Discount shopping is hot

The explosive demand for cheap imitations of designer labels is at its peak, with the likes of Sienna Miller and Kate Moss at the forefront. British retailers are enjoying the success with sales increases at low-price retailers like Asda’s George and TK Maxx. Meanwhile, mid-market retailers like Marks & Spencer and Next are continuing their battle with the current retail climate.

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Earlier this week, value chain Primark bought 120 Littlewood shops, thereby expanding its presence onto some of the UK’s top high street sites. The timing is right, as even the wealthy have turned to bargain-prices.

According to the Scotsman, a recent survey showed that shoppers in the top “A/B” socioeconomic group spent 4.8 million more items of shoes and clothing from discount chains and supermarkets as they had the year before. The cheaper the shop, the better it does, according to Nick Bubb, a retail analyst for Evolution Beeson Gregory. He told the Scotsman: “In that game you’ve either got to be special or chep. Companies such as M&S are struggling because they are neither. Companies such as Primark seem to be doing well because they are cheap.”

British high streets have always been able to emulate the catwalk looks for a fraction of the price best. Furthermore, our high streets have extremely swift supply chains, offering looks similar to those worn by celebrities not long after they have been seen wearing them. This is because the British consumer public demands continuous reinvention. A perfect example is our pride and joy, TopShop. It always manages to imitate the catwalks styles perfectly, offering its own take on what is hot and creating its own, fabulous versions. And the process is always moving forward.

Offering a uniquely personal take on an imitated item is important though, as many of the big labels are responding to blatant copycatting with legal measures. Earlier this year, Primark was taken to court by Monsoon, who demanded £200,000 in damages from the discount retailer for allegedly copying a patterned skirt. The year before Primark has already to pay Monsoon a £23,000 out of court settlement for copying a girl’s top and a butterfly dress.