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Spring 10


The traditionally occasionwear-centric Coast has a healthy dose of day time dresses for spring 10, including a white-on-white range of textured shifts with appliqué, pintucking and embroidery overlay details. Colour is a big story, from turquoise and aqua shades through to bright corals and banana, with prints ranging from blurry florals through to digitally printed versions, which are set to be a key print trend on the high street for spring 10. This is contrasted with plenty of soft neutrals on floor length pleated chiffon gowns and coated linen boyfriend blazers. A strong leaning towards soft femininity is less evident here than at some of the other retailers, but there is still plenty of draping in situ. Nautical refuses to be laid to rest, with stripes and gold buttons mixed with more interesting navy and white floral appliqué. Prices typically range from £85 to £275 for dresses, although a stripy knit dress is a snip for £10 lower at £75.

Key pieces

  • Coated linen boyfriend blazer
  • Blurry floral print dress with sequinned floral motif on hem
  • A spotty print rainbow coloured dress with contrast appliqué spots
  • Tiered minidress with contrast polka dot panels

Right for the market?

The Coast team knows how much of its business comes from wedding guest shoppers and addresses their fear of duplicate outfits by making the buy tighter for the wow pieces in the mainline (typically those over the £160 mark) for spring 10, meaning there is less chance of running into a dress doppelganger. Also in line with adding exclusivity to the range are the Boutique pieces which only go into 16 to 20 stores, and the Couture collection, which has only about 400 of each style made up.

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