Retailers have been waiting for the moment the thermometer falls and cosy autumn/winter buys, such as knitwear, jump to the forefront of consumers’ minds. The warm start to the autumn/winter season has been well documented – the most recent figures from Office for National Statistics (ONS) show that retail sales volumes fell by 0.9% in September.
However temperatures are now starting to dip and consumers are wrapping up in cold-weather buys, such as woolly jumpers and warming outerwear.
Research by consumer insight firm Kantar found that for the 12 weeks to 15 October, womens knitwear sales were up by 8.5% year on year. Men’s knitwear sales have grown by 9.7% year on year in the same period.
However, Kantar said that womenswear shoppers who stated that they only buy clothing when necessary have cut back 5.1% of spend on knitwear in the same period, suggesting that cosy buys are popular with consumers who have discretionary spend. In menswear, shoppers who only buy clothing when necessary have cut back on knitwear by 9.4%.
Ray Clacher, executive director of off-price etailer BrandAlley told Drapers he noticed an uptick in winter warmers after fireworks night:
Advertisement
“Knits are definitely happening now. It’s been it’s been a slow start to the season but all of a sudden, [demand] has gone crazy since around Guy Fawkes Night. Knits consistently do well for us and are our bestsellers alongside coats, followed by ladies’ boots. People have gone straight into winter mode [from summer] – there was basically no autumn.”
Value retailer Primark reported a 30% increase in operating profit to £717m in the year to 16 September, with revenue up 17% year on year to £9bn. George Weston, the CEO of Primark’s owner Associated British Foods (ABF) told Drapers that in current trading, “winterwear has started very strongly. Leggings are selling double the rate they were a year ago, and are available in more colours and styles.”
Warming, transitional pieces have been a hit at New Look. CEO Helen Connolly explained that she expects knitwear, jumpers and knitted dresses to perform well this autumn/winter season. “I think the customers are really responding to layering versatile products that she can wear more than once, whether it be a collegiate sweat, or a smart jacket with a hood over the top.”
Products that consumers can mix and match with their existing wardrobes have also been a hit at lifestyle retailer Toast (main image above). Madeleine Michell, the brand’s social conscience communications manager explained: “Unpredictable weather patterns have continued to drive a ‘see now, buy now, wear now’ mentality. Due to the warmer start to the season, we saw a higher demand for transitional lightweight pieces and knitted accessories. Our vibrant colour-block scarf, knitted in Scotland from UK-spun wool, has been particularly popular. Cord pieces have also been popular throughout this season, especially our comfortable trouser styles.”
Michell added as the temperature has increasingly turned colder, Toast shoppers have started to invest in roll neck jumpers made with wool and recycled cashmere, and jumpers made from wool spun in Donegal, Ireland.
Advertisement
At womenswear etailer Sosandar, co-founder and co-CEO Ali Hall told Drapers the business had a “great start to the season with knitwear.”
She added: “Knitted dresses are particularly strong this season, but we are selling everything from oversized cosy jumpers to glam, going out knitted tops and Christmas jumpers.”
Glamorous cashmere is proving popular at John Lewis, which is enjoying a boost to the premium category. Jo Scott, cashmere merchandiser at the high street giant told Drapers: “As the cold weather starts to bite, our customers are certainly looking to wrap up with warmer clothing. Sales of cashmere are on the rise – recently seeing an increase in sales by 10% compared to the previous year.”
Its customers are also getting into the festive spirit, as John Lewis reported to Drapers that sales of women’s Christmas pyjamas are up 52% year on year.
ABF’s Weston said Primark is also in the swing of party season: “We think we will see a return of Christmas glamour and going out, so we [predict] silk and metallics [will be popular] alongside the typical velvet and lost of sparkle looks,” added Weston.
The cold snap has encouraged shoppers to turn to warming winter buys, however retailers are still competing with continuing cost of living challenges. Although the impact of rising energy bills is not as heavily discussed as last year, consumer spending power is still being struck by rising interest rates and high levels of inflation. Therefore, retailers which adapt their products and offer versatility will reap the benefits this winter.
