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Young Fashion Indicator, January 24 2015

What’s selling now in the world of young fashion?

Womenswear

Jeremy Clayton Director of Javelin in Bury St Edmunds, Suffolk

“In December we were 10% up on the year before, success which carried on into January. Denim by Armani Jeans (£90 to £150 full price) and Barbour jackets (£199 to £499 full price) are big sellers, as is Ted Baker (£60 to £300 on Sale). Our Sale began on December 27 and will run until January 26. We’re now selling half Sale stock and half new collections.”

Sarah Sewell Owner of Energy in Stamford, Lincolnshire

“We had a very good December, but now trading is quieter. People are starting to exercise and buy more sportswear. Adidas Originals x Farm leggings (£30) are popular, as are Maison Scotch silk and jersey T-shirts (£52) and Pepe Jeans London Joey jeans (£95). We’re in Sale till the end of January, but we’ve brought in new season stock.”

Shezz Ibrahim Manager of Inocencia in Shrewsbury

“Before Christmas we were up 300%, because we bought a product selection that we know sells really strongly, like Lee Scarlett skinny jeans (£80 to £85). Being an independent retailer, you also need a website. All our summer products will be on the website from the end of January because people go on holidays and mainland Europe gets warm earlier.”

Audrey Cleeve Owner of Stepping Out in Midhurst, West Sussex

“Our bestsellers are Superdry knitwear (£45) and Garcia tops (£35). Trading is pretty much the same as it was last year, although roadworks in the area have slowed down footfall in store. We don’t have a website as we find the online returns policy is very complicated.”

Michael Pugh Owner of Aurain Ipswich

“Trading is better than last year, but still not as good as it was pre-recession. Money is tight, so people think more before buying. We’ve struggled to sell autumn 14 stock because of the mild weather and roadworks have also affected footfall. Diesel (£100 to £170) is one of our bestsellers. I think 2015 might be the right time to set up a website.”

Wendy Smith Manager of Pebble in Mumbles, Swansea

“Henri Lloyd technical jackets are selling strongly (£93 on Sale), as are French Connection black dresses (discounted to £120 from £175). We’ve been in Sale since December 28 and the discounts will end in the last weeks of January with a final 50% reduction on all winter stock.”

Alison Riley Owner of Alive in Leek, Staffordshire

“We always start our Sale a bit later because we do very well during Christmas. This year we began on January 10 and will continue to discount until the end of the month. Only knitwear (£20 to £40), French Connection dresses (£100 to £180) and Ichi leggings and sweatshirts (£15 to £50) are big sellers.”

Menswear

Sukhy Rai Owner of Monty Smith in Cheltenham

“Our Sale is still on. Although we started reducing some items a week before Christmas, our discounts officially started on Boxing Day. Ted Baker shirts have been doing excellently in the Sale, reduced from £89 to £69. Full-price Monkee Genes chinos have been in demand (£65), as have new spring 15 Replay jeans (£95), which have just landed in store.”

Andy Knight Owner of The Forum in Swindon

“What a difference two weeks can make. Trade has been good but very far from what it was in December. Nike Air Max trainers (£105) have been selling well, as have Known T-shirts (£30) and Stussy hoodies (£70). We are getting in new brands Champion and Reebok in a few weeks’ time so we hope they sell well.”

Jonny Santos Manager of Intro in Manchester

“Black Friday put a dampener on our December sales, but Antony Morato fur-collar coats (£200) sold out before Christmas, which was positive. Good For Nothing tracksuits (£100) have been selling well into January. Delusion leather jackets have been popular in our Sale, which started the week before Christmas, down from £450 to £360.”

Darren Spencer Owner of Jazz Clothing in Grimsby

“Our full-price items have been selling the best, despite having our Sale on, which started on December 27. Fred Perry T-shirts (£25), Nicholas Deakins outerwear (£65 to £99) and the Farah Oxford shirt (£55) are our bestsellers. We find competing with our local department stores difficult, particularly House of Fraser. When they do 20%-off weekends we have to offer similar discounts or we lose customers.”

Stuart Gordon Owner of Apache in Horsham, West Sussex

“Our bestselling items have been Fred Perry polo shirts (£40 to £65), Diesel jeans (£70 to £110) and Lyle & Scott knitwear (£60). The year ahead looks tough, but I think after the election there will be more money around and the nervousness will have gone. Petrol prices are also coming down, which should help attract customers.”

Garth Coverdale Director of Pilot Menswear in Leicester

“Replay jeans (£125) and Nike Air Huarache trainers (£85) have sold well this week. We just received the new Barbour x White Mountaineering collaboration of clothing and accessories (jackets £400), which will hopefully sell well. We are continuing to sell online, which we have been doing for seven years. Ecommerce represents 23% of our business.”

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