Merchandising chief Greenfield: Our away kit is a winner!
Merchandising chief John Greenfield says the away kit is already proving to be a winner with fans - with pre-order figures sky-high.
Villa revealed their second strip last month and supporters instore and online moved quickly to praise the blackcurrant and white kit for its fashionable feel.
Greenfield has revealed that we are close to 1,000 pre-orders already - an "exceptional" amount - ahead of the July 13 sales date.
Indeed, statistics show it's well ahead of the lime green kit of last season, which itself was a huge favourite with the Villa Army.
He said: "It's been fantastic to see the orders coming in, either online or instore.
"When we released the kits, we obviously assessed feedback from all our channels and we were thrilled to see positive reaction across the board. That, to me, suggests it's going to be a winner.
"That's been backed up with our figures. There have been very steady and impressive figures since pre-orders became available.
"Fans now appreciate that it's a two-pronged approach. Our home kit will be traditional. But the away kit will be fashionable and a bit more eclectic. They get it. And I think they like it.
"The only issue now is a tagline. The fans came up with 'we glow in the dark.' I'm sure they're thinking hard for one for this season. We look forward to finding out what it is."
The away kit is available instore and online from July 13. You can pre-order the away kit now.
Greenfield also spoke of how sales of the home kit had "exceeded all expectations."
He said the first weekend of sale - the kit launch festival - showed impressive figures, successfully beating the previous year's stats.
He also praised the diligent work of club staff for ensuring the home shirt went on sale on time with the Dafabet logo in situ.
He continued: "Obviously, when you consider the dates for the launch, Dafabet came on board fairly late in the day and that created a big challenge for us.
"The kit was held in Italy while the deal was being done. Then when the deal was struck, the hard work began.
"We had to pick a logo from three or four options. We decided on one and then held serious testing.
"Then the kit was shipped to a printing house in England for the logo to be applied.
"We received an initial batch on the Wednesday - that was enough to cover pre-orders and dress the shop.
"But the final shipment was arriving on the morning of the kit launch festival on Saturday. We were basically selling shirts at the same time we were stocking others. It was incredible really."
Fans, of course, will have experienced a different online store these past few weeks as they snap up their claret and blue products like the home kit.
Villa elected to go in-house with its web offering and work was done behind the scenes for months with Tom Shore, our web manager and Vaq Hussain, our online retail manager.
He added: "Big thanks to Tom and Vaq. Their efforts have been really exceptional. I know the hours they have put in and the hard graft they have got through. That's what makes this club so special, the staff go that extra yard to get things right.
"We're delighted with it. It's been a big success. It looks neat and clean and we're really proud of it.
"We offer a larger range of products now and we've already been praised for our high levels of service.
"But this is not it. We want to evolve it. You can't stand still. We want to improve it over the next twelve months."