May issue out now

While it may have been unthinkable back in 2019, live streaming on social media is now an essential part of online marketing for today’s fashion indies. The pandemic has permanently altered the way customers want to shop and for many, choosing fashion from the comfort of their smart phone is all part of the “new normal.”

Live streaming selling

Watching shoppable live streams is the next best thing to visiting a real store. Shoppers get all the benefits (human interaction, seeing clothes on a real body) without actually having to leave their front door. For retailers, however, the move into live selling hasn’t been as straightforward – especially when it comes to processing orders efficiently. But new Danish innovation ELISA is changing all of that with its automated comment selling robot, which simplifies the process for shoppers and retailers. Find out how it’s already making live streams easier to manage for hundreds of retailers over on page 44.

Speaking of orders, this summer’s trade shows are expected to be back with a bang now covid restrictions are (hopefully) a thing of the past. Pure London returns to Olympia this July with the added benefit of Scoop at the same venue. Harrogate Fashion Week, meanwhile, is expected to be more popular than ever while Just Around the Corner is expanding in London and Manchester following its hugely successful recent editions. So, if you’re hoping to get your buying schedule organised, don’t miss our summer 2022 show guide, starting on page 37.

Pure returns to Olympia this summer

But if you can’t wait to discover some new brands for your rails, fear not: we’ve also got fresh finds throughout this issue to inspire your buying journey. Turn to our Stock up section on page 23 for a line-up of irresistible new labels and launches.

Gemma Ward, Editor 

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The May 2022 issue of Boutique magazine is out now.