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'Even the laid-back surf dude is becoming fashion forward'

Retail is changing … we work so much harder now to captivate our audience.

In everything we strive to do, we create an ‘experience’ to showcase what we’re about and attract customers to be a part of it. It’s about making a shopping experience memorable - customers want (and expect) a great deal more than they used to and this is always at the front of our minds.

Keeping a customer’s loyalty is paramount, so we must continue to stay fresh and engaging.

My buying season is well underway and predicting best-sellers isn’t as straightforward as it once was. The staple basics like hoodies and tees don’t sell in such high volumes, so I’m placing orders on higher-risk products. It’s fascinating to see our customer changing; the laid-back surf dude used to be happy in a T-shirt and shorts, but now even he is becoming much more fashion forward.

I’ve heard people say the surfwear industry is weakening; this is only true in cases where companies refuse to change their buying habits. Some continue to buy like they always have, but you have to adapt. Taking risks and proving we know our customers inherently has been at the core of our success.

  • Becci Cornelius, Director of Ann’s Cottage Surf Shops, which has eight stores in Cornwall


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