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We’re listening and learning from our customers

Clare Serjeant, Owner of young fashion retailer Fox + Feather in Bristol.

Moving into the spring season we’re very optimistic here at Fox + Feather, following a few changes to our buying strategy.

Menswear has really taken off following its introduction in store last September, so we are working very hard to use the 20% floor space dedicated to the division wisely. Careful buying and brand selection are essential to get the maximum profitability from the space.

We also had to review our womenswear buying strategy this season as we are launching a new website at the end of January and we have to make sure we are fully stocked for online shoppers. That means upping the quantity of styles we buy and streamlining the number of styles we are taking in. We have been doing this for two years now so we are more confident in selecting pieces we know our customers will love.

A new addition to our brand mix for spring 14 is Dahlia, which will drop at the end of the month, and following the strong reaction to our autumn womenswear collection from Bellfield we are increasing our selection for spring.

It is so important to listen to shoppers and adjust to what they are buying. Skater dresses in any print or fabric will always fly out of the door, as will transitional pieces that can be layered up. We’re betting on dresses that can be teamed up with cardigans and tights as they are perfect to combat the unpredictable British weather.

A decent outerwear offer is also high on our priority list this spring, after we were caught short when the weather took a turn for the worse last March. Thankfully we had a good uplift in December sales in the run-up to Christmas so we are able to increase our budget
this season.

We know our customer well and the reaction to our previous collections has been great. It can be scary banking on new product but you have to be brave and confident in your decisions. We don’t want to miss a trick.

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