London (AFP)
Captivated by television series, many Britons want to dress like their heroes, so sales of black "Fleabag" or "Peaky Blinders" retro caps explode in the UK, according to the chain of department stores John Lewis.
These figures confirm the trends observed over the past several months, which many online sites and retailers are trying to take advantage of, which are increasing sales of series derivative products.
The high-end brand, which released Wednesday its 2019 report on sales in its stores, shows how the appearance on the screens of a new series of successful series results in an increase in immediate sales of clothing or accessories worn by their popular characters.
The release in April 2019 of the second season of "Fleabag", centered on a young London self-centered and antisocial, was accompanied by a jump of 66% of sales of the black suit worn by heroin, interpreted by the multi-award-winning British actress Phoebe Waller-Bridge, also creator of the series.
Similarly, the BBC broadcast of the fifth season of "Peaky Blinders", which chronicles gangster adventures in Birmingham in the early 20th century, boosted sales of flat caps worn by protagonists by 25% in August and September. .
To a lesser degree, the chain has seen an increase of 8% in sales of a Levi's range of jeans popularized by Stranger Things, a fantasy Netflix series set in the 1980s in the United States.
John Lewis publishes this report on British consumer trends in his stores even as he passes through a bad patch and fell into the red during the first half in a context of depressed market for British businesses.
The John Lewis Partnership, which also owns the Waitrose supermarket chain, expects the economy to remain difficult in the second half of the year, when it traditionally makes most of its profits because of the end-of-season holidays. 'year.
The chain of stores has also recently warned of the potentially disastrous consequences of a Brexit without agreement on its activity.
© 2019 AFP