Chicmi has the most comprehensive fashion event listings on the web for London, New York & LA. After an exciting 2016 we've compiled an in-depth dossier on the trends in the fashion scene to give you an overview of this constantly evolving industry.
As you'd expect the fashion industry is dominated by female consumers. However men are becoming more engaged in this category. In 2016 24% of London visitors to our site were male - higher than in New York (20%) and particularly LA (13%).
The majority of people looking at the site are interested in sample sales, which explains why the most prominent age group is 25 to 34. The younger generation are looking for new, hip and cult brands with low price points, the older generations look for more established brands, social events, exhibitions, education and networking.
Most of the visitors to London events are in the UK. However there is a healthy interest from countries closely connected to the UK like America and Europe, and even further afield from people in countries like Japan and China, who research fashion events before they travel to the city.
London's fashionistas tend to check in mid-week at work to plan their weekend, while they're more likely to be out and about on Saturday and Sunday rather than online
People often check early in the day to catch the newest listings and plan their day - or in the evening to browse and discover new interesting events and brands.
In the industry the focus of events is still shifting stock - and the hottest way for brands to engage face to face with consumers is to host sample sales and in-store events. However there is a diverse fashion scene in London and there are more other types of events in this city than anywhere else, particularly with the rise of branded fashion exhibitions.
Fashion events in London are often focussed around Mayfair and Oxford Street for high-end events, and in Hackney and Shoreditch for indie and emerging events. Fashion exhibitions are regularly hosted by the Fashion & Textile Museum in Southwark or the V&A.
The fashion industry in London has events all year round, but it's often quieter in January and August, and peaks towards Christmas. The Christmas peak is less pronounced in the UK than in US cities, with a stronger Spring/Summer event calendar.
Surprisingly Thursday is the most popular day for fashion event organisers to open their event in London, leading up to a strong weekend. Events rarely open in London towards the beginning of the week. Weekends in London are really important, unlike in New York where a lot of shopping happens on lunch breaks or after work.
The sample sale scene in London is distinctly focussed in two key regions - around Mayfair and particularly The Music Room on South Molton Lane for high end sample sales - and around Shoreditch, Hackney and particularly the Old Truman Brewery for emerging and independent designers.
Sample sales happen in London all year round but are mostly focussed on two key seasons - Spring and Winter. The Spring scene is long and spread out - starting from March and running through to July - but the Winter season is distinctly focussed on November and December Christmas shopping.
The big brands captured the interest in London's top sample sales of 2016, with large global labels dominating. However there are a number of more emerging and newer labels in the table too - and a number of multibrand designer sample sales.
Most popular sample sale brands ▸These brands were the most popular in 2016, based on the popularity of London sample sales they were involved in.
| # | Brand | Change |
|---|---|---|
| 1 | Victoria Beckham | |
| 2 | Karen Millen | |
| 3 | Ted Baker | |
| 4 | Jenny Packham | |
| 5 | French Connection | |
| 6 | Grenson | |
| 7 | Preen by Thornton Bregazzi | |
| 8 | Alexander McQueen | |
| 9 | Charlotte Olympia | |
| 10 | Linda Farrow | |
| 11 | Anna Scholz | |
| 12 | M.i.h Jeans | |
| 13 | Roland Mouret | |
| 14 | Fenn Wright Manson | |
| 15 | One We Made Earlier | |
| 16 | Dobson | |
| 17 | M.Hulot | |
| 18 | Sideline | |
| 19 | Giannina Capitani | |
| 20 | Ren London |
These brands were involved in the most fashion sample sales in London in 2016.
| # | Brand | Change |
|---|---|---|
| 1 | Ash Footwear | |
| 2 | Religion | |
| 3 | Karen Millen | |
| 4 | Holly Fulton | |
| 5 | Dolce & Gabbana | |
| 6 | Bex Rox | |
| 7 | Christopher Shannon | |
| 8 | Coast | |
| 9 | Orlebar Brown | |
| 10 | Sibling | |
| 11 | Maison Margiela | |
| 12 | Diesel | |
| 13 | Warehouse | |
| 14 | Pringle of Scotland | |
| 15 | Lou Dalton | |
| 16 | Issa | |
| 17 | Matthew Miller | |
| 18 | Miista | |
| 19 | 3.1 Phillip Lim | |
| 20 | Camilla |
These London venues were the most popular in 2016, based on the popularity of sample sales that they hosted.
