- Title: UNITED KINGDOM: Buyers eye young designers ahead of London Fashion Week
- Date: 18th February 2010
- Summary: CLOTHES ON RAIL IN LIBERTY CHRISTOPHER KANE CLOTHES FOR SALE IN LIBERTY (SOUNDBITE) (English) ED BURSTELL, LIBERTY BUYING DIRECTOR SAYING: ''You know if the economy is not great and it's still in the bounce back stage, you have to give them a reason to shop, and then I do think a reason to shop is something they're not going to find everywhere else. It has to have pretty tight distribution, or perhaps exclusive distribution... and they're looking for something that actually has a hand to it, you know possibly an emotional connection that they can make with that.'' MANNEQUINS AT LIBERTY (SOUNDBITE) (English) ED BURSTELL, LIBERTY BUYING DIRECTOR SAYING: ''Now if you buy heavier and deeper, you know it stays better looking on the rail longer and you make more money (Burstell laughs).'' MORE OF SHOPPERS AT LIBERTY
- Embargoed: 5th March 2010 12:00
- Keywords:
- Location: United Kingdom
- Country: United Kingdom
- Topics: Fashion
- Reuters ID: LVA7OV1JOEO6HLORV8S698Y9YJ88
- Story Text: London Fashion Week provides a platform for designers, new, iconic and established to showcase their upcoming collections.
The city is known for its innovative and quirky designs and ahead of this year's event, buyers said they're paying attention to the young designers and emerging talent.
Buyers at luxury stores Harrods and Liberty said more support is needed to nurture the young designers and help them develop even further.
Marigay McKee is head of fashion and beauty at London luxury department store, Harrods. Mckee said they are looking to stock more items from young designers especially Erdem, Peter Pilotto and Richard Nicoll.
''It's really important that we try to support and promote the British talent, so it's good to see Burberry and Matthew Williamson coming back last season and show in London, and I think that that really does mark the return of a lot of British designers to show again in London,'' McKee said.
Ed Burstell is in charge of buying at Liberty, a bustling department store located in the English capital's West End. Burstell said he's looking forward to seeing collections from the 'new group' a younger movement of designers, among them Scottish designer Christopher Kane.
''You never really can prepare for London Fashion Week, because it's what I always say about London, there is a lot more creativity versus commerce here and you know some of the things I'm really looking forward to are the new group, you know this new younger movement. Whether it's Michael Vanderhan, Charles Anastase, Preen, Chris Kane, John Saunders. I mean they are, it's a very powerful movement right now,'' said Burstell.
As a fashion event, London Fashion Week is one of the world's largest, it's also a trade show where buyers snap up the upcoming trends.
But Britain has only just emerged from the worst recession since the second world war and buyers are changing the way they approach the shows.
''The buying teams have been a lot more cautious, and probably they would be looking at a little bit less frivolity than in previous seasons and they'll be looking at more staple pieces, musty have garments, must have trends, value has become more of a reality than just a perception. You know there are of course a lot of customers who do not need to look at the price tags. But inevitably the vast majority of customers who do look at price per wear and who look at the ROI of the garments they're investing in. So I think with that in mind a lot of the designers have created diffusion ranges, have created basic ranges, staple ranges within those designer brands so that they can still reach out to all people everywhere,'' said Mckee.
Burstell also said that due to the economic climate people need to have a reason to buy items that stand the test of time.
''You know if the economy is not great and it's still in the bounce back stage, you have to give them a reason to shop, and then I do think a reason to shop is something they're not going to find everywhere else. It has to have pretty tight distribution, or perhaps exclusive distribution... and they're looking for something that actually has a hand to it, you know possibly an emotional connection that they can make with that'' said Burstell.
In terms of shopping habits buyers said the big spenders are very much still out there, and they are wanting to spend their cash on investment pieces which have an emotional connection rather than throw away fashion.
''You know there is a buzz word around dream investments. People will spend if it's the dream investment they're going to get a lot of wear from. If it really is a throwaway purchase they're not as likely to buy into a momentous trend that isn't going to see them through one or two seasons. If they're buying an investment piece or they're buying a piece that is going to have heritage quality, stand out quality, longevity then they are going to want to invest'' said Harrods' McKee.
London is home to designers like Julien Macdonald and Paul Smith. Among the emerging designers showcasing their collections will be Erdem and Peter Pilotto.
As one of the world's fashion capitals, London is often perceived by those in the industry as being the incubator of emerging talents and a city which is experimental with new trends. London is firmly on the map as a fashion hub and it has a reputation for being a leading creative city.
London Fashion week starts on Friday 19th February, it continues until the 24 February, with a menswear shows on the last da - Copyright Holder: REUTERS
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