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‘As an indie, finding a niche in the market is paramount’

Richard Harvey, Joint owner of lifestyle indie The Good Earth Clothing Company in Norwich, and member of the Fashion Association of Britain (FAB).

Our shop is situated among a group of indie stores trading in Pottergate, part of the Norwich Lanes, close to the city centre. In our own unique way we all contribute to help each other. Regular, passing and destination customers home in on this area to benefit from the wide and varied fashions on offer. Safety in numbers definitely applies in this instance.

As an indie, finding a niche in the market is paramount. Stocking a great selection of ethical clothing brands, specialising in natural fabrics, and selling at perceived value-for-money prices, is key.

Brands such as Seasalt and Adini do well for us. While these and other major brands we stock are well represented in Norfolk, almost all of our suppliers give us exclusivity in Norwich. This, of course, is a great advantage for us as Norwich is the central focus for shopping in Norfolk.

We offer special promotions throughout the year, which helps us compete with big stores’ continuous ‘on Sale’ policies. Unfortunately this spring’s inclement weather has upset our other strategy of quickly marking down goods that aren’t selling well. The question now is, was that non-mover a buying mistake or was the weather to blame? The jury is out.

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