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Warm weather and sluggish sales trigger autumn discounts

Unseasonably high temperatures and slow sales have caused multiple retailers to kick off the autumn season with widespread “panic” discounting.

Following the driest September since records began in 1910, a raft of high street chains are holding Sales of autumn 14 stock in store and online as Drapers went to press.

House of Fraser, Dorothy Perkins and F&F had 50% off the new collections, Miss Selfridge had a 70% off promotion, New Look was offering 60% off selected lines and H&M had 20% off denim online and 10% off any other online purchases.

Debenhams’ half-price womenswear Sale started on October 2, after the chain offered 25% off new-season product across all departments last week.

Charles Clinkard, owner of footwear retailer Clinkards, said sales were down by between 20% and 25% over the past two weeks and had been further hampered by department store discounting. “The summer is dragging on and ladies are not buying new boots. We’re in trouble when the big boys start panic discounting. Debenhams is at it and John Lewis has a price match so that doesn’t help. It’s a weather-driven business and it’s not working in our favour at the moment.”

Heavyweights including Next and John Lewis have been hit by sales slumps during the warm autumn. Next said sales for the third quarter to date are running below expectations because of the “unseasonably warm weather”. Sales were up 6% year on year, lower than the predicted 10% increase.

Next has warned that if the unseasonable weather continues in October, it may have to lower its full-year profit guidance, which is currently £775m to £815m.

Fashion sales at John Lewis fell 6.9% in the week ending September 20, the most up-to-date figures available, as the mild weather delayed the purchase of outerwear and knitwear.

However, John Lewis managing director Andy Street said this was “just a blip” and the business has “just got to hold its nerve” and stay focused on its omnichannel approach.

Street told Drapers: “If the weather changes shortly all will be well, as there will be pent-up demand [for autumn stock]. We all know this Indian summer is particularly challenging for retailers. I’m not remotely worried long term.”

Jigsaw chief executive Peter Ruis said the small drop in morning temperatures this week had already had an effect. “The strange weather caused womenswear to suffer in particular, and sales of knitwear and coats fell off a cliff. But as the colder mornings began to set in, it picked up and last week’s sales should be up 20% year on year.”

Another chief executive of a premium retailer said online sales were “much less affected by the weather”, adding that it had increased the number of transitional products in lighter-weight materials available this season and that had been “very successful”.

A Met Office spokeswoman said the weather would change from Thursday this week with low pressure beginning to move across the UK, bringing more unsettled, showery weather and cooler temperatures. Temperatures are expected to drop to an average of 13C during the month, the average for this time of year.

Readers' comments (5)

  • darren hoggett

    Maybe this will get the whole industry to wake up. The weather is in short, a pathetic excuse to blame bad forward buying, planning and bad management. Having a Sale at anything other than traditional times is saying 'We've screwed up' to the public and it keeps happening year in, year out.

    Why on earth do stores up an down the country keep selling the wrong product at the wrong time? This is totally self inflicted.

    We need to go back to a model of common sense - in woefully short supply at the present time - where we give the consumer what they want, when they want. Stop trying flog heavier items in July, August and September when they is little demand from the customer.

    This is nothing new. The weather we've been having this year has been consistent and generally good for the trade, so there should be no moans, yet there always is. There needs to be a sea change in how this trade is run as the current model is laughable and financially unsustainable. What are actually in this trade for?

    Joe public has never had it so good and will continue to prosper by the clothing trades self inflicted misfortune.

    Darren Hoggett
    Owner
    J&B Menswear Limited/Norwich

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  • This all goes back to starting going on SALE prior to xmas. There's just not enough time to sell AW stock in. The bottomline is that other stores can and will dictate customer choice.
    In my small provincial area, key competitors often start their winter sale at the end of November! Customers aren't brand loyal in womenswear any more. So if someone can buy a nice pair of black skinny premium jeans from 'shop A' at half price, then their not going to purchase a similar premium pair from 'shop B' at full price.

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  • Surely the buyers at these big players have a lot the answer for. Why are they buying products for the wrong time of year? P45 time I believe.

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  • Van Mildert doing a 30 % discount on new Autumn
    Merchandise online , 24 hour period per brand , in the
    Last few days they have done Paul Smith , Belstaff and
    Ralph Lauren , taking directly from the tills of
    Other stockists , who will stand up to them and
    Stop Sports Direct ruining menswear ?

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  • What a bunch of muppets the multiples are! The weather has changed and trade is much busier and we aren't on sale. When are stores going to realise that going on sale doesn't make a scrap of difference. All you are achieving is giving margin and money away. Multiples failures mean some independents will always survive.

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