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Premium Indicator, July 12 2014

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

Women’s

  • Jane Gill, Manager of Lynx Womenswear in Harrogate

“Things are going well for us at the moment - we are having a very successful Sale and expect an even busier weekend because of all the visitors in town to watch the Tour de France. The weather has been great, so all of our Maison Scotch and Twin-Set white dresses and T-shirts are selling out fast. But our bestseller would have to be DKNY - the pink lace dress at £285 has been a huge hit, as well as the shirts (from £225).”

  • Laura Willis, Manager of Jane Davidson in Edinburgh

“Dresses and workwear (from £315) from Diane von Furstenberg, and dresses by Preen (from £475 for a standard patterned jersey dress) and Dries Van Noten (£255 to £300) are selling strongly. Customers spend an average of £500 when they come to us. As we are in Edinburgh, we attract lots of tourists from around the world as well as locals, so it is important for us to consider what both would enjoy.”

  • Emma Fletcher, Buying assistant at Cavells in Oakham, Rutland

“We are having a Sale at the moment and are doing well - people will usually spend £150 or more. Our most popular brand would have to be Karen Cole, from which the premium denim (around £200) is doing particularly well. Eileen Fisher is popular too - customers seem to really like the Sienna jeggings, which cost £95 and come in a good range of colours.”

  • Karen Foley, Buying and sales manager at Curve in Wendover, Buckinghamshire

DKNY

DKNY

“Because of the warm weather we’re having we’ve found people want to buy lighter linen clothing - in particular, the linen tops from Majestic, which generally range from about £70 upwards, are doing really well. And 360Sweater has been successful too. They are sold at a reasonable price - starting from £40 - and are in a range of different colours, and customers seem to really like them.”

  • Deborah Garnett, Owner and director of The Clothes Room in Harrogate

“Brands such as Joseph, which sells for between £189 and £214, are going quickly at the moment, as well as Eileen Fisher (from £150) and 120% Lino. A dress from 120% Lino could cost anywhere between £100 and £200. The summer ranges in general have been very popular and our customers tend to spend between £300 and £400. Sales are pretty good at the moment, although it can be a challenge at times as we are an out-of-town store.”

  • Jane Stanley, Owner of Private Collection in Forest Row, East Sussex

“At the moment customers are snapping up dresses (from £199) and tops (from £99) by Marella, and Pinko dresses (from £199) and tops (from £99). We’ve been around for a long time so the locals all know us well, and now that the weather is getting warmer everyone has been keen to get summer clothes for events like Ascot and Wimbledon.”

Men’s

  • Alfie Hope, Store manager at Capital Collection in Grimsby

“We’re celebrating 30 years in business this year, so it’s great to see sales maintaining their peak from last year and still hitting targets. Our best-selling products are polo shirts from Vivienne Westwood (from £60), Pretty Green T-shirts (£45), and long-sleeved shirts from Ted Baker (£80). Armed Forces Day, on Sunday June 28, brought more people into town.”

  • Adam Smith, Manager of Badger in Brighton

“A lot of people visiting Brighton pop in on their way from the station to the sea, so most of our trade comes from passers-by. To keep our stock exciting we aim to introduce one or two new brands every year. This season we have seen demand for Lyle & Scott T-shirts and polos, as well as T-shirts from Fred Perry and Carhartt (all from £25). This may be a result of their good prices as well as the recent hot weather.”

“Holland Esquire jackets (from £479) and Armani Jeans (£95 to £249) are definitely our biggest sellers at the moment. People are dressing more formally now, so despite it coming into the summer season they are opting for smart jeans for events.”

  • Sean Machin, Store manager at Christopher Scotney in Leicester
  • Leo Gibbon, Supervisor at D Copperfield in St Albans, Hertfordshire

Ted Baker

Ted Baker

“We introduced You Must Create (YMC) for autumn 13 and it has been really popular, particularly the T-shirts (from £45) and jumpers (from £80). Stone Island lightweight knitwear (from £145) and polos (from £95), as well as Paul Smith suits (from £499), have also been in demand. A number of shops have shut down in St Albans, which has reduced footfall and made trading harder. For this reason, we are not taking on any new brands next season.”

  • Tim Wolstenholme, Partner at Andrew Watson Menswear in Belfast

“We’ve haven’t had any riots in central Belfast recently, so our trade has been better than normal. July is also ‘marching season’, so we are hoping trade will pick up even more because of the influx of people who descend on Belfast for the historical marching events. However, for now our major sellers are casual shirts (from £100) and polos (from £65) by Hackett, while Oliver Sweeney shoes (£270) are also popular.”

  • Joseph Bull, Owner of Davids of Haslemere, Surrey

“Gant shirts (from £85), Tommy Hilfiger chinos (from £85) and Ralph Lauren shirts (from £99) are selling strongly, as they are well established and good quality - which are key traits our customers look for. As an independent, we struggle under the shadow of big competitors - especially House of Fraser. Since it offers continual discounting on designer goods, as well as persistent big events like ‘mega Sales’, we find that scouting brands it doesn’t stock is our best tactic. For example, we’ve introduced Fynch-Hatton for autumn 14, and found that promoting the brand ahead of launch, particularly on Twitter, has really helped sales.”

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