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Brave product decisions dictated how much nervy shoppers spent in 2010

Jessica Brown

I never thought I’d say it, but the Drapers Top 100 2010 proved even harder to compile than last year’s.

I never thought I’d say it, but the Drapers Top 100 2010 proved even harder to compile than last year’s. That’s not because there is a dearth of talent in the fashion sector, far from it, but 2010 has brought a whole new set of challenges for the UK’s business leaders to deal with.

Who handled the cotton price crisis best? Who called the economy right? Who developed the slickest quick-react supply chain? Who got the investment community back behind the sector?

These were all questions the Drapers team debated long and hard, and while all have been highly significant in helping us shape this year’s list, the biggest risers of 2010 and our number one all turned out to have one thing in common: their brave decisions around product dictated how much hard-up, nervy consumers were prepared to splash out on their wardrobes this year.

Our assessment criteria remains the same - to recognise those who have had the biggest influence on fashion sales in the UK over the past 12 months - and like last year’s list, there are some controversial risers and fallers (check out who has fallen out of the top 10 or out of the list altogether on p43).

Meanwhile, there are a significant number of new entrants - 43 in all, four of those in the top 10. Almost all are champions of product innovation, reinforcing just how important current stock is to the overall health of a business in today’s climate.

This feature is designed to be a talking point, so please do share your own views with me by emailing jessica.brown@emap.com.

See the full Top 100 here.

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