Bonobos aims to woo female shoppers with e-retail convenience and promise of proper sizing.
AYR will specialize in premium denim, along with complementary sweaters and button-downs, that claim “refined aesthetics, superior fit, and luxe fabrics.” While the line is a bit more casual than its menswear sibling sites, AYR still doesn’t promise overt trendiness, opting instead to focus on style that will remain relevant seasons later. But for many women, trying on pair after pair of jeans is a time-honored (if unfortunate) tradition. How can an e-retailer, with its inherent physical limitations, specialize in denim for women?
It seems especially important for the brand to make good on its promise of “superior fit,” but AYR’s brand director, Maggie Winter, explained that good customer service also provides an answer.
We’re taking a page from Bonobos in delivering great-fitting product and superior customer service. AYR simplifies an overwhelming process.
The brand partnered with Gin Lane Media to provide an interactive experience for shoppers. Winter, who previously spent almost a decade in merchandising at J.Crew, hopes the state-of-the-art website will enable confident purchase-making. A pre-launch destination is live now, with a limited selection available online November 14 and the full line up for grabs in late January of next year.
Bonobos CEO Andy Dunn told PSFK that years of fielding questions on whether the company planned to offer a women’s line had been weighing on him. But Dunn was waiting for the right person to come along to help.
Knowing what I don’t know about women’s clothing — which is everything — I also knew that if we were to go in that direction, I wanted someone fantastic to take us there.
With Winter and another ex-J.Crew member, Jacqueline Cameron, heading up the design front, Dunn launched the new brand. Cameron’s lengthy experience in denim provided a strong asset. Winter enthused:
With wash, Jac’s an artist, but with fit, she’s a surgeon.
The full collection launches in late January but the pre-launch site goes live today. On November 14th, several styles of AYR Denim will be available on the site to shop.