What’s Selling Now: Premium Fashion
11 May 2018
Author: Jasmine Waters
There’s no denying it – premium is in. With all the doom and gloom in retail today, premium level shops seem to be thriving. So why are we seeing such an increase in appeal?
By the end of 2018, global premium womenswear sales are expected to reach a total market size of $12 billion. Christmas sales confirmed these targets are on the right track, with multiple retailers citing the holiday period to hold their most successful sales to date. Brands are now riding the waves of change, becoming more comfortable with selling and marketing for themselves and with multi-brand retailers. We’ve also seen the market step up to the online platform, as nearly half of their consumer’s buying decisions are now made based on online influence.
For this past winter season, knitwear has been a key player for what have been the ‘best-sellers’ in the premium realm. Brands such as Pinko and Patrizia Pepe and Boss Black have had a reported increase in sales across the UK, rivalling the profits, impact and price points of competing premium giants. Anton Dell brand Sand Copenhagen also specialise in this ever-growing niche, creating the unique, easy to wear pieces that have been snapped up this season. Alongside knitwear, coats and outerwear, both fur and cashmere are also making a comeback, with raccoon and arctic fur beanies proving popular buys as the cold chill hit.
A similar success for premium can be seen across Europe, USA and Canada, thanks to much more than the good service a brand can offer. As the market continues to take flight, moderately priced stores will need to bring more to the ‘shopping experience’ table to keep up with premium’s top sellers this season.
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