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Heather Moore

Co-owner of two-store young fashion indie Wild Heart in Bridgnorth, Shropshire, and Kidderminster, Worcestershire

Brands include Firetrap, Guess, Religion, Superdry

How is trade at the moment?

Business is good. We didn’t suffer too badly in the recession and sales have been getting better for a while. I buy stock every week now and this helps keep on top of trends.

Which styles are selling well for you?

Tunics and denim jackets and shirts are selling well. Denim is bang on trend for spring 10 and that’s really boosting sales.

Which brands do you think will do best for you this season?

We’ve done well so far with Guess, because it’s had new designers and better price points. Its styling is a lot more fashionable than it had been.

Are you taking on any new brands for autumn 10?

Miss Sixty, because denim is coming back into style and the brand has always offered good fits and a strong selection of jeans.

How do you ensure customers keep coming back to your store?

We run personal shopping parties. We try to take down customers’ contact details so we can tell them what styles are coming into the store.

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