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Independents' bestsellers: casual fashion

Find out what’s selling now in the world of casual fashion


Donna Camera, Managing director at La Vida Boutique in Horsham, West Sussex

Onjenu jumpsuits (£100-£110) have been amazing for us. Oversized sweatshirts from A Postcard from Brighton (£60-£70) and Saint Tropez shimmer tops (£32) also sell very well. We recently introduced Saint Tropez back into the store – it’s doing well with both new and regular customers and I like the margins. As soon as the temperature dropped, the shop started getting busy. We’re in a fairly affluent town, but the council recently introduced a parking charge on Sundays, which has hit our Sunday trading.


3 florence stripe jersey tee £22.50, tilly trouser £55, snow catcher coat £89.95

White Stuff

White Stuff

Elaine Edwards, Ladies, footwear and accessories buyer at Barbours in Dumfries

Our top casualwear brand would be White Stuff, particularly its outwear (around £100). Knitwear from Joules and Superdry (both £49.99) does well, too. The weather is still a bit too mild for our winter collection, although we have started to sell some boots and winter pieces. Footfall and getting people through the door has been a bit of a challenge.

Sue Ramsay, Manager at Eden Rose Boutique in Chorleywood, Hertfordshire

Saint Tropez tops (£30), B Young dresses (£40) and Dranella tops and blouses (£30-£169) are our top three bestselling brands. Customers don’t want to buy winter clothing until it’s properly cold but overall, consumer confidence is not too bad.


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French Connection

French Connection

 Alison Riley, Owner of Alive in Leek, Stoke-on-Trent

Only has really good basic items and its tops (£25) sell well. Glamorous has been very good for “going out” dresses (£35-£45) and French Connection has also had some really good dresses (around £200). The shop seems busy, but I think customers are buying cheaper items. The weather is the main thing impacting our business. It really influences whether people are out and about shopping.




Napapijri 0617



Shezz Sivri, menswear manager at Inocencia in Shrewsbury

Polo shirts from Pretty Green (£45), denim from Edwin (£80) and rainforest jackets from Napapijri (£165) have definitely been our top sellers. We’re trying to hold off from putting all our winter stock out now, to prevent customers getting bored, so currently we’re selling a range of winter and lighter pieces. Winter sales have been good so far. We expected it to slow down, but it’s been better than last year and we haven’t seen a lull yet. Summer is never as good as the winter, because the items are lighter and cost less, so you have to sell more to get the same turnover.

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John McGee, managing director at Changes Menswear in Middlesbrough

Knitwear from Luke 1977 (£70-£100) has done well for us. In fact, knitwear sales in general have been strong. Long and short-sleeved shirts (£70-£100) from Gabicci always sell well, as do Guide London shirts (£50-£70). We haven’t seen any big increases or reductions in sales – it’s the same as always.


James Blackman, owner of UK Kolours in St Albans

Sales have started picking up thanks to the colder weather in the last couple of weeks and customers are starting to buy the bigger items, such as parkas and bomber jackets. Our top seller is Superdry and its Fuji bomber jacket (£80) has done really well. Sik Silk’s Peak bomber jackets (£75) have also sold well, along with Ellesse Lombardy padded jackets (£65). Both our autumn and summer sales were good and we have also introduced new brands into the store – we’ve just taken on Good For Nothing and Fila.

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Pretty Green

Pretty Green

Tracy Williams, manager at Encore in Liverpool

Edwin jeans (£65) have been really good for us, as have classic polo shirts (£45) and jackets (£95) from Pretty Green. We had a very positive summer and autumn sales have also got off to a strong start. Customers are definitely starting to buy more knits, denim and chinos. We aren’t bringing in any new clothing brands, but we have introduced a new line of Farah footwear, and its leather plimsolls (£65) have been particularly popular.






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