We may still be in economically uncertain times, but some heartening sales performances have nonetheless been achieved by apparel brands across the UK over recent months. 

Evidence for this has been provided by the Office for National Statistics (ONS), which has said that according to estimates, the total volume of retail sales went up by 0.5% in August. 

This is slightly higher than the 0.4% rise that some analysts had anticipated. Moreover, it matches the revised 0.5% jump that had been recorded for July. 

A relatively encouraging month – and year – for clothing sales 

Of particular interest for many a client of a luxury digital marketing agency like Skywire London, sales of clothing and footwear saw a 1.3% climb during August. In relation to this, many retailers have reportedly claimed that good weather helped to attract shoppers. 

However, there is also evidence that clothing brands have managed to achieve robust performance for many more months than this, despite certain pressures. 

For instance, GlobalData’s recently released How Britain Shops 2025 survey found that almost nine in 10 (88.6%) UK shoppers purchased apparel during the 12 months to June 2025. This was a rise of 0.5 percentage points compared to the previous year. 

The data analytics and consulting firm’s numbers showed that purchases were still led by female consumers. However, there had been a shift towards an older demographic that enjoyed a relatively higher level of resilience in the face of financial pressures. 

The study found that adults who did need to cut back on buying apparel were likelier to do so when it came to clothing for themselves, rather than for their children, due to purchases for the latter being more essential. 

Shipping delays and demand for goods are leading to stock levels being tactically built up 

Another intriguing data release lately came from business software specialist The Access Group, which is the parent company of the Unleashed inventory management system. 

The report in question disclosed that the UK’s small and medium-sized fashion firms had generated £479,943 in sales over the course of the second quarter (Q2) of fiscal 2025 (FY25). This was 109.28% up on the corresponding period the previous year, but 18.89% lower than in the last quarter. 

According to Unleashed, UK fashion manufacturers were taking a tactical approach of building up their stock levels in response to shipping delays and a heightening demand for goods, as the final quarter of the year loomed. 

The report said that clothing, footwear, and accessories manufacturers were doing this to help maintain product availability and service levels in a climate of longer lead times, which saw a 13-day increase from Q1 to Q2. 

The Access Group’s GM of ERP Small Business, Joe Llewellyn, observed: “Looking ahead, there are promising signs that manufacturers will end 2025 in a good position. Sales are healthy, while separate figures show business confidence has risen steadily every quarter this year.” 

We can be indispensable partners in your fashion, lifestyle, or luxury brand’s growth 

The story of the 2025 economy is not yet ready to be fully told. However, as this year’s final months loom, businesses in these sectors have clearly shown a high level of adaptability – and they have put in place strong foundations for sustained success through 2026. 

To help ensure your own brand is among them, please don’t hesitate to reach out to Skywire London to learn more about our expertise as a luxury digital marketing agency. 

Photo by Wander Creative on Unsplash