Apparel Online India Magazine May 1-15, 2019 | Página 14

SUSTAINABILITY
‘Searching for Sustainability’
Understanding customers’ sustainability priorities
‘Searching for Sustainability’ is a global report that ranks the hottest sustainable products across Lyst’s inventory of 5
million fashion products from 12,000 designers and stores. Through this first-ever report on sustainability, Lyst which is a
global fashion search platform reveals how the search for a more sustainable wardrobe has been pushing the industry to
do better. Lyst allows the search of thousands of online fashion stores at once, bringing together 5 million products from
12,000 of the world’s leading brands in one place. Last year, over 80 million shoppers from 120 countries chose to start
their search on Lyst.com. It further predicts that by the year 2020, 10% of all fashion purchases on Lyst will be made with
sustainability in mind. Apparel Online extracts some of the interesting results from the report.
F
rom emerging trends to worldwide
fashion movements, Lyst is like
a unique source of global fashion
intelligence; so its report regarding
sustainability seems to be a good
source to understand customers’
interests and priorities regarding
sustainability. Since 2018, Lyst saw a
66% increase in search for sustainable
fashion, which included sustainable-
related keywords like ‘ethical brands’,
‘econyl’, ‘organic cotton’. Searches
have increased by 16% Y-o-Y. ‘Vegan
fashion’ was responsible for over
9.3 million social impressions while
spiking a rise in searches by 119%
since past few months. The luxury
fashion circular economy has been
growing in a very good way as the
report claims traffic to luxury resale
products increased 329% over the last
year while resale partners confirmed
that customers are uploading more
and more products every week. There
is a 50% Y-o-Y increase in uploading
pre-owned products in such platforms.
As per the Vestiaire Collective, the
most wanted brands to buy pre-owned
are currently Chanel, Louis Vuitton
and Gucci, followed by Hermès, Prada,
Dior, Celine and Burberry.
Product Preference
‘Sustainable Denim’ resulted in
a 187% increase in page views for
sustainable denim brands. Weekday
jeans, made from 100% organic cotton,
were the most wanted jeans among
sustainable denim this year causing
an 80% increase in search from
September 2018.
Nano Puff® Hoody Jacket from
Patagonia is 100% recycled polyester
HOW IT
WAS DONE
Weekday
Mara Hoffman
Patagonia
Kanken
and water resistant. It has reached the
top of the list of women’s most wanted
ethical products. With customers
responding to its strong values and
ethics, searches for the brand have
increased 66% over the past six
months. Its Classic Retro-X™ fleece
jacket ranks amongst the world’s
hottest men’s products in the Lyst
Index report.
Reformation Clothing was the second
most wanted Instagram brand in 2018.
Searches for Reformation Clothing
have been on the rise, with its eco-
friendly Gavin dress surging a 4,650%
14 Apparel Online India | MAY 1-15, 2019 | www.apparelresources.com
Reformation
The Arket Fishtail Parka
spike in fashion searches. Apart from
Reformation’s Rou dress, the Gavin
dress generated the most page views
for the brand on Lyst from September
to December.
Since the beginning of January, as per
Lyst, Mara Hoffman swimwear saw a
surge of 139%. Mara Hoffman is one of
the hottest ethical swimwear brands
at the moment, especially due to its
fun and colourful designs.
The environment-friendly Re-Kanken
backpack, which is made of recycled
plastic bottles, has become one of
the most searched for products
For this report,
Lyst claims to
have analysed
the online
shopping
behaviour of
more than
80 million
shoppers over
the past year,
browsing and
buying fashion
across 12,000
designers and
stores online.
The report
also factors in
social media
metrics, taking
into account
multi-platform
mentions of
products, brands
and related
keywords,
plus sentiment
analysis.