Commercial Strategy & Global Expansion for Luxury & Contemporary Fashion Brands
Avenir X is a strategic advisory platform founded by Virginia Soccol, a senior executive with over 24 years of experience in the luxury and contemporary fashion.
We partner with brands to understand their specific needs, their moment in time and their capabilities to draft a successful commercial strategic plan with clear actionable steps to achieve it.
We help to define positioning, structure of commercial departments, advise on global commercial expansion across wholesale and retail, and deliver sustainable growth.
Services
We help to define the commercial vision and organisational structure to support a global
expansion. We look at all commercial channels - online, retail and wholesale ensuring you
have the best overview of profitability and how to overcome operation hurdles. We advise on
team structure, processes and performance planning.
Strategic brand positioning, pricing architecture and market alignment.
Global wholesale expansion through high-level retail partnerships.
Profitability optimisation through financial analysis and performance planning.
Our approach to wholesale representation is highly tailored, built around long-term value rather than short-term volume. We focus on creating meaningful, durable relationships with retailers that respect the brand’s identity while supporting commercial performance.
We work closely with both brands and retail partners to ensure consistent, high-quality representation in the most relevant stores worldwide. Through careful selection, clear positioning, and ongoing dialogue, we help brands show up in the right places, in the right way.
Performance is continuously monitored and reviewed, allowing us to adapt strategies, strengthen visibility, and increase brand awareness across markets. This ongoing evaluation is paired with clear, actionable recommendations designed to support sustainable and profitable growth.
By acting as a true partner to both brands and retailers, we help align expectations, optimise market positioning, and build foundations for long-term success.
Wholesale Consultancy
Targeted retailer strategy and market-entry planning.
Introduction and management of key global accounts.
End-to-end sales implementation — from sell-in to delivery.
Ongoing performance reviews, store visits and strategic adjustments.
Through our in-house wholesale agency, FrogsX, we offer direct access to a curated network of expert buyers with deep market knowledge. This allows us to represent brands with precision, ensuring thoughtful placement, informed decision-making, and strong alignment with the right retail partners.
Our buyers bring hands-on experience across key markets, combining commercial insight with a clear understanding of brand positioning. By integrating FrogsX into our wider strategic and operational support, we provide a seamless link between planning, representation, and execution—helping brands grow with consistency and credibility across wholesale channels.
Paris Showroom Representation (Frogs X)
For brands seeking international exposure and commercial traction during Paris Fashion Week.
Strategic showroom representation in Paris.
Brand positioning aligned with wholesale objectives.
Direct integration between showroom activity and commercial growth strategy.
Visit Frogs X
We partner with brands to strengthen strategy, refine commercial models, and elevate sales performance. Our work spans long-term planning, pricing and budget optimisation, customer and wholesale strategy, organisational design, and hands-on operational support.
We take a holistic view of the business, assessing performance across markets, channels, and teams to identify what truly drives growth. From shaping clear 1-, 3-, and 5-year roadmaps to improving day-to-day execution, we work closely with leadership to turn complexity into clarity.
Our approach combines strategic thinking with real-world commercial experience. We support key accounts and partnerships, guide product and collection development, and help structure teams and processes that scale. Through targeted workshops, training, and ongoing reviews, we ensure strategies are not only well-defined but effectively implemented.
The result is a stronger, more focused organisation—aligned across strategy, sales, operations, and finance—built for sustainable, global growth.
Retail & Concessions
Flagship location strategy and rollout planning.
Department store concession development and negotiation support.
Lease advisory and Capex planning.
KPI analysis and retail performance optimisation.
Past projects
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Axel Arigato Berlin
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Burberry Porto
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Burberry Mykonos
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Axel Arigato Dubai
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Axel Arigato Le Marais Paris
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Axel Arigato Berlin
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Axel Arigato Bicester Village
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Axel Arigato Le Bon Marche Paris
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Axel Arigato Selfridges, London
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Axel Arigato Showroom, Paris
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Axel Arigato, Pop up, Los Angeles
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Cole Buxton, Selfridges, London
About
Senior Executive with over 20 years of experience in the luxury and contemporary fashion industry, successfully defining strategic visions for brands to achieve the desired market positioning, distribution and sustainable growth.
With expertise in all commercial aspects, I have a track record of delivering the desired results across any business objectives. I’ve been part of the Senior Leadership for brands like Burberry, Axel Arigato and Cole Buxton, where I played key roles in defining the commercial strategy and leading the teams to execute it.
With a solid network built over two decades, I have access to insights in the industry and can easily identify opportunities and gaps in the market to develop and position brands in new territories, building foundations to promote growth.