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Boutiques must maintain their sense of individuality

In these difficult trading times it’s imperative that retailers respect the distribution boundaries that are put in place to ensure a boutique’s individual identity.

It’s important that product offerings are not diluted by a neighbouring store selling the same brand. As a multi-door company it’s our objective to provide the customer with the best possible brand and product mix, which is essential when you are catering to the same consumer base as nearby stores.

The whole ethos of an independent boutique is to offer an interesting product that’s not widely available. This pushes us to travel further afield and more often to find new and exciting brands, which has been key to the success and development of Question Air over the years. This season alone we’ve acquired 12 new labels including Rabens Saloner and Clover Canyon. This enables us to offer the perfect point of difference and stand out from the competition. Fashion is always evolving so it’s imperative that new and emerging designers are given a fair chance in a market dominated by super-labels.

In an industry commanded by high street giants, boutiques are under pressure to present something different. After all, who wants an exclusive brand that isn’t exclusive?

  • Nicholas Thorne, Menswear buyer at five-store London contemporary indie Question Air


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