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It’s never too early to draw up a Christmas list

Bashir Mohammed

So another year is over and a new one has begun. In fashion it often seems like that as, with Christmas 2010 only just out of the way, here I am already planning and buying my product for Christmas 2011.

So another year is over and a new one has begun. In fashion it often seems like that as, with Christmas 2010 only just out of the way, here I am already planning and buying my product for Christmas 2011.

So what went well in 2010 and what lessons can be learned for the year ahead?

Well, Christmas Eve being on a Friday meant this was a much bigger sales day than usual. So in this coming year, when Christmas Eve will fall on a Saturday, we can expect to do even better with our pre-Christmas trading.

This means that we, as a business, shall continue to resist the urge to go on Sale before Christmas. More and more people seem to shop later each year in anticipation of a bargain, but in the end everyone must shop for presents before the big day. It’s important and worthwhile holding your nerve.

So what will we be selling later this year in time for Christmas 2011?

Certainly more coats and jackets of any description will be a success.

There is still a great appetite for Barbour jackets and, as we got our delivery in nice and early, we received our full order. We sold the last one on December 24 and could probably have sold more, had we had them in stock.

Women’s boots of any type have also sold very well but, oddly, boots have not sold as well for men, in spite of the snow.

In terms of accessories, jewellery and watches were the winners for women, with handbags much less popular this time round. For men it was hats and gloves, rather than scarves and wallets as gifts.

I think this will continue for next year, so this is where we will be putting our buying budget.

Happy New Year and happy buying for 2011.

Bashir Mohammed is the owner of independent designer fashion business American Pie

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