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Focus on the season to score more sales

James Leslie

I’m sure by now that many people will be glad the World Cup is over, particularly after England’s performance. However, I do have some sympathy for England manager Fabio Capello and the criticism he faced about playing people out of position.

At Trilogy we always say the customer is king, but this week has felt somewhat strange. While our customers are demanding more and more clothes to wear on their summer holidays, we are unpacking boxes of gorgeous but cosy cashmere knits from brands like Vince. Customers are fighting over the last of our summer Sale dresses as I’m busy chasing the delivery of winter scarves. It feels like everything is out of position.

More customers want to buy clothes to wear now so it comes as no surprise that our best-performing brands are those that are developing at least four ranges a year. We work closely with our agencies to buy as many of these collections as possible and brands that do this, such as American Vintage, Joie, Rebecca Taylor and Velvet, drive our business over this period. We just wish there were more of them.

I appreciate that to buy more often can mean too many buying trips for independents outside London but for us and our customers it is definitely worth it.

Some of our denim brands do a much better job of delivering new ranges throughout the year and as a specialist we sell lots of full-price denim throughout the Sale period, with our biggest brands delivering new things every month. And there is nothing like a great goal scorer - J Brand’s Houlihan jeans have been one of the best-selling items for the season but it would make our lives much easier if more of the brands focused on the [summer] period as a great, full-price opportunity.

James Leslie is co founder of three-store London denim indie Trilogy

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