Women’s young fashion brand Fullcircle is targeting a 25% boost in stockist numbers within two years as it launches short-order ranges for the first time in spring 12.
The brand will continue to produce two forward-order collections a year in spring and autumn but will now offer four in-season flash collections a year to cater to demand for fast fashion.
Creative director Hina Rahman said the current climate was leading to stockists holding back budget for in-season purchases. Consumers were also looking for up-to-date trends. “[Stockists] are saying they want newness and that is what their customers want,” she added.
Fullcircle will reduce its forward-order collections to 80 to 100 pieces from between 120 and 150 in order to accommodate the smaller in-season ranges; these will each consist of 20 key styles, with wholesale prices from £20 to £45.
The first flash collection will feature dresses, blouses and skirts in bright colours and prints. The spring range will be shown and sold to stockists in February and delivered in March, with a second collection sold in March and delivered in April. The autumn collections will be sold in August and September and delivered in September and October.
Rahman hoped that being able to deliver garments in one month would entice new stockists, as well as enhancing orders from its 100 or so current ones across the UK and Republic of Ireland.