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Rock tops young fashion trend list for autumn 10

Young fashion indies are looking to take on new brands for autumn 10 and will buy into those that offer directional looks and those with the option of short order, to complement their existing big-hitting brands.

Indies operating in the streetwear market told Drapers they were backing the rock vintage look, with skinny jeans and heavy boots high up their shopping lists.

Jamie Codler, manager of women’s young fashion indie Smiths Fashion in Manchester, said: “We don’t normally buy into skinny jeans and edgy brands, but they’re appearing more in magazines and we’ve had girls asking for them, so we’ll trial the look for autumn 10.”

Menswear indie Arkadia in Peterborough also found sales of rock-inspired clothing rose in autumn 09, prompting the store to buy into the look again for next season.

However, dresses remain the bestsellers for most women’s young fashion indies, with buyers remaining committed to all styles for autumn 10, particularly body-con party dresses and tunic styles.

Nichola Whitehead, co-owner of women’s young fashion indie Demolition in Oldham, said: “I’d love to say we’ll see a denim revival, but for us dresses will be the main focus again. I’m surprised that the tunic and leggings look is still so strong.”

Other trends that young fashion indies plan to back for autumn 10 include the preppy US look and the 1980s-inspired football casual look seen at brands such as Fila.

Many young fashion indies are looking to smaller labels to provide newness for autumn 10, while keeping hold of established names to maintain loyalty.

Dan Pottle, owner of Colonel Mustard in Bristol, said he would seek out lesser-known labels in an attempt to increase margin. He added: “I need to keep the big-hitting brands but I’m going to up the niche labels I stock. When a new brand comes out I think it needs to give a minimum of three-times mark-up.”

Alfie Hope, owner of Jazz Clothing in Grimsby, said: “I’m cutting budget for autumn 10.

I know companies carry stock and if not I’ll take on brands that do and give the store a fresh look.”

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