Industry: Nikita Stays Independent

SOURCE magazine have got a great exclusive interview with Runar Omarsson (founder Nikita Clothing) in which he talks about the challenges facing the female market. It opens by saying:

We’ve had reports that independent stores are raising their buying for mens and boys and lowering their buying for womens and girls as they feel that women are favouring the high street stores such as H&M/ Mango/Zara more and
more for their clothes.

Runar goes on to talk about brand loyalty, changes in design, countries that “buy with their hearts rather than their wallets” and of course “girls who ride” being the best customers. Full article here.

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