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Premium Indicator, July 11

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


Deborah Garnett, manager of The Dressing Room in Harrogate, North Yorkshire

“Joseph trousers have been one of the bestselling pieces from our Sale, which started on June 20 (£129, reduced from £189). Beachwear by Juliet Dunn (£159, reduced from £239) and dresses from 120% Lino (£100, reduced from £150) have also been selling very well. Our customers started buying our spring 15 stock as early as January and February, so they’re awaiting the arrival of our autumn 15 stock, although we don’t have any new brands planned.”

Angie Hsieh, ecommerce manager of Bernard Boutique in Esher, Surrey

“This spring 15 we introduced Self Portrait dresses (£250-£320) and skirts (£200), which have been very popular. Moncler jackets (£1,000) have also been selling well, as have dresses by Mary Katrantzou (£800-£900), which are appealing for the wedding season. We started our up to 50% off Sale early this year on June 21 as we have to keep up with online competition such as Asos, which is selling more premium brands.”

Barbara Dunaj, owner of Baska in Cambridge

“Dresses by MaxMara Studio (£180) are selling well for us, as are casual wear tops from Marella (around £150). We started our Sale of spring 15 stock earlier this year at the end of June due to the cooler weather. We would usually start discounting in July.”

Caroline Lait, owner of Boutique 3 in Cirencester, Gloucestershire

“Boho pieces from My Sunday Morning are very popular (£230), as are Paul Smith Black formal dresses (£400). The ‘slim ankle pant’ from Eileen Fisher (£150) in black and navy has been flying off the shelves. Recently a competitor of ours went into administration, which means that some of their customers have been coming into our shop instead.”

Helen Oliver, buyer at Psyche in Middlesbrough

“Dresses from Ted Baker have been popular (£90), as have T-shirts by EA7 (£40) and Polo Ralph Lauren shirts (£90). In May, we saw our general sales rise as Middlesbrough FC got through to the football Championship play-off finals, which lifted the spirit in the area and people were keen to shop.”

Pascale Hilton, buyer at Anna in Primrose Hill, Northwest London

“Cashmere knitwear from 360 Sweater (£200-£300) has been flying off our shelves. Diane von Furstenberg dresses consistently sell well for us (£250-£500), while customers have also been buying into tops from Velvet by Graham & Spencer (£50-£160). In June, we sent out emails to our customers with a discount code for a secret Sale of our spring clothing that lasted a week.”

Carol Grant, owner of Carol Grant in Shrewsbury, Shropshire

“Trousers and knitwear are performing well, especially from Annette Gortz (£300). Marc Cain dresses always sell well (£200) and our customers are loving the gauzy tops by Sarah Pacini (£180) to get that layered look.”

Lorraine Foot, manager of Jessimara on Finchley Road, Northwest London

“Eileen Fisher fitted trousers sell well for our slightly older clients (£150-£350), while Velvet by Graham & Spencer basic T-shirts (£58-£95) are generally popular. In dressier clothing, Splendid patterned tops have worked well for us (£70-£100). Unfortunately, even though trade has not been bad, we have had to go on Sale very early this year at the start of June to keep up with competitors in the local area.”


Carl Bradley, owner of Bradley Knipe in Doncaster, South Yorkshire

“Polo shirts have been selling really well across all our brands this spring 15. Paul & Shark polo shirts (£110) are especially popular, while T-shirts from Boss Green (£45-£75) and Stone Island jackets (from £300) have also become bestsellers. Despite not stocking any new brands this season, our current labels remain consistent and our trading is up on last year by 5-6%, as the local economy is improving in general.”

Sean Machin, manager of Christopher Scotney in Leicester

“Holland Esquire jackets (from £400) are performing very well. We’re also selling lots of luxury denim from Jacob Cohen (jeans £259-£499) and in casual clothing Armani polo shirts (from £75) are proving popular. The recent hot weather is helping with trade and lots of people have started coming in to buy clothes for their holidays.”

Matt Horstead, owner of Dartagnan in Chichester, West Sussex

“Vivienne Westwood shirts (£135-£220) are in demand, as are Dsquared jeans (£240-£335) and Stone Island T-shirts (£80-£110). The long cold spring had a negative impact on early spring sales and trading was very flat through Easter, but things have picked up after the general election. Our store is situated in a very Conservative area, so the result put customers’ minds at rest and they started spending.”

Joseph Ball, owner of Davids of Haslemere in Haslemere, Surrey

“We introduced Fynch-Hatton for autumn 14 and the brand has proved successful with our customers. The shirts (£69-£79) are selling particularly well, as are Gant linen trousers (£89-£129) and Tommy Hilfiger denim (£85-£90). This season we’ve been affected by road closures and the new underpass at Hindhead, a 10-minute drive away, which diverts traffic away from our store.”

Craig Sperzine, manager at D Copperfield in St Albans, Hertfordshire

“Our bestselling garments this spring 15 have been sweatshirts from Stone Island (£140), Ralph Lauren polo shirts (from £70) and Edwin jeans (£140). To help encourage sales we sometimes organise all-day Saturday events where we offer small gifts, such as socks or moisturisers, for customers who make a purchase.”


Lewis Yates, owner of Lewis Yates in Billericay, Essex

“We’ve found Eton shirts (£135) are selling well. Polo shirts from Victorinox (£70) are also in high demand, as is knitwear from Hackett London (from £125). The general market appears to be getting better, with customers feeling less cautious since the general election and there seems to be a growing confidence among retailers.”

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