# data[].attributes.body
This article looks at the greatest British fashion designers over the years and a description behind their work.  The article has helped me to select which designer i wanted to use as part of a collaboration with Fred Perry. Paul Smith was the designer i selected and this is due to the fact that both the clothing that Fred Perry and Paul Smith design are similar in terms of the classic and timeless silhouettes however, Paul Smith has a wearable classic meets quirky aesthetic that would be interesting to incorporate into a collaboration with Fred Perry

# data[].attributes.attachment_link.readable_text
With Heart's Best of British weekend drawing near, we take a look at the greatest British fashion designers over the years...

1. 1. Vivienne Westwood

Vivienne Westwood is as British as you can get. The Derbyshire-born designer started her label at the beginning of the 70s and is credited with shaping fashion in the UK. She started by dressing the punk movement and using the Union Jack in many of her clothing items, and is now one of the most successful British brands.

2. 2. Amanda Wakeley

Amanda Wakely is known for her high end, luxurious, feminine designs and has dressed many stars and royals in her career, including Diana Princess of Wales.

3. 3. Stella McCartney

Paul McCartney's daughter is one of the most internationally successful British designers. Stella studied fashion at the prestigious Central St Martin College of Art and Design and her graduation show features some of her model friends, including Kate Moss, Naomi Campbell and Yasmin Le Bon. McCartney's designs are worn by some of the world's biggest celebrities including Madonna and Gwyneth Paltrow. Stella's brand is as well known for its delicate feminine cuts as it is for her animal welfare ethics: the designer is in fact a vegetarian like her famous parents and does not use leather or fur in her collections.

4. 4. Alexander McQueen

Known for his creative and irreverent designs, McQueen was the 'enfant terrible of British fashion'. Hugely successful both at home and abroad, after his untimely death in 2010 the helm of the company has been taken over by Sarah Burton, who went on to design a very special dress...

5. 5. Alexander McQueen

Burton created the stunning wedding dress Kate Middleton wore to marry Prince William on April 29 2011.

7. 6. John Galliano

The Gibraltar-born British designer is famous for his intricate creations and worked for many years for French fashion houses, including Dior and Givenchy. Galliano designed Kate Moss' 1920s inspired dress for her 2011 wedding to musician Jamie Hince

8. 7. Zandra Rhodes

The designer started her label in the late 60s and is known for her use of textile and colour. Rhodes has dressed many stars and royals in her time, including Queen's Freddie Mercury and Diana Princess of Wales

9. 8. Alice Temperley

The Somerset-born designer is all about feminine cuts, colours and the bohemian look. Temperley's designs are much loved by celebrities, including Kate and Pippa Middleton

10. 9. Biba

The brainchild of Polish-born Barbara Hulaniki, Biba was an iconic London fashion store in the 60s and 70s. The label was relaunched in 2006 under British designer Bella Freud, who soon left to start her own label. Biba was later bought by House of Frasier.

11. 10. David Koma

He may be born in Georgia, but Central St Martin's graduate David Koma's creations are very British. The London-based designer had none other than the prime minister's wife, Samantha Cameron, on the front row at his Spring/Summer 2011 London Fashion Week show

13. 11. Victoria Beckham

The former Spice Girls' singer's label's been going from strength to strength since launching in 2008. Victoria's designs are worn by many celebrities, including Julia Roberts, Michelle Williams and Jennifer Lopez

14. 12. Mulberry

Founded in 1971 in Somerset, this handbags and leather goods company is synonymous with luxury and durability

15. 13. Catherine Walker

The designer was born in France and moved to the UK in her 20s, quickly becoming a force to be reckoned with in British couture. Walker made over 1,000 creations for Princess Diana and her designs were also chosen by the Duchess of Cambridge for hers and Prince William's tour of North America in 2011

16. 14. Hussein Chalayan

The British/Turkish Cypriot designer is known for his conceptual and artistic designs and has created outfits for musicians such as Lady Gaga and Bjork.

17. 15. Mary Quant

The iconic designer was huge in the 60s for being the woman behind the famous and at the time boundary-breaking miniskirt and hot pants. Quant clothing and makeup are still sold in Japan.

