New figures show Nottingham is the fastest growing city for fashion business start-ups in the UK.
Research carried out by insurance broker Simply Business found Nottingham saw a 126 per cent rise in fashion businesses between 2015 and 2016, beating cities including Birmingham, Manchester and London.
In 2015, the city welcomed 27 new fashion start-ups, and a further 34 in 2016 – more than three times as many as London during the same period.
The research indicates shoppers are shifting away from traditional high-street shops in favour of pop-up boutiques and independent retailers.
Johanna Haque, retail manager at independent store Stick and Ribbon, on Bridlesmith Gate, said: “I think Nottingham has a real history of being involved in the fashion industry – obviously in textile production and the lace market.
“There’s very strong links with the highly-respected fashion course at the university, so we have a lot to do with the up-and-coming fashion designers and it’s probably a natural fit for people to come and start up a business in the city.
“A lot of the ladies we see are looking for something a bit different from what’s on offer on the high street – a lot of cities don’t have independent boutiques these days so we find our offering goes down really well with those customers.”
Hockley is one of Nottingham’s leading fashion hot spots and is known for its wide selection of independent and vintage stores.
Second hand shop White Rose opened its third store on Broad Street six weeks ago.
Retail manager and former Nottingham Trent University graduate Shafiq Masudi said: “Nottingham is such a vibrant city and I think the fact that it has become a fashion hub across the UK is mainly because of the students and the student population we have here.
“The university offers fashion as a course and lots of students from all parts of the country come here to study – and the majority of them tend to stay and set up here.
“I also think people have become a lot more aware about shopping in charity and independent stores – and look for quality and something different compared to what you get in contemporary retail stores.”
Cow Nottingham, also based in Hockley, specialises in one-off vintage clothing and accessories.
Sales assistant Betty Grieves thinks the city’s variety has helped it become a big presence in UK fashion.
She said: “The city has such a good array of vintage stores and Hockley is a really good area for second hand fashion, rather than just chains.
“It’s quite versatile and there’s a lot of things for young people like sportswear, streetwear and skate stuff – but there are also things that emulate a lot of eras.
“We sell re-worked fashion things and have a seamstress who makes tops and dresses for us, so there is a sense of individuality about them.”
“Nottingham is up-and-coming and its definitely becoming a bigger presence in fashion.”
Ramari Ochevoy, who also works part-time at the store, is preparing to hit the catwalk to model in the Nottingham in Fashion event, which takes place at the end of March.
He said: “Nottingham is a small city and I think we get overlooked when it comes to fashion – especially independent fashion – but we do have a big independent scene for such a small city.
“The pricing here is a lot cheaper compared to other cities like London – and with vintage and independents you know you will always find key, one-off pieces that you won’t find on the high street.”
