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What's selling now: contemporary fashion

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


Dean Taylor, shop assistant at Steranko in Manchester

Generally, shirts have been very popular with customers recently. Our flannel shirts were sought after throughout winter, but now people are beginning to buy cotton styles. Shirts from Portuguese Flannel (£89) have sold particularly well. Carhartt T-shirts (£30-£50) and sweatshirts (£60-£80) have been in demand too, especially the pastels which also did very well last year. Armor Lux striped and plain T-shirts (£30-£40) have been selling very well. We have always done quite well, but the past two years have been especially busy for us. We are situated in a nice suburb of Manchester and are lucky that people have a lot of faith in us and shop with us rather than high street competitors.

Jack Mercer, buyer at Lizard in Richmond, west London

Our Edwin denim jeans (from £95) have been selling well, particularly the standard-cut ED-55 and the slimmer ED-80 fly off the shelves. People really seem to prefer the slim jean, as opposed to the straight-leg style. Customers love teaming the Edwin selvedge denim with our tour jackets (£150) from Universal Works. Our spring shirts (£100-£115) in linen and cotton have also sold well. Another bestseller is the Scotch & Soda range, particularly the knitwear (from £95), which sold out, chinos (£100) and thick cotton polo shirts (£45) in pastel colours. We are currently undergoing a refurbishment which has impacted business, but we are slowly becoming more and more popular. People like to support independent businesses in Richmond.

Mj200 bilton jacket gunmetal 1


Anthony Hick, owner and buyer at Assembly in Frome, Somerset

Armor Lux is a popular choice for our customers, particularly the core basic T-shirts (£30-£35) and canvas smock (£68). The brand is consistently good quality and our customers trust their product. A top-selling range for us is Peregrine. The waxed field jackets (£230) are particularly admired. Trousers from Universal Works are another bestseller for us, especially the chinos (around £120). February was a really good month for us. January was more difficult, I think people lost a bit of energy throughout the month. But now that we have the spring collections in, people have been buying more.

Circolo 1901 ss18 10 07 2017 26 811 copy copia

Circolo 1901

Paul Lown, owner of Prey Four in Harrogate, North Yorkshire

We have been doing very well with Folk, which we only recently began stocking but is already popular with our customers. The T-shirts (£55-£60) and overshirts (£180-£190) attract people because of the deconstructed design. Trousers (£105-£140) from Mac are another strong seller in store because of the elastic elements, which men find very comfortable and which also also keeps its shape well. The casual blazers (£345-£395) from Italian brand Circolo 1901 are really sought after as well – people love how comfortable they are and that they travel well, without the need to iron them. We also do really well with our knitwear collections from GRP (£145-£165) and Andrea Fenzi (up to £220). Up until this week, business has been a challenge. Having the spring collections in store when the weather has been cold is not ideal.


Beaumont Organic

Beaumont Organic

Hari Martin, owner of Basil & Bea in Hale, Altrincham

Our Lily & Lionel range has been hugely popular, particularly the prints. The two stand-out pieces are leopard-print shirts (£225) and its trademark 1970s-style dress (£200). Indigo backless jumpsuits (£285) and knitted T-shirts (£159) from King & Tuckfield have been selling really well too. We have also been trading well with the organic and ethically sourced Beaumont Organic range, especially its long-sleeved stripy T-shirts (£55) and linen grandad shirts (£155). The fact that the brand is organic and ethical is a huge positive. What’s more, it is based in Manchester and it’s important to me to support British brands. Business has been picking up recently. I have had a really good reaction to the spring collections. Obviously, the cold weather has hit sales a little bit, but generally February was a really good month for us.

Rixo chrissy dress

Rixo London Chrissy

Gwenno Davies, owner of Kiti in Cardiff

Our Essentiel Antwerp dresses (£220-£300) and tops (£160) always sell really well, because the styles suit any shape and customers love the prints and colours. Rixo London is a strong performer for us – people love especially the Chrissy dress (£327) with its 1970s vintage vibe. 360 Cashmere is another popular buy. Its red sweaters (from £157) attract a lot of attention. Business for us has been tough. Last year, Brexit had a massive impact on consumer spending, but hopefully things will start to pick up soon. In my opinion, things are very difficult for retail industry as a whole at the moment.  




Georgie Kendall, marketing and social media for Victoria Beau in London

Our top seller is probably Rixo London – we have just had its spring pieces into the store. Its silks are particularly popular, especially the polka-dot flare cropped trousers (£155) and floral dresses (£265-£315.) Samsøe & Samsøe is one of our top sellers all year round. Two standout pieces are the bubblegum pink and orange jumper (£119.95) and the camouflage top with flared sleeves (£119.95). We have just taken on Scotch & Soda and its criss-cross blouse (£119.95) is a favourite with our customers. The shop does really well and the website ticks away. 

Lucy Wadsworth, buyer and store manager at Black White Denim in Wilmslow, Cheshire

Bella Freud has been selling really well, especially the classic knitwear (£295) offers top-notch design and quality. Rails has also been a popular brand lately, because it offers everyday wardrobe additions, and customers cannot get enough of the Pepper plaid shirt (£210). The leopard-print Copeland trainers (£159) from Air & Grace are hugely appealing to our customers. Around our area a lot of other retailers have been closing, but business has been great for us. We have had the best January and February since we opened eight years ago. 










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