Debenhams Reports Weather Girls Putting The Heat Back Into Winter Clothing Sales
Released on: October 20, 2011, 1:26 pm
Author:
Debenhams
Industry: Retail
Debenhams has revealed new research which reveals that BBC
weather girl Carol Kirkwood is having a major effect upon the shopping
habits of the nation, new research has revealed.
When she wears winter coats and
scarves while reading the weather forecast, sales of winter clothing soar the same
day, according to Debenhams.
So great is the trend that her choice of winter wear has a greater effect upon sales
than a six degree drop in temperature, figures show.
Debenhams spokesman Ed Watson said: "Nobody in Britain seems to believe that winter
has arrived until they see Carol wearing a scarf and ear muffs.
"We're calling it the 'Weather Girl Effect' and it's bringing a warm front to
sales on the High Street."
The effect emerged while Debenhams was conducting annual customer research into
shoppers' buying habits for winter coats, hats, scarves and gloves.
Being able to predict precisely when demand for winter wear will rise enables the
store to order well ahead, saving millions of pounds in production fees and storage
costs.
The research showed that:
- Winter coat sales begin to rise when external temperatures fall below 16 degrees
on three consecutive days.
- Sales of scarves increase when temperatures fall below 12 degrees.
- Gloves sales leap when the mercury falls to just six degrees.
- A fall to nine degrees sparks a rush by women for thermal underwear. Men need
another seven degree drop in temperature before they too opt for cosy Long Johns.
Demand rises exponentially across all sectors with every two degrees fall in outside
temperature. However, mysterious spikes in sales remained unexplained - until
researchers started watching the BBC Breakfast weather forecasts.
When Carol Kirkwood appeared wearing a warm coat on an outside broadcast, demand for
similar garments leapt by an average of 38 per cent above normal, regardless of the
outside temperature.
Wearing a hat and gloves increased demand for these items by an average of 51 per
cent. And wearing ear muffs created the biggest rise at 82.7 per cent.
The 'Weather Girls Effect' was greatest with Carol Kirkwood, but also occurred to
a lesser extend when her colleagues Louise Lear, Laura Tobin and Elizabeth Saary
appeared on screen.
Male weather forecasters have no effect upon sales whatsoever. The BBC's female
weather forecasters have a greater effect than others because they do so many
outside broadcasts.
Ed Watson continued: "It is clear that viewers, especially women, are using the
fashion choices of the forecasters to determine how to dress well to suit the
weather.
"The warm coats and gloves which Carol wears are providing a more effective visual
forecast of what lies ahead, more than the temperature figures on the accompanying
high tech weather map.
"Our research shows that the weather girls are teaching the nation how to remain
ice queens, able to cope with any stormy squall.
"We've come to believe that if Carol Kirkwood read the forecast wearing a bikini,
bikini sales would soar even if it was snowing outside."
The news coincides with Debenhams' 'Winter Event' that sees prices reduced by up
to 25% across coats and boots.
About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong
presence in key product categories including women's clothing, men's clothing,
childrenswear, furniture, health and beauty and shoes, including women's boots. Debenhams operates 167 stores in the
UK and Republic of Ireland. Debenhams also has 61 international franchise stores in
24 countries and six Magasin stores in Denmark.
Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda
Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry
Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer,
Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew
Williamson.
PR Contact:
Press Office
33 Wigmore Street
London
W1U 1QX
08445 616161
www.debenhams.com
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