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Elaine Johnson

Elaine Johnson owner of mainstream womenswear indie Eclipse in Dulwich, south London Brands include Cash Ca, Gerard Darel, Just In Case, M Missoni

How is business at the moment?
We’re doing very well this season. Business is definitely up on this time last year. I think shoppers are being less cautious as the economy picks up.

Which brands are selling best?
M Missoni is doing best for us because it’s collectable. It’s one of the oldest labels. Customers see the clothes as investment pieces.

Have you bought any new brands for spring 10?
I have bought a couple of new brands including Let Me Be from India and Bailey 44 from the US. I chose them because both offer something a bit unusual. Traditionally, I sell quite dressy clothes but these brands are more casual. It’ll be interesting to see how my customers react.

Do you have a website?
I do but it’s a non-transactional one. It has brought a few customers into the store but I don’t have any sort of social media presence and am not planning on doing anything along those lines because I don’t think it’s right for my customer base.


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