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DRAPERS FASHION SUMMIT: Fit more important than price, says denim specialists

Consumers are more concerned about fit than pricing when it comes to buying denim, according to specialist independent retailers.

Speaking at the Drapers Fashion Summit in London today, Donna Ida, owner of the eponymous denim indie, said: “If a pair of jeans is under £150, shoppers ask: ‘what’s wrong with it?’”

Kashif Qazi, owner of Utter Nutter, added that the best selling price points for jeans are between £110 and £130. “A £90 pair is too basic,” he said.

Key trends in women’s denim for autumn 11 are flares and a dark palette, according to Ida. “We’re also seeing a lot of denim cuts but not in denim fabric, like chinos and skinny cargos. Brands are broadening their offer and therefore broadening what we can sell,” she said.

In menswear, carrot styles will be key, with bootcut also popular. “The carrot is the most flattering shape for men; once they try it on, they’re hooked and then by two or three washes,” said Qazi. “Diesel blew me away with their collection and I increased my units by 70%. Diesel has absorbed the VAT rises and brought prices down, and their styles are all in advanced constructions. Bootcut is the most searched item on Diesel’s website.”

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