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On the floor with...

Pamela Shiffer, Owner of London womenswear indie Pamela Shiffer and Sara Eresen, Co-owner of London womenswear indie Harvest.

Pamela Shiffer, Owner of London womenswear indie Pamela Shiffer

I’m just going along to Pure London for a general overview. There are quite a few trends I’ve got in mind while I’m there.

Colour is one of the trends, as it has been very successful this winter.

Luxury is another; I’ll be looking for things with a fur trim and items that just feel really luxurious.

I’m changing my budget for autumn 12 and I’ve decided to keep quite a lot back for in-season buying and for trend-spotting.

I’ve also decided to have a bit  of a cull [of brands] this season. This will keep my customers  interested and certain brands just  aren’t performing as well as they have done in the past – perhaps we’ve reached our sell-by date  with them.

Our customers aren’t brand-loyal; an item just needs to have the right look and right price point. I’ve got my eyes peeled for in the region of eight to 10 new brands.

We are going to bring in a lower entry-level price point because we’ve got new, younger customers who can’t afford the same prices as their mums.

Sara Eresen, Co-owner of London womenswear  indie Harvest

I’m most looking forward to seeing Elisa Cavaletti at Pure London; it’s become one of our strongest brands, creating a loyal customer base in just a few seasons.

It’s also good to get a preview at the show of Isabel de Pedro – this  is our best-seller year on year,  averaging about 80% sell-through. 

We are happy with the balance of brands that we offer our customers at the moment, so we’re not really looking for new labels. And current trading has been fantastic. Our sales are up year on year and January has been a strong month compared with last year, which is positive for the year ahead, so we’re working to the same budget.

[Our budget is split] 60% forward order and 40% short order. We’ve increased the short order, in-season buying so we can react faster to current trends and adapt to the [economic] climate.

In terms of trends, faux fur, feathers and eveningwear will continue to be strong for autumn 12, with films like The Artist  inspiring the 1920s Hollywood glamour look. 

Read more from Drapers Daily, bringing you the news from Pure London

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