The AMI Aesthetic
January 11th 2018
Who is the AMI customer?
AMI offers everyday menswear for all types of guys with a smart, comprehensive wardrobe of both casual and chic pieces – a range of tailoring, but also cool streetwear. The AMI man is me, my friend, the guy on the street… he embraces positivity with natural and effortless elegance.
With a brand built around the concept of wardrobe staples, how do you ensure your designs stand out from your competitors?
I started the brand because I saw a gap in the market for wardrobe staples that were cool, stylish, good quality, yet approachable in terms of price. Sounds simple, but it was surprisingly hard to find. Once someone tries on a pair of our carrot-fit pants, for example, they buy them in every colour! The AMI client immediately knows the difference in fabric, cut and even service at our boutiques, compared to competitors. Our work lies in getting new clients into the store to try on products, so they can really appreciate this difference. In terms of brand positioning as well, we always stand for something positive and authentic. We have fun, which is important to maintain in fashion.
Since its beginnings in 2011, the brand has showcased tremendous growth. How did you start AMI and what obstacles did you face as a start-up?
We started small, but with a clear idea: real clothes, for real people. I wanted to bring a luxurious feeling into something more accessible, more authentic. We constructed a high-level network of strong wholesale partners who believed in the brand, achieving more than 300 points of sale within three years. Our first Parisian boutique opened a year after the brand launch, and we are now at six boutiques worldwide. I was lucky to receive a lot of support from the industry when starting off, which really helped boost the brand.
How crucial is the millennial audience to the fashion businesses of 2018?
Connecting to millennials is important for a brand like AMI. Our client base is wide in terms of age, but millennials are the future. You have to start building your brand awareness with them. They are also an inspiring category as early adopters of new brands and ideas. Social media also brings an element of proximity between brands and followers, and they lead this charge, fearless about sharing opinions and ideas. We are definitely listening.