Introducing newness to Donna Ida with a fresh buying approach to a brand and introducing new brands is key.
Each season there will be one or two labels we don't buy back into to make way for new ones. When I first opened Donna Ida in 2005 I was being approached by new denim brands every 10 minutes. Now there are very few new denim brands that make it to the top but of the ones that do you know they've made it for a reason - because they're good. The fit and fabrication are vital. They're the two key elements. If a denim brand gets the cut and fabric selection right, and offers little else that gets in the way of the rest of the customer's outfit then there's really no stopping them.
For SS12 we have launched Bleulab in the UK. A genius brand which offers all of the above plus a cute nod to the economic climate - they're reversible. Bluelab are offering all of the above plus a cute nod to the economic climate - they're not trying to reinvent the wheel, they're just giving us two instead of one.