Evelyn Broughton, owner of Peggy Concept Store, is a buyer attending New Zealand Fashion Week. She has consistently sourced primarily Australian labels, with Nagnata, SIR., St Agni, and Alémais regularly among the strongest performers.
Since bringing on Harris Tapper, they have quickly moved into the top five brands. Evelyn Broughton has been gradually building her New Zealand offering, adding Maggie Marilyn and Jasmin Sparrow in the past year.
Paris Georgia’s Elemental range has performed particularly well for her. She is also searching for more emerging Australian brands that add something new to her core offering.
Brand Performance
Nagnata remains a consistent top seller, followed by SIR. The categories that are performing the strongest are dresses, tops, and pants, but there has been a noticeable increase in jackets and shorts.
Evelyn Broughton is excited to see the brands and runways at NZFW, particularly The Studio show curated by Dan Ahwa, and emerging designers like Claudia Li and REBE.
Buying Strategy
Her approach this year is to place tighter indent orders and hold more of the OTB back for reorders and mid-season ATS. This will give her the flexibility to react to what customers actually want.
She is being more disciplined with the brand matrix, only buying brands that genuinely fill a gap or spark a sense of joy. With newer brands, she tends to work with lower minimums to mitigate the risk.
The rising freight and logistics costs out of Europe and the US have made Evelyn Broughton more interested in what is happening within her own region.
Next Fashion Trend
The strongest themes she noticed were texture, proportion, and considered finishes. She was particularly taken by Claudia Li’s romantic, feminine point of view.
Evelyn Broughton also thinks REBE has strong potential, with clothes that feel considered and easy to wear, while still having a clear design point of view.
One notable example of her buying strategy is the brand Posse, which she had previously exited but decided to reinvest in after seeing their FW26 collection. The collection’s relevance to the European summer customer made it a strong performer both locally and internationally, reminding her to assess each collection on its own merit rather than buying a brand out of habit. Additionally, she has introduced other emerging brands such as Fella for swim, One of Others, PPeach, and Tohen to her store, highlighting her commitment to discovering new talent and providing unique offerings to her customers.
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