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 2020.
|1||Diesel Sample and Clearance Sale (Feb 2020)|
|2||Designer Sample Sale (Mar 2020)|
|3||Peter Pilotto Sample Sale (Aug 2020)|
|4||Multibrand Designer Clearance Sale (Sep 2020 - Oct 2020)|
|5||RENASCENCE Multi-brand Warehouse Clearance Sale (Feb 2020 - Mar 2020)|
|6||Temperley London Sample Sale (Mar 2020)|
|7||All Good Things Sample Sale (Feb 2020)|
|8||Temperley London Sample Sale (Sep 2020)|
|9||Joseph Sample Sale (Nov 2020)|
|10||Reiss Sample Sale (Oct 2020)|
|11||Paul Smith Shoes & Accessories Sample Sale (Jan 2020 - Feb 2020)|
|12||House of Garrard Sample Sale (Mar 2020)|
|13||Agent Provocateur Sample Sale (Mar 2020)|
|14||Whistles, Hugo Boss & More Women’s Warehouse Clearance Sale (Mar 2020)|
|15||Sophie Hulme, Racil & Friends Sample Sale (Feb 2020)|
|16||Diesel Sample Sale (Mar 2020)|
|17||Hobbs, Jigsaw, DVF & More Warehouse Clearance Sale (Oct 2020)|
|18||Joseph Sample Sale (Sep 2020)|
|19||L.K. Bennett Footwear Clearance Sale (Mar 2020)|
|20||L.K. Bennett Warehouse Sale (Feb 2020)|
These brands were the most popular in 2020, based on the popularity of London sample sales they were involved in.
|1||The Music Room|
|19||Diane von Furstenberg||108|
These brands were involved in the most fashion sample sales in London in 2020.
|1||The Music Room|
|4||Remnants Rita Fabrics||620|
|8||Diane von Furstenberg||481|
|9||Rebecca Bradley London|
|14||House of Cashmere||29|
|17||Chinti & Parker||9|
|19||Aspinal of London||2|
These London venues were the most popular in 2020, based on the popularity of sample sales that they hosted.
|1||The Music Room (26 South Molton Lane)||-|
|2||The BOX (4-6 Ram Place)||4|
|3||Swiss Cottage Library (88 Avenue Road)||1|
|4||Dray Walk Gallery (The Old Truman Brewery)||8|
|5||Hampstead Town Hall (213 Haverstock Hill)||-|
|6||Chiswick Town Hall (Heathfield Terrace)||2|
|7||Designer Advocates (Unit 8, Northgate Industrial Park)|
|8||Renascence (22 Park Walk)||6|
|9||Temperley (27 Bruton Street)||11|
|10||Arlettie (13-14 Margaret Street)||2|
|11||Showcase (12 Regent Street)||8|
|12||150 Shoreditch High St (150 Shoreditch High St)|
|13||Temperley London Showrooms (27 Bruton Street)||9|
|14||Exclusive Sample Sales (6 Slingsby Place)|
|15||Imber Court (Ember Lane)||4|
|16||The Yard (89½ Worship Street)||27|
|17||House of Cashmere (7-9 Burlington Arcade)||28|
|18||Hackney Brand Outlet (8 Ram Place)|
|19||Old Truman Brewery (Old Truman Brewery)||4|
|20||20 Queensberry Place (20 Queensberry Place)||24|
These venues hosted the most fashion sample sales in London in 2020.
