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Darren Oliver

Darren Oliver owner of young fashion indie Clues Menswear in Northampton

How is trade at the moment and what is selling well?
Trade is not too bad, it’s about the same as it was last year. Our best-selling styles are polo shirts and the brands that are selling best are Fred Perry, Original Penguin, and Diesel.

How are formal styles performing compared with casual styles?
Formalwear has been selling better than casualwear.

How has the autumn season started for you?
It has started pretty much the same as last year. This is better than expected as we had anticipated a much quieter season because of all the doom and gloom due to the economic crisis. But we don’t feel affected by it all.

What are your Christmas trading expectations?
From what we’ve seen so far, we are anticipating the same figures as last year. We won’t be running any promotions before Christmas but we will open late.

Are your customers leaning towards more expensive or more value purchases at the moment?
Our customers are leaning towards the more expensive items in store because they want the best pieces in the shop.

What plans do you have for the business next year?
To run a tight ship and not get left with too much Sale stock.

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