Industry insider’s share their thoughts.
When buying from short-order brands you have to sort the wheat from the chaff. This is down to inspirational designers realising that short order is a key factor in the buying programme. Native Youth, Bellfield (pictured), Closet and Naomi Tsukishima are brands that have nailed the ‘quality versus timeframe’ issue.
There are more brands available now, and the prices and trends are competitive with the high street. We spend around 30% of our budget on short order, so it has to fit in with the higher-end product and not stand out because of poor quality. Our best brands are So Couture and A Postcard From Brighton (pictured).
In the past 10 years we’ve seen short-order brands becoming as important as forward order. I buy several short-order brands such as Urban Code (pictured) that sit perfectly with my established forward-order labels in terms of quality and style.
Short-order brands have raised the bar in recent seasons. Large forward-order budgets are a worrying risk, and companies like Glamorous (pictured) are responding to this by offering on-trend pieces with good prints and design, letting me react to trading patterns immediately.