2021 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 2021

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 2021

These London sample sales were the most popular on Chicmi in 2021.

# Event Change
1 French Connection Sample Sale (Jul 2021)
2 Alighieri, Mother of Pearl & Aimé Sample Sale (Jun 2021)
3 Cocoa Cashmere London Sample Sale (Apr 2021)
4 Whistles, Hobbs & Jigsaw Warehouse Clearance Sale (Apr 2021)
5 J BRAND Sample Sale (Jul 2021)
6 Hobbs, Whistles, Jigsaw & More Womenswear Sale (Jul 2021)
7 James Lakeland, 120% Lino, Helene Berman & More Warehouse Sale (Jun 2021)
8 Designer Warehouse Clearance Sale (Apr 2021 - Jun 2021)
9 Aquascutum Sample Sale (Apr 2021)
10 AllSaints Spring Warehouse Clearance Sale (Apr 2021 - May 2021)
11 Joseph Sample Sale (Apr 2021)
12 Vivienne Westwood Sample Sale (Apr 2021)
13 MATCHESFASHION.COM Clearance Sale (Jul 2021)
14 N.Peal Sample Sale (Apr 2021)
15 Paul Smith Shoes & Accessories Sample Sale (May 2021)
16 Erdem Sample Sale (Apr 2021)
17 Casadei Sample Sale (Apr 2021)
18 Vertice London Mid-Season Sample Sale (Apr 2021 - May 2021)
19 House Of Hackney Sample Sale (May 2021)
20 Folk, YMC, Oliver Spencer & Blundstone Sample Sale (May 2021)
Most popular sample sale brands 

Top Fashion Sample Sale Brands in 2021

These brands were the most popular in 2021, based on the popularity of London sample sales they were involved in.

# Brand Change
1 Bestir Events 7
2 French Connection
3 Session Fashion 2
4 Alighieri 46
5 Mother of Pearl 62
6 Aimé 45
7 Cocoa Cashmere London 125
8 J BRAND 136
9 The Music Room 7
10 James Lakeland 12
11 Helene Berman 130
12 Pazuki
13 PQ Swim
14 Husen Moda 11
15 Valérie Khalfon
17 120% Lino
18 Aquascutum 16
20 AllSaints 11
Most active sample sale brands 

Most Active Sample Sale Brands in 2021

These brands were involved in the most fashion sample sales in London in 2021.

# Brand Change
1 The Music Room 1
2 Bestir Events 63
3 Exclusive Clearing 16
5 Joseph 2
6 Session Fashion 5
7 Marni
8 Temperley 1
9 Paul Smith 5
10 Linda Farrow 136
11 Folk Clothing 5
12 YMC 2
13 Aquascutum 151
14 AllSaints 9
15 Oliver Spencer 2
17 Theory 172
18 Anya Hindmarch
19 House of Hackney 18
20 Hunter
Most popular sample sale venues  Most active sample 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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