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Cristina customers become buyers

Contemporary womenswear indie Cristina is planning an open evening to allow customers to influence its spring 11 buying.

The event will be held in September at the store in Weybridge, Surrey. Customers will be invited to be a buyer for the day by giving feedback on the spring 11 collections being considered by owner Melanie Trevett.

It follows the success of a similar evening event held in March ahead of the autumn 10 buying season, when Trevett showed customers photos of collections and asked them to pick their favourite pieces.

As a result, Trevett bought more heavily into brands such as Supertrash, which customers felt had a unique handwriting, and less into those that customers deemed to be too similar to less expensive high street ranges.

“For the September event I’m asking the brands to get more involved and bring down samples,” said Trevett. “The feedback I received last time was so detailed that I cut half the provisional orders and rethought the strategy. Customers loved it because they felt that their opinions were valued.”

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