This year 104 million shoppers started their fashion search. Analysing the data; crunching the queries, page views and sales metrics across six million fashion products from over 12,000 online stores, alongside the global media coverage and social media mentions generated by the year’s biggest brands and trends. From streetwear to spider brooches, here’s what was trending in 2019.
Sustainability
Searches including sustainability related keywords increased 75% year on year, with an average of 27,000 searches for sustainable fashion every month. Searches for specific sustainable materials rose; 102% for econyl, 52% for organic cotton, 130% for repreve and 42% for tencel. Sustainable denim and sneakers were the most wanted product categories. A number of brands launched meaningful sustainability initiatives this year, from paying closer attention to the materials used in their collections.
MOODS
Extra Romance
2019 was the year of romance and over-the-top fashion. Searches for beaded bags, pearl hair accessories, tulle skirts and babydoll dresses significantly increased this spring. Playing with proportions was a global trend: “mini bags” saw a 50% increase in views over the summer, while big puffy sleeves was one of this year’s must-haves.
‘Streetwear’ Everywhere
As dress codes continue to relax and the definitions of luxury, streetwear and sportswear evolve, the phenomenon previously known as ‘streetwear’ powered the year’s biggest trends. This year, customers spent on average $192 on a new pair of sneakers, a 39% increase year on year. The average spend on a T-shirt also increased 16% to $67.
’90s Resurgence
From cropped tops to square-toed heels and slip dresses, Lyst saw a number of ’90s trends gain momentum this year. Fendi’s Baguette bag saw a 164% rise in searches year on year, and celebrities dug out archive pieces from designers like Jean Paul Gaultier, Thierry Mugler and Versace.
Shapewear Revolution
Searches for biker shorts continued to rise, up 137% year on year, while demand for bodysuits and leotards collectively grew 83%. Kim Kardashian West launched
a controversial shapewear line. Tom Ford’s sportswear- inspired S/S ’20 collection added glamour to the category.
Psychedelic
From tie-dye to neon green, psychedelic motifs and rave colours were popular this Summer. From knitwear to tie-dye polo t-shirt, customers embraced psychedelia. Searches for neon green pieces went up 69% over the summer.
Statement Tailoring
Searches for short suits grew 19% in March, while a show at Copenhagen Fashion Week inspired a 55% rise in page views for ‘oversized’ blazers. The most common search terms used alongside suits were ‘vivid’ and ‘bright’.
VIRAL PRODUCTS
The Zara Dress
Zara’s polka dot dress was the most talked-about item of the year. Within a few weeks, it had its own Instagram account and had generated a 1,392% rise in social mentions for Zara. There was a 120% increase in searches for polka dot dresses from July.
REVIVAL PRODUCTS
Fendi Baguette Bag
One of the original “It” bags, searches for the Fendi Baguette were up 138% year on year, with the menswear versions also selling out across multiple retailers shortly after their release.
Clogs
Maria Grazia Chiuri kickstarted the revival of clogs when she presented the “Diorquakes” on the runway. Searches for the chunky wooden shoes peaked in June.
Boots
Searches for boots increased 88% year on year, inspiring a range of similar styles to trend across all price points. Having appeared nine times in the Lyst Index over the past two years, the Gucci GG Logo belt remains one of the most sought after luxury accessories.
SNEAKER OF THE YEAR
The Alexander McQueen oversized sneakers topped the list of Hottest Women’s Products in the first quarter of 2019. Searched every two minutes on Lyst, they were the brand’s best selling product this year.
HOW WE SHOPPED
Resale
2019 saw a 255% increase in traffic to luxury resale products on Lyst. According to a ThreadUp report, 26% of luxury shoppers now buy secondhand clothing. Another report by TheRealReal notes that 32% of shoppers see secondhand shopping as a replacement for fast fashion, with Gucci, Louis Vuitton, Chanel, Prada and Hermes being the most wanted brands.
Virtual
In May a technology executive spent $9,500 on a virtual dress to be worn in a “photo shoot” using augmented reality. Gucci and Nike started using AR technology to allow shoppers to virtually “try on” their clothes and shoes. Brands such as New Balance and Gucci continued to target the gaming market with branded products for personal avatars.
Rental
Now valued at $1 billion, the rental market is projected to account for a revenue of $1.9 billion by the end of 2023. According to Mintel’s Sustainability Report, over half of millennials have already either rented fashion or considered doing so. Renting clothes is getting easier, with more brands and retailers now allowing their customers to do so.
