So far this year, we’ve enjoyed our fair share of animal print, straw bags, unisex clothing and dad shoes. Here’s a curated roundup of the 2018’s top trends.
It seems like we’ve jumped back into the ’90s with the Spice Girls reunion confirmed and Fila’s first runway show filled with models in monochromatic logo sweatshirts, retro T-shirts and skirts with sensual slits.
The cool urban attitude has succeeded to win over retailers and shoppers as we’ve seen a 200% growth in new in activewear this year compared to 2017.
Leopard print. If this trend were a person it would be Kate Moss.
This has to be the statement print that has surfaced across every category. You name it, from outerwear, dresses, footwear and accessories, this print has infiltrated womenswear, as well as kids and menswear.
Across the UK mid and mature womenswear market, leopard print tops saw a 24% increase YoY. While in the US, leopard print footwear was the popular statement shoe to have, making up 32% of the market. This is a great way to introduce the trend for less fashion-conscious shoppers (while avoiding a Chris-Tucker-in-The-Fifth-Element look).
Continuing this trend, we saw retailers such as Topman, River Island and ASOS introducing this print to men. Topman customers favoured zebra and snake looks, with shirts being the favourite silhouette.
Here are some of the most popular looks:
The natural bag. This summer’s must-have accessory.
Playful, whimsical and practically oozing off-duty chic. EDITED tracked 119 mass market retailers with natural bag arrivals this spring. With sustainability and eco trends now vital to retailers and consumers, it’s no surprise that more retailers and shoppers embrace raw materials.
There’s been a plethora of bamboo baskets, handwoven totes and straw bags on Instagram feeds, paired with printed midi dresses and retro sunglasses.
The commercials were notable. In the US, we saw a 123% YoY increase in natural bags with a 35% average advertised discount from 01 Jan – 12 April 2017 vs 2018. Across the pond in the UK, there was a staggering 249% increase YoY with 42% at an average advertised discount.
In terms of material variations, wicker bags in the UK flew off the shelves with the strongest sellouts and bamboo with the highest discount.
Here’s how this summer’s It bag was communicated:
Unisex apparel. Inclusive communities through clothes.
This year, we’ve seen retail catch up to society’s shifting attitudes towards gender. There has been visibility and mainstream embrace of the LGBTQ community on the runways, with a record 64 models considering themselves non-binary or transgender. Alongside, fast fashion giants such as ASOS, Zara and H&M have launched their own gender-neutral clothing lines.
From January-November this year, we’ve seen the luxury market dominate the UK unisex apparel; high-end retailers account for 53.4% of the market share, followed by mass at 31.5%, premium at 11.4% and value with 3.7%.
ASOS currently leads the mass market, with its new Collusion line accounting for 43% of its unisex offering. While GAP and H&M introduced unisex denim lines in 2017, neither brand backed this move into 2018.
Even more, John Lewis also revealed that their own brand children’s clothes will no longer be divided by gender. Instead, the labels will read “girls and boys/boys and girls”.
Here are some successful designs:
Bringing back 90’s nostalgia with chunky dad shoes
As women’s footwear culture switch from high heels to trainers, it’s clear to see that sneakers are occupying a powerful position not only in activewear but in workwear too.
This year we’ve seen a huge resurgence in luxury and street influences that has helped propel this into the mainstream. With Balenciaga Triple S on every blogger’s feet to FILA Disruptor 2 bringing comfort and this style mainstream at an accessible price point.
Mass market retailers are stepping forward and incorporating this trend into their own-brand assortments.
Fast fashion players such as Zara, Topshop and Pretty Little Thing saw the earliest arrivals with styles landing in early February this year.
EDITED Tip: If you have an EDITED login, why not look at how this trend was communicated across email newsletters and social media here.
Here are some of the hero products: