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What's selling now: premium fashion





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


Nigel Clare Owner of Nigel Clare in Chorley, Lancashire

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Stone Island

The mainline Paul Smith collection has been very strong for us. Our customers have bought a lot of the suits (£850) and blazers (£650). They seem to love the quality and the amazing workmanship. All of the pieces from this range feel special and individual. 

Stone Island is another top seller for us. The brand is really hot at the moment and is just going from strength to strength. Our customers love the sweatshirts (£295.)

Another bestselling brand is Vivienne Westwood: the T-shirts (£130), shirts (£250) and polo shirts (£130). Sometimes the Vivienne Westwood collection can be a little tricky, but we have been safe with what we have bought this season and our customers are really responding well.

Business has generally been very good. We had another record year and are actually expanding our upstairs area. Our online business is also doing well, but our shop floor is still the strongest area for us.

Emma Turnbull Digital marketing manager at Woven in Durham

As it is wedding season, our tailoring has been performing very well. Torre Formal Wear has been a bestselling brand for us lately, particularly the three-piece tweed suits (£379). Customers are buying into a tweed look at the moment and the brand really caters to that.

Another strong-selling brand is Remus Uomo. The entire collection from Remus Uomo performs well but the slim-fit three-piece suits (£349) in grey and navy checks are incredibly popular because of the fashion-forward design.

Our customers are also buying a lot from the Gibson London range right now, particularly the linen suits (£299-£349.) A grey suit from the brand with a bold orange check as been particularly popular. Business is doing well at the moment – wedding season is a busy time for us and we always make sure we have something going on to drive customers in.

Bruno Santos Supervisor at Maysons in Peterborough

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T-shirts (£45) from Ralph Lauren have been really popular lately, especially in white, navy and grey.

Vivienne Westwood is another top seller for us. Customers are buying a lot of the brand’s white shirts (£180.)

Another popular brand is Hugo Boss, particularly the tracksuits (£250) because they are a great material and have quality stitching. Generally, business has not been too good for us.

It seems as though the whole area has become a lot quieter lately. We regularly speak to other stores in the area and it does seem as though they are facing the same challenges as we are.  

Tony Malkin Manager at Turners in Colchester, Essex

Emporio Armani is our bestselling brand, and it does extremely well across the board, but there has been a burgundy suit (£685) that has sold especially well recently. Stone Island is another brand that is trading extremely strongly. The entire range sells well because of the attention the brand is receiving at the moment from the music industry, but we do especially well with the knitwear (£190-£345).

Customers have also bought a lot from CP Company recently – they love the brand for its simplicity. The long-sleeved polos (£125) and lightweight overshirts (£229) have been really popular.

The retail industry is in a difficult period at the moment. It is a crossover season. We had a hugely busy summer and sold out of all our summer lines, but the weather is not cold enough yet to encourage much autumnal shopping. We would ideally like the weather to shift a bit to boost business.


Vivienne King Owner of Grace in Beaconsfield, Buckinghamshire

High-waisted jeans (£200 to £900 for leather styles) from J Brand are performing very well with our customers lately. The brand really garners huge fans because the jeans are just great: they do not change their shape and fit beautifully. Another top-selling brand lately has been Stand, especially the faux fur jackets (£250).

We always do well with Missoni as well – in fact, my sell-through rate with the brand is about 90%. The printed jackets (£500-£600) sell particularly well because customers adore the colours and incredible patterns.

We also trade well with 360 Cashmere: this season its Skull Cashmere range (£200-£250) has been a bestseller. The brand tends to do well generally because customers like that they are great sweaters but are always made with a twist.

Trade has been a little slow recently, but we have a wonderful customer base.

Victoria Rex Owner of The Women’s Society Boutique in Hertford

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Stine Goya is our bestselling brand at the moment. Tops (from £160), silk blouses (£240) and dresses (£400) have been really popular. It is a brand that is hitting the market just right, offering quality fabrics and great prints. Pyrus dresses (£200) and camisole tops (£80) have also sold well. Customers have also bought 2nd Day, which is a new brand for us this season. The tops (£120), shirts (£120) and leather skirts (£170) have been the strongest sellers, because they are great transitional styles. Business has been up and down, like the retail industry generally. We feel the impact of the weather and uncertainty from Brexit, which affects business. Generally, trade is on a level with last year, but I have really noticed that there is much less footfall on Saturdays.

Sophie Daoud Fashion buyer at The Cross in Holland Park, west London

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Velvet by Graham & Spencer

Forte Forte has been a strong brand for us recently. The trousers (£350-£500) and velvet skirt (£489) have sold really well. Our customers love this brand and we have already established quite a following for it in the store.

Another brand that is trading well is Velvet by Graham & Spencer. The shirts (from £150) and trousers (£218) have been strong sellers. We have even sold a winter coat (£280) already! The brand is popular because it is an attractive, mid-level price point.

We also did well with Stella Forest across August. It is a new brand we have recently added and we are seeing a great response so far. Customers have been buying the dresses (£218-£270), skirts (£200), shirts (£200) and an open jacket (£250).

We had a really good spring and summer this year, but business always quietens down during August. We have, however, sold a fair amount from our jewellery collections, which are high-value sales and means we don’t need the same quantity of customers to perform well. Also, this year we didn’t have to discount to 70% in our summer Sale – we only went to 50%, which is great news.












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