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Nick Reaver

Drapers probe leading Independents to get their View from the Shop Floor


Nick Reaver Owner of contemporary menswear indie Resonate in Harborne, Birmingham
Brands include Canterbury of New Zealand, John Smedley, Nicole Farhi, Without Prejudice

How is trade?

Business has been good since we opened seven weeks ago. With the Sales coming a lot of people are waiting, not spending, but we’re holding out until July 1 for our Sale. We’re doing a Father’s Day promotion with a local school, which will bring new customers.

What categories are selling well?

More chinos and less denim. Our clients want clean and preppy without much branding. Casual tops and boat shoes are doing well.

Why would a customer pick you over a department store?

Personal service - we offer people beer or wine and do free alterations. More than half of our customers take advantage of this.

What sets you apart from other shops?

Men had to go into Birmingham city centre to get a suit. Many work there, but don’t want to buy a suit in their lunch hour or go back at the weekend. Now they can come somewhere local and relaxed.

Are there any trends you missed?

Espadrilles, which have been big. I’m also surprised at how slow the jeans market is.


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