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Blog: Do you buy for your market?

Yesterday I met Suzy Radcliffe, founder and creative director of women’s boutique jeans brand Radcliffe. The jeans at Radcliffe are inspired by and named after different areas of London.

For example, the SW3 jean is designed to reflect the classic quality of the King’s Road in Chelsea, while the skinny, rock chic cut of the NW1 is created to capture the bohemian vibe of the Primrose Hill set.

Historically, people have dressed to reflect their culture, social set and environment. However, the names of these jeans highlight how strongly people currently identify a certain style with specific locations. So while some people dress to fit in with the mood and look of their area, I know others, including a colleague of mine who lives in a tracksuit-loving area, who actively resist it.

I wonder what impact these ideas of localised style have on the buying process at independent retailers? Buyers – are you focused on catering to how your local customers dress? Or do you try to direct their style into new areas? Please get in touch and let us know.

Readers' comments (2)

  • Hi I am an indi in the wilds of West Wales - however we don't dress the ramblers, surfers or outdoors type you would think.
    We stock fab labels which range from the quirky to the contemporary classic - our customers don't want to disappear into the anonomy of pembrokeshire they want to look like they could be in a city, not the country bumpkin many expect.My best selling shoe is a very high heeled patent brogue, daywear but utterly fabulous, not great for a beach walk,(mind Cerys Matthews lives near by and is infamous for tottering across her local beach with her two kids in vertigious over the knee boots), my customers firmly fight their surroundings and we are helping them win the war...

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  • just dont try and sell tartan as a fashion line in scotland unless you are a tourist operation! it applies to kilts only!!!

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