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John Studley

Drapers probes leading independents to get their View From the Shop Floor.

How is trade at the moment?

Very good actually, our figures are up on last year. We have most of this season’s stock in at the moment so the store is packed pull of amazing products.

Which brands are selling best?

Baracuta is popular – particularly the brand’s Harrington jacket. We have just taken on Lacoste, which is a brand we’ve always had our eye on because most of the staff wear it and it’s just flying off of the shelves now. Edwin jeans are doing well too. These are all quite classic brands with timeless pieces that will last people a long time.

Are you running any promotions to drive sales in these tough times?

We’re doing a few online giveaways at the moment, which are helping generate a database of people for our mailing list. We send out a newsletter every Friday letting people know about new stock, replenishments that sort of thing. We are also running a Fred Perry competition where we ask the customer a few brief market research questions and in return they are entered into a prize draw to win Fred Perry stuff. We’re going to try and run competitions like this every few months. We also have a mid-season Sale in store at the moment, which is boosting sales well.

Are you visiting any trade shows for spring 10?

I’ll be at the Tranoi and Capsule menswear shows in Paris because all our suppliers are at those two shows so we can get see everyone we need to and get it all done under one roof.

What will you be looking for in terms of product for spring 10?

We’ll be looking for more footwear. We have pretty much covered the casual side of it so we’ll be looking to develop a more classic range.

Are you introducing any new brands?

We’ll have Stone Island and CP Company this winter as online-only exclusives. We’ll be getting Massimo Osti’s heritage collection too.

How are online sales?

Online sales have seen a bigger increase than in store. I think this is partly because we’ve focussed a lot more on developing our mailing list recently so we’re driving traffic to the site. Also men definitely like the ease of shopping online in that they are able to search out a specific product rather than search through the rails.

  • John Studley manager of menswear indie Oi Polloi in Manchester
  • Brands include Acne, Dockers, Folk, Fred Perry,Lacoste, John Smedley, Wrangler

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