Oxford Street braced for a £200m month

Jack Aston12 April 2012

A £200 million sales boost is expected in the West End this month, paving the way for a happy Christmas on the high street.

Sales of clothes are expected to reach hundreds of millions of pounds in the first week of this month alone.

One of the reasons for the boost is foreign shoppers, who increasingly favour British fashion brands.

The cash injection is good news for retailers, as September is traditionally seen as the biggest month for fashion sales outside Christmas.

A survey by the New West End Company, which represents 600 shops in Bond Street, Oxford Street and Regent Street, revealed the findings from an independent survey of more than 20 Oxford Street shops.

Jace Tyrrell, director of the New West End Company, said: "This is an important month in the year for fashion sales and if September is strong, this is often viewed as a strong indicator for a high performing Christmas."

He said interest in the fashion choices of celebrities had translated into a boost in sales, adding: "With this growing fascination with the likes of the Duchess of Cambridge and what she will wear next, retailers are optimistic for an excellent lead-up to Christmas."

When the Duchess wore a £175 Shola dress from Reiss to meet the Obamas in May, the style sold out in hours. Similarly, sales of the Nannette dress she wore in her engagement photos sold at a rate of one a minute.

The Alexander McQueen-designed royal wedding dress also had an influence on high street sales, according to Barbara Horspool, creative director at New Look. She said: "Kate's wedding dress had an enormous effect on the sales of lace garments."

News of the sales boost comes as the third High Street Fashion week launches on Monday.

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