StyleNest caught up with Buyer and one half of the designer fashion boutique, Stanwells.
Since Stanwells first opened its doors in 1996, in the picturesque yachting town of Lymington in Hampshire, it has grown into one of the south of England’s most successful independent boutiques. Now with another store in Westbourne near Bournemouth, the mix of designer labels is an ever growing one.
Stanwells offer a stylish mix of designer and contemporary brands, from denim staples such as J Brand and Mother to well known labels such as DVF and Issa and smaller emerging brands such as MGSM.
In 2010 Stanwells were invited by The British Fashion Council to join the selection panel for emerging new designers: The event was named, The Talent Launch Pad, and ran in collaboration with Elle magazine. This has given new designers the opportunity to be stocked this spring in some of the UK’s top independent stores, including Stanwells.
Stanwells is at the forefront of emerging fashion talent and a big supported of London Fashion Week. We love the store and their ecommerce site so couldn’t wait to chat to Julia, the Buyer for Stanwells and find out her fashion tips for next season.
You’re the buyer for Stanwells Boutique. Tell us a little about your job and what it entails?
Buying for both independent and department stores has radically changed over the last few years and I have certainly had to change my buying programme to keep ahead of the game. Designers now produce more drops within their collections, some up to four a season…so my trips to the designers and showrooms are more frequent. I source on trips abroad to Paris, Milan and New York often visiting showrooms to view collections before I decide to go ahead with a brand on a second visit.
Trade shows are less frequent with my top choices being Paris and New York for a good mix of clothing and accessories. London is becoming less important to me to buy but I still like to visit London Fashion Week for the buzz. Being the buyer at Stanwells means a lot of legwork, but as I work in store too the job is made easier by knowing the customer and their tastes, but it is good to know that I will introduce many of the to their future favourite brands.
Stanwells started off as a standalone boutique and has expanded into an ecommerce site too. Tell us about that and how the two are different?
Amazingly, many of our local regular customers use the website as a reference platform to see what has arrived in store. The in store customers like the whole shopping experience of browsing, a coffee, a chat and being shown how the collections work plus the sound advice of the sales staff on what looks good on them. The ecommerce site has opened Stanwells to a whole new audience. Daily we have sales to faraway places such as Japan and Russia, but the internet customer is generally very fashion-forward and knows their brands. Internet selection of items is more likely to be because the customer has bought the brand before or seen a hot new piece in one of the glossies.
What do you look for each season when picking pieces or designers to stock?
Increasingly, I am having to buy different brands for the website with the international audience in mind so this means I look for the next new great label, but it has to sit in store happily with our other brands. The ecommerce site means a wider audience, but foremost in my mind when buying is the store customer and our signature style. I may be officered the ‘hot new designer’, but it could be just a little too high price or on the wrong side of edgy for us. I will always look for ‘key pieces’ that stand out in a collection such as an amazing leather jacket or statement dress and small interesting labels have always have something that no large collection can offer.
What advice would you give to people wanting to get into fashion buying?
I think the best way to be a good buyer is first to be a good seller, i.e. do your groundwork on the shop floor, learn about fit, body shapes and your target audience and always trust your own instinct.
What are your three all time favourite brands?
I always loved Jean Muir, the fabrics, cut and style was amazing.. Today I’m a huge fan of Iro’s Parisian rock and roll chic with Diane von Furstenberg being an equal favourite for her clver reinvention and wearable style. My future favourite is definitely going to be MSGM, it’s a real winner.
Describe your work wear style?
If I am buying comfort is key so an easy slip on dress and wedges in the summer and in the winter skinny jeans, a Duffy sweater and some Fiorentini+Baker boots. Shop style is more often than not jeans with an equipment silk shirt and an Iro or Muubaa leather jacket takes me all year round and on a Saturday summer or winter, usually a McQ or DVF dress with a wedge shoe for all day on the shop floor.
Whose style do you admire?
Sharon Stone looks amazing, knowing to dress age appropriately is the key to being stylish and she has got it.
Stanwells have launched their own YouTube channel with you teaching women how to wear certain looks. Can you give our readers any advice on how to look chic on the beach?
Unless you are an 18 year old beach babe keep it simple. If you have a fuller figure go for a plain swimsuit with a softly toned kaftan – too many colours will make you look larger, add some colour with a fabulous bag such as a vintage Simon Camille and jeweled flip flops. If you have a more petite figure choose a print bikini or a one-piece and team with a printed kaftan or pareo. Remembering the golden rule for all white swimwear is not a great look on un-tanned skin, so keep away from it unless you are naturally dark or sporting a golden tan.
What advice can you give to women when buying clothes online?
Go to your trusted designers and keep to your signature style when buying online.
What’s been your favourite trend of SS/12?
The prints have been fabulous, especially the bold printed trousers.
Stanwells also stock a range of fragrances. What’s your all time favourite scent?
It’s got to be Nasomattos patchouli-loaded China white.
What’s your hero beauty product that you can’t live without?
Crème de la Mer.
Are you off on holiday this summer? What are your top tips for packing light and making the most out of your holiday wardrobe?
No summer holidays unfortunately, but working trips to cities where it is always hot. I take one dress, one pair of trousers a couple of tops and a pair of espadrilles that will work with all. All colour co-ordinated, everything works together.
Summer hasn’t been and gone but we’re all ready thinking about AW. Can you give us any clues as to what will be hitting Stanwells’ shelves next season?
Certainly:
- Autumn 12′ brings us a rich baroque colour palette of teal, burgundy and purple, with the low key military styling a must.
- Standout collections are McQ Alexander McQueen in the shape of the trouser suit in black watch tartan teamed with lace blouses.
- MSGM brings a highlight of vibrant pink in a season of dark shades. Striped mohair coats and textured Chanel style jackets throw a bit of fun into your winter wardrobe.
- Joseph’s cool military coats in khaki and navy checks tick the boxes for this seasons key trend of army style. Parisian label Iro’s signature sequin jackets arrive this season in beautiful burgundy to wear with J Brands Bordeaux skinny leather jeans. – all fabulous wearable peices and bang on trend.
- Key trends arriving at Stanwells will be skinny leather jeans, cropped trousers, big lace, military coats, sequins, parkas, collarless jackets, leather biker jackets, velvet, biker boots, wedge trainers and trophy sweaters.