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What's selling now: premium fashion

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


Stone island spring 18

Stone island spring 18

Stone Island spring 18

Matt Horstead Owner of Dartagnan in Chichester

Stone Island and CP Company are our clear bestsellers. From Stone Island the sweatshirts (£180), jackets (£450) and polo shirts (£110) sell particularly well. Right now, it is on a complete trend wave with our customers – it is a phenomenal brand that is really hot. Sweatshirts (£145) from CP Company are also selling really well with its young target market. We have also been trading well with jeans (£300-£425) from DSquared2 – the Cool Guy fit is especially popular. Generally, we have been up against it with the snow over recent weeks, but overall trade has been good one week and then poorer the next. I’ve been putting a lot of effort into social media pushes and that has really paid off for us. We are now beginning to level off trade wise and so we are just about chipping away.

Alfie Hope Store manager at Capital Collection in Grimsby

Vivienne Westwood shirts (£230) and knitwear (£200) have been great sellers for us. Our customers really love the classic and clean style of the range. T-shirts (£80) from the Versace Jeans collection have been popular too, especially the black and white versions. Surprisingly, we have been trading well with our T-shirts across the store, despite the Beast from the East. Love Moschino T-shirts (around £80) have also been really popular. We introduced the brand at the end of January and people have been really loving it – they have been grabbing it before it goes out of stock. I feel hopeful that now the weather has improved business will pick up again, particularly as we have a lot of great stock and new brands in.

Cp company

CP Company

Sean Machin Store manager at Christopher Scotney in Leicester

CP Company has been a really strong seller for us. Its lightweight shirt jackets (£285), heavier jackets (£400) and T-shirts (from £75) are particularly popular with customers because of the variety of designs and colours – the brand really sells itself. Another strong collection for us is the Pal Zileri range, especially the formal suits (£1,200) and casual linen-mixed suits (£600) and T-shirts (£89) from the Lab range. The Lab range is really attractive to customers because of the designs and colour shades. A light pink is proving to be popular, as it is so refreshing. Emporio Armani is another strong performer in store – its lightweight jackets (£179) and sweatshirts (£120) sell well. People love the new pastel colours that have really come into force this season. Trade has been all right for us.

Jack O’Boyle Store manager at D Copperfield in St Albans, Herfordshire

Stone Island has been our bestselling brand for two or three years now. Customers love its sweatshirts (£155) and T-shirts (£80-£110). The brand has a real cult following at the moment, appealing to people aged anywhere from 13 to 50. Another strong brand for us is CP Company, which is selling well with layering items such as sweats (£125), polo shirts (£95) and T-shirts (£75). Norse Projects is another popular brand – customers especially love its block-colour T-shirts (£55). Business has been good for us. We have recently launched our website, which boosts business when the store is quiet. The snow did mean there was a washout week earlier in the month, but the online business means we can take the hit and, with the spring stock in, I expect things to pick back up in store.


Duffy spring 18


Susie Smith Manager at Courtyard in Guildford, Surrey

120% Lino linen trousers (£160), tops (£145) and dresses (£299) sell really well in our store, especially with customers who are headed off on holiday. With the cold weather, jumpers from our knitwear brands Brodie (£250), Duffy (£300) and Henry Christ (£400) have been a favourite with our customers. Another popular choice has been tunic tops (£185) from Dea Kudibal. People love this brand because of the fabulous colours and pastel prints. Business has been pretty quiet for us lately. The cold weather really affects us and the whole area where we are based. We have the odd amazing day and a steady customer base that likes to come and buy a lot at once, which tends to keep us going during the quieter periods.  


Chinti & parker sping 19

Chinti & Parker

Julia Aitken Owner of Stanwells in Lymington, Hampshire

New-to-the-UK brand Smythe is proving to be a really good seller. People love wearing its jackets (from £800) over jeans to add a smarter tone to their outfits. With the cold weather Chinti & Parker knitwear (£395) has been popular, too – customers still want to buy warm clothing because it is so cold outside. The skiwear collection from Moose Knuckles has been a popular buy for customers, especially the Debbie Bomber Jacket (£750) which doubles as a cold weather coat and is available in blue, red and black. We had a record February, but the cold weather this month forced us to close the store. We also had to contact online customers and let them know that we were unable to deliver items they had ordered online, so we could not take advantage of the online trade.

Caroline Lait Owner of Boutique 3 in Cheltenham

The knitwear  from PS by Paul Smith (around £200) has been doing really well for us. The label is renowned and well-liked, plus the quirky colour shades used are very appealing to customers. Samsøe & Samsøe is another strong performer in store. Its dresses (£89-£200) are available at a great price-point and are easy to wear. People also really love jackets (£185-£195) from the Set collection, especially in this weather that is not too summery. The recent snow really hit trade but, generally, things have been all right for us. The same cannot be said for other shops in the area – a lot of chains have been closing down.

Julia Meyer Sales assistant at Feathers in Knightsbridge, London

Parosh has been selling really well for us recently, particularly its leather jackets (£500-£700) – they are a simple style in a great boxy shape, which really appeals to customers. The shirt dresses (£300-£400) from No 21 are proving to be great seller – people love the modern and unique products on offer from the range. The Labo Art collection is also popular, particularly its long-sleeved (£150) and short-sleeved (£129) T-shirts. Customers seem to have a loyalty to this brand in particular, they tend to come in each season and buy the basics from Labo Art to refresh their wardrobe as the new collections arrive. Trade has been a bit slow so far this year which I think is down to a decreased number of tourists visiting the shop. As the weather improves, things should hopefully pick back up.  




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