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 Rooms on South Moulton 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.
|1||Vivienne Westwood Sample Sale (Nov 2016)|
|2||House of Holland Pop Up Outlet (Sep 2016 - Nov 2016)|
|3||Reiss Sample Sale (Oct 2016)|
|4||Mulberry Sample Sale (Oct 2016)|
|5||Alexander McQueen Sample Sale (Nov 2016 - Dec 2016)|
|6||Hugo Boss Sample Sale (Nov 2016)|
|7||lululemon Sample Sale (Nov 2016)|
|8||1offpiece.com Pop Up Designer Outlet (Dec 2016 - Jan 2017)|
|9||French Connection Sample Sale (Nov 2016)|
|10||Hackett Sample Sale (Dec 2016)|
|11||Aquascutum Sample Sale (Nov 2016 - Dec 2016)|
|12||Joseph Sample Sale (Oct 2016)|
|13||Victoria Beckham Sample Sale (Nov 2016)|
|14||self-portrait Sample Sale (Sep 2016)|
|15||Designer Sales UK Xmas Sample Sale (Dec 2016)|
|16||Emily and Fin Sample Sale (Jul 2016 - Aug 2016)|
|17||Vans Sample Sale (Oct 2016)|
|18||Designer Sales UK Sample Sale (Oct 2016)|
|19||Browns Sample Sale (Nov 2016)|
|20||Charlotte Olympia Sample Sale (Nov 2016)|
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 email@example.com.