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Mainstream Indicator, June 13 2015

Find out what’s selling in the world of mainstream fashion.


Elizabeth Darby, owner of Elizabeth Darby in Fakenham, Norfolk

“Our bestselling products are definitely cropped trousers from Brax (£85 to £95), dresses from Michaela Louisa (£100 to £160) and T-shirts from Bianca (from £30). We’re looking for sales to pick up now after a slow last couple of weeks due to it being half-term. It’s always a slower time for us because I’ve found that the majority of our female customers are less likely to shop for themselves when they’re with their children.”

June Archer, owner of The Dressing Room in Torquay, Devon

“Pull-on trousers by Robell (£39) are our bestselling item in-store, alongside cotton dresses from Pomodoro (£55) and knitted dresses with boleros (£235) from Frank Lyman. We’ve found our customers want to buy items that they can wear again, so for that reason we’ve dropped some of our more expensive occasionwear brands like Condici and Ispirato for spring 14.”

Tiffany Ross, buying manager of Cavells in Oakham, Rutland

“Oversized sweaters, cardigans and tunics, as well as neater peplum jumpers from Cocoa Cashmere (£178 to £194) are selling really well, alongside layering sweaters from 360 Sweater (£155 to £230). For spring 15 we introduced shirts from Custommade (£125 to £149), which have been well received. Jeans by DL1961 (£167 to £179) have also been performing particularly well. We find our website helps us to attract a wider customer base and shows a good representation of clothing available in store.”

Delia Metcalfe, owner of Delia Metcalfe in Congleton, Cheshire

“This season, tops and trousers selling best, especially from Gerry Weber (£45 to £160), Betty Barclay (£20 to £345) and Robell (£39.95 to £85). We think there is currently a feel-good factor due to stability in the economy, which has definitely helped to boost our sales figures.”

Jenny Mapp, owner of Dressini in Market Bosworth, Warwickshire

“We’ve seen positive growth in dress sales, particularly from Marc Cain (£200 to £400), as well as jackets from Basler (£200 to £350) and tops from Frank Lyman (£100 to £200). The recent national coverage of the discovery and burial of Richard III’s remains in the area has done wonders for local businesses, both in terms of footfall and sales, because it has attracted more tourists to the area.”

Teresa Ellingworth, owner of Betty Ann in Hinckley, Leicestershire

“Patterned trousers from Michèle (£100) have been selling amazingly well, as have cropped trousers by Pomodoro (£59) and coloured jeans from Olsen (£85). It will be interesting to see whether business will boom once the new local shopping complex The Crescent opens in early 2016.”

Sarah Millet, owner of N Shelley in Billericay, Essex

“Tops and tunics have been selling particularly well this season, especially from Betty Barclay (from £45) and Marc Cain (£95). Joseph Ribkoff dresses (from £210) always sell well too.”


Dave Bulgin, owner of Astaires in Taunton, Somerset

Maddox Street London is a brand we introduced for spring 15 and its semi-formal jackets (£200) are selling well for us. Trousers by Magee (£70) are also in demand, along with casual shirts by Eterna (£50). We’ve noticed that footfall has been lower recently due to roadworks in the area causing congestion on the roads and limiting parking spaces.”

Dawn Carrington, menswear manager at Javelin in Bury St Edmunds, Suffolk

Diesel jeans (£100 to £130) are always a bestseller for us. Armani T-shirts (£40 to £50) have also been proving popular, along with polo shirts from Ted Baker (£55). Recent public events in the local area, like the Whitsun Fair over the bank holiday, always help to drive footfall in-store, and the nice, warm weather over that weekend was a bonus.”

John Robbens, owner of Mewes in Sunningdale, Berkshire

“Due to the recent warm weather we’ve seen an increase in demand for short-sleeved shirts from Gant (£80), Paul & Shark (£95) and, in particular, patterned shirts from Eton (around £100).”

Jonathan Williams, owner of Montague Jeffery in Northampton

“Shirts from Olymp (£45 to £55) and trousers by Meyer (£89 to £99) have been selling well for us, along with jackets, overcoats and suits from Scotts (£149 to £199). Gurteen semi-fitted jackets (£249 to £299) are the right fit and cut for our 30-plus customers, who are quality- and not brand-driven. Magee blazers (£249 to £269) and formal trousers (£90 to £100) are also strong sellers. Our non-transactional website brings us lots of footfall and the weekly newsletter we send out is popular with our loyal customers.”

Martin Jones, director of Vaughan Davies in Mold, Flintshire

Seidensticker shirts (£50 to £65) have been selling well for us this spring 15 season, as have jeans from Gant (£90 to £110) and trousers by Meyer (£75 to £110). We like to introduce new brands twice a year. For spring 15 we have added Irish brand Vedoneire. We hope the lower price point of this small selection of shirts (£30 to £40) and a cotton V-neck (£49.95) will appeal to a wider audience.”

Charles Hobson, owner of Charles Hobson in Easingwold, North Yorkshire

“We’ve found that Meyer trousers (£85) have been selling particularly well, as have suits by Magee (from £350) and shirts by Gant (£85). Our website brings in a lot of footfall for us, as well as advertising in regional newspapers.”

Mark Clifton, owner of Clive Menswear in Aberystwyth, Ceredigion

“By far our bestselling item has been an electric blue suit from Remus Uomo (£265 to £340). Short-sleeved shirts by Gabicci (£35 to £45) have also been selling well for us, as have sports jackets by Atelier Torino (£189 to £199). Coming into summer, we’re expecting to see our sales rise with an influx of visitors to our seaside town, as long as the weather is good.”

Andrew Masi, owner of Waterers in St Albans, Hertfordshire

“Sports jackets from Carl Gross (£270) have been selling well recently, as have Gardeur jeans (£110) and shirts by Eterna (£60). We prefer to give our customers a one-to-one service, so our website is not transactional and instead drives footfall to our store.”


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