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Fi Lovett

owner of three-store contemporary womenswear and kidswear indie Fifi Wilson in London
Brands include By Malene Birger, Just In Case, Local, M Missoni, Marc by Marc Jacobs, Odd Molly

How are you finding trade this season?

Business is going really well, with trade up on last year. The recession had a huge effect on consumer habits. Although the Government change is recent, we seem to have turned a corner into a much more positive time in terms of consumer confidence.

What’s selling well for you?

Goat is selling, as is M Missoni and Sonia by Sonia Rykiel - which always does well for us. In terms of style, our customers want much more structured pieces. They’re avoiding fussy detail. The androgynous look is also selling.

How is the womenswear sector performing overall?

The collections this season are strong, with more creativity than ever. Customers want substance so each piece needs to be able to be worn day in, day out. The autumn 10 collections are just as strong - sharp, clean and simple.

Are you looking to expand further?

We are looking to expand later in the year, but haven’t finalised any sites yet.

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