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Short Order/Quick Response Brand of the Year: Motel

Motel epitomises all that a short-order brand should be, with on-trend, savvy product, accessible prices and a razor-sharp handle on delivery times.

During a recession the last thing a retailer wants to do is over-commit on stock and Motel has successfully capitalised on this. Since its launch in 1999, the brand has become a must-have for indies trading in the young fashion and contemporary womenswear sectors. It specialises in young fashion designs with a tough, trend-led edge and feminine styles with girly or vintage twists. Its credible collections have enticed market-leading indies and multiple retailers including Topshop, which has allocated the brand some 20 concessions. As a result business is booming, with sales rocketing from £2m to £6m last year. This year, sales have jumped further, running at £9m from 200 UK stockists.


1. Ruby Rocks

Offering staple summer pieces with unusual prints and a bright colour palette, Ruby Rocks hit the jackpot this year with its jersey jumpsuits and maxi dresses in floral and paisley prints.


Its rock ‘n’ roll offer of black lace and sheer layers has kept Ichi in demand for 2010, and its fast turnarounds have helped stockists react quickly to fast-moving young fashion trends.

3. American Vintage

American Vintage’s collection of muted jersey and cotton separates have been particularly on-trend this year, fitting in perfectly with the layered looks popularised by New York Fashion Week designer Alexander Wang.

4. Traffic People

Traffic People’s bold use of colour, print and appliqué has given its silk maxi dresses and short party dresses a point of difference, as soft fabrics are mixed with trend-led metallic detailing and embroidery.

5. Rare

With a celebrity focus, Rare’s speciality - the party dress - is in tune with what its girl-about-town customer wants. Velvet, satin and chiffon one-shoulder dresses lead the way in the style stakes.

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