Key royal wedding trends destined to boost sales
6 May 2011 By Ruth Faulkner
Retailers and brands have shrugged off poor footfall data recorded over the royal wedding weekend and said the occasion had provided a number of bright spots for future fashion trends.
Despite a 33% fall-off in footfall on the day of the wedding, and a 10.2% and 11.1% year-on-year drop on the Saturday and Sunday, according to Experian, retailers and brands were bullish about future sales opportunities.
BDO’s High Street Sales Tracker recorded an overall like-for-like decline in clothing sales of 3.3% for the week ended May 10. It said there were some hefty sales rises reported but the effective loss of Friday as a trading day had made it difficult for stores to make up lost ground.
Department store chain John Lewis told Drapers that sales of occasionwear rose 53% week on week in the seven days from Sunday April 24 to Saturday April 30.
One retailer dismissed suggestions the Saturday and Sunday had been lackluster. He said: “We had a super weekend. We are selling lots of dresses and prints. The afternoon [after the royal wedding] was busy. Saturday we were busy as well. The last two weeks together exceeded our expectations.”
Margaret McDonald, managing director of occasionwear specialist Coast, said Saturday had been a “really good day” for trade.
Irene Whittle, owner of occasionwear indie Irené of Broadstone, Dorset, said: “We’ve been really busy this weekend. I think all the fashions seen at the wedding will inspire people to buy new things for special occasions. I can see longer coat styles worn over dresses making a comeback.”
Occasionwear brands said they expected the royal wedding to boost sales in the future. Alex Bernstein, director of eveningwear and occasionwear brand Bernshaw, said he expected sales of the brand to increase by up to 50% and that brights, cowl necklines and lace would be the most commercial trends from those seen at the royal wedding.
Featured in Drapers - 6th May 2011
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