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Coax your customers into trying new trends

Lauretta Roberts

They say retail is detail and that’s no more true than in fashion retail, hence we’re bringing you all those final touches that will strengthen your A/W 11/12 buy and excite your customers.

They say retail is detail and that’s no more true than in fashion retail, hence we’re bringing you all those final touches that will strengthen your A/W 11/12 buy and excite your customers.

Jewellery is always a great add-on buy and an easy way to tap into a more challenging trend. If 1960s pop chick scares your customer, a bit of bold plastic jewellery is an easy (and relatively cheap) way to nod to the trend. It’s also a great vehicle for getting a bit of colour into a dreary winter wardrobe too.

In fact, accessories all round are often the best way to get a customer to dip their toe into new territories, be that a fresh trend or palette. As we’ve been showing you in recent weeks, this autumn is all about colour, from teal to grenadine, taking in deep orange and yellow along the way. We saw these colours used to great effect on outerwear, but if a red coat is a step too far for your customer then a shoe or bag may do the trick.

And it’s often true that once the customer has sampled a trend and learned to love it, they’ll be braver the next time they buy. Once you’ve got used to the shoes, a red coat may suddenly seem very desirable.

Lauretta Roberts, creative director, WGSN Boutique

All articles on these pages are edited extracts from WGSN Boutique. To apply for a free trial of the full service visit www.wgsn-boutique.com

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