Irish Brand Reveals Shoppers Buy Winter Coats All Year Round
New data emerging from Irish heritage clothing brand Jack Murphy reveals a surprising shift in consumer behaviour regarding winter coats. Contrary to the traditional belief that interest in outerwear peaks only during the coldest months, analysis indicates that consumers across Ireland and Britain are actively shopping for winter coats all year round. This unexpected trend, uncovered through a comprehensive review of Google search patterns alongside Jack Murphy’s internal sales figures, suggests a significant move towards more sustainable purchasing habits, aligning with the principles of slow fashion that champion quality materials and long-lasting investment pieces.
The company’s research highlights tangible evidence of this evolving consumer mindset. Google search trends show an 18% increase in searches for 'winter coats' during summer months compared to spring. Furthermore, while Jack Murphy's waterproof coat sales naturally see their highest numbers in the peak winter season, August sales are only 29% lower, indicating consistent demand outside of typical cold weather periods. Matthew Murphy of Jack Murphy elaborates on this, stating, “We’re seeing a more considered consumer, one who is less likely to reach for a winter coat at the last minute, and one who invests in pieces that perform beyond a single season.”
While October remains the most popular month for purchasing a waterproof coat from Jack Murphy, the underlying motivation has transformed. The concept of an investment purchase—a high-quality item acquired at any time of the year that can be worn and re-worn for many seasons—is firmly taking root. This reflects a broader cultural shift, as Murphy notes, “The slow fashion movement is on an upward trajectory, and it’s refreshing to see consumers tapping into purchasing investment pieces that can be loved for a long time.” This commitment to durability and timeless style is reshaping how consumers approach their wardrobes.
A deeper dive into Google search data from October last year to October this year reveals some particularly intriguing developments. November 2024 saw 110,000 searches for ‘winter coat,’ marking a 22% increase. However, the following month experienced a notable dip, with 49,500 searches, a 55% decrease year-on-year. Yet, interest persisted into warmer periods, with 9,900 searches in March and 12,100 in a “blisteringly hot” July. More strikingly, September 2025 witnessed a massive 124% surge in winter coat searches, reaching 74,000, despite that month also being unseasonably warm.
These year-round search patterns are intrinsically linked to the surging interest in 'slow fashion,' according to Jack Murphy. The company observes a discernible shift towards mindful consumption and the cultivation of a minimalist 'capsule wardrobe.' This movement champions moving away from impulsive, reactive purchases in favour of acquiring high-quality, timeless garments and materials designed to endure for years. The data suggests that consumers are increasingly prioritising longevity and considered choices over fleeting trends, truly reflecting a burgeoning commitment to sustainable and thoughtful fashion practices.
