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Fashion sales damaged by hottest September since 1910

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New figures have revealed that last month’s unseasonably hot weather damaged fashion retail sales.

A study by consultancy company BDO has found that fashion retailers' sales were down by 5.9 per cent year-on-year as the hot weather decreased demand for the seasonal winter stock.

Despite being the hottest September on record since 1910, the month had to second-worst sales figures for 2016.

Beginning with a weekly fall of 5.5 per cent, this soon increased to 8.4 per cent in the third week as temperatures continues to soar.

RELATED: August online sales soar by 16%

The survey also found that overall high street sales fell by 2.8 per cent. Other sectors like homeware shot up to 12.6 per cent.

“September was always going to be tough when compared against a strong September 2015, but retailers should take the erratic weather as a lesson in the importance of flexibility,” BDO’s head of retail Sophie Michael said.

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“And it’s not just the temperature that is in flux, in order to maintain a strong performance retailers should ensure that they are attuned to the changing demands of consumers and navigating future challenges presented by Brexit.”

“Those that can remain flexible, and adapt quickly, will not only stand the best chance of success but will also be well placed to grab the opportunities that will no doubt present themselves in these uncertain times.”

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Published on Friday 07 October by Ben Stevens

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