19. 16. Bruce Oldfield

Best known for his couture, Oldfield was one of Princess Diana's favourite designers and his creations are still worn by Hollywood celebrities and royalty

20. 17. House of Holland

29 year old designer Henry Holland is popular with the young British fashion crowd and regularly dresses celebrities such as Alexa Chung and Girls Aloud Nicola Roberts

21. 18. Basso and Brooke

The designing duo launched their first collection in 2004 and have since been regarded as the 'masters of digital print'. Their creations have been worn by many celebrities, including Michelle Obama

22. 19. Ozwald Boateng

The menswear designer is known for doing 'British suit tailoring' with a twist. His flagship store is housed in one of the London streets known for fashion: Savile Row.

23. 20. Burberry

Founded in 1856 by Thomas Burberry, this iconic British fashion house is best known for its signature trench coat and tartan pattern. Many have tried to copy this brand, but there's only one original Burberry, and the label is still one of the most successful ones to come out of the UK.

25. 21. Jasper Conran

Jasper Conran is known for his quintessentially classic British design. Conran also designs for theatre and the ballet.

26. 22. Pringle of Scotland

The luxury Scottish knitwear company set up in 1815 has expanded and now produces a full fashion range worn by many celebrities including Madonna, David Beckham and Tilda Swinton.

27. 23. Matthew Williamson

The Central St Martin's graduate is known for his colourful and feminine designs much loved by Sienna Miller and Cat Deeley

28. 24. Paul Smith

Smith's success in fashion is down to his very wearable classic meets quirky designs. Smith may not be the most experimental, but his beautifully cut suits and durable casual wear have cemented his reputation as one of the UK's most successful designers

29. 25. Pam Hogg

Hogg's career started in the very experimental 80s were her sometimes outrageous creations made her an icon. The designer is one of Britain's quirkiest artists and her creations have been worn by the likes of Lady Gaga, Jessie J and Rihanna

31. 26. Stephen Jones

Nobody does or wear hats quite like the Brits, so it's no surprise that milliner Stephen Jones is considered one of the best and most creative ones around. Jones has collaborated with many fashion designers, including Dior, Giles Deacon and Vivienne Westwood. He's also created hats for many stars and royals, including Princess Diana.

32. 27. Philip Treacy

Irish-born, London-based designer Philip Treacy studied at the Royal College of Art and has become one of the most famous milliners in the world. Treacy has created hats and fascinators for many celebrities, including the famous 'pretzel' hat worn by Princess Beatrice at the royal wedding of Duke and Duchess of Cambridge in 2011.

33. 28. Piers Atkinson

Atkinson is one of the most promising milliners of the last few years. His quirky and fantastic creations have been worn by a number of celebrities, including Paloma Faith and Cate Blanchett. He has been allegedly asked to create a hat for Kate Middleton too!

34. 29. Jimmy Choo

Jimmy Choo was started off by the eponymous Malaysian designer in a studio in the London's borough of Hackney. He was soon spotted by Tamara Mellon, who at the time was British Vogue's accessories editor. Mellon and Choo became business partners, until Choo sold his stake to Mellon. The Malaysian designer still creates shoes for the label and many of his designs were worn in the TV series and films 'Sex and The City' and are seen on the feet of the many celebrities

35. 30. Charlotte Olympia

Italians may be footwear designers par excellence, but the Brits are closely following behind and many new labels have come out of the UK with great success in the last few years, including English/Brazilian Charlotte Olympia, whose sky-scraping designs are seen on the feet of many celebrities

36. 31. Lulu Guinness

Lulu Guinness is a well-known accessory designers whose quirky and stylish handbags are on the arm of many socialites, fashionistas and celebrities.

37. 32. Tatty Devine

Asprey London is synonymous with British high-end jewellery, but more and more young and funky jewellery brands are coming out of the UK. Tatty Devine has been a huge success story. Founded in East London by Rosie Wolfenden and Harriet Vine, this brand specialises in fun and quirky acrylic jewellery that's both show-stopping and affordable.

38. 33. Azuni

Another new British jewellery brand, Azuni has styles and prices for all: from ethnic pieces, to fine ones, to British-themed themed designs, like this Union Jack cuff.

# data[].attributes.attachment_link.description
With Heart's Best of British weekend drawing near, we take a look at the greatest British fashion designers over the years...

