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‘We’re working with suppliers to stand out from multiples’

We booked our autumn ranges early and by finishing our Sale by mid-August we are making full margin from transitional pieces in seasonal colours and, yes, even selling some winter coats to those ahead of the game.

Lots of early winners have been replenished while stocks are available.

We are working with our suppliers on promotions that will interest our local community and make us stand out from the multiples. Barbour is assisting us with a window display around its Steve McQueen jackets. Customers can go in to a draw to win a jacket just by coming in and trying a jacket on, which should generate sales on its own.

Most ambitiously, in conjunction with the Prince’s Trust, we’ve organised a window design competition for local young people. To launch our student discount scheme on November 1, we are looking for four groups of young people with a passion for fashion to devise window schemes. The windows will be dressed on the day with a big reveal on the launch night.

As an indie I am convinced that working with suppliers on promotions and engaging with our local community is the way to success.

We are determined not to go down the discounting route.

  • Joanna Clayton, Owner of indie Javelin in Bury St Edmunds and Sudbury and a member of the Fashion Association of Britain (FAB)

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