Housing costs and inflation are pushing shoppers to opposite ends of the market. But what happens to fashion brands caught in the middle?
In fashion circles, the number one question being asked around lunch tables and over flutes of champagne at flashy store launches isn’t “What’s in for summer?” but rather, “Who’s out?” As in, which fashion brands will – or won’t – survive the cost-of-living crunch?
Nor is it a time to be pulling back or “going vanilla”, as Rochman puts it, by only offering safe bets. For her next collection, which marks 10 years, she’s gone “all in”. It’s a similar strategy to the one she adopted in lockdown, even if customers’ spending patterns are favouring investment staples over seasonal buys.
Director Georgie Austin says it was necessary to invest heavily in the stores to help revive the 42-year-old brand, including sourcing antiquesuch as vintage bar carts under the eye of interior designer Brahman Perera. “It’s not about churn and burn – we’re trying to create these environments in store that are a bit more eclectic,” she says.
At the same time, households that need their dollars to stretch further are flocking to chains offering the deepest discounts.
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