# data[].attributes.body
This is a survey i created to get opinions and constructive feedback based on my unisex range. I learnt that the two main age groups that participated in my survey were between the ages of 24-35 (Millenials), and 18-24 (Gen Z). More Millenials chose Fred Perry as a brand that they would shop from when presented with the following brands: Lacoste, Diesel, Guess and other... The follow up question informed me that they chose Fred Perry because they already own products offered by the brand and enjoy the current collections. Buying habits across Millenials and Gen Z ranged from buying items a few times a month (Millenials), to buying items a few times a week ( Gen z). Almost all of the participants shop from both departments, as they follow up question highlighted that the reasioning behind this is based off product type, fit and more options in general. Overall, majority of particiants love the idea of unisex clothing, but do not know many mid range brands that offer unisex clothing.

# data[].attributes.attachment_link.readable_text
Your Desired Unisex Range

Where would you shop?  (Select all that apply to you)

With reference to the previous question, why did you choose the answer above? *

On average how often do you buy clothes *

A few times during the week

When  shopping for your own clothing, which department do you buy from? *

With reference to the above question, could you tell me more about you answer?   *prompt* if you shop between departments what is the reasoning behind it *

Which of these product types below would suit your current style?  *  labelled A,B, C and E * *

With reference to the above question where there any product types you liked, but would not wear ?

How do you feel about unisex clothing? *

Do you know any brands that offer unisex clothing? *

If selected 'yes' could you tell me what brand this was *

Would you wear unisex clothing? *

What is the reasoning behind your answer?

Never submit passwords through Google Forms.

# data[].attributes.body
This is a Fred Perry brand guide. I used this article to find out key information about the brand, to assist me with my brand summary. The article includes: What Fred Perry is, the history including when it was started, who founded it, the history of the logo, youth subcultures ( MODS), celebrity publicity and past collaborations

# data[].attributes.attachment_link.readable_text
What Is Fred Perry?

The Fred Perry brand is one of the most iconic British heritage brands in history. Known for its effortless blend of streetwear and sportswear, the label is famed for its ethos of authenticity and integrity mixed with just the right amount of attitude. Largely tied to the worlds of tennis and the UK subculture, you would be hard-pressed not to find the brand at the helm of some of the most iconic menswear silhouettes of all time.

From uncomplicated Harrington jackets to versatile parkas and timeless polo shirts, it is no doubt that Fred Perry has left an impression on the industry as a whole which continues to be felt to this day.

Fred Perry Brand History

When Was Fred Perry Started?

Fred Perry was formed in the late 1940s to early 1950s. During this period the brand developed the idea of designing new tennis sportswear, which was a refreshing change to the ill-fitting, baggy alternatives available. Clever marketing and exposure of the brand, including giving garments to upcoming young tennis players, BBC workers such as cameramen and commentators, helped catapult the brand from a small idea to a name strongly associated with Wimbledon and sporting heroes.

In 1952, Fred Perry launched the most famous garment associated with the brand; The Slim Fit Cotton Pique Shirt with the Laurel Wreath embroidery. Crafted from pique cotton, its honeycomb stitching made this garment perfect for sportswear.

Who Founded Fred Perry?

Fred Perry was founded by Fred Perry and Australian footballer Tibby Wenger when they produced the first-ever sweatband. This was instantly a hit with tennis players all over Britain; thus, the Fred Perry brand was born.

Fred Perry gets its name from one of the founders, Frederick John Perry. A world-famous Tennis Player, Perry won 10 majors including 8 Grand Slams, two Pro Slams and was World Number 1 four years in a row. He won 3 consecutive Wimbledon championships between the years 1934 and 1964, being the last British player to win men’s wimbledon before Andy Murray in 2013. Despite all of his sporting achievement, Fred Perry was never accepted by the tennis hierarchy and even the Wimbledon crowd, mainly because of his working-class background and upbringing.

History Of The Fred Perry Logo

The Fred Perry brand logo is the now iconic Laurel Wreath. Found embroidered to the chest of many of their garments, it was based on the original icon for Wimbledon but also stands as an ancient symbol for victory and triumph.

