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What sold in the first half of 2018
The results are in – Apparel Online has released its biannual report , charting and analysing the best performing trends , items and brands for the first six months of 2018 .
There has been an ongoing debate in the industry coined ‘ Retail Apocalypse ’, owing to an increasing number of brands shifting their strategy to online e-commerce and digital marketing . These shifts have and will continue to have , a lasting impact on the future of retail and the way consumer psyche works . But contrary to such arguments , a massive chunk of consumers are still purchasing instore , striking a head-on collision with online sales .
For the first time in many years , the definition of luxury has started to change to include more casual offerings – a move which clearly mimics the changing outlook of the times .
Balenciaga has secured its place as the most popular and successful brand in fashion for the third consecutive quarter in a row , with Gucci following at close second . Even luxury fashion house Prada ranks at No . 11 by returning to its strength in nylon goods … All these statistics signal the imminent reach and the subsequent success of the streetwear aesthetic .
In addition to the above , fashion labels riding high on the street fashion wave include Vetements , Stone Island , Moncler and Raf Simons , all of which show growing popularity with the younger consumers , namely the millennials and Gen-Z purchasers .
Furthermore , consumers are openly embracing pre-owned products as luxury resale sees a marked rise . There have been considerable entries into this retail format as consumers discard the notions surrounding pre-loved goods .
Nike recently revealed its fourth quarter revenues of 13 per cent globally . The athleticwear and sportswear giant cited appreciable 3 per cent growth in North America , following four straight quarters without . Its direct-to-consumer philosophy within its home territory is resulting in a noticeable impact on its overall performance .
Target is riding high on the recent shifts it has incorporated within its structure . The retailer has made big changes within its crossmerchandising departments and has a new-found vision towards its beauty category .
One sure-shot way to attract and retain shoppers is by timing trends in an orderly manner and Target has hit gold by tapping into the rising demand for beauty products from its price-sensitive customers .
Retaining customers essentially comes down to providing a product mix that is specific and relatable to one ’ s loyal customers – which isn ’ t as easy as it sounds . Challenges come in the form of competitive products and pricing , too-good-to-be-true discounting schemes , marketing promotions and product launches , as everyone scrambles to get a piece of the pie .
Mango has been quite a head-turner in this regard . The Spanish fashion brand ’ s foray into stylish maternity , plus size fashion and ethical ranges shows that the retailer is mindful and sensitive towards its shoppers ’ varied demands and ethical roots .
Most notable accessories in 2018 ’ s first six months , have been nylon belt bags and fanny packs , bucket and basket bags , bucket hats , as well as streetwear aesthetic-infused chunky sole sneakers . According to Edited , fanny packs and bum bags saw a 120 per cent upsurge in new arrivals and sell-outs grew 359 per cent compared to Q2 2017 .
In the apparel segment , shapewear , track pants crafted out of the same material used for raincoats , stripes , retro polkas , tie front tops , and slogan tees , have been the most surprising sell-outs . The wrap-around style has been a major sell-out in the womenswear category with Forever 21 and ASOS emerging as the retailers with the largest assortments .
Under the men ’ s section , side striped pants or pants with contrast piping saw a growth of 448 per cent in Q2 from last year with sell-outs touching 408 per cent – statistics that indicate the male consumer is faster than ever on the trend-uptake . What an exciting time for menswear !
Here at Apparel Online , we ’ ve amalgameted the thousands of data points from insights gathered from sale statistics shared by Lyst and data from industry insiders , to give you the ultimate round-up of 2018 ’ s most popular trends with consumers so far …
30 Apparel Online India | JULY 16-31 , 2018 | www . apparelresources . com