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Selling through trustworthy channels is vital for my brand

Ronke Fashola is founder of pop-up boutique LoveurLook, which will launch in House of Fraser Oxford Street on May 12.

After working in fashion for many years, first as a buyer for New Look and then at Bhs, starting my own company felt like the natural path to take and had always been a goal of mine. The thrill of creating a unique vintage-inspired collection made from sustainably sourced fabrics, and ensuring the range is ethically produced, has taken a great deal of time but has been well worth the pain. Women wanted products of good quality with a unique twist, and LoveurLook filled that void.

I started LoveurLook in 2011 with one summer range that was sold at small boutiques, selected festivals and via the website. Moving from festivals into pop-up shops was my next step, which has given me the opportunity to learn more about my customers and their needs as well as verifying the demand for the type of product I design. To date, I’ve had five pop-up shops. My latest will launch on May 12 for two weeks at House of Fraser on Oxford Street, London and online as part of the Great Retail Revival Foundation.

As my brand grows a progression into trade shows is vital, but with so many to choose from and the cost being so high it’s a challenge to decide which one is best for my label. This is when running a company by myself can be lonely, as the final word comes down to me. Increasing my options, not being too influenced by trends and selling through trustworthy channels are all vital.

I have been asked what will happen when the “vintage bubble bursts”, but there will always be room in the market for vintage clothing - just ask the designers who continue to reference past eras on the catwalk. Giving our customers something different, a piece that is vintage yet wearable, is what Loveurlook is all about.


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