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Brands must be bold to win buyers

Speaking to indies across the country one thing became very clear - buyers are on the hunt for fresh looks and are more than ready to take a risk.

The tough economic climate had left retailers scared to branch out and buy into anything that wasn’t a safe bet, but with the sun starting to shine through the dark clouds of the recession indies are beginning to regain their confidence.

For autumn 14 womenswear retailers are taking a punt on outerwear in vivid shades including fuchsia and cobalt blue, with one indie even saying she has purposely steered away from black in order to get the shop looking bright and people shopping for must have pieces. Others have opted for fur jackets with some indies even buying into full on coloured fur coats.

Brands need to take heed of this resurgence in risk-taking in order to grab the attention of both buyers and consumers when creating future collections. This doesn’t mean just following the pack and creating a pink coat because everyone else is doing them but really thinking outside the box.

When times are tough, it is understandable that labels are more reluctant to experiment with unchartered territories, however to avoid falling into the void of banality it is crucial brands don’t loose their nerve.

For some time now everyone has played it safe, but the appetite for something different - maybe even something outrageous - is on its way back.

Readers' comments (1)

  • i would agree 100% but the buyers arent just taking a calculated risk.........and sadly the brands cannot keep on developing new products/ideas as the development and sampling costs are quite large.

    same buy plan and colour pallette leads to same results ..........the comfort zone is not working for the industry so thinking outside the box is great to bring newness and freshness but the same issue remains where the buyers have to see it somewhere else or hear it from a sound friend and then they jump in head first.

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