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Heather Moore

Heather Moore co-owner of two-store young fashion indie Wild Heart in Bridgnorth and Kidderminster.

Brands include Bench, Firetrap, Guess, Iska, John Zach, Superdry, Wal G.

How has trade been this week? We’ve been so busy in the run-up to Christmas that we’ve had to up our orders from Superdry. We thought we’d have enough stock for the season but sales have picked up so we’re understocked.

How have you fared during the recession? We haven’t been hit hard by the credit crunch. I think it’s because a lot of our customers are women in their 20s who still live with their parents but work and have money to spare.

How do you compete with the high street? We keep lower stock levels so we are able to change our stock weekly and can pick up on new trends faster than the high street. Our customers know to come in every Friday because we get deliveries every Thursday.

What advertising have you done, and do you have any plans to expand? We promote our shopping parties on our website, on Facebook and via email. We have no plans to expand but we’re looking at what we can change online to drive sales.

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