The co-owner of Liverpool indie Resurrection tells Marie Davies how her vintage-inspired product mix moved with the times
Resurrection began as a purely vintage store back in the 1990s. What led you to introduce the branded offer that the store now boasts?
Vintage trends tend to go in cycles and are often popular during recessions. However, we had times when the supply would dry up and it made us dependent on vintage suppliers, so we decided to expand our offer into brands that would have a fresh offer.
How did you make the transition to brands?
We continued to offer vintage but at the beginning of the transition in 1999 we [adopted] retro-style brands such as Lambretta for men. The first women’s brand we introduced was young fashion brand Blend, because of its good prices. Our customers at the time were still largely students and we didn’t want to alienate them with high price points. Young fashion brands Ringspun and Religion were first to come on board after that.
Was it difficult to convince brands to put stock into what was at the time a vintage store?
The store always had links with the local music scene, so it was known as being quite a cool place to shop. We had a fashion-conscious customer and we traded off the store’s reputation, which encouraged brands to come on board.
How do you stay competitive in the market?
We have carved a name as a destination store in terms of vintage and we also buy deeper into ranges that multiples do not, such as streetwear brand Carhartt, which has been great for us on the men’s side. Independents can also give more attention to service [than multiples] and we have made shopping an experience by bringing in a Dior make-up counter and offering treatments such as false eyelash application. We have previously brought in a portable bar on discount evenings - things that give us an edge on the competition.
What spring 11 collections have you been most impressed by?
For women, Traffic People looks fabulous and it did so well last summer. It has been updated iwith jungle prints and ditsy prints on maxi dresses and jumpsuits.
There seems to be an increasing move towards short-order brands in the young fashion market. Is this true of your business too?
Yes it is. I am tending to do a lot less forward order. It used to be 40/60 skew in favour of forward order but it’s more like 50/50 now, especially on women’s.
If there is a key look on men’s fashions it will generally run for a season. However, in women’s fashions we are competing with Topshop and Primark and have to jump on the trends and run with them in-season.
Are enough brands pursuing the short-order model?
More brands are realising the opportunity. Women’s brand Reverse has been great for autumn 10, as has Jarlo, which is a label I’ve recently picked up because of its short-order offer.
Which celebrity best sums up the Resurrection customer?
Rebecca Ferguson of The X Factor. She shopped with us before the show and is asking for samples to be sent down to London while she is filming.
What is your best-selling brand for autumn 10?
What was your last purchase?
A vintage Hermès scarf to add to my collection.
How do you relax?
When I do get to stop I enjoy watching television serials such as Lost (pictured) and Twin Peaks.
Lisa Pritchard is co-owner of Liverpool womenswear and menswear indie Resurrection