Fred Perry Subculture

The Fred Perry brand unintentionally became associated with a number of subcultures and British street styles along with the music which young people chose to define and express themselves. Fred Perry played a massive part in the looks of groups including the original Mods of the 1950s, Northern Soul and Skinheads of the 60s, 70’s Punk and Perry Boys and Brit Pop in the 1990s.

Mods:

The Mod movement members were very quick to pick up the Fred Perry polo for its stylish, top button, durable capabilities. The Mods displayed an obsessive attention to detail, making the polo shirt ideal for their gathering. They subsequently asked Fred Perry to produce and supply a range of different coloured polos, to recreate the American and European look and to make it their own with a British twist.

This decision helped the Fred Perry brand start a revolution, to become the first crossover brand from sportswear to streetwear, which was a fundamental part of the teenage look at the time, and the start of one of the most enduring relationships between fashion and music.

Skinheads:

As the skinhead culture started to grow, they turned from shirts and suits to the now recognizable jeans, boots, polos and braces. The Fred Perry brand had started adding tipping to the polo shirts, which matched major football clubs colours, and these were commonly worn with jeans and braces, whilst leaving the iconic Laurel Wreath clearly visible.

Sported by many famous footballers, including Bobby Moore, did nothing but good to the brand’s image. At this time, the Northern Soul Movement was gaining more interest in the North of the country, but was largely ignored by the southern-based media, ultimately being passed on by word of mouth. The shirt of choice for these ‘all-nighters’ was again the Fred Perry polo shirts.

Punk and Perry Boys:

As the demise of the skinheads took hold, a new movement was taking shape in London, named Punk. Many working-class background punks boasted the Fred Perry polo. The Punks designed a look to upset anybody who looked at them, including spiky hair, leather trousers and safety pins.

The Perry Boys, based in Manchester wore Fred Perry polo shirts, designer jeans, trainers and sporting a wedge haircut, they wanted to rebel against everything around them at that time. They became trendsetters on the terraces and nightclubs of Manchester, and this movement started the casual and rave scenes that would follow.

Brit Pop:

A new generation saw The Brit Pop scene emerge from the British Indie Music scene in the early 1990s, and yet again the Fred Perry Polo was catapulted into the media. Wanting to edge away from the 80’s casual designer brands and from chasing the latest trends, bands including Oasis, Blur and Ocean Colour Scene took it back to their influences. Choosing fashion and brands with authenticity, meaning and class behind them. The Fred Perry Shirts were at the ‘Brit Pop’ core.

Celebrities Wearing Fred Perry

A number of Celebrities over the years have been sighted wearing the Fred Perry Laurel Wreath, and today it is just as popular, if not more than ever before. Celebrities including Paul Weller, Vinnie Jones, Ewan McGregor, Kelly Jones and bands including Oasis, Blur and Ocean Colour Scene have all chosen the Fred Perry Laurel Wreath for the brand’s authenticity, style and timeless design.

Over the years the Fred Perry brand has not relied that much on the media for coverage and exposure of the brand, they haven’t used big billboards to gain popularity, they have relied on its timeless qualities to appeal to every generation.

Fred Perry Collaborations

In the decades in which the Fred Perry brand has operated, they have teamed up with musicians, creatives and fellow designers to deliver fresh and exciting collaborative interpretations of their pieces.

From their long-standing relationship with Belgian designer Raf Simons, Art Comes First and musician Miles Kane, the brand has managed to hone in on pivotal moments from their past, exploring them through a different perspective and channelling their experiences into new and diverse collections. Fred Perry has also worked with the likes of Comme des Garcons, Margaret Howell, George Cox, Beams Plus and many more.

Fred Perry on Aphrodite

Aphrodite is an official UK stockist of the Fred Perry brand, browse our collections online including the popular Fred Perry polo shirts and Fred Perry jackets.

# data[].attributes.attachment_link.title
Fred Perry Brand Guide | Blog | Aphrodite

# data[].attributes.attachment_link.description
Read about the history of sought after brand Fred Perry with our brand guide on the Aphrodite blog. Shop Fred Perry now at Aphrodite for express shipping.

# data[].attributes.body
The ModernAcademia AW 22/23 womens trend will be intertwined throughout my unisex range, for the Fred Perry X Paul Smith collaboration. This key trend is all about providing a put together new prep look with a grown-up feel. Timeless sartorial classics with a modern twist and pop of colour are the main focus along with easy layering (WGSN, 2022).

