International fashion-aggregator Lyst has published a report on the main trends in the fashion market on the results of the outgoing 2019.
"Year in Fashion" rating was formed based on users' search queries, the popularity of brands, phenomena, and persons in social networks and mass media, as well as page views and sales figures of 6 million products in more than 12 thousand online stores.
The average cost of sneakers in 2019 was $192, up 39% year-on-year. At the same time, the average price of a T-shirt increased by 16% to $67. The most popular brand by the number of requests on the network was Off-White. Last year, the demand for bicycles (+137%), as well as bodywork and sportswear (+83%), increased the most.
Analysts note that 2019 was a year of romance and excessive fashion. In 2019 were popular psychedelic motifs and rave colors, from divorced patterns to neon green, as well as simple polka dresses and military-style dresses. "Dress code continues to become less strict, relaxed and sporty, and the phenomenon of "street fashion" has become one of the most influential trends," the study says.
According to Lyst, the resale of luxury goods in 2019 increased by 255%. Thus, among the buyers of luxury goods, 26% choose used clothing. The most desirable brands in this segment are Gucci, Louis Vuitton, Prada, Chanel, and Hermes.
The fashion rental market, which is currently estimated at $1 billion, may double by the end of 2023. To date, more than half of the millennials have at least once used the service of renting clothes. The service is offered by, among others, Bloomingdale's, American Eagle, Urban Outfitters, and other brands. Another significant trend of the outgoing year is the beginning of the application of augmented reality technologies by brands (Gucci and Nike) for virtual "fitting" of clothes and footwear, as well as creation by brands of virtual goods for personal avatars in the network.
In 2020, Lyst experts expect several fashion trends to appear on the market: among them are "cosmic style," "Japanomania," "politicized fashion," and "return of big bags." The most popular brands are Rotate Birger Christensen, GCDS, ALYX, Marine Serre, and Cecilie Bahnsen.
20 NOVEMBER 2019, USA