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What's selling now: premium fashion

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


Peter Burstein Owner of Feathers in Notting Hill, London

Tops from No 21 (£150-£400) are popular. Jackets are a big hit at the moment, particularly from Jil Sander (from £1,000) and Wise (£600-£700). I hate to use the term “classic with a twist”, but it’s fitting. We stock unique brands in our store, and we don’t buy a lot of each piece. Times aren’t easy, so pieces need to be interesting and make people excited about fashion. We’re a very eclectic shop and a versatile mixture of unique pieces is very important to us. Interesting sells.

Diane von furstenberg

Diane von Furstenberg

Steph Meson Manager at Jane Davidson in Edinburgh

Dresses are selling well at the moment. We’ve noticed women are more drawn to the fit and flare style, rather than skin tight. Diane von Furstenberg (£200-£1,200) has a range of summery dresses that are doing very well for us. Dries Van Noten also has a line of dresses that are popular at the moment (£550-£1,200). Because we’re based in Edinburgh, our bestsellers are probably cashmere pieces from Scottish label Queene & Belle (£500-£900). Customers like the hand embroidery and the pieces can be viewed as an investment.



paul smith womens shirt

PS Paul Smith

Max Weilding Shop assistant at Blueberries in Blackpool

Smart shirts from PS Paul Smith (£150) are extremely popular – the styles are classic and never get outdated, as well as being excellent quality. Vivienne Westwood T-shirts (£110), dresses (£180) and jeans (£90) are also selling well for us at the moment. Ted Baker has proved very popular recently, especially floral patterned tops (£50) and its signature floral dresses (£120). The quality is great, so we never get returns and it’s also not too expensive, so it makes premium fashion accessible.  



Katie Lane Marketing manager at Young Ideas in Ashbourne, Derbyshire

Escada is one of our top three brands in womenswear, especially blouses (£350), knitwear (£250-£415) and dresses (£350-£680). Boss Black tops (£90-£210) are also popular, as are the brand’s dresses (£200-£700.) We’ve also seen carryalls (£620) and cross body clutches (£175) from Coach selling well. New-season collections have had a lot of interest since they started arriving – we’re noticeably up on new season compared with the same time last year. 


Cp company t shirt

CP Company

Sean Machin Store manager at Christopher Scotney in Leicester

As the weather picks up, we’ve been selling lots of T-shirts from CP Company (£59) and Armani Jeans (£50). Boss Orange shirts (£65) also seem to be doing very well in store at the moment. This last month has been really good business wise, perhaps because there’s been some sunshine. Since the start of this financial year, sales have been up.






Matt Bradley General manager of Giulio in Cambridge

Gucci is the brand doing the best for us. The tracksuits (tops £750-£1,000, bottoms £450-£600) are really popular. Saint Laurent T-shirts (£300) have been selling well, as has casual sportswear from Givenchy, such as T-shirts (£600) and tracksuit pants (£500). The last few months have been really good for us. We have had a lot of clients from abroad coming in and most of our high-summer pieces have sold since we’ve had the better weather.





Paul Morarji Store manager at Niro in Peterborough

Armani Jeans has been doing really well recently, particularly T-shirts (£80) and jeans (£140-£150). CP Company’s jackets (£300-£350) have also been popular this season – they’re just great value for money. People are also buying Versace Jeans jeans (from £150) and shirts (£200) since the weather has improved. The weather really does dictate our sales, so business has been a bit up and down recently. Our customers seem to buy on the spur of the moment. If it’s sunny, they buy T-shirts and shorts. If it rains, they’ll buy a jumper – people will even come in and buy a suit they need for that afternoon.

Matt Horstead Owner of Dartagnan in Chichester

Stone Island is still our most popular brand by a mile, especially T-shirts (£70), polo shirts (£115) and knitwear (from £200). Sweatshirts from CP Company (£120) are also doing really well. DSquared2 T-shirts (£130) and denim (£260-£400) have also been quite popular recently. Our hardcore regular customers keep coming back for new product, but we seem to be getting younger shoppers coming in. It means some of our older brands are dying – one minute they’re hot, then the next they’re not.  

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