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Although the epidemic has not yet gone far, according to the report for the second quarter of 2021 released by LVMH-invested fashion search engine LYST, searches for dresses increased by 371%, searches for sunglasses increased by 198%, and searches for beachwear increased by 192 %. Compared with the same period in 2020, the mentality of consumers is completely different. This is because the popularization and gradual unblocking of vaccines in major markets (such as the United States) has led to people's desire to dress up and desire to travel.
On the brand list, Gucci topped the fashion industry’s most popular list for the fourth consecutive quarter, followed by Dior, with Nike in third place, and Louis Vuitton, Prada, Balenciaga, Moncler, and Bottega Veneta. , Saint Laurent and Versace.
The only thing worth noting is that Off-White, which was squeezed to the tenth place in the first quarter, fell out of the top ten for the first time. Recall that a year ago, Off-White also topped the list for three consecutive quarters. Similarly, another street fashion brand Vetements, which was once active on the LYST list, was so powerful that it even helped founder Demna Gvasaliar to take over as the creative director of Balenciaga, and now it has lost the topic. Obviously, the speed of conversion in popular markets has accelerated dramatically.
In addition, the power of celebrities and community opinion leaders should not be underestimated. The most popular products include The Attico's zebra-patterned bikini, which was once publicly worn by Hailey Bieber and Dua Lipa. Rodarte's daisy print dress appeared in the street photography of Kendall Jenner and Selena Gomez. The tights of Marine Serre and Mugler are worn by Cardi B, Kylie Jenner and Doja Cat.
Generation Z, born after 1996, is also a powerful force in the fashion industry. Many young generations look for inspiration from social media such as TikTok, allowing niche trends to spread to the mainstream. For example, Nilke's Air Force One sneakers became the hottest women's product this season, which is a popular trend set off by Instagram fashion bloggers.
Continuing the trend of “ugly shoes” last year, rubber and resin footwear has become a significant trend that cannot be ignored, with search volumes increasing by 214% quarter-to-quarter. For example, Birkenstock and Crocs launched the Balenciaga Crocs Clones 2.0 high-heeled version in June, and Gucci's rubber sandals have also become the most popular women's clothing product list.
On the other hand, the rise of gender mobile fashion is also accelerating. Thom Browne's pleated skirts and Fendi's Baguette bags appeared on the list of the hottest men's clothing items; searches related to "gender fashion" increased by 46% this quarter.
Left: Overpriced NFT hoodies sold at high prices. Right: Gucci pushes virtual experience on the game platform Roblox.
Finally, the lives of some consumers have begun to gradually return to normal, but looking forward to the future of the epidemic, the fashion industry has undergone structural changes, and digitalization is still a potential area for accelerated development. For example, the trend of fashion NFTization (Non-fungible token) is in the ascendant . In this season, we see that streetwear brand Overpriced combines cryptocurrency, blockchain technology and the trendy brand culture loved by teenagers, playing a lot of fandom. I sold an NFT hoodie with a large QR code and a fluorescent graffiti slogan "Fuck you(r) money" for US$26,000. It is a direct irony of fashion is to show off wealth, but it also sold the most expensive in history. Hoodie.
In addition, the boutique brand Gucci also took a fancy to the game platform "Roblox", which allows players to design their own games, items, T-shirts and clothes, and at the same time use the virtual currency Robux in the game for transactions, and hold a virtual exhibition "Art Garden" in Roblox. When entering the exhibition space, the original avatar will be transformed into a simple mannequin. As the player browses around, the mannequin will also absorb the elements of the exhibition and transform into a different look.
source:Lyst