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Elaine Johnson

Owner of mainstream womenswear indie Eclipse in Dulwich, London.

Brands include Missoni Renato Nucci, Gerard Darel, MaxMara, Cash Ca.

How is trade at the moment?

Not as good as I’d hoped, although August was fantastic. I brought my new collections in earlier. I’m sure the downturn is not to do with the economy or my product, but with the personal situations of my customers, who all seem to be going through life-changing experiences.

Which brands and categories are doing best?

Our M Missoni collection always does well. Our dresses are selling well, too.

What’s the biggest challenge you face over the coming year?

Keeping momentum and interest. I’ve created a personal shopper service and a mailing list for my regular customers. I try to make their shopping experience a personal one so they feel valued.

Will you introduce any new brands for spring 11?

Fenn Wright Manson. It’s is a lower price point label and will appeal to those wanting something a little more affordable. We’re also introducing an ethical label called Bailey and a hand-knitted collection by Eribé.

Would you like to feature in View from the shopfloor? Email katherine.rushton@emap.com

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