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On the floor with...

Deryane Tadd, Owner of womenswear indie The Dressing Room and Janine O’Keefe, Owner of womenswear indie O’Keefe.

Deryane Tadd, Owner of womenswear indie The Dressing Room

For me, Pure London is great for accessories, so accessories buying here is absolutely key for us. I usually come with a hit list of about 12 accessories brands, which I normally buy from, and I try and see them all here rather than having to make lots of different showroom appointments.

I also think the show is really good for networking and meeting lots of other buyers and getting the opportunity to chat to them. The content side of Pure, I think, has also really developed over the past few seasons and some of the seminars and sessions are a really useful guide for people on things like trends and ecommerce.

In terms of trends for autumn 12, texture is going to be a key trend, particularly different fabrics and textures on items. I also think colour and print will continue to be strong.

I’ve increased my buying budget for autumn 12, as we will be looking for 5% growth for the season. Our online business,, is also growing rapidly, so I’ve also increased my buying budget for online.

Janine O’Keefe, Owner of womenswear indie O’Keefe

I’ve done about half of my buying for autumn 12 so far. InWear and Part Two are looking fantastic and the price points are good – margin is key and [an average] mark-up of 2.7 is not enough.

We have such a short [full-price] selling season now, with so many promotions on the high street, that great brands are key. We’ve changed the whole look of our store for spring 12, and will change it more going forward too, by picking up more unusual brands. But price and commerciality are still key.

For autumn 12, colour is going to be huge, particularly burgundy, mustard (which I’ve never bought before), cinnamon and bottle green; I’ve hardly been buying black and grey. But we’ll be educating our customers on how to wear colour so it works for them. You can wear it on the bottom part of your body, so it’s not right next to a pale complexion, or as an accent.

Skinny chinos will be massive and jeans will be all about texture. In fact, there’ll be lots of texture next season – a bit of cable, a bit of lace, a bit of tweed.

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