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What's selling now: premium fashion

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


Pamela Shiffer Owner of Pamela Shiffer in Primrose Hill, London

One of our bestselling brands for this season is Rino & Pelle, particularly the reversible faux shearling coat (£195); this is very popular as you get two coats in one, which offers a day-to-evening style. Bianco Levrin is also selling well, particularly the black embroidered coat (£395), which offers a vintage look. Sita Murt’s yellow knitted jumper top (£177) has a casual, sporty feel and is very popular with customers because of the luxurious quality. Trade has been extremely good for us recently and sales are up on last year.

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Chinti & Parker

Jessica West Buyer at The Cross in Holland Park, London

Our clothing is very luxurious – we take pride in selling exclusive brands and it gives us a point of difference. Zero + Maria Cornejo (starting at £300) is one of our top sellers and often a real investment for our customers. Cashmere from Chinti & Parker (cashmere sweaters from £300) is a very fashion-forward product and a lot of their clothing also sells really well for us. Alongside them, Pero is performing well and has proven to be a popular brand; this high-end artistic product is stocked in very few shops in the UK. The business is doing very well.

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Sophia Rohan Sales assistant at The West Village in Notting Hill, London

Cashmere from Madeleine Thompson (£329) is good quality and comes in a variety of bright colours, which is very popular for us. Project AJ117 (£205) offers different styles of clothing that are extremely flattering and have been selling very well. Trousers from Intropia (£165) have been flying off the rails this season; they offer a nice fit and have many alternatives. We have seen a very good season this autumn.


Becky Kingsley Manager at Ginger in Norwich

As we’re in the autumn months, coats and outerwear have been selling well, particularly the padded coats from Mackage (£800). They do well because they’re warm, stylish and flattering – what else do you need? Marella (£120-£500) is a brand that does well for us across the board, as does D’Exterior (£200-£600.) The autumn season has got off to a really good start for us and people have a real spring in their step at the moment.



Rains 7


Adam Smith Store manager at Badger Clothing in Brighton

Outerwear from Rains (£75-£95) has been a top performer for us recently and, funnily enough, is selling well in all the different colours – yellow, orange, off-white, khaki brown – except black. The weather has been very damp recently, which explains the increase in outwear sales. Everything from Fred Perry (£30-£200) also sells well for us, as customers know and trust the brand. Sales have dipped slightly in store recently but, having said that, the whole year has been really strong and we have been very busy.




Chris Hayes Owner of Woven in Durham

Gibson London (from £350) has been performing really well for us recently and the brand is doing well across the board, not just with one item. Our customers are looking for three-piece suits and tweeds, which are really popular. We usually find that eveningwear sales start to really kick in around December.

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Tommy Hilfiger

Joseph Ball Owner of Davids of Haslemere in Surrey

One of our bestsellers recently has been Fynch-Hatton, particularly the merino wool and cashmere jumpers (£99). The brand is in a sweet spot – it’s not overexposed like some and customers are impressed with the product. Tommy Hilfiger is a consistent seller for us: we do pretty well with the shirts (£79-£95) and with Hilfiger Denim (£90-£130), which sells very well. Trade since the end of August has been steady, we’re not up but we’re not down. It all depends on the weather over the rest of the autumn and into winter. We need some cold but dry weather – that’s always the winning formula for us. 

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