No longer the exclusive preserve of top models and cash-rich celebrities; designer fashion now rules the high street. Cheap and chic is the name of the game as retailers compete to deliver value clothing to everybody from celebrities to style conscious teens. It’s a cut throat business; the key to success being rock bottom prices and the fastest possible turnaround from cat walk to shop floor. Key players include Top Shop, Primark and New Look with supermarkets keen to hustle in on the act too; both Tesco and George at Asda have recently introduced inexpensive designer ranges to their stock.

Cheap supply and volume buying are both crucial elements in achieving ultra low pricing. But to increase sales additional avenues of distribution must be explored. Internet sales are the natural progression with inherent cost advantages a further bonus. Plans are already in place for Tesco and New Look to open up their designer ranges for online sales. The challenge will now be to ’sex up’ the online shopping experience to match that of the High Street.
The fashion industry should be looking to replicate the success of online travel. Over the last few years the travel sector has realised a […]

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