Pink is the word: small businesses cash in on trend-setting Oscars

• Pink garments fly off the shelves at UK boutique fashion retailers, as The Edit predicts pink items will account for one-in-three items sold this Spring
• UK fashion sales spike by 5.1% in a week following The Oscars ceremony
• Helen Mirren and Gemma Chan inspire more Google searches as consumers try to ‘get the look’

London, 7 March 2019: British fashion retailers have benefited from trend-setting Hollywood celebrities, as consumers use The Oscars’ red carpet for outfit ideas.

New data released by Vend, the preferred retail point-of-software of the British Independent Retail Association, shows that fashion store revenue has increased by 5.1% in a week since the awards ceremony on 24th February.

This year, shades of pink clashed boldly with the red carpet, as sartorial statements brought the colour to the fore – and into the minds of shoppers looking for dress ideas. Adorned in pink, eye-catching outfits were worn by Helen Mirren, Linda Cardellini, Kacey Musgraves and Gemma Chan.

With Google searches for ‘pink dress’ jumping to a trend score of 94 the day after the ceremony (compared to 70 a week earlier), fashion-hunters have clearly been captivated by the trend. In fact, some stores – such as Vend customer The Edit, which has four fashion boutiques in and around Cheshire – have seen pink attire flying off the shelves, so much so that one in every three of their items is now in the colour.

Penny Rawson, owner and founder, The Edit said: “The fashion industry closely follows The Oscars for red carpet trends, as it gives a good indicator as to what will sell well in-store in the weeks that follow the ceremony. This year’s red carpet was dominated by shades of pink, and we’ve already seen huge new popularity of the colour. It’s since become one of our three core colours in-store, accounting for a third of our stock and we expect to sell out this Spring.

“Candyfloss-toned, jewel-coloured and Legally Blond-themed shades can all be seen hanging from The Edit’s shelves. Being an independent retailer allows us to make agile purchasing decisions, capitalising on trends – unlike the large retailers who are lumbered with a huge inventory that they have to work with for the whole season.”

Historical Vend sales data shows that it was 2017 which recorded the highest average revenue increase in the week that followed the Oscars, with a 15% increase in sales when compared to the week before the awards. 2018 recorded an 8.1% uplift.

Velvet gowns, red frocks and metallics graced the red carpet in 2017, meaning there was more inspiration for a new wardrobe that could appeal to a greater variety of consumer tastes. In 2018, it was widely claimed Margot Robbie stole the show with a white gown beloved by fashion critics and fans alike. Below from left to right is Brie Larson and Taraji Henson in velvet, Ruth Negga in red Valentino and Margot Robbie in crisp white.

Higor Torchia, UK Country Manager at Vend adds: “Independent retailers are in a great position to take advantage of trends set by events like The Oscars, as their smaller size means they can make reactive stock-buying decisions. Analysis of what’s selling well on a weekly or even daily basis will also enable the store to order more stock if it’s selling out.”

About Vend

Vend is cloud-based point-of-sale and retail management software that lets retailers run their business in-store, online, and on-the-go. Vend’s software includes inventory management, Ecommerce integrations, customer loyalty, and reporting analytics. Vend integrates with other world-leading business and payments applications including Shopify, WooCommerce, iZettle, Worldpay and PayPal, and is a key retail partner in Apple’s global Mobility Partner Program. Vend is trusted by retailers in over 140 countries and is used in more than 25,000 stores worldwide. Founded in 2010, Vend has offices in Auckland, London, San Francisco, Toronto and Melbourne, and has raised more than £36 million from top-tier investors.