Joyce Azria on Being Authentic and Knowing Her Millennial Consumer

Joyce Azria on Being Authentic and Knowing Her Millennial Consumer Lisa Lockwood Joyce Azria, founder and chief executive officer of Avec Les Filles, grew up in retail. As the eldest daughter of BCBG Max Azria founder Max Azria she was scouting store locations as an eight-year-old, working at BCBG's Wilshire Boulevard store in Los Angeles as an 11-year old, and visiting factories in China as a child. After leaving her role as creative director of BCBGeneration, where she worked six years, Azria created her own Millennial line, Avec Les Filles, which means "with the girls" in French. The Parisian-inspired brand launched last month with 155 in-store shops in Macy's and on macys.com, as well as her own e-commerce site. She also sells Revolve.com. Azria seeks to develop the label into a contemporary lifestyle brand and has signed 12 categories that are available at other retailers. Avec Les Filles is funded by non-family member private-equity investors. Azria believes the key to success is staying nimble and thinking like a tech start-up, remaining tight and lean. "Operating like a jet ski is where we should be in our mind," she said. She produces her line in China and also does capsules in Italy and Paris. The collection retails from an $18 T-shirt to a $600 leather jacket. Azria told Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3