2018 London Fashion Event Trends

Note: Because you are looking at the current year, all data is year-to-date. We update the data once every month.

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

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 2018

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 2018

These London sample sales were the most popular on Chicmi in 2018.

# Event Change
1 Karen Millen Warehouse Clearance Sale (Jan 2018)
2 Karen Millen Warehouse Clearance Sale (Feb 2018)
3 Karen Millen Warehouse Clearance Sale (Jan 2018)
4 Sanderson, Zoffany & Harlequin Warehouse Clearance (Jan 2018)
5 Joseph Sample Sale (Feb 2018)
6 Nicole Farhi, James Lakeland, Artigiano & More Sample Sale (Feb 2018)
7 Temperley London Sample Sale (Feb 2018)
8 Catherine Walker & Co Sample Sale (Dec 2017 - Jan 2018) 67
9 Warehouse Sample Sale (Feb 2018)
10 The One & Only Designer Sale (Feb 2018)
11 Tommy Hilfiger, Derek Lam 10 Crosby & More Sample Sale (Feb 2018)
12 Jerome Dreyfuss Sample Sale (Jan 2018 - Feb 2018)
13 Design Centre Interiors Sample Sale (Jan 2018)
14 La Perla Sample Sale (Feb 2018)
15 Tao & Friends Sample Sale (Jan 2018)
16 Karolina Laskowska Sample Sale (Feb 2018)
17 Charlie Brear Designer Clearance Sale (Jan 2018)
18 Sophie Gass Charity Sample Sale (Feb 2018)
19 Designer Womenswear Sample Sale (Feb 2018)
20 Cabbages & Roses Sample Sale (Feb 2018)
Most popular sample sale brands 

Top Fashion Sample Sale Brands in 2018

These brands were the most popular in 2018, based on the popularity of London sample sales they were involved in.

# Brand Change
1 Karen Millen -
2 Joseph 21
3 Ilse Jacobsen 8
4 Jack Russell 24
5 Nicole Farhi 7
6 James Lakeland 4
7 Artigiano 9
8 Wolsey 5
9 BLK DNM 17
10 Temperley 39
11 Catherine Walker & Co 205
12 Warehouse 208
13 Jerome Dreyfuss
14 La Perla
15 Tao & Friends 773
16 Lucy Choi London 308
17 Karolina Laskowska 473
18 Charlie Brear
19 Dandy Star
20 Weekend Max Mara
Most active sample sale brands 

Most Active Sample Sale Brands in 2018

These brands were involved in the most fashion sample sales in London in 2018.

# Brand Change
1 Karen Millen -
2 Temperley 156
3 Ganor Dominic
4 Lucy Choi London 270
5 Dandy Star
6 Wyse 277
7 Joseph 7
8 Marie-Chantal 67
9 Jerome Dreyfuss
10 James Lakeland 8
11 Pringle of Scotland 5
12 The Little Cloth Shop
13 Hush 456
14 Tiba + Marl 124
15 Alfie Douglas 128
16 Mimi Berry
17 Fashion Union
18 Daisy London
19 Carl Friedrik 329
20 AmaElla
Most popular sample sale venues  Most active sample sale venues 

London Fashion Exhibitions in 2018

Fashion exhibitions by month 

Fashion Exhibitions by Month

How many fashion exhibitions happened each month in London in 2018?

Most popular fashion exhibitions 

London Fashion Shopping Events in 2018

Shopping events by month 

Shopping Events by Month

How many fashion shopping events happened each month in London in 2018?

Most popular fashion shopping events  Most popular shopping event brands 

Top Shopping Event Brands in 2018

These brands were the most popular in 2018, based on the popularity of London shopping events they were involved in.

# Brand Change
1 Opportunique 286
2 Ganor Dominic 91
3 Natalia Picariello 285
4 PRITCH London 52
5 LubiMenya 94
6 PIPÉT 178
7 Stratum 167
8 Valentina Karellas 76
9 Judy Wu 4
10 Emma by Jane
11 Eddie 255
12 REIN 10
14 Linnie Mclarty 5
15 House Thirteen 92
16 Bella Singleton
17 phannatiq 14
18 Tramp In Disguise 93
20 London Designers Collective 16

London Bridal Sales in 2018

Bridal sales by month 

Bridal Sales by Month

How many bridal sales happened each month in London in 2018?

Most popular bridal sales  Most popular bridal sale brands 

Top Bridal Sale Brands in 2018

These brands were the most popular in 2018, based on the popularity of London bridal sales that they were involved in.

# Brand Change
1 Temperley Bridal
2 Naomi Neoh -
4 Gillian Million
5 Ivory & Co
6 Poppy Dover 22
7 Sanyukta Shrestha 2
8 Ted Baker
9 Charlotte Mills 33
10 Charlie Brear 3
11 Kate Halfpenny 1
12 Zuhair Murad 19
13 Riki Dalal 25
14 Phillipa Lepley 10
15 Anna Kara
16 Hayley Paige
17 Tatyana Merenyuk
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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