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Buyers embrace life in the fast lane

Caroline Nodder

You only have to look at how the media landscape has changed dramatically almost overnight as a result of the phone hacking scandal to see how the pace of our lives is increasing daily.

You only have to look at how the media landscape has changed dramatically almost overnight as a result of the phone hacking scandal to see how the pace of our lives is increasing daily.

In the fashion business, trends that would until recent years have been predicted in the pages of Drapers months if not years before hitting retailers’ shelves are now moving straight off the catwalk into peoples’ wardrobes.

This has certainly been keeping buyers on their toes and this week we bring exclusive news that Pure London, the biggest womenswear show in Europe, is launching a new show, Close to Season, the first of which will run in October this year, to reflect the blurring of the traditional biannual buying seasons.

This comes as we report that Marks & Spencer has been using short order to keep its core line on trend, and SuperGroup has also recently launched a quick response order option.

Driven by consumer demand, this is a permanent change to traditional buying patterns that no brand will be able to ignore.

Indeed, research carried out by Pure London indicates many brands have already launched injection ranges for existing clients, enabling them to top up nearer to the season or in season, and that buyers are increasingly using close-to-season purchasing in order to avoid putting all their eggs in one basket. If you are a fashion buyer I’d love to hear what you think – email me at caroline.nodder@emap.com

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