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Kelly Turner-Mitchell

Co-owner of women’s young fashion indie 25 Ten in Rochdale

Brands include Charas, Forever Unique, Love, Motel, Rare, Ruby Rocks

How is trade at the moment?

It’s been very inconsistent, with figures changing from week to week. I think it’s coming to a level now. Women always want to buy new clothes but our sales of impulse buy items have definitely decreased.

How have you adapted to stay competitive?

We’ve had to introduce younger brands with a lower price point for spring 10, such as Motel and Ruby Rocks, so we now offer dresses around the £50 mark rather than £100-plus.

Are you feeling confident about the coming months?

I’m a lot more positive than I was this time last year. Summer’s still going to be a delicate time but I’m excited to see how our new brands do. We’re being a lot tighter on buying.

What trends are selling well for spring 10?

Stripes are still massive and will continue to be. Various sizes and styles of nautical stripes seem to be carrying through the seasons. I think floaty, feminine dresses in nude tones will be a strong summer trend but ruffles and stripes are to the fore now.

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