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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.
Most popular sample sale brands ▸These brands were the most popular in 2020, based on the popularity of London sample sales they were involved in.
| # | Brand | Change |
|---|---|---|
| 1 | Peter Pilotto | 29 |
| 2 | The Music Room | |
| 3 | Renascence | 5 |
| 4 | L.K. Bennett | 2 |
| 5 | Temperley | 4 |
| 6 | Bestir Events | 5 |
| 7 | Paul Smith | 39 |
| 8 | Sophie Hulme | 14 |
| 9 | Garrard | 1 |
| 10 | Agent Provocateur | 7 |
| 11 | Hugo Boss | 24 |
| 12 | Whistles | 87 |
| 13 | Racil | 130 |
| 14 | Joseph | 22 |
| 15 | Oliver Spencer | 51 |
| 16 | Folk Clothing | 38 |
| 17 | YMC | 48 |
| 18 | 3.1 Phillip Lim | |
| 19 | Diane von Furstenberg | 108 |
| 20 | Aspinal of London | 7 |
These brands were involved in the most fashion sample sales in London in 2020.
| # | Brand | Change |
|---|---|---|
| 1 | Remnants Rita Fabrics | 432 |
| 2 | Paul Smith | 27 |
| 3 | L.K. Bennett | 1 |
| 4 | Diane von Furstenberg | 470 |
| 5 | Sophie Hulme | 1 |
| 6 | Peter Pilotto | 39 |
| 7 | Joseph | 11 |
| 8 | Axel Arigato | 597 |
| 9 | Agent Provocateur | 3 |
| 10 | Oliver Spencer | 21 |
| 11 | Racil | 129 |
| 12 | Valle+Vik | |
| 13 | Penelope Chilvers | 476 |
| 14 | YAYA | 658 |
| 15 | Jacadi | 77 |
| 16 | 3.1 Phillip Lim | |
| 17 | Chinti & Parker | 11 |
| 18 | Canvas Home | 16 |
| 19 | Ash Footwear | 11 |
| 20 | Adriana Degreas | 296 |
These London venues were the most popular in 2020, based on the popularity of sample sales that they hosted.
These venues hosted the most fashion sample sales in London in 2020.
How many bridal sales happened each month in London in 2020?
These London bridal sales were the most popular on Chicmi 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 | Sanyukta Shrestha | 4 |
| 2 | Angelica Bridal | 22 |
| 3 | Caroline Castigliano | 1 |
| 4 | TFNC London | 5 |
| 5 | Lace & Beads | 6 |
| 6 | Liz Martinez | |
| 7 | The Couture Gallery | 1 |
| 8 | Brides do Good | |
| 9 | London Bride Couture | 8 |
| 10 | Sassi Holford | 8 |
| 11 | David Fielden | 10 |
| 12 | Blackburn Bridal Couture | 2 |
| 13 | Betty Gets Hitched | 6 |
| 14 | Charlie Brear | 2 |
| 15 | The Wedding Dress Shop | |
| 16 | KATYA KATYA | 1 |
| 17 | Andrea Hawkes | 14 |
| 18 | Morgan Davies | |
| 19 | Louise Selby | 25 |
These London venues were the most popular in 2020, based on the popularity of bridal sales that they hosted.
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.
Follow Chicmi_Official for exclusive photos from sample sales and events in London
