Research released today by Joules shows that one in
five women feel that they must sacrifice fashion for function when on holiday
- More than 1 in 10 (15%) find that having to choose functionality over fashion because of the weather is their biggest holiday weather woe
- Just under half (46%) of British adults estimate that they typically talk about the weather once a day
- The most common holiday weather woe is not taking enough layers, leaving you feeling cold and uncomfortable (35%)
London, 29th May 2015 - Contemporary British lifestyle brand Joules today unveiled research which shows that despite our national obsession with the weather, we still can’t seem to dress or prepare properly for the elements, especially when on holiday. In fact, almost one in five women feel that they have to choose functionality over fashion due to weather worries, and as much as 10% of men.
Joules has teamed up with Sky News weather presenter and mum of five, Jo Wheeler, to look at the nation’s top fashion weather woes, and to show that style doesn’t need to be sacrificed for practicality.
TV Weather Presenter Jo Wheeler commented. ‘I have studied the weather for more than two decades and even when we know exactly what conditions to expect, it’s very hard to pack appropriately. The bottom line is that the British weather is changeable so a holiday wardrobe needs to cater for all eventualities, from a heat wave to rain and gales. Having a few quality staple items makes life a lot easier. I always take a statement rain jacket away with me, as well as useful vest tops and classic tops, perfect for layering as well as looking stylish.’
The survey results do highlight a certain discontentment amongst consumers with current typically practical clothing, and demonstrate a need for the fashion retail industry to produce more pieces which make a statement whilst being practical for everyday life. The sector is beginning to take note and a trend is emerging, however the survey results demonstrate that we still have a way to go.
Tom Joule, Founder and CEO of fashion and lifestyle brand Joules, comments: “Over the past few years, customers have become more and more discerning. They are no longer content with products that do the job but don’t complement their own personal style, or vice versa. We are seeing that Joules customers are looking for a complete product – one that is functional but also fun, eye-catching and stylish.
This is reflected by our current bestselling Right as Rain and holiday ranges which include: our women’s Right as Rain Golightly pack-away parka and Sutton tapered trousers, men’s Faxan chino trousers and Sloane casual shorts and our children’s brilliant must-haves range.”
Top research findings*:
- Just under half (46%)of British adults estimate that they typically talk about the weather once a day
- If there is a break in conversation, weather is the most popular ‘go-to’ topic with over 1 in 10 (18%) using it as there ice breaker
- The most common holiday weather woe is not taking enough layers with you so you feel cold (35%)
- A quarter (25%) find that their holiday weather woe is being too optimistic with the weather and not dressing correctly
- More than 1 in 10 (15%) find that having to choose functionality over fashion because of the weather is there biggest holiday weather woe
*Research was carried out between 15/05/15 and 19/05/15 to a sample of 1,856 UK adults