Key items: Bomber, overcoat, wide-leg trousers, flex-leisure blazer, polo shirt, statement crew knit and supercharge shirts.

This trend will fit well with both Fred Perry and Paul Smith’s brand image as new prep is a direction that both brands are currently heading towards, with Fred Perry already showcasing this trend in newer collections. Pops of colour are done exceptionally well by the brands already as well as their take on classic and timeless pieces such as the polo shirt and bomber. Therefore, this trend aligns with my concept and further adaptations to print and colours can be made in order to match the brands.

# data[].attributes.body
I used the official Paul Smith LinkedIn page for my brand summary.

# data[].attributes.body
As Gen Z transitions out of tween and youth markets, they are looking for brands and

retailers to be more gender-inclusive and to offer designs for the non-binary

community. This is prompting retailers and brands to start to look at how they surface inclusivity.

Unisex is the dominant e-commerce tag used to

identify gender-inclusive clothing, and 97% of

brands still use the term somewhere in

product descriptions. But the proportion of

products using the word unisex is falling.

# data[].attributes.body
The report contains information about the  colour and print direction of A W 22 23.  I have looked at additional colours and print that can work alongside the key colours as show  in the ModernAcademia trend.
- Artisanal Red

This standout red adds excitement to ranges either as the dominant colour or to draw interest via details.

The inherent boldness of a true red means it's nearly impossible for the colour to go unnoticed. There is something nostalgic about it, an uplifting sense of childhood and optimism, yet it doesn't have to appear juvenile.

# data[].attributes.body
When considering the print and graphics of my range this report informed me that Newprep stripes for ModernAcademia are a perennial favourite that transcends seasons, stripes get a makeover with muted colour combinations.

A dialling down of vibrant tones means no less impact. Classic horizontal stripes take direction from retroacademia , while styling cues come from the variety of fashion partnerships that have remade the preppy look for a new generation.

Layered checks are a commercial go-to with broad appeal, and are remixed in abstract iterations through layering print and digital techniques.

# data[].attributes.body
As pastels gain popularity within different

markets, Butter begins to move on from solely

comfort-led into smarter categories, seen in

the coloured suit and modern occasion

sets. A year-round shade,

turn this into a winter-appropriate pastel

through heavier materials such as teddy fleece

in overcoats and cable knit sweaters.

# data[].attributes.headline
Key items for women's Jacket & outerwear

# data[].attributes.subject
Key items for women's Jacket & outerwear

# data[].attributes.body
The bomber jacket is a classic silhouette that has been featured in many previous Fred Perry and Paul Smith collections. Various interpretations of the bomber have been seen on the AW/22 catwalks such as, Prada with an exaggerated volume and Sheltersuit with crafted splicing. The bomber jacket is part of the key items found in the ModernAcademia trend due to its timeless and versatile properties (WGSN, Collection Review: Key Items – Men’s Jackets & Outerwear A/W 22/23, 2022).

The Bomber jacket is on the high end of the buyers briefing scale for both mens and womens jackets, outwear reports. Followed by the aviator jacket. Similar to the bomber, the aviator typically hits at the waist. Yet, where the bomber tends to have a short, knit collar the aviator has a large, folded plush collar. I have opted to put the collars of a harrington jacket, which has similar properties to the aviator however, shorter knit collars are featured and this is more on brand for Fred Perry.

# data[].attributes.body
AS part of my SWOT analysis i looked at emerging markets, more specifically for Paul Smith.
Paul Smith can enter a new emerging market. Senegal is an emerging market that is on “Global Fashion’s Radar” (Business of fashion). The country has a stable market environment with a promising future. Known for its vibrant fashion culture, the second tier retail destination has already attracted brands like Tommy Hilfiger and Hugo Boss which are both Paul Smith’s competitors. Tommy Hilfiger has opened a store early 2022, in the capital city of Senegal Dakar. Hamidou Badji, the director of the shopping mall has said that “Senegal is not the biggest economy in the region, but its relatively peaceful environment, favourable laws and dynamic fashion industry” ( Hamidou Badj, Business of fashion, 2022).

