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momondo discovers fashion not important for Brits abroad


And momondo discovers other nations see Brits even less stylish abroad than we see ourselves

With London Fashion Week fast approaching over 12 – 16 September 2014, research proves Brits don’t perceive themselves a chic nation, when travelling abroad.

Despite being home to one of the world’s four acknowledged fashion capitals, data captured by travel search site momondo.co.uk shows, when questioned, only 14% of Brits see themselves as a fashionable population, when on holiday.

When asked if it is important to wear fashionable clothes on a break, whilst 26% of Brits agreed with this statement, 39% disagreed, leaving 35% impartial – suggesting being on trend overseas is not a high priority for the people of Great Britain.

And out of 11 other countries questioned, all but one ranked the Brits even lower in the style stakes whilst abroad, than the Brits ranked themselves as a nation. Just 4% of Finns, 7% from the Netherlands, 10% of Americans, Swedes and Germans, and 11% of Danes, Norwegians, Russians and Spanish respectively, rated Great Britain a fashionable nation when on holiday. Interestingly, a slightly higher number of Italians ranked Brits style conscious, at 13%, whilst 20% of our French neighbours thought Brits were stylish when travelling.

Likewise 39% of Brits rated the Italians a glamourous nation abroad and 23 % of Brits also regarded the French snazzy dressers, whilst away.

Brits after all more fashionable than the Spanish and the Germans
Interestingly, more Brits ranked themselves in vogue as a nation, than they ranked Spanish and German tourists, who only secured 11% and 4% of votes from those questioned, respectively. Seven percent of Brits voted Swedes fashionable tourists, four percent voted those from the Netherlands fashionable and the Danes, Norwegians, and Russians all received 3% of Brits voting them as trendsetting tourists. Finns were perceived fashionable tourists by only 1% of Brits.

momondo’s spokesperson Lasse Skole Hansen states: “It’s interesting how different nations observe each other in the fashion sense, whilst by the pool or out on the town on holiday. Italians gained the most respect of Brits in the style stakes, followed closely by the French. However Brits ranked Germans, Spanish and Nordic travellers, as having less style than them when away. However, from our global research there was a pattern of people perceiving their own nation as more fashionable than most others. Although on a whole, being fashionable overseas is not a high priority for the people of Great Britain. From our studies we know dining out is of higher priority for Brits, with 63% when questioned, responding 'good food' is crucial to whether they feel that they have experienced a good holiday.”


For further information please contact:
Leila Stocker
Turtle PR
About the data:
The analysis was prepared by momondo. The analysis deals with British travel habits and trends. Data was collected through an e-survey by Research Now's panel during the period 9 to 19 January 2014. 1,000 interviews were collected among Brits aged 18-65 years and representatively distributed according to gender, age, education and region, and then weighted.
About momondo:
Travel search engine www.momondo.co.uk finds and compares billions of prices on flights, hotels and travel deals. momondo was launched in 2006 and has been recommended by international media, such as the New York Times, CNN, NBC, CBS, The Daily Telegraph, and The London Sunday Times, as well as the legendary travel guru Arthur Frommer. momondo has won many awards, including a flight comparison test in 2012 by Stiftung Warentest, Germany’s independent product and services review. momondo’s mobile applications are available for free for iPhone, Android and Blackberry.

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