Confused Brits fail to baffle Midlands clothing firm

Douglas

A Staffordshire clothing firm is enjoying a bumper time as confused Brits struggle to decide whether to wear sweaters or shorts.

With the vagaries of the British summer once again having people scratching their heads when it comes to deciding what to wear, Shenstone-based Douglas said its future planning had proved a boon to sales.

It said the warm temperatures in June had seen stockists rush to pre-order clothes for the summer 2018 season’ while the rain and cooler weather in July and August had seen many firms stock their shelves early with clothes for the autumn/winter season.

Anton Jenkins, sales director at Douglas, part of the Douglas and Grahame group, said the summer was always a busy time for the business but the extremes in the weather had necessitated a flexible approach to orders.

“We have always seen spikes in sales around periods of extreme weather, but this is unprecedented. For both collections to rocket in such a short period of time is extraordinary,” he said.

“As temperatures have swung from one extreme to another, our customers are ordering everything from tweed jackets to linen shirts.”

He said the firm’s SS18 season range had been designed with a focus on traditional craftsmanship, using a wide range of natural materials including linens, cottons and wools.

“The collection has already been hugely successful with our stockists and pieces are being snapped up,” he added.

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