# data[].attributes.body
Range plan, Category, Price, Country mix, Colour, Size mix, Online analysis etc

# data[].attributes.body
This is a collage of all the photos i took as part of my primary research. I visited the Ralph Lauren 400 Oxford St,  Lacoste London, 233 Regent St, Fred Perry 9 Henrietta St, London WC2E 8PW and Paul Smith 400 Oxford St.

I selected polo shirts, wide-leg trousers and trench coats as part of my product types

# data[].attributes.body
Using the data from Edited, Ralph Lauren (UK) has the highest number of tops with a product count of 4,076 of which 967 are polo shirts (23.7%). Fred Perry (Uk) has a very small number of tops in comparison to Ralph Lauren, with their product count being 533 and 69 polo shirts (12.9%). Lacoste and Paul Smith have a similar number of tops however, when it comes to polo shirts, Lacoste has more options, with a difference of 308 polos.

The main colour groups that make up Fred Perry’s polo shorts are blacks ( 29.5%), whites (15%) and navies (10.5%). In opposition, Ralph Lauren, Paul Smith and Lacoste have a mix of whites, navies and blues as their colour groups.

Currently, Fred Perry has the highest discounted items for tops, with a total of 16 items on sale and 7 of them (44%) have a discount between 30-40%

# data[].attributes.body
The data from Edited highlights that Ralph Lauren has the largest amount of outerwear pieces with a product count of 779 and within this 20 items are trench coats (2.6%). Paul Smith is next in line with 194 outerwear garments however, only 1 trench is included in the mix (0.5%). Lacoste has less Paul Smith products although more trench coats are included within the 113 outwear pieces, and this amounts to 2.7%.

Fred Perry trench coats average £994, which is on the higher end of the scale in comparison to all four brands. Interestingly, when it comes to their other outwear pieces such as the parka or harrington jacket, the brand averages £237 which is a significant difference.

On the other hand, Ralph Lauren is consistent in prices, with the brands trench averaging £582, and the general outerwear range priced at £633 which is more consistent in comparison to Fred Perry

The main colour groups for outwear across all brands range from blacks, blues and greens

# data[].attributes.body
Across all four brands, Fred Perry has 47 bottoms, which is small in comparison to Lacoste (290), Paul Smith ( 296) and Ralph Lauren ( 1,192). However, the wide leg trousers for Fred Perry make up 6.4% of its range and this is the largest percentage amongst all of the competitors.

Fred Perry wide leg trousers are the cheapest, priced at £149 followed by Paul Smith wide trousers at £365 then Ralph Lauren at 3£93

# data[].attributes.body
This report discusses the shifts in technonlogy and how i can intertwine them with my store concepts. i learnt that post Covid-19, Consumers still prefer the shift to e-commerce. The retail sector adopted ecommerce transactions and virtual reality interactions as its new norm during the pandemic. Many stores closed and the opportunity for companies to explore different technologies rose. Emerging Emotional Al technology connects remote customers with retailers on an emotional level. Through the use of various techniques such as eye tracking and speech patterns analysers. The technology can pick up emotions that people may have and helps when dealing with customers therefore, satisfying customers any emotions they have are resolved if negative.

# data[].attributes.body
I wanted to understand how people are behaving and how my range can keep up with the way consumers feel. I learnt that Gen Z and Millenials are now more mindful of sustainability and the impact it can have on the environment. This consumer movement is encouraging companies to follow a transparent and clear path to sustainability. Eco-friendly innovations should be adopted along the way, whether it is material changes or packaging improvements

# data[].attributes.body
Paul Smiths path to sustainability includes information such as:  The brand became Global Organic Textile Standard certified trader.

In the SS22 collection 38% of production carried the sun logo, which was a 5% increase from AW 21. The sun logo lets consumers know that lower environmental impact materials have been used during the production process. Eventually, Paul Smith plans to make all of his collections Sun Logo certified, with items ranging from T-shirts, shoes and accessories. ( Paul Smith path to sustainability, 2022)

Paul Smith recently introduced an eco-friendly retail packaging that is 100% recyclable and has a 40% post consumer waste, as part of its responsible sourcing.

# data[].attributes.attachment_link.description
Find out more about what Paul Smith is doing to become more environmentally and socially responsible, today and into the future.

