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‘Buying for traditional seasons is getting harder and harder’

Kate Walton, Director of women’s young fashion indie Havetolove in Gosforth, Newcastle

Hoping to leave behind what has been described as the coldest March in 50 years, we are all hoping summer may be on the way. But the harsh reality is that the UK is getting colder, so buying for the traditional seasons is proving more difficult.

The key to buying is to invest in transitional pieces such as blouses and summer knits that can be dressed up or down. Customers will invest in summer knitwear and layered styles that they will get more wear out of rather than a high summer colour or style. After all, they want the layered transitional pieces to last so high quality is key.

This way your product should have a longer full-price life and you can keep Sale items to a minimum.
When adding a splash of colour or a high-summer drop, look to buy in season and at a price that can be mixed in, as this way changeable things such as the weather can be factored in. As high-summer drops have a short shelf life in the UK, this allows for a flash of colour in store without the risk of losing out. But don’t buy too safely; add colour with printed and coloured accessories.

We’ve had a fantastic start to summer 2013 - whether it’s a sign of the economic climate changing or because we’ve bought transitional product well for online and in store.

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