Industry insider’s share their thoughts.
We look to put together a fluid, commercial collection while maintaining the Harvey Nichols edit. Understanding our customers’ needs is paramount. We have the luxury of being able to push fashion boundaries with brands such as Lee Roach (spring 14, pictured).
We are loyal to our existing brands like Gant (spring 13, pictured) and Tommy Hilfiger. However, we also look for new brands that fit our demographic. Our spring 14 buying will be very cautious, we won’t be overbuying - value for money, exclusivity and buying at realistic prices is key.
We look for quality above everything. Our clients are incredibly savvy and discernible and will always invest more in high-value, luxury items from brands such as Tom Ford (spring 13, pictured). They are increasingly asking what materials garments are made from along with its country of manufacture.
One of the key objectives at Asos is to be first for fashion and so this is prioritised when building the range. I balance out the fashion styles with some more commercial lines to ensure we have a comprehensive offer for 20-something guys. I always keep an eye on the rest of the high street to ensure our prices are competitive.