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Fi Lovett

Owner of three-store contemporary womenswear indie Fifi Wilson in London

How is trade at the moment?

It’s going well. We’re out of all our Sale stock. We set up a website last year and the sales are amazing.

How is consumer confidence at the moment?

People are still cautious. Customers who would never query are now checking price tags. I think there’s a reticence towards spending.

What will you be looking for in your autumn 10 buying?

We’ll be looking for new labels. We have so many regular customers who are always looking for new brands, but good, exclusive brands can be hard to find. Agents should be more careful about overexposure because it doesn’t offer the customer a good service.

Which brands are selling well at the moment?

Goat is doing very well, and Sonia by Sonia Rykiel. Her stuff is very consistent and always sells. Sula is also selling well. Our new brands are selling whereas older brands are slowing down. People are bored of the bland and too many stores are playing it safe.

Brands include Manoush, Odd Molly, See by Chloé, ToyWatch


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