The impact of climate change on traditional seasonal ranges for high street women's wear in England

Julie Travers (Graduated in Clothing Marketing and Distribution at Manchester Metropolitan University in 1996. )
Veronica G. Payne (The Manchester Metropolitan University, Department of Clothing Design and Technology, Hollings Faculty, Old Hall Lane, Manchester)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 April 1998


According to the investigative research of the forecasters at the British Weather Services, the climate in England has changed over the last decade. Hot, dry summers and wearm, wet winters have smudged the distinction between seasons. As a result of the unpredictable climatic extremes of recent years, combined with such other factors as the recession, Sunday trading and lifestyle changes, a re‐evaluation of consumer buying patterns is required. Owing to the factors outlined above, there is a need for a new approach towards women's wear in England on the part of retailers and manufacturers. Their vision is required to realise the need for versatility in adopting core colours and transseasonal fabrics into collections, allowing for a continuum offering and thus, a breaking down of divisions between the four seasons. This report offers an insight into the fluctuating climate in England throughout recent years, outlining the weather sensitivity of the clothing industry. It analyses the influence of the unseasonal developments on consumer buying behaviour through the use of a regional questionnaire. It is appreciated, however, that the relationship does not exist in isolation and therefore other factors in the equation are acknowledged. The extent to which retailers are adapting their buying strategies in response to changing market demands is investigated, while methods of incorporating retail demand for transitional collections into manufacturing strategies are examined. In conclusion, research findings are reviewed and recommendations are provided for those in the clothing industry concerned with satisfying the changing demands of the women's wear market on the high streets of England.



Travers, J. and Payne, V. (1998), "The impact of climate change on traditional seasonal ranges for high street women's wear in England", Journal of Fashion Marketing and Management, Vol. 2 No. 4, pp. 370-382.

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Copyright © 1998, MCB UP Limited

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