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Premium Indicator, March 22 2014

What’s selling now in the world of premium fashion?


  • Vanessa Collen, Co-owner, Collen & Clare in Southwold and Aldeburgh, Suffolk

“The weather has really improved footfall in store and in the town, and our spring 14 stock is selling out fast. Women are buying Bitte Kai Rand trousers (retailing at £80) and tunics (up to £200) and Vilagallo scarves (£45). Our sales are better than this time last year; there is an air of confidence about things at the moment.”

“Our most popular products are dresses (starting at £189) and tops (£115) from Sportmax Code and dresses (£159 to £229) and tops (£149 to £199) by Essentiel Antwerp. Business is going well at the moment as we introduce new brands most seasons. Our customers aren’t afraid to try new things.”

  • Amanda Sullivan, Owner, Sirene in Brighton and Aberdeen
  • Nick Florry, Managing director, Changing Room in Tunbridge Wells, Kent

“Our best-selling items are dresses (£300 to £400) and tops (£200 to £300) from Red Valentino and Moncler jackets (£600 to £700). Mark-up is important in our brand choices. We are looking for a 2.7 mark-up on average; for Moncler it’s slightly higher (2.8) than Red Valentino (2.75). Trading is alright at the moment and it’s definitely better than this time last year. I think consumers are feeling more confident.”

  • Rebecca Kingsley, Manager and buyer, Ginger in Norwich

“We are mostly selling knitwear at the moment (£160 to £250) from brands such as Diane von Furstenberg, Marella and Armani Jeans. Dresses from Tara Jarmon are also selling well, with prices starting at £250. Trade is about the same as last year but the
mild weather is helping spring and summer sales.”

  • Jane Stanley, Owner and manager, Private Collection in Barnstaple, Devon

“Our spring 14 stock is really selling well and fresh, pastel shades are popular with customers. Dresses from Marella (£199 to £300) and Patrizia Pepe (from £150) have been in demand, as well as separates from Pinko (£79 to £200). The lace parka (£299) from Patrizia Pepe has also been quite a hit. We have a small customer base, so have to bring new brands in to keep things fresh, but not every season. Normally we try and build a brand so that people come and ask for it.”

  • Jane Gill, Manager, Lynx in Harrogate, North Yorkshire

Maison Scotch

Maison Scotch

“We sold three Maison Scotch white leather jackets (£440, pictured) before they even got onto the shop floor. Fine knits from Set (£150 to £200) and T-shirts from Maison Scotch (£50 to £80) are also selling well. Trade is much better than last year, it’s 20% up and I think it’s going to be the same this week.”

  • Sophie Daoud, Assistant buyer, The Cross, Holland Park, London

“Dosa silk camisoles and kaftans (from £100) are selling well. English Weather (from £350) is also a popular brand and our clients also really like 360Sweater cashmere jumpers (£250). We introduce one or two new brands per season, but only if
we stop stocking another brand. This season Laurence Doligé is a new addition.”


  • Sean Machin, Manager, Christopher Scotney Menswear in Leicester

“Our casualwear brands have been popular over the last week, such as T-shirts (£75) from CP Company and T-shirts (£85) and jackets (£295 to £650) from Stone Island. We try to introduce new brands every season (such as Gerard Connolly suiting for spring 14) so that there is always something new to look at in store.”

  • Neil Harris, Assistant manager, Jonathan Trumbull & Hatters in Norwich

“People are mostly buying shirts (£95 to £99), jeans (£95 to £99) and T-shirts (£34 to £95) from Boss Black, or shirts (£95 to £99) and jeans (£95 to £104) from Paul Smith, or shirts (£79 to £95) and jeans (£95 to £99) from Scotch & Soda.
The mark-up on brands is really important to us; we tend to look for brands with a 2.75 mark-up.”

  • Jayash Saklani, Owner, Storage in St Albans, Hertfordshire



“Our spring 14 clothing has been selling quite well, especially T-shirts from Ralph Lauren (from £50), Stone Island jackets (from £300) and denim from Armani Jeans (£105 to £175). The brighter weather has really improved sales; the evenings are longer so people want to go out more and are ready for summer.”

“Our best-selling brands are Paul Smith - with customers buying shirts (£105 to £145), T-shirts (£40 to £72) and jeans (£105 to £170) - and Diesel, where they are snapping up shirts (around £100), jeans (£90 to £145) and T-shirts (£30 to £45). Other popular brands are Scotch & Soda and Hartford. Trade is better than at this time last year.”

  • Paul Chappel, Owner, Gerrards in Reigate, Surrey
  • Thomas Pressman, Manager, Zebra Menswear in Chesterfield

“Our best-selling items are jackets from brands including Stone Island (starting at £295), Belstaff (£350 to £895 for leather) and Barbour (£200), as well as smart shirts (£100) from Boss Black.”

  • Carl Bradley, Co-owner, Bradley Knipe in Doncaster

“The brands selling the most are Boss Green and Boss Orange denim (£100 to £120) and polo shirts (£80). Stone Island jackets are popular (starting at £270). The good weather is giving us a much-needed boost.”

  • Mak Taylor, Director, Pockets, which has stores in Shrewsbury, Newcastle-under-Lyme, Hanley, Worcester and Nantwich

“Outerwear is still popular, specifically coats and jackets from Stone Island (£350 to £500) and Moncler (starting at £500), as well as polo shirts (£79) and shirts (£90) from Ralph Lauren.”

  • Giulio Cinque Owner, Giulio in Cambridge

“People are mostly interested in spring 14 outerwear from Moncler (up to £700) and casualwear from Stone Island (starting at £150). We always look out for new brands (such as Burberry for autumn 14) and on average introduce two new ones each season.”

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