The Brown Thomas view on fashion: ‘We’ve changed the face of our business’

As fashion buying director of Brown Thomas, Shelly Corkery knows the business of luxury retail in Ireland. She shares what 2023 taught her about brands, trends and attitudes, and explains how emotional connection with customers became the new currency

Shelly Corkery, fashion buying director at Brown Thomas: ‘The fashion industry has shown huge resilience since the pandemic.’ Picture: Fergal Phillips

“Victoria Beckham.” That name is the answer, says Brown Thomas fashion buying director Shelly Corkery, to today’s luxury retail question. “Everything she is doing is working,” Corkery says. “From brand development to marketing, to customer loyalty. Victoria Beckham is on fire.”

The former Spice Girl’s label has jumped off the shelves at Brown Thomas, Corkery says, to the extent that all Victoria Beckham accessories bought by the retailer in 2023 sold out. “We could scarcely ...