More or less

Unsuprisingly, the Sunday Times reports today that the fashion retail sector which is experiencing an upsurge is the middle market. Buyers are trading down from Harvey Nicks and trading up from M&S and Primart.

Many of the brands in this not-too-expensive, not-too-cheap niche are small compared with the retail giants. What sets them apart is a focus on quality, design and a commitment to producing fashion you might want to keep. In a tough economic climate, these values chime with the way we want to live now, and they are good for business. Jigsaw reported a substantial sales rise this year and is about to launch an e-commerce site. Banana Republic isn’t having a summer sale — because there is no left-over stock. Reiss and All Saints are expanding rapidly, and Jaeger posted a profit of £82m last year.

One of the most exciting fashion relaunches will also be in the middle market. I’ve had a sneak peek at the first collection by the former Topshop guru Jane Shepherdson for Whistles, and it is full of grown-up, gorgeous, covetable clothes.

A black jacket I bought at Whistles two and a half years ago for £175 has several years more life in it, in terms of both quality and style. I was looking in L.K. Bennett the other day, and the small number of pieces they have started to get in for Autumn look very promising, as do the shoes.