductory offer of a free scarf and a promotional POS launch pack. Taking all this together made for a cohesive and strong launch package that is already proving popular.

From the Juniper Branding to range design this has been an in-house effort with the support of our production partner APT. This tight control means we can be reactive and learn from what happens in member stores so as to ensure that we reflect customer needs and sustain the Juniper Brand for many years to come.

Paula Fowler
Director of Fashion
Tel: 0121 683 1470