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If Flock Had an Unlimited Budget, It Would Stock Lots of Wildfox

Image via <a href=";set=a.628145813869033.1073741825.131644783519141&amp;type=1&amp;theater">Corey Lynn Calter</a>/Facebook
Image via Corey Lynn Calter/Facebook

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Even though cold temps are still lingering, spring is undeniably approaching. Soon we'll be trading in our down jackets for lightweight layers and our corduroys for cutoffs. The best part of it all? Spring shopping. In preparation we're asking the buyers from our favorite spots to shed some light on the upcoming season. Today we're talking to Dani McDonald, owner of Flock Boston.—Justin Reis

What are you most excited to be getting in for Spring?
?Dani McDonald: I'm most excited about the new COREY pieces (formerly Corey Lynn Calter). The line is looking amazing, a little cleaner and some great silhouettes. A piece from her collection was just featured in this month's InStyle, highlighting florals for Spring.

?What trends can we expect to see on your shelves and racks??
You'll be seeing a lot of the color mint in both apparel and accessories, as well as lots of floral prints.

?Do you have a strategy when you do your buying or attend the shows?
?When we go to market, we always try to keep in mind what our customers like, but we also try to pick pieces that might be a little riskier—pieces that we love and believe in. I think it's easy to fall into a pattern of gravitating to what is in our comfort zone so I think it's great to push people to try new things; things that will look great on them but might be a little out of their comfort zone.

?What's the trick for tailoring trends with gutsy gravitas for the Boston market?
?I think it's important to embrace trends but I do understand that sometimes it's hard for the Boston market to really catch on to them. I try to stick to incorporating the trends in styles or silhouettes that are a little safer. For instance, floral prints are huge for spring and our customer might not love a maxi dress covered in a floral print but a floral blouse might be a good in between.

?If you had an unlimited budget, what would your store be full of??
With an unlimited budget, our store would be filled to the brim with Wildfox and Lauren Moffatt. These are two of my personal favorite lines but the price point scares people away. Wildfox, I must say, is a bit outrageous but I love it. They make the most comfortable pieces with some of the cutest graphics and sayings. I could live in it! I'd also carry Haute Hippie, another favorite of mine. I've never carried it at Flock, but maybe someday.

What three words sum up your buying philosophy??
Practical, sometimes risky.

?Any totally impractical trends that you wish you could bring to Boston?
Yes! I really wish more Bostonians would embrace jumpsuits. I mean, what's better than pants and a top in one, already outfitted together?

· All Spring Buying Report posts [Racked Boston]
· 38 Essential Boston Shopping Experiences, Winter 2013 [Racked Boston]


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