According to new research by BIJOU BIJOU, a fashion brand stocking over 1,000 individual pieces of jewellery, women are more likely to brave the cold weather and avoid wearing a coat to show off their outfit.
62% of women in the UK stated that they often brave cold weather, and will continue to do so this autumn and winter, to let others see their outfit.
In addition to the above, 86% of women who responded in favour of braving cold weather said they plan their outfits in advance, regardless of the weather forecast.
Top reasons for braving cold weather –
- The style of coat does not match the outfit
Respondents did not want to have to spend more on a coat or jacket that matched their outfit, as it would only be worn from A to B. - Women want their outfits to be seen
Respondents overwhelmingly said they want their hard work to be seen – they’ve spent their time to plan their outfit and want others to see it. - They don’t want to carry a coat around when indoors
Coats are cumbersome and are the first piece of clothing that is ditched when planning an outfit.
Women aged 36-40 were the most likely to ditch their coat, with 73% stating so, versus only 41% of workers aged 18-24. This is a surprising result, as the older we get, the more likely we are to feel the cold weather.
Dr William Bird, medical consultant for the Meteorological Offices’ Health Forecast Unit, has strong advice: “If you’re caught out in a sudden icy snap, you will start to shiver and that depresses the immune system, thus making you more likely to catch a cold. We lose up to 30% of our body heat through our heads, so also consider wearing a hat.”
Managing Director of BIJOU BIJOU, Nadia Gkartzonika, had this to say about the news: “I can remember multiple times last winter where I braved the cold weather myself and embraced fashion over function. I’m happy to lose a scarf to show off a beautiful statement necklace.”
Survey data: BIJOU BIJOU surveyed 412 women aged 18-65 in the United Kingdom between 19th and 20th September 2017
Do you brave cold weather without a coat to show off your outfit?
| All Answers | |
| Yes | No |
| 62% | 38% |
| By Age | ||
| Age | Yes | No |
| 18 – 24 | 41% | 59% |
| 25 – 30 | 44% | 56% |
| 31 – 35 | 49% | 51% |
| 36 – 40 | 73% | 27% |
| 41 – 50 | 52% | 48% |
| 51 – 55 | 44% | 56% |
| 56 – 60 | 51% | 49% |
| 61 – 64 | 48% | 52% |
Do you plan your outfits and ignore the weather forecast?
| All Answers | |
| Yes | No |
| 86% | 14% |
About BIJOU BIJOU
BIJOU BIJOU is a new fashion jewellery brand created by editors and stylists who have worked for leading fashion outlets such as Vogue magazine. Aimed at women, the company offers over 2,000 products from their own range and from guest jewellery designers such as Bill Skinner, Maria Black, ASHK Jewelry and Caroline Najman.
