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.
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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