The international fashion aggregator Lyst has published a report on the main trends in the fashion market following the results of the outgoing 2019.
The Year in Fashion ranking was based on user search queries, the popularity of brands, phenomena and persons in social networks and the media, as well as page views and sales of 6 million products in more than 12,000 online stores.
The average cost of running shoes in 2019 was $192, up 39% over the year. At the same time, the average cost of a T-shirt increased by 16%, to $67. The most popular brand in terms of the number of searches in the network was off-white. The demand for cycling shorts (+137%) and bodysuits and sports swimwear (+83%) increased the most over the past year.
Analysts note that 2019 was a year of romance and excessive fashion. Psychedelic rave motifs and colors were popular, from divorce patterns to neon green, as well as simple polka dot dresses and military style. “The dress code continues to become less strict, relaxed and sporty styles are gaining momentum, and the “street fashion” phenomenon has become one of the most powerful trends,” the study notes.
Luxury resale grew by 2,55% in 2019, according to Lyst. So, among buyers of luxury goods 26% choose used clothes. The most coveted brands in this segment are Gucci, Louis Vuitton, Prada, Chanel and Hermes.
The fashion rental market, valued at $1 billion today, could double before the end of 2023. To date, more than half of millennials have used clothing rental service. The service is offered by Bloomingdale's, American Eagle, Urban Outfitters and other brands. Another important trend of the outgoing year is the beginning of the use of technologies by brands (Gucci and Nike). augmented reality for virtual “trying on” clothes and shoes, as well as the creation of virtual goods for brands for personal avatars on the network.
In 2020, Lyst experts expect several fashion trends to hit the market, including space style, Japan mania, politicized fashion, and the return of big bags. The biggest growth in popularity is expected for the brands Rotate Birger Christensen, GCDS, ALYX, Marine Serre and Cecilie Bahnsen.