As the temperature drops across Europe, some interesting new data from Irish heritage clothing brand Jack Murphy this week shows that consumer interest in winter coats isn’t confined to months like this when the weather is at its chilliest.

The company has analysed wider search trends against its own internal data to find that Irish and British consumers are shopping for their winter coats all year round, something it found surprising but that it said offers “a hopeful nod towards… slow fashion that prioritises quality materials and investment pieces”.

Based on Google search trends, the company said consumers now search for ‘winter coats’ 18% more in summer than in spring, and Jack Murphy’s own waterproof coat sales may be lower in August than in the peak winter months, but only by 29%.

Matthew Murphy at Jack Murphy said of this: “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.

“October remains the most popular month for buying a waterproof coat at Jack Murphy, but the mindset of an investment purchase at any time of the year that can be worn and re-worn for years to come is really taking hold this year. 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.”

The company’s analysis of Google search data from October last year to October this year certainly shows some intriguing developments.

In November 2024, there were 110,000 searches for ‘winter coat’, a rise of 22%. But the following month, the 49,500 searches were down 55% year on year. Searches also continued in spring and summer (9,900 in March and 12,100 in blisteringly hot July). Meanwhile in September 2025, winter coat searches spiked 124% to 74,000, despite that month being very warm. 

Google search trends have also shown searches for ‘slow fashion’ surging and Jack Murphy said the year-round coat searches are “reflecting the circling slow fashion movement. There’s a growing shift towards mindful consumption and building a minimalist ‘capsule wardrobe’ that moves away from reactive purchases, and towards high-quality, timeless pieces and materials that truly last for years”.