London Fashion Week: £600m of Clothing Sold via Mail Order in 2009
23 February 2010United Kingdom, FashionLife
With London Fashion Week currently in full swing, the latest GfK Retail and Technology data reveals that sales of clothing within UK Mail Order Houses exceeded £584m in 2009. The peak month for sales was November, when sales reached £62.5m, as consumers placed orders in time for Christmas. The importance of the gifting season was evidenced by a steady increase in sales between September and November, before a decline in December (a 35.2% fall compared to November).
Mail Order Houses also recorded strong performances earlier in the year, notably in March (£51.1m) and April (£50.6m) as shoppers placed orders for Spring/Summer.
Underwear accounted for 10% of sales throughout the year, peaking at 15% in February due to the effect of Valentine’s Day. Socks and stockings represented 2% of sales with the remainder (78% of value) generated by outerwear – including all jackets, coats , dresses, skirts, tops and trousers.
This insight into the Mail Order fashion market is made possible by GfK’s partnership with Mail Order Houses which allows the tracking, via epos sales, of all items sold via this channel. Coverage of further channels will be rolled out during 2010, providing the industry with an unprecedented tool for analysing sales.
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