Suffolk Quilted Coat

Junior chap at corporate, armed with a spreadsheet and tasked with protecting margins, has clearly missed that this was one of Peter Millar’s most successful and in-demand lines. What once enticed customers and served as a gateway into the wider collection has been obliterated in one foul swoop. Cheaper materials, the lack of a decent lining, and the loss of internal pockets render this no better than fast-fashion, mass-produced, short-lifespan tat. Now in its third season, despite constant consumer feedback pleading for a return to its glory days, the copy-paste line about “continually refining based on customer feedback” falls on deaf ears. Sadly, the Essex line is befallen to the same fate as the Suffolk. A lack of appreciation that clients here are consumer discretionary spenders. Try this: compare the incremental basket value and profits generated by those who historically purchased Essex/Suffolk lines to now, it may prove genuinely shocking.