The recent concerts by Ed Sheeran held at Wembley Park have had a tremendous impact on sales at the London Designer Outlet (LDO), showcasing the significant benefits of being located near a major entertainment venue.
During the weekend of the concerts, sales in the vicinity of Wembley Park experienced an impressive 83% increase compared to the average weekend sales of the previous month. Remarkably, sales were even 4% higher than when Harry Styles performed, despite the concerts coinciding with major rail strikes. Additionally, footfall increased by 45% compared to the average weekend in May.
The impact of the Ed Sheeran concerts was felt across various product categories at LDO. Sports and athleisure brands saw a remarkable 68% surge in sales, while accessories and gifts witnessed a substantial 61% growth. Mixed fashion experienced a notable rise of 26%, and health and beauty products also enjoyed a 15% increase in sales. These figures clearly demonstrate the wide-ranging effects of the Ed Sheeran concerts on the retail sector.
The benefits of the concerts were not limited to LDO alone. Wembley Park as a whole experienced a surge in sales, as Wembley Stadium and Arena hosted additional large-scale events. This has led to a “summer trading boom” in the area as a whole.
Looking towards the future, there are several upcoming events that are expected to further boost footfall and sales in the area. These include the highly anticipated UEFA Women’s Euro Final on July 31, Westlife’s concert on August 6, Coldplay’s shows between August 12 and 20, and the Foo Fighters’ Taylor Hawkins Tribute Concert on September 3. These events are sure to attract large crowds, providing an ongoing boost to retailers in Wembley Park and LDO.
In conclusion, the success of the Ed Sheeran concerts in driving sales emphasizes the crucial role that proximity to major entertainment venues plays in the retail industry. By capitalizing on the footfall generated by these events, retailers in these locations have the opportunity to significantly increase their sales and establish themselves as key players in the fashion and lifestyle market.
Useful links:
1. London Designer Outlet website
2. Wembley Park official website
