2019 London Fashion Event Trends

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 2019

Hottest Sample Sale Regions

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.

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 2019

These London sample sales were the most popular on Chicmi in 2019.

# Event Change
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)
Most popular sample sale brands 

Top Fashion Sample Sale Brands in 2019

These brands were the most popular in 2019, based on the popularity of London sample sales they were involved in.

# Brand Change
1 Bestir Events 3
2 L.K. Bennett -
3 Agent Provocateur
4 Karen Millen 3
5 Mansur Gavriel
6 EAST 5
7 Coast 4
8 Renascence 403
9 Temperley 5
10 Garrard 6
12 Sandqvist 375
13 Oscar de la Renta
14 Theory 271
15 Helmut Lang 269
16 Mulberry 10
18 True Religion
19 Hackett 262
Most active sample sale brands 

Most Active Sample Sale Brands in 2019

These brands were involved in the most fashion sample sales in London in 2019.

# Brand Change
1 Bestir Events 24
2 L.K. Bennett -
3 Karen Millen 2
4 Sophie Hulme 240
5 EAST 108
6 Agent Provocateur
7 Religion 1
8 Ash Footwear 1
9 Être Cécile 198
10 Reiss 35
11 Caramel 238
12 Lucy Choi London 16
13 Temperley 30
14 James Lakeland 2
15 Vilshenko 425
16 Fiorucci 30
17 Folk Clothing 85
18 Joseph 11
19 Hugo Boss 103
20 Coast 9
Most popular sample sale venues  Most active sample sale venues 

London Bridal Sales in 2019

Bridal sales by month 

Bridal Sales by Month

How many bridal sales happened each month in London in 2019?

Most popular bridal sales  Most popular bridal sale brands 

Top Bridal Sale Brands in 2019

These brands were the most popular in 2019, based on the popularity of London bridal sales that they were involved in.

# Brand Change
1 Temperley Bridal -
2 Eliza Jane Howell
3 Jenny Packham 14
4 Caroline Castigliano 1
5 Sanyukta Shrestha 3
6 The Couture Gallery
7 Pronovias
8 Sabina Motasem -
9 TFNC London
10 Blackburn Bridal Couture
11 Lace & Beads
12 Amanda Wakeley
13 Phillipa Lepley 13
14 Rosa Clará
16 Charlie Brear 11
17 London Bride Couture
18 Sassi Holford 4
19 Betty Gets Hitched
20 Grace Loves Lace 11
Most popular bridal sale venues 

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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