Industry insider’s share their thoughts.
While big brands still account for the vast majority of our business there is undoubtedly a place for short-order fast fashion in today’s marketplace. Strong collections from brands such as The Cuckoos Nest allow us to bring in fresh stock and benefit from strong margins. We allocate 5% of our budget to short order.
40% of our womenswear budget is allocated to short order as it is more trend-driven than menswear, which tends to be brand-driven and is predominantly forward order. Short-order brand Closet has provided an injection of femininity ahead of the wedding season, while Little Mistress ensures our party dresses are on trend and affordable.
To be able to react to emerging trends, short-order mid-season buying is becoming more important. I allocate about 25% of my budget to short order. It’s a risky strategy but I feel it’s a risk worth taking with brands like Amazing Woman jeans and [Italian brand] Northland .
It depends what we find during the season. If we find a product or brand that is niche or a one-off, we will be prepared to buy it as we are always looking for a point of difference. Generally it tends to be accessories we buy in-season, such as watches, sunglasses and bags.