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What's selling now: premium fashion

Find out what’s selling now in the world of premium fashion


120% Lino

120% Lino

120% Lino

Paula Jauncey Owner of Emporio in Worcester

Tops have been selling well for us across the board, particularly from Charli London and linen brand 120% Lino (both around £100). Dresses from Hale Bob (£270-£280) are also a good seller. Our customer base tends to start going abroad soon, so there is a demand for summer clothes, but trade still increases when the weather picks up here in Worcester. We’re all fairly positive about sales at the moment, and now that the election is out of the way, we hope to see a little more optimism, trade-wise.

Sue Ashworth Buyer at Lynx in Harrogate

Hartford, European Culture and Replay are our top-selling brands at the moment. All items within these ranges have been selling well, and they’re all within the same price margin (jackets £240, trousers £130, dresses £160, jumpers £150). Customers are looking for more transitional pieces that can be worn in any weather, although our cashmere sweaters sell particularly well when it’s cold. Since the weather has been so unpredictable, trade has been more difficult – naturally, people don’t want to spend on summer clothes because they don’t think they’ll get much wear out of them.

Jill Eresen Owner of Harvest on King’s Road, London

A Shahida Parides beach dress (£365) has sold especially well for us, as have Abyss evening dresses (from £255) and Onjenu dresses (£85-£95). Customers also adore day dresses by Comino Couture (£145). Business has been a little erratic, which may be down to the weather or people worrying about the outcome of the general election – we’re not sure. Our regular customers are still coming in, of course, but we haven’t had as much footfall as is normal for this time of year.

360 Cashmere

360 Cashmere

360 Cashmere

Vivienne King Owner of Grace Boutique in Ascot

Pinko’s new range has been hugely popular for us – the vibrant colour palette used in its pieces is reminiscent of Gucci. Customers have been particularly loving its shirts (around £180). J Brand jeans (£200) are selling as well as ever. Usually we sell a lot dresses at this time of year, but customers can’t trust the weather. We’ve sold lots of transitional stuff – 360 Cashmere jumpers (from £200) have been hugely popular.






Stone island ss17 sweatshirt

Stone island ss17 sweatshirt

Stone Island

Matt Horstead Owner of Dartagnan in Chichester

Stone Island is such a hot brand at the moment – you could put “Stone Island” on a bin liner and it would sell. We’ve sold pretty much all of our stock, especially the sweatshirts and polo shirts (around £150). CP Company is hot on its tail, particularly sweatshirts (£120) and polos (£80). Youth culture has had a lot to do with these brands taking off – Drake made them popular so there’s plenty of youngsters coming in and snapping up these styles. Armani Jeans shirts (£100-£120) are also selling well for us.

Andrew Brindley Manager at Sarto Menswear in Stratford-upon-Avon

Our Boss casual summer range has been selling well, especially its polo shirts and T-shirts (£75-£100). Customers still tend to be looking for slimmer-fit jeans, the same as last year, and Paul Smith (£120) and Armani Jeans (£115-£150) are flying off the shelves. In terms of trade, the weather hasn’t been helping as it’s very up and down here in Stratford-upon-Avon – people just don’t know what to buy.

Paul Smith

Paul Smith

Paul Smith

Tom Wickenden Senior sales advisor at Blueberries in Blackpool

We’ve been selling plenty of Paul Smith suits (£450-£950) and Ted Baker shirts (£90-£100) and jackets (around £250). As far as jeans are concerned, Diesel (£90-£130) has been popular. Summery styles have been in demand, so the Paul Smith casual range has also been a big seller for us. Our store has been a little quiet, but our website is driving a lot more business, which balances things out nicely. 



Paul Stinson Manager at Rio & Brazil in Belfast

Jacob Cohen’s coloured canvas trousers (£250) have been flying off our selves because they’re lightweight and bright. Patterns have proven popular with our customers, too. The limited edition chilli- and palm-treet print shirts from Circle of Gentlemen (£139.99) have been a hit. Gant Rugger linen trousers (£120) and pleated shorts (£110) have sold well with customers who are seeking to freshen up their summer wardrobe. We’ve also seen a rising trend in customers wanting to buy unstructured, half-lined jackets because they’re a little more casual and easier to wear.

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