Since products are reaching buyers more quickly than ever, fast fashion manufacturers have been defying the standard four style seasons for decades. The once distinct distinctions between summer and autumn, winter and spring are now muddled by some online stores ‘ weekly introductions of thousands of products.
But does annual shopping become obsolete due to climate change? According to the Met Office, as a result of climate change, the UK will experience rising warm spells and fewer cool ones, which will result in warmer, wetter winters as well as hotter, drier summers.
As most of Europe experienced a warmer-than-usual begin to fall, when customers would typically be buying coats, jackets and jumpers, several clothing companies most just cited inclement weather as one of their important factors in their financial achievement in Q3 2023.
UK store Next reported “variable” revenue rise in Q3 2023 in November, which it attributed to shifting climate conditions throughout the third.
UK e-tailer Asos reported in September that a 15 % decline in sales overall was caused by wet weather in July and August, particularly in its home market in Q4 2023.
According to Office for National Statistics ( ONS ) data for September 2023, the UK’s clothing sales have decreased by 1.6 % as a result of consumers ‘ decision to delay purchasing warmer clothing due to the unseasonable weather.
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The trend is not just in the UK; Finnish fashion behemoth H&M also reported that an “unusually hot” September in its major European markets had a negative impact on sales in Q3 2023. According to the report, the inclement weather forced buyers to postpone the start of the fall shopping time.
” Unseasonable wind” mentions in clothing company files for 2019–2023
According to GlobalData’s company filings data, the phrase “unseasonable wind” has become a popular theme in clothing company fileds. Up from only nine mentions in 2019, the phrase has been mentioned 72 days in filings by clothing companies as of 2023.
The term has been brought up more frequently in 2023 than other important elements like” consumer confidence,” which has come up 18 times, and” climate change,” where it has appeared 20 times.
Some clothing retailers use discounting to move out of stock due to inclement weather.
The increasingly unstable character of the wind is something suppliers will need to handle, EY’s UK and Ireland lead Silvia Rindone said in response to the Stats figures from October. As retailers try to boost weak demand among customers, there are already higher levels of inclement stock across the entire sector, which may result in increased discounting in the lead-up to Black Friday.
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