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Demand for high street brands increases 16% as retailers look to beat Amazon to the punch on Sales

Tom Bottomley
16 June 2020

In the wake of a 16% spike in demand for high street brands as non-essential stores re-opened yesterday, fashion retailers are looking to pip Amazon to the post before it launches its "Biggest Sale in the Sky" on Monday 22 June, 2020.

According to the latest data from, some of the UK’s biggest fashion retailers are aiming to take the sting out of the tail of Amazon’s planned super Sale – starting next Monday – by offering major “deals” of their own before the e-commerce giant does. The number of online fashion discounts has increased in June and is currently up 13% year-on-year.

Stuart McClure, co-founder of said: “Amazon has been trying to make waves in the fashion industry for the last couple of years now. With news that the coveted ‘Prime Day’ is being pushed back to September, Amazon is instead putting on a summer fashion Sale exclusively for Prime members.

“This has ruffled many UK retailers’ feathers who see Amazon as a big threat to online sales, especially during this exceptionally challenging time and, while many retailers already have large discounts on to clear excess inventory, many have supersized them in an attempt to siphon off customers from the ‘Biggest Sale in the Sky’ event.”

Ted Baker

Ted Baker offering 50% off in-store

Fashion retailers who have increased their number of discounts in June – as a month-on-month comparison – include Ted Baker at +46%, River Island at +28%, John Lewis at +26% and Superdry at +22% month-on-month. Topshop is also offering online shoppers up to 30% off ‘selected’ lines.

Reading further in to the data, John Lewis has a huge clearance of clothing, with 70% off men’s and women’s fashion – including premium brands like Barbour, Ralph Lauren and Levi’s.

With shop doors re-opening on the high street for the first time in almost three months yesterday, queues formed around the block for high street brands like Topshop and Primark.

The buzz around the high street has spilled over to online shopping with searches for high street brands up 16% year-on-year. Sales for high street clothing have suffered online throughout lockdown but, with shops now open, demand for high street fashion has begun to recover.

However, fashion searches for both luxury and premium brands have remained fairly flat, with demand for luxury fashion increasing by 5% year-on-year and demand for premium brands increasing by 2% over the same period.

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