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Rich people don’t like cherries

The analysis behind the cherry trend
Rich people don’t like cherries | EDITED
  • Rich people don’t like cherries | EDITED

Cherry prints should remain the domain of toddlers, teens and everything in between. Well, that’s our theory anyway, but like all manner of fruit this season, cherries have been an apparent hit. Designers from high end to high street have plastered the fruit over summer dresses and accessories. But we wanted to find out whether the trend was really selling, and if so – who was buying into it.

At the top of the designer cherry tree sits D&G, with a very obvious take on the trend with a simple small print on white cotton and silk. Stocked at a number of high-end retailers, prices range from $1800 for a floor length gown, down to $300 for a bikini. The collection started to land in the stores that we are monitoring in late January, and since then, there have been very few stockouts across the range… in any sizes… at all.

At a slightly lower price point, Sonia by Sonia Rykiel, the label’s diffusion line jumped on the trend. The collection focuses on accessories and ranges in price from $90 for a brooch to $530 for a bag. According to our tracking, on ASOS, the brooch was in and out of stock a number of times since early February and has now sold out completely. The bag and some of the other more expensive items remain in stock.

So, things aren’t looking great for the summery fruit in the designer world, but how about the high street? UK retailer, Dorothy Perkins has incorporated the trend into summer dresses priced at around $50. The brands cherry print tunic dress, available in black and white has sold exceptionally well and has stocked out in most sizes. All in less than a month since dropping into stores. The dresses were placed on sale for a weeklong period in March helping to bolster sales, and since then, the original prices have been reinstated.

Finally, Topshop, the retailer has certainly embraced all things fruity this season and has adorned simple summer shapes in the print du jour. In less than a month since first drop, the Alcy dress has sold out completely.

So it’s a fact, cherries will remain the domain of youngsters and trend junkies looking for a throwaway summer dress. As a high-end label wanting to get in on the action, stick to lower priced accessories if you want to avoid ending up with a pile of rotten stock.