As you'd expect the fashion industry is dominated by female consumers. However men are becoming more involved in this category.
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.
These London sample sales were the most popular on Chicmi in 2019.
|1||Mansur Gavriel Sample Sale (Feb 2019)|
|2||Diesel Warehouse Sale (Feb 2019)|
|3||Diesel & Armani Warehouse Sale (Nov 2019)|
|4||Armani & Diesel Warehouse Sale (Sep 2019)|
|5||Diesel Warehouse Sale (Apr 2019)|
|6||Agent Provocateur Sample Sale (Aug 2019)|
|7||Diesel Sample Sale (Aug 2019)|
|8||Designer Sample Sale (Nov 2019 - Dec 2019)|
|9||Armani & Diesel Warehouse Sale (Oct 2019)|
|10||Diesel & GANT Warehouse & Sample Sale (Mar 2019)|
|11||Diesel Warehouse Sale (Jun 2019)|
|12||Diesel Warehouse Sale (May 2019)|
|13||Garrard Sample Sale (Mar 2019)|
|14||Luxury Bedlinen Sample Sale (Oct 2019)|
|15||Diesel Warehouse Sale (Jul 2019)|
|16||Hackett Sample Sale (May 2019)|
|17||OAMC Sample Sale (Jul 2019)|
|18||Mulberry Sample Sale (Oct 2019 - Nov 2019)|
|19||Diesel Christmas Sample Sale (Dec 2019)|
|20||EDWIN Sample Sale (Apr 2019)|
These brands were the most popular in 2019, based on the popularity of London sample sales they were involved in.
|13||Oscar de la Renta|
These brands were involved in the most fashion sample sales in London in 2019.
|12||Lucy Choi London||16|
These London venues were the most popular in 2019, based on the popularity of sample sales that they hosted.
|1||The Music Room (26 South Molton Lane)||2|
|2||Swiss Cottage Library (88 Avenue Road)|
|3||Showcase (12 Regent Street)||6|
|4||Chiswick Town Hall (Heathfield Terrace)||3|
|5||Hampstead Town Hall (213 Haverstock Hill)||3|
|6||The BOX (4-6 Ram Place)||2|
|7||52 Brewer St (52 Brewer St)|
|8||Arlettie (13-14 Margaret Street)|
|9||8 Emerald St (8 Emerald St)|
|10||Protein Studios (31 New Inn Yard)||4|
|11||The Hellenic Centre (16-18 Paddington Street)||5|
|12||Dray Walk Gallery (The Old Truman Brewery)|
|13||WAC Arts (Hampstead Town Hall)||-|
|14||Renascence (22 Park Walk)||126|
|15||55 Baker Street (55 Baker Street)|
|16||14-16 Great Pulteney Street (14-16 Great Pulteney Street)|
|17||The BOX Pop-Up (9 Mercer Street)|
|18||White Rabbit (471-473 Dereham Place)|
|19||Imber Court (Ember Lane)||11|
|20||Temperley (27 Bruton Street)||6|
These venues hosted the most fashion sample sales in London in 2019.
|1||Showcase (12 Regent Street)||7|
|2||The Music Room (26 South Molton Lane)||1|
|3||Arlettie (13-14 Margaret Street)|
|4||Chiswick Town Hall (Heathfield Terrace)||1|
|5||Old Truman Brewery (Old Truman Brewery)||-|
|6||The BOX (4-6 Ram Place)||4|
|7||55 Baker Street (55 Baker Street)|
|8||Protein Studios (31 New Inn Yard)||2|
|9||Chelsea Old Town Hall (King's Road)||99|
|10||Hampstead Town Hall (213 Haverstock Hill)||3|
|11||8 Emerald St (8 Emerald St)|
|12||Swiss Cottage Library (88 Avenue Road)|
|13||Religion (5 Standard Place)||-|
|15||The BOX Pop-Up (9 Mercer Street)|
|16||Ash Showroom (91 Great Titchfield Street)||1|
|17||Grand Union Studios (332 Ladbroke Grove)||3|
|18||The Yard (89½ Worship Street)||7|
|19||The Hellenic Centre (16-18 Paddington Street)||25|
|20||WAC Arts (Hampstead Town Hall)||136|
How many bridal sales happened each month in London in 2019?
These London bridal sales were the most popular on Chicmi in 2019.
|1||Temperley Bridal Sample Sale (Dec 2019)|
|2||Temperley Bridal Trunk Show (May 2019)|
|3||Betty Gets Hitched Bridal Sample Sale (Jan 2019)|
|4||Eliza Jane Howell Sample Sale (Oct 2019)|
|5||Jenny Packham Bridal & Accessories Sale (Apr 2019)|
|6||Eliza Jane Howell Sample Sale (Jan 2019 - Feb 2019)|
|7||Mia Sposa End of Lease Clearance Sale (Aug 2019 - Sep 2019)|
|8||Caroline Castigliano Sample Sale (Dec 2019 - Jan 2020)|
|9||Pronovias Sample Sale (Nov 2019 - Dec 2019)|
|10||Sabina Motasem Bridal Sample Sale (Jun 2019 - Aug 2019)|
|11||TFNC x Lace & Beads End of Season Sample Sale (Dec 2019 - Jan 2020)|
|12||Amanda Wakeley Bridal Sample Sale (Oct 2019 - Nov 2019)|
|13||The Couture Gallery Bridal Sample Sale (Jun 2019)|
|14||Rosa Clara: Aire Barcelona Trunk Show (Nov 2019)|
|15||Caroline Castigliano Summer Sample Sale (Jul 2019 - Aug 2019)|
|16||Sanyukta Shrestha Sample Sale (Oct 2019)|
|17||Sassi Holford Summer Bridal Sale (Jul 2019 - Aug 2019)|
|18||The Couture Gallery Bridal Sample Sale (Sep 2019 - Oct 2019)|
|19||Grace Loves Lace Sample Sale (May 2019)|
|20||David Fielden Sample Sale (Oct 2019 - Nov 2019)|
These brands were the most popular in 2019, based on the popularity of London bridal sales that they were involved in.
|2||Eliza Jane Howell|
|6||The Couture Gallery|
|10||Blackburn Bridal Couture|
|11||Lace & Beads|
|17||London Bride Couture|
|19||Betty Gets Hitched|
|20||Grace Loves Lace||11|
These London venues were the most popular in 2019, based on the popularity of bridal sales that they hosted.
|1||Showcase (12 Regent Street)|
|2||Temperley (27 Bruton Street)||1|
|3||Eliza Jane Howell (15 Connaught Street)|
|5||Jenny Packham Boutique (3A Carlos Place)|
|6||Caroline Castigliano (154 Brompton Road)||1|
|7||Behuli by Sanyukta Shrestha (59 Walham Grove)||4|
|8||Mia Sposa (10 - 11 Heddon Court Parade)||16|
|9||The Boutique & Co (273 Wandsworth Bridge Road)|
|10||The Wedding Gallery (1 Marylebone Road)||26|
|11||The Couture Gallery (6 Campden Street )||9|
|12||Phillipa Lepley (48 Fulham Road)||15|
|13||Blackburn Bridal Couture (56 Tranquil Vale)||-|
|14||Sassi Holford London (82 Fulham Road)||2|
|15||Angelica Bridal (18 Camden Passage)||10|
|16||London Bride Couture (17 Churton Street)||1|
|17||The Mews of Notting Hill (18 Powis Mews)|
|18||230 Portobello Road (230 Portobello Road)|
|19||London Bride UK (203 Walworth Road)||5|
|20||Charlie Brear (35 Lonsdale Road)||9|
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 firstname.lastname@example.org.
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