Ecommerce sales rose just 0.6% in September, while the clothing category saw its first negative growth in over two years, with sales falling by 1.2%.

Delving into categories, menswear saw the starkest fall in sales, down 22.5%, while womenswear, footwear and accessories all also declined year on year 13.3%, 9.8 and 9.0% respectively.

IMRG theorised that the fall in clothing seen in September was reflective “of a number of initiatives that aimed to shift consumer attitudes towards sustainable fashion”.