The mainstream womenswear brand has proved its value with tempting price points and a range of impressive styles for any occasion, making it a precious catch for indies.
Occasionwear brand Gold has consistently flirted with the top 10 on Drapers’ mainstream womenswear Indicator survey. But while last year it dipped in and out of the list, this year it has been a consistent high scorer, coming in 10th, eighth, sixth, fifth and even second.
Why? According to stockists, it’s down to the spot-on price points for its well cut range of occasionwear and smart daywear for the 45-plus market.
Created by 30-year-old Irish company Michael H, Gold is from the same stable as Personal Choice, Augusta Weekend and Rouge. Margaret Murphy, the brand’s UK and European sales manager, says: “We are always looking at expanding the market but are very particular about the brand’s adjacencies in stores. We see it sitting alongside brands like Gerry Weber and Basler.”
One new stockist is Gene Cotterill, manager of Extra Special in Nantwich, Cheshire. She says: “We’ve had our eye on Gold for a while but couldn’t stock it as a nearby store had it. But when that store shut down we jumped at the chance and have had it for about eight months now. It’s a good price and good quality. We sell a lot of mother-of-the-bride outfits and it fits in very well with that and has proven to be as popular as we thought it would be.”
Murphy adds: “We’re very happy with our growth in the UK. Bigger buyers who buy a lot of the stories and present it well in their stores have had sell-throughs of between 80% and 90%.”
She says Michael H has been monitoring the market and tailoring its collections accordingly. For spring 10, Gold continues to focus on luxurious styles that straddle occasion, business and everyday wear, but detailing and exotic-patterned fabrics provide a bolder feel. Strong influences come from Japanese origami effects and tribal beading.
There are six stories in the collection, traversing classic and more whimsical looks. Key pieces include a 1950s Jackie O-inspired nautical jacket with oversized navy and white button detailing and a grosgrain-effect jacket contrasted with grey and buttermilk polka-dot lining. In total, the range comprises 250 pieces including dresses, co-ordinating jackets and trousers in both occasionwear and daywear silhouettes. Sizes go from 10 to 20 and prices start at £22 for tops and rise to £79 for jackets.
But it’s not just the product that has retailers going for Gold. Susan Hayes, owner of Silks in Cheltenham, says: “The service is excellent. If we ever want specials, for example if we have sold out of something or need something in a special size for a customer, the company is very good at delivering it quickly.
- 510 Number of stockists in UK and Republic of Ireland
- 2.75 Mark-up on the collection
- 250 Number of pieces in the collection