Louise Smart, Brand sales manager at scarf label Fraas and Jane Lewis, Creative director at womenswear brand Goat.
Louise Smart, Brand sales manager at scarf label Fraas
Our autumn 12 collection is the first where [scarf brand] Fraas has collaborated with London design consultancy Goose Designs. It’s our most commercial collection yet, with some outstanding new styles and stunning prints that you’ll want to hang on your wall as well as wear.
We have three key trends for autumn 12: Mineral Explosion, Decadent Traveller and Woodland Guardian. Mineral Explosion is our first delivery drop of the season, combining lightweight wools with fireworks of crystalline colours, while Decadent Traveller takes inspiration from the Middle East, with oversized silk squares, super-soft wool printed wraps and embellished diamond-shape scarves. Woodland Guardian comprises capes and ponchos.
Buyers have noticed a real advancement in the collection and they love our new three key trend theme structure. Woodland Guardian has been the trend that buyers have been initially drawn to and the price points are still competitive, with wholesale prices from £14.95 to £27.
Jane Lewis, Creative director at womenswear brand Goat
Autumn 12 is our best collection yet with more of our signature shift and fitted dresses and a very broad colour palette. Our knitwear offer has grown and we’ve introduced the intarsia group.
Knitwear has bright, poppy colours as well as the more muted colours people have come to expect from us.
Dresses continue to be important and we’ve introduced a new silhouette: a belted style with a full skirt. So far the reaction has been outstanding. Buyers sold autumn 11 really well and have bought in more depth into dress and knit styles.
Our prices have not changed from autumn 11 to autumn 12 as we’re aware that retailers have to work really hard to maintain their businesses at the moment and we want to make it as easy for them as we can. We suggest a mark-up of 2.8 from wholesale to retail price.
At Pure London we hope to see all our regular customers and hopefully meet some new buyers from parts of the UK where we don’t have stockists, and possibly from overseas.