7) TAKING STOCK
“[We] definitely listen to our customers and we are always really interested to see what they’re buying and how that changes every season. We review how each style has sold at the end of every week, at the end of every month and at the end of every season. It is like a constant process… so we can react to sales by designing either an updated style or repeating a style or a print or fabric,” says Alexie. “[We look] at what colours [our customers] loved… and we also talk to our stores and visit our stores.” This stage of the process ensures the designers can both continue and evolve Veronika Maine’s signature style. “We want to differentiate ourselves and make pieces that really stand out that you won’t find in other stores,” Gill says. “We’re a real design-lead business, we’re not dictated to by buyers or planners. A lot of it goes on gut instinct and what we’re feeling at that time so there’s a lot of creativity.”
“When you go shopping and you see everything looking beautiful on the rails you just wouldn’t believe what goes on behind it,” says Gill. A print might come in or the colour needs further development, or the feel of the fabric is not quite right, or the wrong zip may have been used in production. “All these things are a constant juggling act,” says Gill, however the brand retains a steadfast commitment to the highest quality and attention to detail – evidently key to its customers’ loyalty and the company’s overarching success.