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Melanie Drake

Drapers probe leading Independents to get their View from the Shop Floor

Melanie Drake Owner of Melanie Boutique in Barnes, southwest London

Brands include Borne, Des Petits Hauts, Hanro, Maison Scotch, Saint Tropez, Twist & Tango

How is trade?

We brought our Sale forward by two weeks which boosted June sales. Now we’re at 70% off and the shop is really busy.

Do you plan to take on new brands for autumn 12?

Yes, Stella Forrest, CristinaEffe, Style Butler, D Efect and Bond Street. And we are going to redirect our shop to cater for the 40-plus market – a growing demographic.

Have you been doing any promotional events?

We blog, send newsletters and are active on social media. We also do free styling sessions, champagne, shopping evenings with 20% off and we had a week-long invitation- only 40% off ‘Flash Spring Sale’.

What’s selling well?

Dresses and Maison Scotch jeans. Also, Saint Tropez tops, scarves, small handbags and gift items.

Which brand do you think will be big for spring 12?

Swedish label Twist & Tango as it’s cool and suits a wide age range.

Describe your boutique’s style in three words.

Sophisticated, strong, elegant.

 

Want to feature in View from the shopfloor? Email victoria.gallagher@emap.com

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