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Love Island retail trends: Significant increase in fast fashion and fitness sales

Data from global affiliate network Awin looks at the effect of Love Island on retail sales in the opening week of the hit reality show, finding that sales for fast fashion and fitness items increased, while health and beauty sector sales saw a surprising decrease.

The data was compiled by the global affiliate network, which tracks the sales from thousands of retailers every day. The team looked at retail sales across different sectors for the week commencing 28th June (when the new season of Love Island premiered), compared with the previous week.

Looking at a range of key sectors, it was found that sales of fitness items saw the biggest increase in the opening week of the show, seeing a +16% increase in sales compared to the previous seven days. For reference, week on week (WoW) sales across all sectors increased by +5%.

The conversion rate for purchases made on fitness items also saw a large increase; up +27% WoW, suggesting that consumers were actively seeking these items for purchase.

Unsurprisingly, items in the fast fashion sector also saw an improvement in WoW sales, increasing by +13% during the period.

Contrary to expectations, sales from within the health and beauty sector actually saw a significant decrease last week when compared with the previous one, with sales falling by as much as +11%.

Commenting on the findings, Jessica Brown, Agency Client Partner, role at Awin, said:

“With multiple outfit changes each day, and sponsors of the show belonging to the fast fashion world, it was no surprise to see a bounce in these sales last week. Similarly, seeing a group of people with washboard abs working out each day explains the significant increase in gym sales, although it was surprising to see a dip in health and beauty products given the amount of items used on the show.”