Russell & Bromley at the beginning of August. This isn’t about rushing items on to the shelves to chase a mythical segment of the market who want wintery coats in July (they don’t), but about giving customers what they want.
And these days, especially now that more of us are holidaying in the UK, they want boots.We want them for walks down those rural lanes that might suddenly turn into a scene from The Day After Tomorrow if there’s an ‘unseasonal’ downpour.
We want them on a cool/chilly evening when pretending we’re in Greece has stopped being funny. We want them for excursions into the local market town.
Or because we’re in the Foreign Legion (if you want a really wacky idea that should never have worked, I give you the desert boot).
Read more on telegraph.co.uk