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The Styled Side: why El Niño means cheaper winter clothes




This is what winter is like in New York City this year. Taken November 6, 2015, NYC recorded its hottest November 6 in nearly 70 years.
This is what winter is like in New York City this year. Taken November 6, 2015, NYC recorded its hottest November 6 in nearly 70 years.
JEWEL SAMAD/AFP/Getty Images

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Temperatures may have dropped in Southern California, but that's good timing because El Niño has actually caused prices to drop on warm clothes.

On this week's The Styled Side, Michelle Dalton Tyree from Fashion Trends Daily says unseasonably warm weather in the eastern U.S. and Europe is upending the fashion industry.

"The eastern half of the country has had the warmest November in 120 years of record keeping!" she says.

That's really eroded the typically strong market for jackets and sweaters.

The year before, snowfall was the most in 14 years. 

"Retailers were looking at that history, and were banking on there being as much cold and snow this year," says Tyree.

But so far, overall snowfall across hundreds of major cities was 23 percent below average.  In turn, affected retailers are expected to lose about $3.7 billion in sales from September to December.

The businesses that are really hurting are cold weather makers such as NorthFace, Columbia and anyone making or selling goose down," says Tyree. "Another retailer who bought into expected cold weather – Swedish retailer H&M, which has stores in the U.S. and relies heavily on sales in northern Europe for much of its revenue."

Retailers are responding by placing winter clothes on heavy discounts to get rid of that extra stock.

The only bright spot for the weather-weary industry is rapper Drake.

Really.

"I like to call it the 'Hotline Bling' effect," say Tyree.

In his music video, Drake wore a luxury down jacket by cold-weather brand Moncler. It retails for $1,100, and sales doubled after his video debuted.

In the meantime, wait for a flurry of sales before hitting the stores to shop for your puffer jackets, shawls, slankets and more.