# data[].attributes.body
Low and middle income families have been forced to cut down their spending habits as

UK inflation has hit its highest level in 40 years. The inflation for food, energy and apparel has reached 9% in 2022

# data[].attributes.attachment_link.readable_text
There is no escaping inflation: whether it’s energy, food, transport or entertainment you are paying for, prices are going up – and at pace.

Once again this week’s headlines have been dominated by the latest figures – on Wednesday we learned that inflation had reached a 40-year high of 9%. Plus, there have been warnings of worse to come. But what does it all mean? We asked readers what questions they had about inflation and its impact, and have tackled them below.

First, a bit of background.

The rise in the cost of living is captured in the monthly inflation rates reported by the Office for National Statistics. There are several different rates recorded by the economists: the consumer prices index (CPI), retail prices index (RPI), and CPIH (CPI including owner occupiers’ housing costs). It is CPI that hit 9% last month. CPIH was 7.8%, while RPI hit 11.1%.

The cost of food, energy, transport, entertainment and more is going up. Photograph: Neil Hall/EPA

The rates are different because of the goods that are included in the price tables, and also because of the way the figures are calculated. RPI tends to be the highest. It is set to be scrapped in 2030 but is currently still used to set the student loan interest rate and annual increases in train fares.

Q Would 0% inflation be good?

Hilary Osborne: inflation is the rate at which prices are going up – it does not tell you how high prices are historically, just how much higher or lower they are than last year. So if this time next year inflation is 0%, that means prices will still be higher than in the same period in 2021.

That said, no one targets getting inflation to 0% or even below. Inflation of 2% is generally considered good – this is the rate that the Bank of England and other central banks target. This rate is high enough to encourage people not to sit on all of their cash and wait for prices to go down but low enough to allow people to plan and wages to keep up.

Banks generally react to rising inflation by adjusting interest rates upwards – the idea is that this will encourage people to save their money rather than spend it and reduce demand for goods and services.

Q The current inflation isn’t caused by an increase in demand or in wages – it’s caused by a rise in supply costs. This is in part caused by the war and Covid and the resulting shortages and supply chain problems but isn’t the real problem that commodity-producing corporates are taking advantage of their virtually monopoly positions?

Larry Elliott: this is right on the money. Traditionally, higher interest rates work when the economy is overheating and – the housing market apart – there is no evidence that it is. The UK’s national output of goods and services is only just above its pre-pandemic levels, so effectively two years of growth have been lost.

The Bank of England has admitted it can do little in the face of rising energy costs, and originally thought it would be possible to wait for inflation to come down without doing very much. It has now been spooked by evidence that inflation will stay higher for longer, and some signs that higher energy prices are feeding through into other parts of the economy. The risk of driving the UK into recession is clearly there. A windfall tax on the energy companies is going to happen, whatever the government currently says.

Q I’m a first-time buyer who has saved almost all of my target deposit. I want to get on to the property ladder to stop paying rent, and because my money is currently in the bank doing nothing. Is this a wise time to buy or should I hold off?

LE: the housing market is starting to cool down a bit but it is far too early to say there is going to be a property crash. For that to happen, there would need to be a sharp rise in mortgage rates and unemployment rather than the more modest increases that are currently predicted. That said, the willingness of people to take on big financial commitments is understandably weak at present, which suggests that house prices are not going to do much in the next year or so.

Many people want to know what’s going to happen to house prices. Photograph: Neil McAllister/Alamy

Q Why is the annual increase in state pensions based on the CPI rate in September of each year? Would an average of inflation taken over the calendar year be a more equitable rate for the increase in April?

HO: September’s figure is used to give the government time to set up the change in payments. Steve Webb, a former pensions minister who is now a partner at the consultancy LCP, says that after the September figure is published in October, the Department for Work and Pensions needs to look at its data and announce plans to parliament – usually in November’s budget. The actual legislation to implement the changes doesn’t get debated until the start of the following year.

The triple lock on the state pension was not used this year. Photograph: Trevor Chriss/Alamy

“There’s a lot of parliamentary process to go through (we are talking about billions of pounds of public spending) and time to change rates, especially for legacy benefits on old computer systems,” he says.

