AMIRI SOLÉ
Window Display
Contents 1. Brand History/Image
2. Brand Products
3. Target Market
4. Emerging Opportunities
5. Window Display
6. Moodboard
7. Props
8. Statistics
9. Marketing Plan
10. Mock-Ups
Brand Founded in 2014, AMIRI’s identity is rooted
in the gritty glamour of 1990s Sunset Strip
History culture. Mike Amiri began by crafting
Amiri
custom stagewear for musicians,
emphasizing hand-distressed denim,
vintage bandana prints, bullet hole details,
and artisanal embellishments. This fusion
of rebellious streetwear and meticulous
craftsmanship established a unique
aesthetic.
Rock ‘n’ Roll Influence: Drawing
inspiration from the underground rock
scene, AMIRI captures the spirit of
rebellion and artistry.
Californian Lifestyle: Embodying the
relaxed yet edgy vibe of Los Angeles,
the brand reflects the city’s cultural
melting pot.
Brand Image
MX1 Jeans
Skel-Top Sneakers
Bandana-Print Denim
Varsity Jackets
Graphic Hoodies and T-Shirts
Products Leather Jackets
Tailored Suits
Accessories
Target Demographics
Market
Psychog Age: 18–35
raphics Gender: Primarily male (though
expanding)
Values: Authenticity, rebellion, Location: Urban centers—Los
exclusivity, aesthetic Angeles, New York, London, Tokyo,
imperfection Seoul, Paris
Aspirations: To emulate Income: High disposable income
rockstar appeal and creative (young wealthy, celebs, fashion-
iconoclasm forward professionals)
Style mindset: Merges Profession: Artists, musicians,
streetwear hype culture with creatives, athletes, influencers
luxury refinement
Emerging Amiri Lifestyle
Opportunities AMIRI has evolved from a fashion label to a full
cultural aesthetic. A summer line continues that
Luxury- arc, creating a cohesive luxury lifestyle offering:
Conscious Soundtracks + Summer Capsules – curated
Women music + clothes drop
Beach clubs or branded resort pop-ups –
AMIRI has begun expanding its limited locations with exclusive merch
Home items – distressed beach chairs, skull-
women’s line, adding elegance
embroidered towels, artisan coolers
to its grungy DNA.
Female buyers of Fear of God,
Saint Laurent, and Acne Studios This isn’t just fashion—it’s building a vibe
economy where customers buy into a sun-
are a natural crossover.
soaked, rebellious, AMIRI-drenched reality.
Consumer
Profiles Demographics Age: 25–45 years old (primarily
millennials and Gen X)
Gender: Predominantly male, but
also appeals to women who
appreciate streetwear-inspired
Values: Authenticity, rebellion, luxury
exclusivity, aesthetic Income Level: High-net-worth
imperfection individuals ($150K+ annual income)
Aspirations: To emulate rockstar Location: Urban centers (Los
appeal and creative iconoclasm Angeles, New York, London, Paris,
Style mindset: Merges Tokyo, Dubai)
streetwear hype culture with Occupation: Creatives, musicians,
luxury refinement Psychographics entrepreneurs, fashion influencers,
and professionals in
entertainment/tech
Customer
Persona
Lifestyle & Values
Name: Jordan Cole
Fashion Philosophy: "Luxury with an
Age: 30
edge"—mixes high-end tailoring with
Location: New York City
streetwear rebellion.
Occupation: Creative Director
Prefers: Limited-edition drops over
Income: $180K+ annually
mass-produced luxury, values
exclusivity and craftsmanship.
Cultural Engagement: Attends art
fairs, music festivals (Coachella,
Rolling Loud), and underground
fashion events.
Brand Engagement
Social Media: Follows @amiri,
@travisscott, and streetwear
influencers for styling inspo.
Window
Theme
CONCEPT OVERVIEW
Luxury Coastal Rebellion
AMIRI’s clothes adopt a beach-style
influence not by becoming traditional
beachwear, but by infusing luxury fashion
with the attitude and aesthetics of coastal
living—especially rooted in California surf
and skate culture.
Store
Location
AMIRI Rodeo Drive Flagship (Beverly Hills, CA)
Demographic Alignment
Target Audience: Affluent millennials/Gen Z
shoppers who frequent luxury destinations.
Tourist Traffic: High-end international visitors
(especially May–August beach season).
Competitive Edge
Adjacent to Gucci/Balenciaga, but no current
beach-themed displays in the area (unique visual
impact).
Local Aesthetic: Beverly Hills’ palm-lined streets
complement the coastal theme.
Moodboard
Props:
Ukulele Props and
Wall Cloth
Mood Light
Featured
Sunglasses Items
Towel
Carpet
Claw Clips
Featured Items:
Amiri Fishnet Coverup
Amiri Denim Shorts
Amiri White Bikini Top
Amiri Beach Sandals
Planning Layout
Window 1 Window 2
COLOR SCHEME/
INSPIRATION
Budget
Window Layout
Window 1 Window 2
3D Mockups
3D Mockups
Visual
Websites
INSTAGRAM
Marketing Plan
LUXURY COASTAL REBELLION
Objective:
Reinvent coastal aesthetics within Amiri’s luxury DNA by merging Malibu’s sun-bleached cool with the
brand’s signature rockstar edge. Target aspirational consumers who crave elevated beach-to-barrio
style.
Target Audience:
Primary:
The Hypebeach Nomad (25-35yo): Streetwear lovers who split time between surf towns and cities.
Secondary:
Luxury Travelers: Aspen, St. Barts, and Dubai clients seeking "California cool."
Female Rebels: Women who pair Amiri’s bleached denim with vintage slip dresses.
Marketing Strategies
LUXURY COASTAL REBELLION
Digital & Social Media
Content Pillars:
"Unfinished Business": Models in fishnet coverups at grungy beach bonfires (Instagram Reels).
"Denim vs. Tide": Close-ups of saltwater distressing AMIRI shorts (TikTok tutorials).
Experiential
Pop-Up: "The Last Beach House" in Montauk—a VIP-only loft with sand floors and AMIRI-clad
"lifeguards" serving cocktails.
PR & Events
Launch Party:
"Midnight on the Shore" — A luxury bonfire beach party with live music, Amiri looks, and influencer
coverage.
Visual Calender
Social Media:
Teaser post (close-up of fishnet texture) with 1 2 3 4 5 6 7
cryptic caption "What washes ashore 6.5.25" Social Media
(Instagram/TikTok).
8 9 10 11 12 13 14
Full collection reveal via carousel post (Instagram) +
Pop-Up
countdown Stories.
Pop-Up: 15 16 17 18 19 20 21
"Last Beach House" pop-up. Peak Engagement & Drop
Peak Engagement & Drop:
22 23 24 25 26 27 28
Sales: Collection drops online/in-store. VIP early
Window Display
access (9 AM EST).
Public access + in-store AR fishnet try-on activated. 29 30
Window Display:
Luxury Coastal Rebellion Theme window display
launch.
References
Amiri. (n.d.). AMIRI official site.
https://amiri.com/
Amiri. (n.d.). Store locations.
https://amiri.com/pages/stores
Business of Fashion. (n.d.). Mike Amiri.
https://www.businessoffashion.com/people/mike-amiri/
Decryption Marketing. (n.d.). These marketing tactics helped take luxury fashion brand AMIRI to the top.
https://www.decryptionmarketing.com/post/these-marketing-tactics-helped-take-luxury-fashion-brand-amiri-to-the-
top
OTB Group. (n.d.). AMIRI.
https://www.otb.net/en/amiri
Vogue Business. (n.d.). How Mike Amiri is building a fashion house for the 22nd century.
https://www.voguebusiness.com/story/fashion/how-mike-amiri-is-building-a-fashion-house-for-the-22nd-century
Wikipedia contributors. (n.d.). Mike Amiri. Wikipedia.
https://en.wikipedia.org/wiki/Mike_Amiri
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