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Premium Indicator, June 14 2014

What’s selling now in the world of premium fashion?


Emma Fletcher Buyer at Cavells in Oakham, Rutland

Diane von Furstenberg

Diane von Furstenberg

“We tend to bring in a couple of new brands every season. One of our most recent for spring 14 is denim brand DL1961 (from £140) - its jeans are one of our bestsellers. It is slightly less expensive than some of our other brands, the jeans are a good fit and staff are wearing them, which makes a difference. Other brands new for spring are One Season (from £120) which is a high-end summer brand from Australia, Eileen Fisher (between £80 and £300) and Diane von Furstenberg (from £260), which have all been well received.”

Alison Lepine Manager of Aristocrat in Bishop’s Stortford, Hertfordshire
“We’ve had a busy start to the summer, but last week was fairly quiet because of half term. J Brand jeans (between £215 and £255) are our current bestsellers as they have a very good following and fit well. The brand has recently brought out a lot of good colours for summer, of which the bright pink has been selling best. Formalwear is hugely popular because of the increase in weddings at this time of year, and a particular favourite is Sportmax, selling at between £270 and £450. “

“One Season, with prices ranging between £100 and £300, is popular, particularly the tops (from £126). Another top performer is Dosa, which ranges from £150 up to about £500.”

  • Sarah Black Manageress at The Cross in Holland Park, west London

Beckie Kingsley Manager and buyer at Ginger in Norwich
“We’ve had a busy start to the season. Our three top-selling brands are Marella (between £150 and £350), Diane von Furstenberg (between £150 and £450) and Armani Jeans (between £100 and £400). Dresses are the most popular item, as occasionwear is in demand because of the weddings and christenings in the summer months. Mark-up is important to us and we usually look for nothing lower than 2.7.”

Felicity Winterflood Owner of Strawberry Boutique in Chichester, West Sussex
“Dresses and hats are in demand - a lot of women are looking for occasionwear because of upcoming weddings and races. Our most popular brand is The Masai Clothing Company (from £50), particularly the layering pieces. We tend to look for new brands every few seasons, and we’ve just brought in Lacambra (from £70). It’s an accessories range, as we are seeing more demand for those.”

Vivienne King Owner, Grace Boutique in Henley-on-Thames, Beaconsfield, Ascot and Marlow
“Our bestsellers at the moment are J Brand jeans (between £180 and £270) as they are a great shape. Our core customers look for skinny jeans and easy tops to wear; we sell a lot more casual clothing than formalwear. One of our most popular items is a Pinko distressed denim jacket with sequins at £300.”


Martin Grove Sales consultant at Ken Young International Fashions in Coleraine, Londonderry
Hugo Boss shirts (between £69 and £89) and Tommy Hilfiger shirts and polos (between £60 and £89) are in demand, which is probably because of the change in weather. We try to introduce something fresh every couple of years; one of the most recent in spring 13 was Circle of Gentlemen shirts (£120 to £145), which were very successful.”

Danny Glennie Retail operations manager at Cafferys, Inverness
“The new autumn 14 Armani Jeans polos (from £80) are in demand. The fit is really good and they come in a variety of colours - the most popular is plum with yellow trim. The Y-3 trainers (from £230), which have been brought out for the World Cup, have seen the biggest increase in sales. After promoting them through our Facebook page we took 20 orders in one day.”

Circle of Gentleman

Circle of Gentleman

Joseph Ball Owner of Davids of Haslemere in Surrey
“Gant is our top seller, particularly the shirts (between £75 and £99) and chinos (between £85 and £145). For our demographic, it’s the fit and quality that make them so popular. Our core customers are a more upmarket clientele, and therefore expect quality garments at good value. Compared with last year, we are slightly down on trading because of local issues like car parking, but also wider concerns such as various department stores constantly discounting brands, causing them to lose their exclusivity. This is the major problem that is hurting independent retailers.”

“Our tailoring is really popular, in particular Vivienne Westwood (from £595) and Tiger of Sweden (from £495). The fit and quality are their main selling points, which are what our core customers are looking for. We recently brought in Coeur (from £59) for spring 14, which is a British ties and pocket squares brand.”

  • Scott McKenzie Director of Pure in Aberdeen

Nigel Clare Owner of Nigel Clare in Chorley, Lancashire
“Armani Jeans (from £125) are flying off the shelves. It is a good staple brand that our customers have faith in, and they come in a wide range of fits. We introduce one or two new brands every season. This season we brought in Circle of Gentlemen shirts (from £130), which have been well received. Next season we’re adding Prps jeans (£295), which I think our customers will like.”

Peter Bell Partner at The House in Yarm, North Yorkshire
“Footfall is very good - last week we were up 21% on the previous year. Hugo Boss chinos are our big seller (between £100 and £120), which come in a range of transitional colours. We are selling a lot more cotton trousers than jeans. We stick to the six or seven brands that sell well for us and buy deeply into them as this is what works for our customers.”


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