These venues hosted the most fashion sample sales in London in 2016.
How many fashion exhibitions happened each month in London in 2016?
These London fashion exhibitions were the most popular on Chicmi in 2016.
These London venues were the most popular in 2016, based on the popularity of fashion exhibitions that they hosted.
These venues hosted the most fashion exhibitions in London in 2016.
How many fashion shopping events happened each month in London in 2016?
These London fashion shopping events were the most popular on Chicmi in 2016.
These brands were the most popular in 2016, based on the popularity of London shopping events they were involved in.
| # | Brand | Change |
|---|---|---|
| 1 | Karl Lagerfeld | |
| 2 | Liberty | |
| 3 | Mihaela Markovic | |
| 4 | Harrods | |
| 5 | Ille De Cocos | |
| 6 | Eight Hour Studio | |
| 7 | Dior | |
| 8 | Alfie Douglas | |
| 9 | FENDI | |
| 10 | REIN | |
| 11 | E17 Designers | |
| 12 | Sarah & Sorrentino | |
| 13 | Inayah | |
| 14 | French Connection | |
| 15 | Edward Green | |
| 16 | House Thirteen | |
| 17 | Lone Design Club | |
| 18 | The Lingerie Lab | |
| 19 | Vestiaire Collective | |
| 20 | Eastman Leather Clothing |
These London venues were the most popular in 2016, based on the popularity of shopping events that they hosted.
How many vintage fashion sales happened each month in London in 2016?
These London vintage sales were the most popular on Chicmi in 2016.
These London venues were the most popular in 2016, based on the popularity of the vintage sales that they hosted.
How many bridal sales happened each month in London in 2016?
These London bridal sales were the most popular on Chicmi in 2016.
These brands were the most popular in 2016, based on the popularity of London bridal sales that they were involved in.
| # | Brand | Change |
|---|---|---|
| 1 | Sally Lacock | |
| 2 | Phillipa Lepley | |
| 3 | Sanyukta Shrestha | |
| 4 | Yemi Kosibah | |
| 5 | Naomi Neoh | |
| 6 | Eliza Jane Howell | |
| 7 | Mira Zwillinger | |
| 8 | Monique Lhuillier | |
| 9 | Marchesa | |
| 10 | Browns | |
| 11 | Suzanne Neville | |
| 12 | Claire Pettibone | |
| 13 | Enzoani | |
| 14 | Pronovias | |
| 15 | Kate Halfpenny | |
| 16 | twobirds | |
| 17 | Emma Victoria Payne | |
| 18 | Louise Selby | |
| 19 | Melanie Potro | |
| 20 | Jenny Packham |
These London venues were the most popular in 2016, based on the popularity of bridal sales that they hosted.
How many fashion parties & awards happened each month in London in 2016?
These London fashion parties & awards were the most popular on Chicmi in 2016.
These London venues were the most popular in 2016, based on the popularity of parties & awards that they hosted.
How many fashion networking events happened each month in London in 2016?
These London networking events were the most popular on Chicmi in 2016.
These London venues were the most popular in 2016, based on the popularity of networking events that they hosted.
How many fashion trade shows happened each month in London in 2016?
These London fashion trade shows were the most popular on Chicmi in 2016.
These London venues were the most popular in 2016, based on the popularity of trade shows that they hosted.
Although we don't publish actual numbers for brands and venues, we do share them with the brand owners themselves for free. To get access to your own brand or venue's dashboard, customise the look and feel of your brand on Chicmi, and see stats about all of your events, contact our team by emailing team@chicmi.com.
Follow ChicmiLondon for exclusive photos from sample sales and events in London
