Rapidly changing fashion trends are pushing for quicker turnover on the high street than ever before. Meeting the demands of the consumer has never been tougher for the designers on street level, each looking for a slice of a frenzied market place.
One of the plusses of such competitiveness is, as publications such as Grazia illustrate, that the level of quality has also improved. Consumers now look for the high street 'must haves' from Primark and New Look to sit alongside their designer items. Supermarkets have followed suit, where George Davies, the man behind Next in the 80s and Per Una today, changed the way we shop forever by launching his clothes range, ‘George’ at Asda.
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