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What's selling now: premium fashion

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


Neil Harris, assistant manager and buyer at Jonathan Trumbull in Norwich, Norfolk

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CP Company

Burberry T-shirts (from £99) and shirts (£150) have been selling really well recently, because it is a well-liked British brand. Our customers are also buying a lot of Stone Island and CP Company recently, which I believe is because they like the stories behind both brands and the fabric used. Stone Island is doing well across the board but the sweatshirts (£140), knitwear (£200) and T-shirts (£95) have all been particularly strong sellers. From CP Company, the sweatshirts (£135), the T-shirts (£75) and polo shirts (£85) have been really popular. 

Carl Bradley, director at Bradley Knipe in Doncaster

Boss athleisure gear has been selling well with our customers, particularly the polo shirts (£80-£85), T-shirts (£65-£70) and shorts (£75). Our customers love the Boss brand generally and the collection has a really good look to it. We have been selling well with Emporio Armani crew-neck T-shirts (£65-£100), sweatshirts (£110-£150) and jeans (£110-£145). We have also done ridiculously well with Emporio Armani shorts (£95), especially in navy. Another top selling brand is Stone Island, especially the basic crew-neck sweatshirts (£155), polo shirts (£110), T-shirts (£75-£95) and lightweight jackets (£300-£500). Stone Island has really become very popular with the under-25 crowd. Previously, the brand was bought by older customers but now it really has the young lads jumping on it. Business has been good and we are slightly up on last year, so that’s good news. 

Freddie Suckley, sales assistant at Sarto Menswear in Stratford-upon-Avon

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Stone Island

Stone Island has sold very well for us, especially the outerwear (£300-£650). The brand is growing in popularity with younger customers, so it is selling really well in our store. Another bestseller for us has been Paul Smith – the T-shirts (£60-£70) and swimwear (£100). Customers like the subtle branding. We have a large range of Hugo Boss products in store and it always sells really for us, again the T-shirts (£50) and swimwear (£60-£70). We have just moved to a much larger shop and business has been really good for us since the move.

Michael Turnbull, buyer at Lynx in Harrogate

Orlebar Brown linen shirts (£175) have been selling really well lately. Zilton shorts (£99) and chinos (£99) have also been bestsellers with our customers. Another popular brand has been Jacob Cohen. This season we brought some polo shirts (£125) and five-pocket chinos (£299) in addition to the classic jeans. The chinos have been hugely popular, especially in the classic shades of navy and stone. Generally our customers like these brands because they do offer something that is a bit different and that can be a huge factor for our customers. We really struggled with the weather, but ever since Easter things have really picked up. It hasn’t been an easy year, but hopefully now that the weather has turned around things will continue to be good.


Victoria Suffield, owner of The Hambledon in Winchester

Stine Goya is a brand that is selling really well at the moment. We have just had the new season collection in and it is proving to be popular with customers. The brand has sold particularly well with the Reflection dress (£470). Another bestselling brand has been Rixo London, which has sold well with dresses (£275) – the Katie dress in particular has been extremely popular. The print shirting (£168) from Pyrus has also been a top-seller for us. We have been doing much better since the sun decided to come out. Our first quarter was not particularly great, but now that the weather has warmed up business is picking up.  

Pamela Shiffer, owner of Pamela Shiffer in Primrose Hill, London

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Baum und Pferdgarten

Beatrice B, which was new for us this season, has sold very well, particularly the printed silk shirts (£235), cotton lace dresses (£265) and kaftan coats (£449). Customers love the quality and the fact that it looks good and fits beautifully. It also seems to really stand out on the rack – customers always pull it out. Another great seller for us has been Baum und Pferdgarten. The brand’s printed shirts (£189) and summer dresses (£279) have done especially well. Ottod’Ame has been extremely popular, particularly a pair of beautiful linen trousers in beige with a gold stripe (£139). Customers like that the brand is neutral without being boring, plus the elasticated fit is perfect for the warm weather. Now that the sun has come out, we have been extremely busy. It is as though with the warm weather people reviewed their wardrobes and decided an update was needed!  

Laura Simpson, marketing assistant at Young Ideas Fashion in Ashbourne, Derbyshire

As the weather is warming up, we’ve noticed our high-summer brands are selling particularly well. A new brand to Young Ideas for summer 18 is Hale Bob and it is now one of our top performers. The silk kaftans (£200-£350) have sold really well. Another bestseller is Paul Smith, which is always a strong brand for us. The brand’s mainline matching women’s jackets (£590) and trousers (£250) with strong embroidered and printed patterns have sold well. Another brand that is selling well is Riani, particularly the dresses (£300). Business is good as ever, especially with our 50th anniversary celebrations. We recently hosted a charity ladies’ lunch and fashion show at the West Mill, Darley Abbey, Derby, which our ladies really enjoyed!

Sarah Marsden, sales assistant at Coco Boutique in Southport, Merseyside

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We have been selling really well with Camilla lately, especially the dresses (£500-£600), tops (£350) and blouses (£450-£500). Customers really love how bright the colours from this brand are ahead of the summer, and enjoy the “show-stopper” quality of the collection. Another popular brand for us is Diane Von Furstenberg which has sold really well with its asymmetrical wrap dress (£450). Saloni is also selling well – customers love the prints. The dresses (£350-£800) sell particularly well and the Tilly dress (£425) has been a standout piece this season. The warm weather has meant that business has been good lately – it really makes a difference for us.  


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