Check out the data driving the performance of logo prints, boilersuits, chunky sneakers and more.
Well, we’ve come to an end of the first quarter of 2019. To help you stay ahead of the game, we’ve got intel on the Q1 trends customers snapped up – you’re welcome!
But first, who is owning 2019? And how are they doing it?
- Levi’s have had a tremendous first quarter. The denim giant reported revenues of $1.4 bn, stating Q1 2019 was their 6th consecutive quarter of double-digit revenue growth. The company, which went public in March, recently appointed their first Chief Strategy and Artificial Intelligence Officer. They’re now looking towards advancements in tech to respond faster to consumer demand, expand into new markets, and even use lasers to break in their jeans. Pretty cool huh?
- There are reports that Virgil Abloh’s first collection for Louis Vuitton is selling even faster than the LVMH collaboration with Supreme. The new era of streetwear-meets-luxury is paying off for Louis Vuitton in Q1. The brand reported sales of fashion and leather goods grew 20% to $5.7billion.
- Despite J.Crew reporting a loss, sister brand Madewell is going from strength to strength. Reporting a 16% increase in sales last quarter, Madewell has set its sights on becoming a billion-dollar business by transitioning to a lifestyle brand. They’re planning to increase its appeal to a broader demographic through collaborations and extended sizing in lingerie and swimwear.
Meanwhile, things aren’t looking so rosy for ASOS. Earnings have dropped nearly 90%. Although, shareholders are confident sales will improve throughout the year. The plan to bounce back is through concentrating on marketing efforts, as well as revamping the pricing strategy in Europe. Have you also had a tough Q1? Talk to us today to find out how EDITED can help your business.
Now, a closer look at the successful trends for Q1 in the US market. Did you have any of these winners in your assortment?
1. The boilersuit
Why suit up when you can boilersuit up? Utilitarian influences are alive and well in Q1. New luxe arrivals of the boilersuit are up a staggering 560% compared to Q1 2018. In the mass market, this hot item shot up 890%, performing particularly well at Nasty Gal, Topshop, and ASOS. Due to the number of boilersuits on the Fall 2019 runways, we can expect to see these guys continue to sell throughout the year.
2. Luxe logomania
Branding was a standout trend for Q1 at luxury brands like Fendi. It’s ‘FF’ logo joggers and tees emerged as some of the strongest performing items for men and women. Centrally placed branding worked well for jersey basics at Calvin Klein and Burberry. On the Fall 2019 runway, logos weren’t as popular for men’s athleisure garments as they have been in the past, with designers instead favoring slogans and graphics. Mass market retailers looking to put their spin on this trend – take note.
3. Neons and Neutrals
So, what side are you on? Both tones have translated into the mass and luxury markets across several categories. This provides plenty of opportunities to inject these hues into your assortment at a variety of price points. For Q1, customers couldn’t get enough of highlighter hued dresses, swimwear and bodysuits. For men, neon sold best in shorts and windbreakers. A similar story for neutral tones which was a winner for most categories. A special shoutout to textured outerwear, trench coats and boilersuits, all which saw success in subdued tones.
4. Wide Leg Jeans
Wider silhouettes continued to trend in Q1. Styles in white denim proved popular in the luxury market, working well for Stella McCartney and Maison Margiela. For men, notable examples in a wide cut were invested in by H&M and Levi’s. Wide cuts continued to be prominent on the recent men and womenswear runways. So keep more relaxed fits in mind when planning your future denim assortments.
5. Denim Jackets
In other denim news, men’s denim jackets in the mass market saw a 78% increase for Q1, making up 9% of new arrivals. Dark denim washes proved popular in luxury, spurred on by Balenciaga and Givenchy. While trucker styles performed well in the mass market.
6. Bucket Hats
We saw enough bucket hats at Coachella last weekend to know this ‘90s staple means business. For men, the bucket is up 39% on last year and women, 350%. This reflects the increases seen for this style in the luxury market (men 423%, women 378%) influenced by Prada, Gucci, and Burberry. And don’t write the bucket hat off for colder months, it’s been adapted in plaids, leopard print and leather for Fall 2019. Check out examples in our accessories reports for womenswear and menswear.
7. Trench Coats
Trenches were up 77% in Q1 2019 and made up 8% of new women’s outerwear arrivals in the US market. The classic coat shape saw success at H&M and Topshop in the mass market and was a winner for Helmut Lang in luxury. Keep in mind a variety of lengths, styles, and fabrications to include in your assortment. Colored leathers and embossed textures were particularly strong on the runway.
8. Animal print
Q1 marks yet another successful 3 months for animal print, which lent its hand to many a best-selling item. Midi skirts and slip dresses were hot property this quarter. Customers responded positively to snake and croc footwear, something to continue running within Fall assortments as the western/cowboy boot trend gains momentum. Animal print made up 10% of patterned luxury arrivals and 13% of mass.
9. Wrap dresses
An essential item in the luxury market, the wrap dress saw an 80% increase compared to last year. This translates to 8% of new dress arrivals for the mass market. This silhouette also saw success in the women’s plus market where ASOS Curve and Boohoo Plus heavily invested.
10. Chunky sneakers
Yes, borrowing your dad’s sneakers is still cool. Chunky styles continued to drive sales for fast fashion brands including Zara, H&M, and Topshop. White made up 38% of new sneaker arrivals followed by black (17%), and neutral (7%). For men, sneakers were the core style, making up over half of the new footwear arrivals for Q1. Also, Q1 sneaker colors were more tonal. The majority of new styles arriving were black, followed by white and grey.
11. Hair accessories
Trends surrounding ‘90s nostalgia were strongly received. Hair accessories in the luxury market saw an increase of 72% compared to Q1 2018. This trickled into the mass market where headbands increased 6% YoY. The pricing sweet spot was an average $15.40. Major hair clip trends to take note include claw clips in resin and tortoiseshell as well as sliders with pearl detail.
So there you have it. Some of the trends making bank for the start of the year.
Got EDITED access? Take a look at our quarterly reports for key categories. These reports help buyers and merchandisers predict performance for upcoming seasons and suggest last-minute additions to businesses with OTB budgets and short lead times. Don’t forget to include them in your next sign off or strategy meeting.
Research and data by Kayla Marci, Market Analyst.
Did Q1 leave you feeling stressed? Talk to us today to find out how EDITED can help your business.