2020 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 2020

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 2020

These London sample sales were the most popular on Chicmi in 2020.

# Event Change
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)
Most popular sample sale brands 

Top Fashion Sample Sale Brands in 2020

These brands were the most popular in 2020, based on the popularity of London sample sales they were involved in.

# Brand Change
1 The Music Room
2 Peter Pilotto 28
3 Temperley 6
4 Joseph 32
5 Renascence 3
6 L.K. Bennett 4
7 Bestir Events 6
8 Paul Smith 38
9 Hugo Boss 26
10 Sophie Hulme 12
11 Reiss 26
12 Garrard 2
13 Agent Provocateur 10
14 Whistles 85
15 Racil 128
16 Oliver Spencer 50
17 Folk Clothing 37
18 YMC 47
19 Diane von Furstenberg 108
20 Exclusive Clearing
Most active sample sale brands 

Most Active Sample Sale Brands in 2020

These brands were involved in the most fashion sample sales in London in 2020.

# Brand Change
1 The Music Room
2 Joseph 16
3 Paul Smith 26
4 Remnants Rita Fabrics 620
5 Oliver Spencer 28
6 Ash Footwear 2
7 Folk Clothing 10
8 Diane von Furstenberg 481
9 Rebecca Bradley London
10 Temperley 3
11 YMC 36
12 Sophie Hulme 8
13 Garrard 28
14 House of Cashmere 29
15 AllSaints 331
16 Good News
17 Chinti & Parker 9
18 Hugo Boss 1
19 Aspinal of London 2
20 L.K. Bennett 18
Most popular sample sale venues  Most active sample sale venues 

London Bridal Sales in 2020

Bridal sales by month 

Bridal Sales by Month

How many bridal sales happened each month in London in 2020?

Most popular bridal sales  Most popular bridal sale brands 

Top Bridal Sale Brands in 2020

These brands were the most popular in 2020, based on the popularity of London bridal sales that they were involved in.

# Brand Change
1 Eliza Jane Howell 1
2 Brides do Good
3 The Boutique & Co
4 Pronovias 3
5 Sanyukta Shrestha -
6 Angelica Bridal 18
7 Caroline Castigliano 3
8 TFNC London 1
9 Lace & Beads 2
10 Betty Gets Hitched 9
11 Liz Martinez
12 The Couture Gallery 6
13 London Bride Couture 4
14 Sassi Holford 4
15 David Fielden 6
16 Blackburn Bridal Couture 6
17 Charlie Brear 1
18 Aire Barcelona
19 The Wedding Dress Shop
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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