British women dress for summer come rain or shine
Despite flash floods, downpours, thunder and hailstorms, British women are still defiantly searching and shopping for flimsy summer dresses and sun-soaked style, according to data from shopping site, ShopStyle.co.uk.
With the wettest June on record since 1910 (according to the Met Office, in spite of this, summer dresses were the most searched for item across over 2000 brands and retailers listed on ShopStyle.co.uk with maxi, peplum and dipped hem styles all within the top ten. Wellies and raincoats were way down the list at 176 and 63 respectively.
Peplum is a new entrant to the top ten searched items in June, made popular by Kate Middleton’s Jubilee appearances wearing a grey Peplum dress by designer Matthew Williamson. Dipped hem styles will also be evident across the sodden parks and drizzly high streets this summer as women flock to emulate the style made famous by the likes of Nicole Scherzinger and Sarah Jessica Parker.
Sarah Bush Director of Business Development and Marketing at ShopStyle UK says, “We had anticipated a decrease in searches for summer related products due to the abysmal weather conditions. Although waterproof products like wellies have made an appearance in our most searched for items, we were surprised to see the numbers of fashion shoppers still searching for hot weather essentials such as dresses, skirts and jumpsuits. It gives us a great idea of what we can expect to see being worn on our beaches, in our parks and on our fashion filled high streets this summer, despite the rain.
Top five search terms for the month of June are
1. Maxi dress
2. Lace dress
4. Midi dress
5. Dipped hem dress