As the seasons shift from summer to autumn, clothing retailers in the UK are facing challenges that stem from increasingly unpredictable weather patterns. Traditionally, stores would transition their inventory from light, summery garments to heavier fall apparel like coats and jumpers as summer ended.
However, this year, retailers must adjust their seasonal collections to account for lingering warm weather, as many customers continue to search for summer jackets and lighter knits. Richard Price, managing director of clothing and home at Marks & Spencer, highlighted the unusual weather when he noted that during a particularly rainy week this summer, “raincoat” was the most searched term on their website.
The irony of launching an autumn campaign with Sienna Miller while temperatures soared above 30°C (86°F) is not lost on Price. He expressed hope for an actual autumn season, indicating the challenge of balancing expectations with reality.
Marks & Spencer is responding by focusing on a more transitional collection, incorporating lighter knits in autumnal colors alongside heavier woolens that are more typical of spring. This shift reflects a broader trend where the retail environment is adapting to temperature fluctuations, leading to a need for outerwear that was previously not considered for summer months.
UK Retailers Struggle with Seasonal Transition as Unpredictable Weather Disrupts Fashion TrendsThe wet summer has negatively impacted sales for many fashion retailers, including Asos and Primark, which have reported declining sales figures. Market analysts have observed changing online browsing habits, with consumers seemingly resigning themselves to the idea of a gloomy season, as indicated by an uptick in searches for Halloween-related items.
Price admitted that summer was particularly challenging, with cool and wet weather discouraging purchases of summer apparel and leading to a surge in returns of items like summer dresses, which customers have little opportunity to wear.
The issues retailers face are not limited to clothing alone. Richard Walker, who manages the grocery chain Iceland, noted that the shift in weather patterns has delayed their transition to winter foods, such as pies and pastries, by two weeks this year. He emphasized that adapting to the climate crisis’s erratic weather is becoming increasingly necessary for retailers.
This year, the weather has been unpredictable, with a hot June followed by a cooler and wetter July and August, culminating in a late September heatwave that has complicated inventory and demand forecasting.
Experts in fashion retail suggest that customers are now looking for versatile clothing options that can adapt to changing weather conditions. Items such as trench coats, faux leather skirts, and waistcoats are becoming popular due to their adaptability, allowing for layering and suitability for both warm and cool temperatures.
Hannah Staines from John Lewis noted that the blurring lines between summer and autumn fashions reflect an inevitable shift caused by the unpredictable climate, and consumers are increasingly seeking pieces that can serve multiple purposes across different seasons.