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What's selling now: contemporary fashion

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


Kestin hare crammond

Kestin Hare Crammond

Shelly Keeys Owner of Ruskin in Whitstable and Margate, Kent

We’ve been trading well with Universal Works this season. The brand has really built a reputation for producing great clothing and that is why the Baker’s Jacket (£189), Baker’s overshirt (£95), Aston pant (£165) and Ikat shirts (£140) have been selling so well. Another strong performer has been Far Afield, which has proved popular with its T-shirts (£30) and Stachio shirts (£65). This brand is sold at a really great price. We have also done well with YMC, especially with the Mexican print Malik shirt (£135), which we actually completely sold out of. Another strong performing item across our stores has been the Kestin Hare Crammond shirt (£109). These brands offer quite simple and relaxed styling, which is just what our customers want. Lately, business has been really good for us. Our womenswear section in particular has been booming and we have sold out of quite a few lines this year. The menswear section always moves a bit more slowly and is more contingent on the sunshine – the men do not seem to come in until the sunshine is out in full force. But generally, we have been doing really well and customers seem to love the bright colours brought in this season.

Hayley Campbell Manager at Owl in Harrogate

We have found that Universal Works has been a really popular brand recently, especially the sweatshirts (£80) in pastel pink and light blue. Another strong performer has been Portuguese Flannel, especially the linen shirts (£95). In fact, Portuguese Flannel is probably our number one top-selling shirt brand for the store. Another really popular brand is Albam. The jackets (£169) and shirts (£140) sell especially well – they are a really good price point, great colours and just an overall great product. Business has been up and down for a while, and the same can be said from other businesses in the area. Generally, as the weather improves business and footfall picks up, but it has been a little trickier this year than it has in previous years.

Novesta ss18


Shane Kingdon Menswear manager at Hub in Stoke Newington, east London

One of our bestselling brands at the moment is Far Afield, particularly its printed shirts and shorts (£45-£65) which has a lot to do with the great colours and patterns available. Another strong performer has been Portuguese Flannel shirting (£85), which has proven popular because it is great quality. Another popular brand is definitely Novesta, in particular the utility sneakers (£48-£55.) They are so easy to wear, and offer classic shapes and a great range of colours. Generally, business has been good.

Phil Bickley Owner of Tonic in North Kensington, London

We have been trading really well with Hartford recently – the linen shirts (£100-£130) in particular have been really popular. The light blue, lilac and pink shades especially have sold well, as they really lend themselves to the summer weather. Edwin is a strong performer for us and I would say that actually it is one of our core brands because it performs so well. We have stocked it for a long time and the denim is really well-liked. Its jeans (£90-£160) and the indigo worker jacket (£180) have been our main sellers this season. Another brand that is performing well is Aspesi. It is a bit of a niche brand, but the linen pop-over shirts (£140-£160) and summer jackets (£220-£400) have sold well. Not many other people stock this brand, which has become an attraction for customers, especially as it’s nicely made and understated. 


Jane Bear Owner of Stuff in Ealing, west London

Rosso35 has been a really strong performer with our customers recently. The linen dresses (£200-£250) have been hugely popular because they are stylish and the sleeves are really interesting, plus they come in wonderful shades. The beautiful silk occasionwear dresses (£200-£300) from Bianco Levrin have proven popular, too, because of the gorgeous fabric and prints, which make them really special. Plus, there aren’t too many stockists of this brand which really makes it a point of difference for our store. Majestic Filatures is also performing well recently. It is a French label that sells a lot of T-shirts (£55-£80) for us. The simple linen tops (£140) also trade well and the bomber jackets, especially the one in silk linen (£175), have been really popular. We have been trading for 42 years and it seems like every year we are up on the year before. We did find the earlier part of this year difficult because of the weather, but now we have more than made up for it which is really positive news.

Baum und pferdgarten ss 2018 look 01 high res

Baum und Pferdgarten

Sinead O’Loghlen Owner of Elegant Atelier in Cambridge

Baum und Pferdgarten has been selling really well this season. The dresses (£210-£300) and jumpsuits (£250-£260) in particular are a bit different and quite funky, which appeals to our customers. The occasionwear dresses (£300-£500) from Ba&sh have performed well with our visitors. Another strong seller has been Transit. The blouses (£150-£200) and separates (£150-£200) in particular have been popular. Although this brand is relatively muted and appeals to a different market, it proves to a lifetime brand – once people buy it, they carry on buying it. Business has been all right, and we are pretty much up on target, but it does seem as though the Sale has not really attracted the usual crowd. I think maybe because I waited to hold the Sale and it seems as though a lot of others started early, but business is a little quieter and footfall is definitely down generally across Cambridge.


Karen Forrester Manager at Bernard Boutique in Esher, Surrey

We have sold really well with Zimmermann recently. The brand is Australian and we have stocked it for a few seasons, but interest in it is really growing. We bought in dresses (£600-£1100) this year and would definitely like to expand the products we stock in the future as it really sold so well. We find this brand really appeals to all ages too which adds to its popularity. Another bestselling brand is Ganni. Our customers are just mad about it right now. We tend to sell well with Scandi brands generally but Ganni has performed extremely well. In fact, we sold out of a floral ditsy print wrap dress (£250-£500) in just two weeks. The logo tee (£60), leopard print wrap dress (£250-£500) and lace dress (£270) have also been strong. We have also traded extremely well with Malone Souliers. This footwear brand has been incredibly popular because of the strong bright colours. We completely sold out of the Maureen shoe (£475) really quickly, especially in the hibiscus shade. Business generally is good but there is definitely more pressure for us to review and find new brands that others do not stock. High street retailers are introducing these brands to their portfolios more and more, which is difficult to handle as with their large orders they can negotiate lower prices than we can and that really can impact us. But we are generally performing well because we do offer a point of difference and make that a priority, and of course, the strength of our customer base helps as well.






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