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What’s selling now: premium fashion

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


Christabel Chubb, sales assistant at The Cross in Holland Park, London

Lately, Samantha Sung has been a really great seller for us. The skirts (around £400) and dresses (£500-£600) in different prints have been popular, particularly a polka-dot style in black and white. The Sloppy Joe J-roll neck jumpers from English Weather have been selling well (£650). They are very luxurious and customers are loving them in this colder weather. Another brand that is performing well is Zero + Maria Cornejo, particularly the Gabi trousers (from £400). People seem to really enjoy the loose-fitting, elasticated-waist and the bright colours, especially the fuchsia pair. Generally, business has been pretty good for us lately. The Easter holiday period is usually a little quieter than normal as people go away. But customers have been enjoying the new summer collections and looking forward to warm weather, which has helped keep things busy.  

Prus aw18 814

Prus aw18 814


Davina Armitage, owner of Cocaranti in Knutsford, Cheshire

Pyrus has been selling extremely well for us and the blouses have sold out already. Our customers loved the bold colours on the brand’s Hive animal print blouse (£98) and tiger print silk blouse (£165). AG Jeans have continued to perform well for us this season, especially the Prima Cigarette Crop (£215) and the Phoebe vintage high-waisted jeans with a tapered leg (£259). Both are easy to wear and offer a stylish alternative to skinny jeans. The extended cold weather has led the American Vintage Zapitown Alpaca mix cardigan in candy pink (£165) and Vacaville cardigan in bright yellow (£149) to become firm favourites with our customers. They love the standout colours on such a practical style and are buying them to wear over jeans and summer dresses. The recent bad weather had a big impact on footfall in the town, but despite this we have had a really good start to the season.

Paula Jauncey, owner of Emporio in Worcester

The Weekend Max Mara collection has been one of our bestselling brands this season. Customers love the knitwear (£180-£280), trousers (£120-£180) and jackets (£250). The brand is quirky but also fits wonderfully, which works perfectly for my customers. Charli tops and knits (£100-£200) have also been selling well, as the nice easy shapes appeal to lots of different customers. Hale Bob occasion dresses (£250) are another popular brand for us. Although the dresses are proving popular for weddings, people like that they can wear them casually too, rather than just the once for a formal occasion. The strong pastel shades have been especially popular within the range. It is a funny time for the market, but because the weather has been so miserable, we have actually benefited because there isn’t much else that people can do other than go shopping while the weather is so bad.

Wh8w lalya natural 7

Wh8w lalya natural 7

Ted Baker

Roberta Jacklin, owner of Agatha in Lincoln

PS Paul Smith has been a popular brand with our customers recently, especially a navy and cream polka-dot dress (£250), which appeals to shoppers as it is nice and fresh. With the weather so cold, customers want spring fresh colours and styles, without being too summery. Another great seller for us has been an occasionwear cream suit jacket with pearls (£229) from Ted Baker. It has been a popular brand with the mother-of-the-bride shoppers. We have traded well lately with the Vivienne Westwood Pimlico handbag (£399) in soft colours – it’s a perfect addition for occasion outfits. Business has been dreadful for us. The Easter weekend trade was decent but generally since the levels of footfall for the entire area have been very slow. 


John smedley mf19111 s 1

John smedley mf19111 s 1

John Smedley

Lewis Tweddell, owner of Lewis Yates in Billericay in Essex

One of our bestsellers this season has been the knitwear polos (£145) from John Smedley. The dark khaki greens have been especially popular. Another top-selling brand has been Paul Smith. The shirting (£125) is proving to be particularly popular. Customers like how wearable these shirts are, especially with the weather being as changeable as it is at the moment. We have also been trading well with Les Deux. The shirts (£95) and stretch trousers (£105) are really popular. The store has generally been fine. The area in general is suffering from a low level of footfall and that is affecting business. But for us, our priority is about keeping our regulars happy, and we are fine as long as we have that.

Morgan Richards, head of retail at Collen & Clare in Southwold in Suffolk

Belstaff has been selling well with our customers recently, particularly the leather jackets (£895) and the Trialmaster Evo jacket (£595). Customers really love this brand for investment pieces. Ingram patterned shirting (£115) has also been trading well for us. It is a relatively new brand for us as we had Circle of Gentlemen before it stopped trading, but customers seem to like that Ingram shirts are the same quality, but better value. The bright floral shirts are especially popular with shoppers. The Universal Works Baker jacket (£239) in green, and the Madras check patchwork shirt (£100) have been popular, too. The Easter period has been flat for us, mostly because of the poor wet and foggy weather. We are holding an event where customers are entered into a draw for a free Mulberry bag as an incentive to bring customers in.  

Michael Turnbull, buyer for Lynx Menswear in Harrogate

Denim from Replay has been really popular. The customers really seem to love the Hyperflex style jeans (£90-£145) from the collection as they are a slimmer fit but also stretch, so they are really comfortable and still look great. Another bestseller for us is Orlebar Brown, particularly the polo shirts (£115), long-sleeved T-shirts (£95) and linen shirts (£145). The brand is generally quite summery in style, but the guys coming into the store are getting excited for holidays and enjoy the range. The pastel blues, yellows and pinks have been especially popular against the backdrop of the miserable weather outside. Another strong performing brand is Matchless. The nylon jackets (£299-£349) fare really popular in navy and khaki – they are lightweight but warming which is perfect for this weather where customers need a jacket, but do not want to carry around a heavy coat. Trade before Easter was quite tough, especially considering the snow, which did not help business. But we had a great Easter weekend and business has really picked up since.

Parajumpers, arthur jacket

Parajumpers, arthur jacket

Arthur jacket from Parajumpers

Steven Simpson, buyer and store manager of Rio Brazil in Belfast


Jacob Cohen has been one of our top selling brands lately. Customers have been really loving the premium Japanese Kurabo denim (£460-£699) as it is incredibly soft but still looks great. They also like jackets from Parajumpers, especially the Arthur lightweight down jacket (£309) which is a really nice and light style that suits the changeable spring weather. Business has been pretty good for us. We recently moved two individual stores into one central location at Victoria Square, which has been good for business.






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