Despite All Those Olympic Collabs, London Retailers Didn't Sell Much

Being a fashion blog and all, we'd venture to guess that over half of the Olympic news we covered were about games-themed collections, with retailers trying to re-do their products in a confusing combination of gold, silver, and bronze; Union Jack flags; linked rings; and athletic-inspired materials. While some of the more fashion-conscious might be willing to go there, it didn't quite make sense that regular Olympic spectators would be gung ho about squeezing into a red-white-and-blue lycra tube dress with golden spangles and mesh panels.
Post-Olympics, WWD reports that retailers did indeed experience a relatively lackluster time. During the first week of the games, sales apparently looked dismal, but foot traffic began picking up during the second week with London 2012-branded gear being the highest sellers, while limited-edition products, like Barbour jackets with Liberty lining, also performed quite well.
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British economics contend that the retail impact of the Olympics will extend beyond these two weeks. Prime Minister David Cameron says: "Over a decade we can use the Olympics to bring home business worth 13 billion pounds. [$20.4 billion] That's more than the cost of the games." That's a whole lot of bronze Miu Miu oxfords, innit? (WWD)
Normal Kamali OC Spliced Dress, $805, available at Opening Ceremony. Topshop Pac-a-Parka, $70, available at Topshop. Photo: Courtesy of Miu Miu
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