How buyers order for FW25: high-end fashion retailer ByLotte

ByLotte is working hard to establish itself not only as a high-end fashion retailer, but also as an online platform with a strong community. With a boutique in Eindhoven, a newly designed webshop and lots of attention on social media, ByLotte is actively preparing for the future. The range plays a central role.

What are the shopping plans for the upcoming fall/winter 2025 season? FashionUnited talks to owner Lotte Drijvers about product range design and emerging trends.

Where is ByLotte currently?

We are constantly moving and making great progress. We are currently working on our own clothing line, which is expected to launch in January. Over the years, we have continuously refined our range and have thus developed a unique position. Our selection attracts a loyal customer base. At the same time, however, we realize that part of our audience finds our offer too exclusive. With our own line we want to counteract this impression and make ByLotte more accessible.”

The collection will consist of twelve key pieces, including T-shirts, tops, a boyfriend blazer and leggings. The garments are characterized by high quality and are designed to last for the next ten to twenty years. It is produced in Portugal and in small quantities. We also rely on timeless cuts.

They say ByLotte wants to expand their target group. Who is your target group?

Our target group is broad: women between 18 and 75 years old. ByLotte positions itself in the mid to high price segment, which means that not everyone has the financial means to buy from us. However, it is important to us to also appeal to people with a slightly smaller budget.

This thought ultimately inspired us to develop our own label. We hope that our ByLotte label becomes accessible to everyone – that everyone can afford or save for a ByLotte piece without it being completely out of reach.”

How did the A/W 24 season go for ByLotte?

Very good! An item that has sold very well, for example, is the leopard jeans from the Danish label Ganni. She has a real one Revival experienced. But I notice that this is easing again now. We are also finding that winter jackets are becoming harder to sell as the real winter weather is a long time coming. Teddy jackets used to do very well, and we sell them less now.

We notice that the ‘Sophisticated’ trend and Bermudas are booming. Additionally, jeans are an important source of sales for us year-round, and sales for labels like Extreme Cashmere and Lisa Yang are through the roof. This winter, ballerina flats with socks and long skirts are also going very well.

How much does this season influence purchasing for the next season?

Not at all. I’m going into the new shopping season with an open mind. I only buy what I like and what I know will make my customers happy. The brands we shop are not necessarily unique, but the way we combine items ensures we create and present a distinctive offering.

What do you pay attention to when shopping?

The clothes have to match my style or match my vibes. I can’t sell pieces that I don’t find beautiful myself. What is important to me is that every piece of clothing has something special and has a nice fit. The brands we carry are diverse, but they form a harmonious overall picture in the boutique because I specifically select items of clothing from their collections that represent my style. This is how we create our unique offering and the special combinations that our customers find in the boutique.

I now pay more attention to the difference between boutique and online shop. I notice that it is more difficult to sell very expensive items online than in brick-and-mortar stores. In the boutique we can better convey the overall picture to the customer, whereas online it is much more demanding.

Where do you get inspiration for the new shopping season?

Instagram and magazines are important sources of inspiration for me. I also travel a lot for work and often collect ideas unconsciously. However, I get most of my inspiration from the street. When I see someone with a distinct style that appeals to me, I memorize it and take it with me to my next shopping trip.” Laughs: “I also try not to think too much.

You say that you do many things based on feeling. Does that also mean that the brand portfolio is flexible?

Absolutely, but I am very critical when it comes to buying from brands. In the end, sales figures obviously play a role, but I also have some brands in my portfolio that serve more of an ‘image’ – they complement the range and contribute to the overall image.

It is important for ByLotte that the brand is exclusive in the Netherlands. I’m always looking for the ‘raisins in the cake’. It doesn’t have to be a well-known brand – on the contrary, I find it particularly exciting to also offer unknown brands a platform. We can do a lot for such brands as they gain recognition through us.

If a brand wants to work with us, we agree that we are the only ones allowed to sell that brand in Brabant. We notice that this works very well for us. Exclusivity allows us to expand our market in a targeted manner.

How do you see young brands?

I find them incredibly exciting. I enjoy supporting them and investing in them. I was also young once and know how valuable it is when companies like ByLotte help you. A good example is the Blaze brand. When we started with them, they were still very small. The founders came to our boutique in person and I was immediately impressed. We sold their products for a while and today they are represented throughout the Netherlands.

Which items or trends will we see in stores again in winter 2025/2026?

Bermuda shorts, but very feminine combined with heels and a large blazer. I think it’s a very nice style. We will also see the ballerinas and the “smart casual” look again.

What are the expectations for the Fall 25 season?

I think it will be a very exciting season for us. There are a lot of great things coming up. We are planning to launch our own line and recently entered into a collaboration with the PR agency L’Agency. We are currently working on a very exciting project there that I can’t reveal anything about yet. It promises to be a fantastic season and I’m really looking forward to it!