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

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 The Shop at Bluebird Sample Sale (Jun 2017)
2 Reiss Sample Sale (Apr 2017)
3 Diesel Sample Sale (Apr 2017)
4 1offpiece.com Pop Up Designer Outlet (Dec 2016 - Jan 2017) 4
5 Designer Warehouse Sales Sample Sale (Jun 2017)
6 A.P.C. x Aime London Sample Sale (May 2017)
7 Karen Millen Warehouse Clearance Sale (Jan 2017)
8 Designer Sales UK Sample Sale (Jan 2017)
9 Joseph Sample Sale (May 2017)
10 1offpiece.com Designer Sample Sale (May 2017)
11 Joseph Sample Sale (Mar 2017)
12 Charlotte Olympia Sample Sale (Jun 2017)
13 One & Only Designer Sales (Jun 2017)
14 Women's Scandinavian Boutique Brands Sample Sale (May 2017)
15 Multibrand Womenswear Sample Sale (May 2017)
16 Coast Warehouse Clearance Sale (Jun 2017)
17 Linda Farrow Sunglass Sample Sale (May 2017)
18 Melissa Odabash Sample Sale (Jun 2017)
19 Diesel Sample Sale (Apr 2017)
20 Nicholas Oakwell Couture Flash Archive Sample Sale (Mar 2017 - Apr 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 Isabel Marant 14
2 Acne Studios 28
3 Alexander McQueen 2
4 Diesel 14
5 Karen Millen 2
6 Christopher Kane 25
7 Joseph 1
8 The Shop At Bluebird 28
9 Maison Margiela 40
10 Stella McCartney 7
11 Charlotte Olympia 2
12 Dagmar
13 Theory 77
14 Reiss 10
15 3.1 Phillip Lim 13
16 Erdem 70
17 Coast 23
18 EAST 354
19 James Lakeland 182
20 Lou Dalton 1
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 Alexander McQueen 31
2 Chapman
3 James Lakeland 60
4 Karen Millen 1
5 Nicole Farhi 148
6 Religion 4
7 The Shop At Bluebird 41
8 Stella McCartney 18
9 Wild & Gorgeous 261
10 Christopher Raeburn 76
11 Kassandra Lauren Gordon 271
12 Lou Dalton 4
13 Acne Studios 59
14 Isabel Marant 11
15 Katherine Hooker 122
16 Coast 8
17 Christopher Kane 27
18 Pringle of Scotland 4
19 Maison Margiela 8
20 Piers Atkinson 157
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 Harrods 1
2 Faber Novella 87
3 Stacy Chan 74
4 Charlotte Zimbehl
5 Beulah London
6 Fariba Soltani 68
7 Ille De Cocos 4
8 Miista 195
9 Ted Baker 18
10 Bulgari
11 madebywave
12 Snazzy
13 Monica Vinader 58
14 REIN 7
15 phannatiq
16 Conflict of Ego
17 London Designers Collective 30
18 Ops & Ops
19 An Indian Summer
20 Esse Vie
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 18
2 YolanCris 23
3 Pronovias 2
4 Nurit Hen 17
5 Gemy Maalouf 17
6 Cymbeline 28
7 La Sposa 28
8 Jimmy Choo
9 Caroline Castigliano 6
10 Melanie Potro 19
11 Sassi Holford 17
12 Jenny Packham 9
13 Sally Lacock 2
14 Emma Victoria Payne 23
15 Eliza Jane Howell 33
16 Catherine Deane 27
17 Amanda Wakeley 10
18 Kate Halfpenny 4
19 Watters 32
20 Paloma Blanca 35
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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