Have We Hit A Turning Point For Fashion?
The second quarter of 2021 looked much different in the world of fashion. As pandemic-related restrictions were being lifted across various U.S. states, consumers found themselves in a very different state of mind.
According to online fashion platform Lyst, search queries for dresses skyrocketed a whopping 371 percent, while searches for sunglasses increased 198 percent and beachwear 192 percent. Products related to travel and leisure also saw a significant uptick, with demand for travel reaching its peak since March 2020.
As consumers embraced the normalcy and began re-engaging in the physical world, luxury labels have seemingly benefited from the shift. According to Lyst, Gucci continued to reign supreme, claiming the number one spot as the world’s hottest brand for the fourth successive quarter. At the same time, Dior and Louis Vuitton rose in the ranking, while Prada came in as the fifth hottest brand following the success of its campaign, wherein the company marketed influencer-approved products throughout the quarter.
In terms of the hottest products in Q2, Nike Air Force Sneakers claimed the number one spot on women’s list as the brand succeeded in developing sports-inspired products yet stylish. Meanwhile, Bottega Veneta’s mini Jodie bag came in at number two and Jacquemus’s bucket hat came in third. Rubber and resin footwear was yet another breakout category, with demand rising 214 percent year-on-year.
Lyst credits these brands’ efforts on marketing their products on TikTok and other social media platforms as a reason for performing better.
Additionally, Attico’s zebra-print bikini made its debut on the list as it was spotted on celebrities like Hailey Bieber and Dua Lipa, while Rodarte’s daisy print dress, seen on Kendall Jenner and Selena Gomez, just made the top ten.
Q2 also saw the rise of gender-fluid fashion. Brands like Thom Browne’s pleated skirt and Fendi’s Baguette bag made it to men’s hottest products list.
“Normality is starting to return to some consumers’ lives, but as the industry looks ahead to a post-coronavirus future, structural changes continue apace — in many cases catalyzed and accelerated by the pandemic,” Lyst said.
Originally published at https://retailbum.com on July 14, 2021.
