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What's selling now: premium fashion

Find out what’s selling well in the world of premium retailing


Jane Stanley, owner of Private Collection in Barnstaple, Devon

Marella dresses (£199-£299), in particular floral prints, have performed extremely well for us lately. Ever since the royal wedding, customers have really wanted to refresh their wardrobe with nice dresses and that has provided a real boost for business. Funky tops from Pinko (£179-£249) have sold well.

Another brand that is a little bit different and quite edgy is Patrizia Pepe, which has been trading well with jeans (£199) and casual tops (£179-£199). Business has been really good for us lately. As I said, the royal wedding was a real turning point, and ever since, people have been shopping lots more. In fact, we sold 11 outfits for the same wedding recently, which was just amazing.  

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Osman Felix trousers

Clodagh Shorten, director of Samui in Cork, Ireland

One of our bestsellers lately has been Dries Van Noten: the separates, especially the shirts (€350-€700/£306-£613) and trousers (€550-€600/£482-£526). Another top performer for us has been Moncler outerwear, particularly a classic, shiny piece with fur (€1,500/£1,314).

Osman has sold well with our customers lately; the sequin (€2,000/£1,753) and wool (€750/£657) Felix trousers, off-shoulder tops (€600/£526) and dresses (€700-€800/£613-£701) have all been strong performers. Generally, things have been going really well for us – our location really helps, as we are located in an area that is pretty busy and is opposite other businesses.   

Tj lookbook ss18 look 20 rvb bd

Tara Jarmon

Emily Leslie, manager of Bowns in Cambridge

For us, a turquoise suit from Paule Ka sold extremely well: both the jacket (£380) and the dress (£530) were clear favourites with our customers. Another bestseller has definitely been the Tara Jarmon range. The Parisian brand is beautiful for occasionwear dresses (£250-£295), which are popular because of the stripes, tailored fit and French style.

Margaret Howell tan (£315) and crewneck (£165) linen shirts have also proved popular with our customers. It is quite funny because up until two weeks ago, business was doing brilliantly – we were actually up 10% from our figures for last year, but now, our customers are holding out for our sale and haven’t been visiting as much, in anticipation of that. But we have had a great season and have had a lot of popular brands in that have sold well right from the start.

Julia Aitken, owner of Stanwells in Lymington, Hampshire

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We have a Sale on, which means that our customer is very price-conscious. But at the moment, our bestselling brand is definitely Philosophy Di Lorenzo Serafini, which has sold well with its maxi skirts (£365) and pleated trousers (£715 originally, now £357.50).

Another brand that is performing well is Duffy cashmere (£200-£215), which is selling really well in citrus colours – which is down to the sunny weather.

For us, another strong brand is Perseverance London, which has traded well with its off-the-shoulder doily dresses (originally £329, now £164.50).

This season has been tough because of the weather. We did struggle in March and April because of the long winter; now that we are beginning to sell more spring and summer stock, it is the Sale period, which means the margin is not as profitable. But generally things have been okay and I’m hoping to sell through the Sale stock. 


Alpha Baldeh, manager at John Anthony in Bath

Kenzo tiger £185


Stone Island is our strongest-performing brand and it has been for a while. The sweatshirts (£175) and T-shirts (£90-£110) are selling particularly well. Kenzo is another brand that has been trading well recently. The sweatshirts (£175-£215) with the logo and tiger design on them are really popular, and T-shirts (£85) are selling pretty well, too.

Customers really like the jeans (£365-£500) and T-shirts (£100-£200) from Dsquared. The T-shirts come in such a variety of styles, particularly as we have both autumn and summer stock in at the moment, but they all tend to be equally popular with our customers. In general, business has been alright.

For us, because we have strong-performing brands like Stone Island, we are also guaranteed steady custom so the lulls do not affect us as much as maybe others.  

Tim Wolstenholme, co-owner of Andrew Watson in Belfast

One of our bestselling brands of late has definitely been Hackett London. The polo shirts (£75), shorts (£80) and casual shirts (£100) have been trading well from this collection. Another popular brand has been Eton, which has performed well with its shirts (£130).

People have been buying a lot from this range in the run-up to the wedding season because they like how light and wearable they are. Tailoring from Eduard Dressler has also performed well and the suits (£600-£750), jackets (£500-£600) and trousers (£180-£250) are proving really popular.

The suits have been bought by lots of men attending weddings, as either a guest or even as the groom, and the jackets and trousers have been really popular with customers going on holiday. For us, business has been going well. We are up on last year and last month, which is generally positive all around.

Paul Dafforn, manager and buyer at Zagger Mens in Chelmsford

Sunspel has been trading well in our store recently, with the polos (£89) being extremely popular. The polos (£85) from Ralph Lauren have also sold well, especially with customers seeking a classic summer look. Another bestselling brand for us has been Poggianti, an Italian brand that only sells shirting.

The shirts (£169) that have been selling well from this brand have been popular because of the fit and fabrics used within this collection. Generally, business has been quite tough and I think it is because people are not visiting physical stores as often.

It is fashionable nowadays to shop online and I can see that with shopping behaviours, which have changed a fair amount in the 23 years I have worked at Zagger. Luckily, about 80% of our business comes from about 20% of our customers who spend large amounts in one visit.

Giulio Cinque, owner of Giulio in Cambridge

Gucci has been a strong performer for us lately, particularly its sneakers (£495), which come in a variety of styles and really appeal to customers. Another strong brand is Moncler, which has really grown in popularity recently and has traded especially well with T-shirts (£90-£175) and swimwear (£200).

Sneakers (£360), T-shirts (£400) and sweatshirts (£600) from Givenchy have performed well lately, too. All three brands tend to do really well across their entire range and that is partly why business goes so well for us.

We are a destination store and our “premier league” brand line-up keeps business going really well. We have been in business for 36 years and now have a reputation for selling luxury brands, but importantly, we have been sure to adapt with the times, and ensure that we haven’t fallen out of fashion with our brands and our customers. 




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