“We target young girls in movement – from Lacrosse to ballet, to yoga. We like to hear what they’re up to and we try to support them through in-store events at our showroom,” says Layne Averill, store manager at ivivva's New York City showroom.
The upper west side shop organizes hyper local events on-site, like help with packing camp trunks, and off-site, too, such as Stand Up Paddleboarding (SUP) at Manhattan Kayaking Pier 84.
“We’ve hosted yoga classes at a studio in Brooklyn, and Zumba and Hip Hop dance classes at different city-wide locations. We’re looking in to an Acrobat Trapeze class at Chelsea Piers, too,” says Averill. “We live in the most beautiful city. We love taking them to places they don’t normally get to go to.”
Feedback on the brand’s line is invaluable and generated through in-store FIT sessions.
“Girls come in and offer feedback on what they love or not, so we can inform designers on what we can do better to support them. We may have three to eight FIT sessions per week. We want to make sure we’re doing our best for them,” says Averill.