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Who’s Next Q&A: On the Stand with..

Sita Jairath, UK & Export sales manager of British womenswear label Forever Unique.

How has Who’s Next been for you this season?

To be honest it has been quiet this season. It was the same this time last year, since they moved the show from September to July there doesn’t seem to be the same amount of buyers visiting, especially when you compare it to the autumn shows. January was phenomenal for us but I think the spring offering is too early in the season.

Do you go to any other shows?

We also show at Pure and Premium, which was particularly busy for us this season.

How does Who’s Next compare with other tradeshows?

It’s definitely up there with the rest. When the right buyers are here it’s a great order writing show.

What’s new for spring 14?

Our collection this season has 280 pieces over the three ranges- Forever unique, Forever Unique ready to wear and Selfish. We see ourselves as being a one stop shop for buyers and we’ve concentrated on creating a full wardrobe experience. For spring 14 we have really worked to get a good cross section of styles from glam premium gowns to the more toned down every day wear. We want to create more fluidity and amalgamation across the ranges so you can easily team up dresses with jackets and mix and match separates.

What are your wholesale prices and have they changed since last season?

We wholesale from £60 to around £300 for our heavily embellished pieces. The brand is viewed as being quite young but our customer for formal wear has changed. It’s professionals in their late twenties and thirties who can afford to splash out and spend £400 on a special statement piece and I think buyers are beginning to recognise that.

Would you say there is a strong international vibe this season or have you met a lot of British buyers?

We have seen a big hike in Middle Eastern buyers this season. Forever Unique signed with a distribution agent over there six months ago and they have drummed up a lot of interest for us. What’s great is price isn’t an issue with Middle Eastern buyers; they are more interested in the quality of the dresses and the design. We’ve had a few British buyers and a lot of Europeans- Greeks, Spanish and Italian in particular.

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