In Europe, coats are old hat as global warming grips

LONDON/MILAN (Reuters) - Marilyn Alexander meant to buy a winter coat at the start of September, but with London enjoying balmy temperatures she put it off.
Now, in November, when a coat is traditionally a necessity to shield against Britain's infamous damp and fog, this owner of a training and development company still hasn't purchased one.
"The weather's been just too nice. I'm thinking about waiting a little longer and then buying one in the sales," she said, dressed in a lightweight suit.
Like Alexander, shoppers from Brussels to Milan are presenting clothes retailers with a new reality: in the 21st century tracking weather patterns is as important as tracking hemlines.
Rising global temperatures, blamed by scientists for Europe's freak floods and record droughts, are also behind changes in shopper behaviour -- and dents in profits, retailers say.
From Swedish giant Hennes and Mauritz to Italy's Rinascente and Germany's Metro, sluggish autumn clothing sales are being blamed on sunny days as shoppers shun costly woollen coats for cooler -- and usually cheaper -- T-shirts and jackets.
"All my analysis and all our data within the business is saying that it's a weather thing," Debenhams Chief Executive Rob Templeman told Reuters last month after reporting a 4 percent fall in same store sales since September at Britain's second-biggest clothes retailer.
"The issue we all face is: Do we buy for later on in the season? Do I buy stocks hoping it is going to snow in April, May?" he asked.
MELTING PROFITS
It is a similar story across Europe: with meteorologial offices forecasting a warmer European winter this year on average than in the past three decades, clothes store owners are considering how to adjust.
For those who fail to scramble, Seymour Pierce's Richard Ratner, who has covered the sector for 25 years, didn't rule out profit warnings. "The weather's having a major effect on clothing sales. If it goes on for another two weeks, there are going to be real problems," he said.
In Milan, big Russian-style fur hats and coats fill the windows of luxury label Prada, but inside the shop, heavy winter clothes hang untouched in a corner while female shoppers are trying on peeptoe sandals to go with their summer dresses.
Italy, like Britain and France, recorded some October days when the temperature was as much as nine degrees Centigrade higher than the average of the last 30 years.
Vittorio Radice, chief executive of upmarket Italian department store La Rinascente, suggested delaying sales to prevent shoppers from waiting for the discount bonanza to buy entire seasonal outfits.
"The commercial seasons have to be lengthened. La Rinascente is the most important player here so we could just independently delay the sales by a few days, that's a possibility we have to consider," he told Reuters at a shop opening.
SUPPLY SCORCHES
Belgium's Etam, part of French group Etam Developpement, is already seeing results from delaying stocks to cushion it from slow sales of woolly coats, hats and gloves.
A spokesman said the 120 Belgian stores had felt only a slight ebb in demand thanks to holding back bringing in winter coats and woollens for another 3-10 weeks.
Other store owners say this season's trend for volume and layering is helping. Shelves stocked with thick and thin fabrics and long and short sleeves isn't just fashion but good business on sultry autumn days.
Yet, some analysts remain sceptical and say management blame the weather as a justification for bad sales and the trend highlights the importance of fast supply chains in today's fashion retailing.
Fast fashion star Zara, owned by Spain's Inditex, which has built an international empire by taking just two weeks to adjust to shopper -- and weather -- whims, has given no sign of stumbling due to the climate.
Inditex Chief Executive Pablo Isla in September reiterated its Autumn/Winter collection had been well received by shoppers.
(additional reporting by Andrew Hay in Madrid, Emma Davis in Brussels, Rajiv Sekhri in Germany, Foo Yun Chee in Amsterdam)