Black Friday: The London online fashion retailers cheering higher sales

Joanna Bourke
·1-min read
Emma Watkinson is the chief executive of fashion retailer Silkfred (Silkfred)
Emma Watkinson is the chief executive of fashion retailer Silkfred (Silkfred)

Online fashion retailers have recorded their busiest ever Black Friday events, with sales lifted as shoppers sought bargains while much of the high street remains closed.

Non-essential retailers are not allowed to reopen stores from lockdown until from December 2, but firms with a digital presence could take part in the annual shopping extravaganza.

Londoners were forecast to spend £1.1 billion online for the Black Friday weekend, up 69.2%.

London-based designer Olivia Rubin said online Black Friday sales have more than doubled from the same event last year. Knitwear and loungewear was popular.

Daniel Najar, co-founder of clothing company Chi Chi London said its Black Friday sales, which began last week, are up 37%.

Enfield-headquartered Chi Chi London is best known for its occasion wear but has expanded its collection during lockdown to include nightwear and loungewear.

Fashion retailer Silkfred’s Emma Watkinson said weekend revenues were over 150% higher than the previous weekend and Black Friday was over 300% higher than the daily average sales during November.

Watkinson said: “Every time the government introduces restrictions on socialising, the demand for new outfits goes down so this Black Friday was a welcome success, especially for the hundreds of independent brands and small business owners we partner with. They really needed this boost.”

Rory Westbrook at True Vintage, which sells products from brands including Barbour and Wrangler, said: “Our offering of affordable and sustainable clothing, along with customers inability to spend disposable income on travel and socialising, has resulted in our most successful Black Friday yet.”

Read More

Entrepreneurs: Future looks bright for fashion designer Olivia Rubin

Best Very Black Friday deals 2020

Londoners set to spend £1.1bn online during Black Friday weekend