Apparel Online India Magazine July 2nd Issue 2018 | Page 34

DIRECTIONS BY
Mellow Yellow
Y
ellow is to 2018 what millennial pink has
been throughout 2016-17. Even though
Pantone declared ‘Ultra Violet’ as the Colour
Of The Year for 2018, data suggests yellow
coloured pieces sold more than purple
tones in the first six months of the year.
Yellow has been recorded as a recurring
shade in the bi-annual bestsellers list for
women’s clothing, spanning across the
entire market – right from luxury to mass,
in apparel, accessories and footwear.
After a positive response in Q1, retailers
underestimated the trend for Q2.
According to Edited, a 26.5 per cent
increase in new arrivals but 33 per cent
increase in sell-outs demonstrates consumer
demand outdid the supply.
Yellow dresses, in particular saw a huge
spike, across both high street and high-end
brands. Ranging from lighter sorbet tones,
to egg yolk and mustard shades, consumers
are open to experimenting with this sun-
kissed palette and including it in their
wardrobes one way or another.
Culottes
County
C
rop and flare silhouettes
have gained momentum this
year. The new arrival of culottes,
at the onset of Q1 was up by 56
per cent as on Q1 2017, with an
avid interest reflected on the mass
market.
Various styles in a plethora of
materials such as denim, cotton,
and polyester reign supreme.
The fastest sell-outs have been in
plisse/pleated detailing, culottes
with knotted waists, and denim
versions with contrast stripes
running through the sides.
Metallics and bold colours are
performing well – bold colours are
translating well into the workwear
category, as invested in by ASOS,
Everlane and Frank & Oak.
34 Apparel Online India | JULY 16-31, 2018 | www.apparelresources.com