London Fashion Week 'see now, buy now' fans to help retail sales swell

Thousands of designer clothing fans flooding into the capital will help September West End retail sales jump to £735 million, experts predicted on Friday as London Fashion Week started.

Business lobby group New West End Company said the forecast spend is up 3.2% from the same month last year, which also held the fashion week.

Upmarket department stores are expected to benefit from attendees from over 70 countries being in town for the five-day fashion extravaganza.

NWEC boss Jace Tyrrell said the revenue increase will be partly fuelled by designers embracing a ‘see now, buy now’ model, which will pull in shoppers.

The “runway to retail” initiative, which Burberry adopted last year, defies the industry tradition of a typical six-month time lag between catwalk shows and designer clobber arriving in shops.

Tamara Sender, senior fashion analyst at research firm Mintel, said luxury retailers “are likely to benefit as diehard fashion fans look to purchase items they have seen on the runway and that they can wear straight away”.

Harrods, Selfridges and House of Fraser are among retailers which will be stocking certain collections straight away, from labels such as Burberry and Tommy Hilfiger.

Harrods’ chief merchant Helen David said LFW “gives London its moment in the sun as a global fashion destination”.

Anita Barr, group fashion buying director of Harvey Nichols, said it is an event “that draws in an increased amount of footfall not only for ourselves, but the city as a whole”.

Selfridges' buying and merchandising director Sebastian Manes said: “During Fashion Week, more than ever, we welcome and engage with a fashion-savvy global audience, whether they are in town visiting, trading, shopping or following the shows and the buzz, digitally from around the world.”

NWEC’s Tyrrell said: “Retailers will certainly welcome this opportunity for a boost in sales during this uncertain economic period.”