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Independents' bestsellers: contemporary fashion

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



adini tunic

adini tunic



June Swift, manager of Adlib in Penrith

We have three really strong sellers at the moment: Adini (from £42), White Stuff (from £30) and The Masai Clothing Company (from £65) are definitely our most popular brands. Customers have come in asking specifically for tunics from Adini (£44) – they’ve been a real standout bestseller. Trade is generally steady and we have a loyal, core customer base that comes into the store regularly. Over the last few months, Penrith has opened up more to the tourist trade and we have had an increase in footfall because many tourists would prefer to visit a local independent over a high street chain.


Pamela Price, owner of Jessica in Fordingbridge, Hampshire

tina taylor aw

tina taylor aw

Tina Taylor

We find our bestsellers are consistently popular all year round. Tina Taylor (from £100) generally does well, especially as it features a lot of separates, which can be bought together. Orientique (£45-£80) also sells well, as many of the clothes are pure cotton, which is perfect for the hot summer months. By far the bestselling brand, however, is Lebek (£39-£219), of which we now have a huge range – it is definitely a favourite among customers. The start to the summer season was very poor because of the bad weather, although as the temperature picked up, so did sales. 


porcelain rose tee

porcelain rose tee

Ted Baker


Roberta Jacklin, owner and buyer at Agatha in Lincoln 

Transitional pieces that can be dressed up or down for casual or formal events, such as the circle print dress (£135) and Epsom Coat (£465) from PS by Paul Smith, are always our bestsellers. Ted Baker is another bestseller for us. Items in the porcelain rose print, such as the T-shirt (£59) have done extremely well. Independent British brand A Postcard from Brighton (£30-£75) has been great for us as we often have people coming into the store asking for British-made goods. We have an extremely loyal customer base and, after knowing many of them for so long, we often buy garments that we know specific customers will like and hold them in the back until they visit the store – it’s a little like an informal personal shopping service. Lincoln as a town has seen a lot of investment and, as a result, we’ve seen an increase in footfall.

Marie Thompson, sales adviser at Indigo in Chichester 

Dresses from iBlues and James Lakeland (both start at £175) have been our top sellers. 360Cashmere (from £170) is also a consistent seller all year round. We always visit Scoop and Pure when we’re on the hunt for new brands, although we’re not looking for anything new at present. In fact, we will be dropping Maliparmi and Leon & Harper – you now have to visit Italy to view Maliparmi’s collections, which isn’t cost effective, and Leon & Harper dictates the number of garments you have to buy at a time, which doesn’t work for a store as small as ours.



meyer cotton trousers

meyer cotton trousers



Richard Town, owner of Raymond Town Menswear in Saltaire, West Yorkshire

Meyer Chicago cotton trousers (£95) and Camel Active’s Madison five-pocket stretch jeans (£99) are our bestselling trousers. Button-down cotton shirts (£69) from Claudio Campione have also been very popular. There’s a good level of consumer confidence in our area, although the hit-and-miss weather has had an impact on sales. We’re introducing three-piece suit brand Herbie Frogg (from £299) into the store later this year.

the berkeley sb

Aquascutum Berkley


Tiffany Ross, head buyer at Cavells in Oakham, Rutland

Our staple bestsellers are polo shirts from Polo Ralph Lauren (£85-£95) and Hartford (£65). The Hartford knitwear range (£95-£110) also does well. We recently added Aquascutum to the store and customers are loving its Berkley raincoat (£475). Footwear from Paul Smith is another recent addition and its Indie sneakers (£129) are doing well, as is the Larson range from GH Bass. Our loyal customers aren’t interested in the Sale product – they’re looking for the new season collections. We’ve already had some customers coming in buying for their autumn 16 wardrobes.




gant short sleeved polo shirt

gant short sleeved polo shirt


Oliver Trevail, partner at Trevails in Truro, Cornwall

Polo tops and short-sleeved shirts from Gant (£70), Lacoste (£75) and Tommy Hilfiger (£75) are our bestsellers at the moment. We’ve recently bought leather and canvas bags from Filson (from £235) and can’t wait to get them into the store. There is a big Primark opening in our local area, which should help shoppers stay local rather than going into bigger towns such as Plymouth or Exeter.


Andrew Chapman, owner of Alpha Clothing in Taunton, Somerset

Our consumers tend to be locals. They love Ralph Lauren Oxford shirts (£85), Hackett polo shirts (£75) and jeans from Gant (£95). Somerset County Cricket Club is just up the road so we get an increase in footfall when there’s a match on; likewise, when Taunton Flower Show is on, the town can be bustling. We don’t sell online yet, although we do have social media channels like Facebook, which help generate interest in new products.



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