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Berlin Q&A: On the stand with...

Thomas Herter

Thomas Herter, area sales manager for womenswear brand Marc Cain.

What’s new for spring 14?

We wanted to offer our retailers new concepts and values, and we are showing a selection of different groups within the collection. For the first time we are offering a separate ‘outdoor’ collection with a range of outerwear, and we have also separated denim and knitwear into their own collections to really focus on a range of key products, giving us several points of sale. We also have a new, limited collection for which we created jumpers and T-shirts out of unique designs from bloggers. We’ve also created a separates collection away from the main fashion offering with basic skirts and shirts available in different colours.

What do buyers need to know about your spring 14 range?

This one collection has 800 pieces and as we are selling into a range of countries including Russia, China and Australia, we need to have a varied selection. In response to customer feedback we have increased the range of colour options for key items like outerwear.

Where do you produce the garments?

We have all our production in Germany. We have 800 people doing printing, designing and finishing, which means we have total control of product. The consumer is getting more sensitive season after season, especially after what happened in Bangladesh.

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