2017 London Fashion Event Trends

Chicmi has the most comprehensive fashion event listings on the web for London, New York & LA. After the success of our 2016 report we're bringing you an in-depth dossier on the trends in the fashion scene each month in 2017 to give you an overview of this constantly evolving industry.

Note: Because you are looking at the current year, all data is year-to-date. We update the data once every month.

Gender Interest

As you'd expect the fashion industry is dominated by female consumers. However men are becoming more involved in this category.

Age Interest

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.

Geographic Interest

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.

Day of Week

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

Time of Day

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.

Types of Events

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.

Hottest Event Regions

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.

Fashion Events by Month

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.

Event Opening Day

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.

London Sample Sales in 2017

Hottest Sample Sale Regions

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.

Fashion Sample Sales by Month

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.

Top Fashion Sample Sales in 2017

These London sample sales were the most popular on Chicmi in 2017.

# Event Change
1 Diesel Sample Sale (Sep 2017)
2 Diesel Sample Sale (Jul 2017)
3 Coast Warehouse Clearance Sale (Jun 2017)
4 Karen Millen Warehouse Clearance Sale (Jul 2017)
5 Coast Warehouse Clearance Sale (Apr 2017)
6 Diesel Sample Sale (Apr 2017)
7 Coast Warehouse Clearance Sale (Mar 2017)
8 EAST Warehouse Clearance Sale (Sep 2017)
9 Karen Millen Warehouse Clearance Sale (Sep 2017)
10 EAST Warehouse Clearance Sale (Apr 2017)
11 EAST One Day Clearance Sale (Jul 2017)
12 Karen Millen Warehouse Clearance Sale (Mar 2017 - Apr 2017)
13 Karen Millen Warehouse Clearance Sale (May 2017)
14 Karen Millen Warehouse Clearance Sale (Sep 2017)
15 EAST Warehouse Clearance Sale (May 2017)
16 Anokhi, Alpaca, Resort Wear & Accessories Sample Sale (May 2017)
17 James Lakeland & Fenn Wright Manson Sale (Oct 2017)
18 Nicole Farhi & Wolsey Warehouse Clearance Sale (Jun 2017)
19 Sanderson, Zoffany & Harlequin Warehouse Clearance Sale (Oct 2017)
20 James Lakeland, Fenn Wright Manson & More Clearance Sale (Oct 2017)
Most popular sample sale brands 

Top Fashion Sample Sale Brands in 2017

These brands were the most popular in 2017, based on the popularity of London sample sales they were involved in.

# Brand Change
1 Karen Millen -
2 Diesel 11
3 Coast 44
4 EAST 428
5 James Lakeland 162
6 Fenn Wright Manson 23
7 Ilse Jacobsen
8 Puffa
9 Lacorine
10 Nicole Farhi 27
11 Alexander McQueen 9
12 Acne Studios 47
13 Diane von Furstenberg 179
14 Stella McCartney 30
15 Wolsey
16 Charlotte Olympia 11
17 Reiss 7
18 Veil London
19 Fréolic London
20 Afina London
Most active sample sale brands 

Most Active Sample Sale Brands in 2017

These brands were involved in the most fashion sample sales in London in 2017.

# Brand Change
1 Karen Millen 2
2 Chapman
3 James Lakeland 59
4 Alexander McQueen 28
5 Pringle of Scotland 9
6 Acne Studios 66
7 The Shop At Bluebird 43
8 Religion 6
9 Stella McCartney 16
10 EAST 669
11 Christopher Kane 33
12 3.1 Phillip Lim 6
13 Lou Dalton 3
14 Isabel Marant 14
15 Scarlett & Jo
16 Nicole Farhi 136
17 Wild & Gorgeous 263
18 Diesel 6
19 Maison Margiela 8
20 Peter Pilotto
Most popular sample sale venues  Most active sample sale venues 

London Fashion Exhibitions in 2017

Fashion exhibitions by month 

Fashion Exhibitions by Month

How many fashion exhibitions happened each month in London in 2017?

Most popular fashion exhibitions  Most popular exhibition venues  Most active exhibition venues 

London Fashion Shopping Events in 2017

Shopping events by month 

Shopping Events by Month

How many fashion shopping events happened each month in London in 2017?

Most popular fashion shopping events  Most popular shopping event brands 

Top Shopping Event Brands in 2017

These brands were the most popular in 2017, based on the popularity of London shopping events they were involved in.

# Brand Change
1 Ille De Cocos 4
2 madebywave
3 Conflict of Ego
4 REIN 6
5 phannatiq
6 London Designers Collective 10
7 Casa Carta
8 Medley Creations
9 Judy Wu
10 Alexandra Miro
11 St Hilaire London
12 Ada Zanditon
13 Carolina Wong
14 pani-Ka
15 Nyasa
16 ACURRATOR
17 Linnie Mclarty
18 Lindy Fox
19 CLON8
20 Snazzy
Most popular shopping event venues 

London Vintage Sales in 2017

Vintage sales by month 

Vintage Fashion Sales by Month

How many vintage fashion sales happened each month in London in 2017?

Most popular vintage sales  Most popular vintage sale venues 

London Bridal Sales in 2017

Bridal sales by month 

Bridal Sales by Month

How many bridal sales happened each month in London in 2017?

Most popular bridal sales  Most popular bridal sale brands 

Top Bridal Sale Brands in 2017

These brands were the most popular in 2017, based on the popularity of London bridal sales that they were involved in.

# Brand Change
1 Naomi Neoh 14
2 KATYA KATYA 16
3 Sanyukta Shrestha 5
4 Vera Wang 7
5 Suzanne Neville 7
6 twobirds 23
7 YolanCris 18
8 Kate Halfpenny 5
9 Charlie Brear 33
10 Melanie Potro 18
11 Maids To Measure 9
12 Nurit Hen 10
13 Pronovias 12
14 Sassi Holford 18
15 SAVIN London
16 Eliza Jane Howell 22
17 Phillipa Lepley 1
18 Carolina Herrera
19 Jo Malone
20 Poppy Dover
Most popular bridal sale venues 

London Fashion Networking Events in 2017

Fashion networking events by month 

Networking Events by Month

How many fashion networking events happened each month in London in 2017?

Most popular fashion networking events 

London Fashion Trade Shows in 2017

Fashion trade shows by month 

Trade Shows by Month

How many fashion trade shows happened each month in London in 2017?

Most popular fashion trade show 

Want your own brand's data?

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.

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