Brand Performance Is "Affected By Weather". Global Warming May Be Bad For Clothing Retailers.

Recently,

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Data show that the brand sales fell 2.9% to 2 billion 190 million euros compared to the same period last year.

And the brand explanation is "abnormal weather".

In fact, in recent years, many brands reported that "weather affected" has become one of the most common explanations for the volatility of brand performance.

Recently, this reason will also be one month for Britain.

The potential decline is "pay the bill".

The Met Office and the British Retail Research Association have released a new study on the relationship between weather and retailing, and warned non food retailers to prepare for the upcoming "summer Indian summer in Indian (mainly refers to a weather that suddenly warms up to the summer temperature before winter comes)".

If the warmer weather continues in September, the UK's non food retailers will lose 80 million pounds a week in September, according to the study.

This was confirmed by the British Meteorological Bureau.

According to the Bureau's analysis of weather data, temperature and

In particular, there is a clear relationship between clothing retailing industry.

Generally speaking,

The retail industry is usually seasonal sales. It will experience a seasonal discount in 7 and August. Then the new autumn and winter clothing will begin in late August. Affected by this, the pition from mid August to early October is the weather sensitive period of the clothing retail industry. During this period, the temperature will greatly affect consumers' autumn and winter series.

Purchase.

As a result, nearly half of British retailers regard weather as one of the three external drivers of consumer demand.

According to data from the British Retail Consortium, when the temperature in the summer and autumn pition is warmer every year, the sales growth in the UK's non food sector will be reduced by 1.1 per cent, equivalent to 4 million pounds per week.

This year, for example, the average temperature this summer is 2 degrees higher than that in 2017. If the situation continues in September, that means a 80 million pound loss for British fashion retailers.

In addition, the study adds that if the weather continues to be warmer in September, consumers will not have enough products to deal with cold weather. Once the cold weather arrives, they will spend more on these products than before.

This non seasonal weather will strongly affect the monthly growth data of retailers, which can easily be mistaken for changes in consumer confidence. It will not only affect the profitability of the brand, but also make some retailers sell more shares after an unexpected soft sell.

"Although few people in the retail industry deny the impact of the weather on our shopping methods, in fact, the impact is far greater than we think and is changing all the time, which requires clothing retailers to deal with more complexity when they are serving consumers."

Rachel Lund, director of insight and analysis at the British Retail Research Association, added in a statement.

With global warming, the frequency of abnormal weather is increasing in the world. For retailers who want to thrive in today's fiercely competitive retail market, it is also necessary to keep abreast of this change and make a positive response to the possible impacts of abnormal weather.

One of the capabilities that retail industry must master.

However, when the weather is unusual, there is also a brisk brand business.

Brands can not use the weather as a universal shield.