Independents Need to Up Their Game
24-10-2013
It’s fair to say that retail has gone through a major upheaval in the past few years; an economic recession, budget chain stores and a growth in e-commerce has devastated our high streets leaving many independents unable to compete.
However, some have managed to survive utilizing their own niche markets and selling tactics. Alison Townshend, pictured right, currently owns two womenswear and gift boutiques in the South West. She felt stifled by what brands were able to sell to her and when and decided to do something about it.
Alison comments; “I noticed that fast sell-through coupled with limited time availability of garments is key to the success of major fashion retailers. It keeps stock looking fresh and customers popping back in on a regular basis.”
With this tactic at the forefront of her mind Alison decided to create a label that incorporates well-made staples that could be worked into and enhance the brands already in her stores.
She continues: “The aim of Luella Fast Fashion is to give back control to independent retailers. To achieve this we have dispensed with forward ordering and offer stock on demand, we allow very low minimum orders with fast delivery and frequently introduce new lines during each season with short-order available.”
Alison admits that while Luella won’t be winning any innovative design awards what the label does provide is wardrobe staples that many women rely upon such as knitted scarves and cardigans, flattering tops to wear with jeans and the essential little black dress. “All Luella designs are made in Italy with good quality fabrics, comments Alison, the range includes a hint of current trends but essentially it is about quality staples at affordable prices for the retailer and the consumer.”
So far so good, Alison introduced Luella in her own stores throughout the summer and the response has been fantastic. “The introduction of ‘Luella’ into my shops has been a god-send,” says Alison, “I was able to react quickly to the needs of my customers. If you remember the summer didn’t get going until July but thanks to the quick-turnaround I was able to add in quality limited-edition pieces that my customer was looking for.”