|1||The BOX (4-6 Ram Place)||5|
|2||Arlettie (13-14 Margaret Street)||1|
|3||The Music Room (26 South Molton Lane)||1|
|4||Showcase (12 Regent Street)||3|
|5||Remnants Rita Fabrics (209 Lordship Ln)||54|
|6||Exclusive Sample Sales (6 Slingsby Place)|
|7||Old Truman Brewery (Old Truman Brewery)||2|
|8||Hampstead Town Hall (213 Haverstock Hill)||2|
|9||Chiswick Town Hall (Heathfield Terrace)||5|
|10||VICKISARGE (38 Elizabeth Street)||118|
|11||Chelsea Old Town Hall (King's Road)||2|
|12||Rebecca Bradley (6 Elthorne Road)|
|13||The Yard (89½ Worship Street)||5|
|14||House of Cashmere (7-9 Burlington Arcade)||7|
|15||Designer Advocates (Unit 8, Northgate Industrial Park)|
|16||Hackney Brand Outlet (8 Ram Place)|
|17||Ash Showroom (91 Great Titchfield Street)||1|
|18||L B Agency UK (12 South Hill Park)||108|
|19||67B Neal Street (67B Neal Street)||63|
|20||123 Sydney Street (123 Sydney Street)|
How many bridal sales happened each month in London in 2020?
These London bridal sales were the most popular on Chicmi in 2020.
|1||Browns Bride Pop-Up Sample Sale (Mar 2020)|
|2||Eliza Jane Howell Sample Sale (Oct 2020)|
|3||Pronovias Secret Sale (Oct 2020)|
|4||Sanyukta Shrestha Sample Sale (Jan 2020)|
|5||The Boutique & Co Sample Sale (Dec 2020)|
|6||Caroline Castigliano Sample Sale (Dec 2019 - Jan 2020)||2|
|7||TFNC x Lace & Beads End of Season Sample Sale (Dec 2019 - Jan 2020)||4|
|8||Exclusively Liz Martinez x Angelica Bridal Sample Sale (Jul 2020)|
|9||Brides do Good Charity Flash Sale (Feb 2020)|
|10||David Fielden Bridal and Maids Sample Sale (Jan 2020)|
|11||Blackburn Bridal Sample Sale (Feb 2020)|
|12||The Couture Gallery Bridal Sample Sale (Jan 2020 - Feb 2020)|
|13||London Bride Couture Summer Sale (Aug 2020)|
|14||Angelica Bridal Sample Sale (Jan 2020)|
|15||Charlie Brear Sample Sale & VIP Sample Sale (Feb 2020)|
|16||Betty Gets Hitched Sample Sale (Jan 2020)|
|17||Aire Barcelona by Rosa Clara Trunk Show (Oct 2020)|
|18||The Wedding Dress Shop Sample Sale (Mar 2020)|
|19||KATYA KATYA London Bridal Sample Sale (Jan 2020)|
|20||Sassi Holford Bridal Sample Sale (Aug 2020 - Sep 2020)|
These brands were the most popular in 2020, based on the popularity of London bridal sales that they were involved in.
|1||Eliza Jane Howell||1|
|2||Brides do Good|
|3||The Boutique & Co|
|9||Lace & Beads||2|
|10||Betty Gets Hitched||9|
|12||The Couture Gallery||6|
|13||London Bride Couture||4|
|16||Blackburn Bridal Couture||6|
|19||The Wedding Dress Shop|
These London venues were the most popular in 2020, based on the popularity of bridal sales that they hosted.
|1||Browns Bride (12 Hinde Street)|
|2||Eliza Jane Howell (15 Connaught Street)||1|
|3||The Boutique & Co (273 Wandsworth Bridge Road)||6|
|4||Behuli by Sanyukta Shrestha (59 Walham Grove)||3|
|5||Angelica Bridal (18 Camden Passage)||10|
|6||Caroline Castigliano (154 Brompton Road)||-|
|7||London Bride Couture (17 Churton Street)||9|
|8||Sassi Holford London (82 Fulham Road)||6|
|9||David Fielden Flagship (241 Fulham Road)|
|11||The Couture Gallery (6 Campden Street )||-|
|12||Charlie Brear (35 Lonsdale Road)||8|
|13||The Wedding Dress Shop (173-175 Arthur Road)||8|
|14||KATYA KATYA (18 Park Walk)||9|
|15||Andrea Hawkes Bridal (65 Amwell Street)||9|
|16||Old Truman Brewery (Old Truman Brewery)|
|17||Savoy Hotel (The Strand)|
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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