September has arrived, the schools are back, the tempting new collections are now in store – and I’m feeling cautiously optimistic about trade.
I made a conscious decision to take delivery of new stock a little earlier this season, on the back of the summer Sales starting before the end of June, and this has really paid off. We have gradually been depleting our Sale rails and have even reordered two styles of ankle boot due to 100% sell-through.
Customer feedback has been very positive as so many have remarked on how refreshing it is to see exciting new styles in store.
The second season of our loyalty scheme has also helped increase cash flow as those customers who have spent regularly with us during the spring season have taken advantage of using their gift vouchers towards the styles on offer for the new season.
Although forward orders are the mainstay of our collections, I have also taken on several short-order brands to increase the fresh offer in store.
With such an established customer base, it is key to compete with the high street and this has definitely increased footfall as customers are visiting us more often to check out new deliveries.
- Janine O’Keefe, Owner of premium womenswear indie Okeefe in Esher, Surrey