Daniel Rubin, founder of Dune London, shares insights on fashion trends and business strategies.
- Rubin comments on the shift towards casualisation in fashion, especially post-pandemic.
- He discusses the company’s approach to quality improvement and strategic pricing.
- Rubin shares concerns and expectations regarding the upcoming Autumn Statement.
- The potential sale of Dune London is addressed, with timing dependent on market conditions.
Daniel Rubin, who established Dune London in 1992, highlights the evolving nature of fashion towards more casual styles, influenced significantly by post-pandemic trends. Despite this shift posing certain challenges for a brand traditionally linked with officewear, Dune London is seizing the opportunity presented by increasing trainer sales and aims to draw in aspirational consumers with a growing range of genuine leather handbags.
Rubin expresses a cautiously optimistic outlook on upcoming trading seasons, acknowledging the difficulties experienced last autumn/winter due to the cost of living crisis, political uncertainty, and the ongoing war in Ukraine. He notes that while some challenges persist, interest rates reducing have fostered a sense of improvement. However, he voiced concerns over the potential impacts of the upcoming Budget, noting government approaches could exacerbate existing economic pressures.
Discussing pricing strategies, Rubin emphasises the importance of maintaining stable entry price levels amidst economic pressures to ensure accessibility for consumers with limited disposable income. However, he supports increasing prices where quality enhancements are achieved, such as through the use of premium materials, reflecting a strategy of offering improved value rather than mere cost elevation.
In terms of expanding product categories, Rubin highlights the company’s focus on increasing its handbag sales from 16% to 30% by SS25, as well as capitalising on the relatively less competitive men’s footwear market. The shift towards casualisation is further evidenced by changes in consumer preferences, with a notable decline in demand for traditional formal shoes and an increase in versatile, comfortable footwear purchases.
Addressing speculation about a sale of Dune London, Rubin states that while opportunities are always considered, current market conditions have delayed such plans. He anticipates this possibility may be revisited around 2026 when market conditions are more favourable, aligning with a strategic, timely approach to business opportunities.
Dune London is strategically poised to navigate evolving fashion trends and economic landscapes with its focus on quality and adaptability.
