Ayres
Accessories / Apparel / Bags / Denim / Shoes
GABRIEL ISERSKY, FOUNDER AND CURRENT GENERAL MANAGER OF AYRES, BEGINS ITS LINK WITH THE FASHION INDUSTRY ALMOST BY COINCIDENCE. AT THE AGE OF 18, WHEN HE FINISHES ITS SECONDARY STUDIES AND WITHO...
GABRIEL ISERSKY, FOUNDER AND CURRENT GENERAL MANAGER OF AYRES, BEGINS ITS LINK WITH THE FASHION INDUSTRY ALMOST BY COINCIDENCE. AT THE AGE OF 18, WHEN HE FINISHES ITS SECONDARY STUDIES AND WITHOUT BEING ABLE TO DIFFERENTIATE THE COTTON OF THE SILK, GABRIEL BEGINS TO PRODUCE CLOTHES IN HIS GIRLFRIEND FATHER´S WORKSHOP. WHEN THE RELATIONSHIP ENDS, HE ASSOCIATES WITH HIS COUSIN TO CARRY AHEAD THE PROJECT. THEY BEGIN TOGETHER TO CONTACT LOCAL BRANDS AND STARTED TO WORK FOR SOME OF THE MOST IMPORTANT ONES. BESIDES TEES AND KNIT TOPS THEY STARTED DOING BAGS, DRESSES, AND SHIRTS. THESE FIRST STEPS WHERE NECESSARY TO START BELIEVING THAT THEY COULD GROW WITHIN THE BUSSINES AND ITS PRODUCTION. AT THE END OF 1994, BECAUSE OF DIFFERENCES IN THEIR INTERESTS AND PRIORITIES, GABRIEL SPLITS WITH HIS COUSIN AND DECIDES TO CONTINUE THE PROJECT JOINED BY HIS BROTHER FABIáN. THEY BEGIN PRODUCING TAILORING FOR DIFFERENT BRANDS, LIKE GLORIA VANDERBILT, BRAND OF WICH THEY OBTAINED THE LICENSE TO MANUFACTURE AND TO SELL ALL OVER THE COUNTRY. SUCCESSFULL EVENTS LEAD TO THE NECESSITY OF CREATING ITS OWN BRAND. AYRES IS BORN IN MARCH OF 1998, BEING A BRAND FOR WOMAN FROM 25 TO 40 YEARS, WITH TAILORING AS ITS STRONGEST LINE. THE FIRST STORE OPENED IN THE NEIGHBORHOOD OF BELGRANO, IN THE CORNER OF AV. CABILDO AND SUCRE. TODAY THIS STORE IS STILL THERE BECAUSE OF WHAT REPRESENTS IN THE HISTORY OF THE BRAND. STILL IN THE WORST ECONOMIC PERIODS OF THE COUNTRY, AYRES THAT WAS A YOUNG AND STRONG BUSINESS, CONTINUED GROWING AND OPENING STORES IN THE MAIN SHOPPING CENTERS OF ARGENTINA. GAINING RECOGNITION FOR ITS TAILORING, AYRES FEELS THE DESIRE TO START A NEW CHALLENGE AND REFRESH THE BRAND BY GIVING IT A YOUNGER IDENTITY. TO DO SO, AYRES EXPANDS THE TARGET OF ITS CLIENTS AND STARTS COMMUNICATING IN A MORE INFORMAL WAY. ITS PRODUCTS ARISE OF THE ECLECTIC MIXTURE OF STYLES. AYRES GIVES IMPORTANCE TO PRODUCE FOR THE NEEDS OF EACH WOMAN, CONTEMPLATING HER TASTE WITHOUT LEAVING APART THE QUALITY OF ITS PRODUCTS. EACH PIECE LET WOMEN DRESS WITH A FRESH AND MODERN TOUCH, BREAKING WITH STRUCTURES AND DIFFERENTIATING FOR HER MODERN AND AVANT GARDE STYLE. THE TEXTURES, FIBRES AND COLOURS ARE CREATED FOR THE BRAND MAKING DESIGNS ORIGINAL AND EXCLUSIVE. WITH 13 YEARS IN THE MARKET, ACTUALLY AYRES HAS 23 EXCLUSIVE STORES IN THE MAIN SHOPPING CENTERS OF BUENOS AIRES, CóRDOBA AND ROSARIO. NOWADAYS, AYRES IS A RECOGNISED BRAND THAT AFTER YEARS OF CONSTANT INVESTIGATION, DEVELOPMENT, AND GROWTH, IS AMONG THE 5 MOST IMPORTANT FEMALE BRANDS OF THE COUNTRY.Brand Details
Founder
GABRIEL ISERSKY
Brand Strategy
Market segment
Bridge
Core business
Apparel
Targets
Women
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