Fashion is an art and a science, and nowhere is this more apparent than with companies that track the data. Coming off Spring 2018 Fashion Month, merchandise intelligence company Trendalytics tracked consumer demand by following searches on social media. In other words, when it comes to marrying the science of art and retail, the phrase “follow the money” is really about “following the searches.”
MAXIMALISM AND GLITZ
According to Trendalytics, there were more than 50% more posts featuring ‘sequins’ this Fashion Month than last year. Indeed, 22 of Gucci’s posts during fashion month featured the trend.
“The macro theme of ‘maximalism’ continues with designers not shying away from embellishments,” notes the company, pointing out that a key look is appliqué and embroidering on sheer fabrics. Popular search trends were Sequin Top, Sparkle Boots, Sequin Dress and Sequin Blazer.
Fashion Month social actions for ‘Logo T Shirt’ are 22x higher than last year thanks to powerhouse brands like Gucci and Versace posting on the trend.
Name logos are also back in a big way for handbags, as seen at numerous shows.
Metallic continues to gain momentum this season.
Searches for ‘metallic slides’ are +61% over last year and thanks to Gucci, social actions around ‘metallic sandals’ were 37x higher this fashion month than last year.
If Spring 2017 was all about the Cold Shoulder, then Spring 2018 will be all about the Bold Shoulder. Compared to the same time-frame last year, one shoulder trends have overtaken cold and off the shoulder with the highest overall search growth, notes Trendalytics. Searches for ‘one shoulder top’ are up 86% with the highest AUR as compared to ‘off the shoulder top’ and ‘cold shoulder top’. Asymmetrical shoulders tend to drive earring trends as necklaces can be tricky with off-balanced necklines.
Fanny packs resurfaced on the runways as well. Searches for fanny pack are +50% to LY, with more people searching for fanny packs than “totes” or “clutches.”
Searches for ‘slouchy boots’ are up 25% to LY with an AUR of $190, indicating opportunity to assort into the trend at lower price points. Key colors this season are white and red.