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Young Fashion Indicator, July 20 2015

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

Womenswear

Katie Marsh, buyer at Diffusion in Wolverhampton, West Midlands

“T-shirts (£50) and dresses (£60 to £70) from Religion have been selling very well this spring 15, as have Vie Ta Vie’s slinky bright holiday tops (£60). Trade is up 20% across the store as a whole on last year. We’ve been experiencing growth ever since we launched Michael Kors for autumn 12. While the clothing (£85 to £500) appeals to our older customers, the purses (from £80) and bags (£130 to £345) attract younger shoppers.”

Tracey Williams, buyer at Encore in Crosby, Liverpool

“The Plenty skinny jean by Dr Denim (£50 to £55) is one of our bestsellers, as well as Soaked in Luxury T-shirts (£49) and dresses from The Pretty Dress Company (£95 to £150). We went on Sale on July 9, which is a bit later than other stores in the local area as we were waiting for the weather to brighten up. We won’t be putting out our autumn stock until the Sale ends in late August.”

Sukhy Rai, partner at Monty Smith in Cheltenham, Gloucestershire

Lottie & Moll tops (£39.99) are selling well this spring 15, along with Hyperflex slim jeans by Replay (£145) and 1950s-inspired dresses by Emily and Fin (£69.99). Multiples like House of Fraser went on Sale in the first week of June, which put us under pressure to compete, but we waited to offer our 25% to 30% discounts until last week as the full-price summer stock was still selling well.”

Rhowen Yoki, owner of Fusion in Wadebridge, Cornwall

“Shorts (£10) and tops (£12) by Jacqueline de Yong are always popular as the price point is so reasonable. Bellfield printed T-shirts (£18) and denim shorts (£28), as well as lightweight knitwear (£18) and patterned trousers (£18) from Only have also been selling well. Trade is up 20% on last year, due to greater consumer confidence and the fact our younger customers seem to be earning more.”

Claire Southgate, buyer at Javelin in Bury St Edmunds, Suffolk

“Little tops (£18) and dresses (£20 to £40) from Glamorous are always popular, as are dresses by Closet London (£55 to £60). Chi Chi London prom-style dresses (from £70) have been selling very well since we launched the brand for spring 15. We carry lots of short-order stock so we can respond quickly to trends. We started focusing on short order four years ago and find Glamorous is a particularly good short-order brand.”

Sarah Sewell, owner of Energy in Stamford, Lincolnshire

“Trade was really strong in June when the good weather started. Maxi dresses by A Postcard from Brighton (£55) have been very popular, as have Maison Scotch T-shirts (£45). Little festival dresses from Minkpink (£35) are also in demand. We keep a record of our customers’ favourite brands so every few weeks we give them a call when new product comes in.”

Ian Moore, owner of Wild Heart in Bridgnorth, Shropshire

“We introduced Stella Morgan three months ago and its dresses (£30 to £40) have been flying off the shelves. Jumpsuits from WalG (£40) have been selling really well as they’re perfect for holidays, while waterfall tops with cut-out shoulders by TFNC (£30) have also been a hit. We’re up 15% on last year as the weather has been so good recently it brought lots of tourist trade from the West Midlands.”

Hemali Modha, owner of Amulet in Bristol

Vero Moda tops (£12 to £28) sell really well for us, as do swing dresses by Glamorous (£28). We haven’t had a good summer in comparison to last year as the weather took time to warm up. We went on Sale this week, offering 20% off.”

Menswear

Steve English, owner of Cooshti in Bristol

“This season sportswear has been performing very well. We’ve sold lots of Adidas sports tops (£35 to £85) and T-shirts from Edwin (£35 to £40) and Stüssy (£36.99). Online now represents 33% of our overall sales. More of our customers are taking the more convenient approach of shopping online and we’re expecting this to reach 50% once we launch our new website in the next few months.”

Luke Dennison, owner of Ashes Menswear in Bournemouth

“We’ve been selling lots of short-sleeved shirts this spring 15, in particular from Guide London (£39 to £79) and Scotch & Soda (£39 to £59). Denim from Pepe Jeans (£79 to £99) has also sold well. Our sales are up by 5% on last year as a number of events in our surrounding area this month, such as Gay Pride in Bournemouth and the British Beach Polo Championships five miles away in Poole, have helped increase footfall.”

Ian Taylor, manager at Yakuza in Sunderland

“This season T-shirts have been selling very well in store, especially from Luke 1977 (£35 to £40), Sik Silk (£40) and streetwear label Redstar (£33). We like to encourage a good relationship with our customers by offering private VIP discount Sales in between our main summer and winter Sales each year.”

George Atkinson, owner of Gee’s in Windermere, Cumbria

Superdry T-shirts (£25) are among our bestselling items this spring 15. Ted Baker polo shirts (£65) are also selling well, as are sweatshirts by Jack Jones (£25 to £35). Our sales are down 5% on last year as the recent bad weather has resulted in fewer tourists, which is something our small village relies on.”

Stuart Gordon, owner of Apache in Horsham, West Sussex

“Light tops have been selling very well. Fred Perry polo shirts (£55 to £60) and Farah T-shirts (£25 to £35) have proved popular, as have Lyle & Scott shorts (£45 to £55). After a year of construction the new John Lewis store has finally opened around the corner, which has increased general footfall, helping push our sales up over the past three weeks.”

Adam McLaughlin, director of Attic in Aberdeen

Farah Oxford shirts (£55) and Adidas Originals tracksuit tops (£55) are selling well, as are Lyle & Scott T-shirts (£25). There’s a feeling of unrest in Aberdeen due to a downturn in the oil industry causing concern for jobs. However, our summer Sale has helped with trading. Before launching the Sale we held an evening preview for our regular customers, offering 40% off as opposed to the standard 20% to 25% discount.”

John McGee, manager of Changes Menswear in Middlesbrough

“We’ve been selling lots of Luke 1977 polo shirts (£50 to £100) and Guide London shirts (£50 to £80). Jeans from 883 Police (£79) have also been selling well. The loss of jobs in the oil and gas industries in the area has had a negative impact on sales as our customers are more reluctant to spend.”

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