View from the Shop Floor: Rahil Majid

Rahil Majid

• Increase image
• View all images

Drapers probe leading Independents to get their View From The Shop floor.

Which new brands have you bought for autumn 08?
Monalisa, Chloé, Scotch & Soda and Energie. We introduced Chloé last week and it's selling well.

What is the current state of the kidswear market?
The general consensus is that it is tough. We've had a good season because we didn't over-buy.

Are you pleased with the start to the autumn 08 season?
It's been positive so far. Shop floor sales are down 10% on last year, but online is up 30%, so on average like-for-likes are on a par with last year.

Which brands are selling particularly well?
Christian Dior is still exceptional. Its prices have increased by about 20%, but it hasn't deterred people from buying the brand – in fact, it's had the opposite effect. Ralph Lauren always sells through at about 85%, which is excellent. But mid-market brands like French Connection and Levi's aren't performing as well. The higher end of the market is not affected by the credit crunch.

Is back-to-school important for you?
Not really. We see an increase in outerwear during the back-to-school season because mums know that if they don't buy the coat they like now, it won't be left in stock by September.

What dictates kidswear trends?
The mini-me trend is important, but shoppers are more interested in the look, feel, style and design of a garment, rather than the brand name. It means that you have
to be more creative with your buying.

Rahil Majid owner of kidswear independent Peppermint in Kingston Upon Thames, Surrey