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Firetrap gives green light to preview range strategy

Firetrap is to introduce preview collections to help it deliver new looks to its stockists throughout the year.

The young fashion brand will deliver a series of key looks from the spring 09 package to stores in November to help boost pre-Christmas trade and give shoppers a taste of what is to come during the following season. The full spring 09 delivery will take place in January.

The preview collection will comprise of 82 menswear styles and 74 womenswear styles. Firetrap will sell the range to the trade from May 12 to June 16.

Firetrap hopes the preview range will enable customers to better manage their stock levels and that it will also provide buyers with useful sales data before they place repeat orders from the full spring 09 range.

UK sales director Colin Clarke said the preview collection was important for Firetrap to maintain its market-leading position. “We have invested heavily in the collection to satisfy demand and believe this will take the brand forward. This should also give greater opportunity for planning replenishment,” he said.

The preview womenswear offer will tap into a nomad theme and key details include asymmetric fastenings, as well as concealed openings and heavy metallic hardware zips. Yarn dye plaids, fine-gauge knits and light jerseys are key fabrics.

The menswear preview collection will feature wet-look nylons and a mulberry and midnight blue colour palette.

Firetrap’s Blackseal denim label will also have a preview line with new styles and washes.

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