Each month’s figure is based on a comparison with prices the year before, so is always taking account of 12 months of changes. When inflation is fairly stable, September’s figure is arguably as good as any. Usually, the triple lock – the promise that pensions will rise in line with inflation, average earnings or 2.5% – irons out some of the ups and downs but this was not used this year.

A simple average of last year’s monthly CPI rates actually results in a smaller increase than the 3.1% rise this year because inflation was below 1% in the first part of 2021.

Q I work as a postman and we have only been offered a 3.5% pay rise. If we get a bigger increase, will that have an impact on inflation?

LE: higher pay awards are not causing inflation. Wages are a price like any other and reflect market forces. Higher pay will mitigate some (but not all) of the hit to living standards caused by rising inflation and should encourage people currently not working to look for jobs. That should help ease labour shortages, one of the supply-side constraints affecting the economy.

Q My son is buying a house. I am worried the likely rise in mortgage interest rates as a result of inflation will affect his budget. Can anyone give us some guidance on the outlook for peak interest rates?

HO: sadly, no one can tell you where interest rates will end up, although many people will speculate. Some economists have forecast the base rate going up from 1% now to 3% next year but most are not predicting such a big rise. The money markets currently suggest that the base rate will peak at just above 2% in about two years’ time. Mortgage rates are likely to be higher.

If your son already has a mortgage approved, then his budget should have been closely inspected by the lender and he should be well cushioned against interest rate rises. Before banks and building societies agree to a mortgage, they stress-test applicants, typically at a rate above the standard variable rate. They also look at income and outgoings when assessing if a mortgage is affordable. He will probably also have chosen a fixed-rate mortgage to protect himself against rises in the short-term.

If he is about to apply, rising rates will have an impact on what he is allowed to borrow.

If you have already had a mortgage approved, your budget should have been closely inspected by the lender. Photograph: Eric Farrelly/Alamy

Q Is it worth saving these days?

HO: it’s a good question, given that any money held in a savings account is effectively falling in value. With inflation running so high, the cash you have saved will buy you less than this time last year because there are no accounts that will have paid you enough interest to keep up.

However, as Sarah Coles from the investment firm Hargreaves Lansdown points out, there’s a good reason to hold savings. “The last couple of years have shown us just how unpredictable life can be, and how much difference it can make to have something to fall back on when we’re hit with the unexpected,” she says. “Everyone of working age should be working towards a savings safety net of three to six months’ worth of expenses in an easy access account – which rises to one to three years’ worth when you have retired.”

This cushion means that if you are hit with an unexpected bill, you will not have to borrow to pay it.

Money held in a savings account is effectively falling in value. Photograph: OsakaWayne Studios/Getty Images

“At the moment, any money in a savings account will be losing spending power after inflation but you should still make sure it works as hard as possible for you,” she says. She suggests an instant access account from Al Rayan Bank paying 1.31%. For a higher rate, she says you can earn 2.27% on a one-year fix with Al Rayan Bank, or 2.75% on a two-year fix with Market Harborough building society.

There is a limit to what the Bank of England can do about inflation. Photograph: Daniel Leal-Olivas/AFP/Getty Images

Q Inflation is 9% for the average person but how do I know what the impact is on me, as I may have a bigger mortgage than someone else, or buy different things?

HO: your personal inflation rate will depend on what you spend your money on – and how much goes on each element. Everyone buys energy but some people buy more of it, and some people have to use proportionally more of their income to pay for it. There are calculators where you can work out your personal inflation rate. The ONS has one on its website that lets you fill in exact numbers, as does the investment firm Rathbones. These will help you see where your money is going and will be helpful for financial planning.

Q Is there another way for the Bank of England to fight inflation apart from raising the base rate?

LE: there is a limit to what the Bank can do, given the tools at its disposal. In essence, it can make the cost of borrowing more expensive by raising interest rates, or it can suck money out of the economy through a process known as quantitative tightening, which involves selling the bonds it has accumulated since the financial crisis of the late 2000s. However, base rates and QT are blunt instruments. It is the chancellor, Rishi Sunak, who the country should look to for action.

# data[].attributes.attachment_link.title
UK inflation: what it means for house prices, savings and pay rises

# data[].attributes.attachment_link.description
We answer readers’ questions about how the rise in cost of living will affect them