E-commerce marketplace Orchard Mile, which lets visitors curate full designer brands and create their own digital shopping mall as they scroll, has released its first-ever Luxury Retail Report highlighting the top trends shoppers were searching for, buying and talking about in 2017. Co-founders Jennie Baik and Julia LeClair break it down with percentage increases of the hottest pieces and trends:
THE ROYAL EFFECT
As we have seen time and time again, the British royal family’s style is envied worldwide, and the pieces they wear sell out almost instantly. That sellout effect has now extended to Meghan Markle – when she stepped out with Prince Harry during September’s Invictus Games, Orchard Mile saw sales of her crisp white Misha Nonoo’s Husband Shirt soar by more than 3000%. The Meghan Markle Effect continued into footwear after she stepped out in Sarah Flint Flats. Orchard Mile saw a 179% increase in revenue on the brand month over month after Meghan was spotted wearing them. Women certainly wanted to take a walk in her shoes!
DESIGNER DARLINGS STILL GOING STRONG
As we’ve seen with the rise of Gucci’s Alessandro Michele and Jonathan Anderson of Loewe, the revamp of a legacy brand with an all-star designer translates to conversion. In 2017 women wanted their accessories, especially handbags, to make a statement. Loewe’s signature Puzzle and Hammock geometric bag styles struck the perfect balance between luxury craftsmanship, timeless materials, and unique geometric shapes drawing attention from consumers seeing these pieces on the arms of street style stars and in the Instagram feeds of their favorite influencers. In fact, 50% of all Loewe purchases on Orchard Mile were sales of one of these two key styles.
RETURN OF THE VICTORIAN AGE
When it came to ruffles, embroidery and overall Victorian-inspired details, Orchard Mile shoppers couldn’t get enough. A further effect of Alessandro Michele’s beloved Gucci collections, shoppers were looking for showstopping embroidery and carefully crafted details at every price point. The word “Victorian” itself saw the biggest increase in traffic with page views for the term increasing 1589% in 2017. The sophisticated romanticism of delicate ruffles and intricate embroidery once again felt fresh, particularly when one standout piece was paired back to more streamlined staples. On Orchard Mile, page views for embroidered products rose 433% this year, with views for ruffled items increasing by 255%. Shoppers looking to modernize these historical influences were particularly drawn to Temperley London’s artisanal, hand-worked designs like the Aura Dress.
A SLIP-ON TYPE OF SUMMER
During the warmer months, women were in the market for upscale takes on the classic pool slide. In fact, customers were most drawn to slides in the luxury price point, with 70% of all slide purchases coming from designer brands and an average price point of $326.
CRAZY ABOUT GRAPHIC TEES
Just as Graphic Tees were a street style staple in 2017, Orchard Mile users were also drawn to the trend. In fact, page views for Graphic Tees rose 2,961% from 2016 to 2017, with customers searching branded logo tees as well as slogan styles. Particularly popular styles came from Loewe, Re/Done, Cynthia Rowley and Rebecca Minkoff.
While Orchard Mile has over 135 brand partners, the brands that had Orchard Mile users searching most were at extremes of the style spectrum—either back to basics or with all the frills. Contemporary labels offering streamlined takes on dressed-down wardrobe staples performed particularly well, while at the other end of the spectrum luxury labels with a focus on creating detailed and statement making styles also made the top ten most popular searches.
The top 10 searched brands were:
- Zadig & Voltaire
- Temperley London
- Alice & Olivia
- Opening Ceremony
- Roland Mouret
LOOKING AHEAD TO 2018
The new year will bring a resurgence in overtly feminine styles including sheer ethereal fabrics, prominent fringe and statement-making florals. Even denim will be getting dressed up – embellished with jewels, pearls, embroidery and sequins and pairing back to evening tops for more formal occasions.
For color, bright, bold, saturated hues such as Ultra Violet, Pantone’s 2018 color of the year, will take center stage. She also predicts shoppers will take an equally bold stance when it comes to mixing prints, from stripes with polka dots to plaid and the artistic inspired patterns that were seen across the runway collections.