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Short Supply

Ian Wright

Once upon a time the fashion industry ebbed and flowed with nature’s falling of the leaves and blooming of buds as the forward-order model reigned supreme.

But today the buying rhythm, particularly in the womenswear and young fashion sectors, peaks and troughs far less, as a combination of in-season buying and short-order brands gives indies and multiples alike flexibility and the ability to react to strong sales or flash trends. Brands are more responsive, lead times are getting ever shorter and what was already a fast-paced industry just went into overdrive.

In this, our comprehensive short-order feature, we’ve scoured the market to bring you the best trend-led pieces to stock now and for high summer, plus the brands really making waves in this high-speed and competitive market. Also, be sure to look out for our feature coming up in a few weeks on the ‘seasonless industry’ phenomenon, but in the meantime don’t get caught short – read up on the key brands and pieces now…

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