Clothing lost its title as the best performing category UK-retail sales in July 2014, falling to sixth place, but outperformed all other categories on a three-month basis, says the latest report from BRC-KPMG Retail Sales Monitor.
According to the Sales Monitor, several apparel retailers spoke about a disappointing month in clothing retail sales, mainly due to fewer promotions in July compared to last year.
A few other fashion retailers cited the warm weather as the driver of respectable summer clothing sales, as they were suitable to wear both at home and abroad on holiday.
In July, the women’s segment outperformed the men’s and was helped by the popularity of branded fashion.
However, children’s clothing was the frontrunner of this category in July as, teens summer casuals wear did well, together with baby & toddler.
Those retailers that developed their new season ranges more suited to the warmer weather have seen some consumers favour their full-price offer over summer sale items.
However, July’s growth in home textiles showed a significant pick-up from the previous month and continued to be driven by good demand for lightweight bedding.
In other retail statistics, UK retail sales were down 0.3% in July 2014, on a like-for-like basis from July 2013, when they had increased 2.2% on the preceding year.
On a total basis, sales were up 1.3%, against a 3.9% rise in July 2013. The three-month average total sales growth of 1.3% is below the twelve-month average of 2.3%.
Helen Dickinson, Director General, British Retail Consortium, said, “This July, we have achieved overall growth of 1.3% year on year, which at first glance compares unfavourably with the 2.3% long-term rate over the last twelve months.
“However, July last year was a tough month to beat because consumers had really responded well to high profile exciting sporting events and of course, the birth of the royal baby”, she added.
The BRC-KPMG Retail Sales Monitor measures changes in the actual value (including VAT) of retail sales, excluding automotive fuel.
The Monitor measures the value of spending and hence does not adjust for price or VAT changes. If prices are rising, sales volumes will increase by less than sales values. In times of price deflation, sales volumes will increase by more than sales values.
