In Birmingham, a clothes store run by students
In Birmingham, Boutique Fusion has chosen a unique yet effective economic model: fashion students manage the store.
Far removed from the prêt-à-porter and designer stores, Boutique Fusion has chosen an unexpected way into the market. The brand is run by fashion students from South & City College in Birmingham. The students sell clothes that they have designed and produced, offering customers tailored items inspired by the designs in-store.
These students have taken a simple approach: offer a service which allows customers to buy top-of-the-range clothes at reasonable prices, with the students able to get to know the world of sales. They are involved in the management of the shop and learn about the commercial side of their profession. They also have the opportunity from the start of their apprenticeship to create a clientele.
This set-up creates a unique, high-quality relationship with the customer. The store offers customers the chance to meet designers directly and attend shows organized by the students. This builds their loyalty and gives the store a real identity.
High Street Deritend
Birmingham, West Midlands B5 5SU