The success that German brand Gerry Weber has brought its stockists throughout 2010 deserves some real recognition.
Womenswear Brand of the Year was one of the most-contested categories, but the mainstream market goliath came up trumps thanks to its perfectly pitched collections and strong customer service. If it’s not scoring highly in the Drapers Womenswear Indicator best-seller surveys, it is consistently delivering for stockists in terms of sell-through. Next year will be a fascinating one for Gerry Weber. The brand has ruffled feathers recently over its decision to introduce a ‘trust budget’ strategy, under which selected independents and franchisees hand over their allocated buying budgets for the brand. Gerry Weber will use instant sales technology to share best-sellers with stockists in an effort to help improve their strike rate on repeats.
1. Bolongaro Trevor
Layered and ruched chiffon dresses with asymmetric necklines have been on the money and Bolongaro Trevor’s mix of clever tailoring and draping plays right into its signature styling.
Knitwear specialist Emreco caught onto the camel and animal print trends quickly and continues to support its stockists and, most importantly, make them plenty of cash.
With the launch of the much talked about advertising campaign ‘For Man. For Woman’, French Connection raised its profile but made sure it had the product to back it up.
Womenswear indies are loving the lifestyle brands, and Joules is certainly top of the tree in that sub-sector. Great product and strong sell-throughs earned this brand brownie points this year.
Religion successfully showcased cleaner silhouettes in its signature monochrome palette for 2010, and developed a shop-in-shop format to support its independent stockists.