Summer 2017 Fashion Sales Report

The obvious and not-so-obvious winners of this year’s July summer sales.

Before our tan lines could fade, our inboxes were filled with promo newsletters talking about the last of season’s sales, announcing final reductions. This time of the year has always been bittersweet- between packing up our grills and laundering our swimsuits we’re hard at crunching Sales data, pulling up an analysis of what people have been buying off their screens. Was it all pink? Are denim cut-offs over? How did the 80’s one-piece do? How much was the US into straw bags?

But more importantly, the questions you really want to know:

How much pink did your competition sell?

Is anyone offering better deals on yellow sundresses?

Did you, perhaps, undersell your 80’s inspired swimwear?

Could you have avoided lost sales by stocking up more on straw bags?

Let’s go through them.

Fashion Trends that paid off

Stripes ruled. A neat 20% in-stock spike in May-June, of which 18.5% was out-of-stock by end of July, says so. Stripes at fast-fashion retailers and mass brands sold at an average 28% discount, while discounts at aspirational brands like Madewell & JCrew maxed out at 11%. Luxury fashion had to sell the hardest at 53% average discount.

Speaking of stripes, the surprise winner this summer was the striped one-piece swimsuit which made up for 10% of swimwear assortment between May to July. For a pattern that’s not the most flattering style for various body groups, stripes did pretty well in the swimwear category. The highest discounted striped swimwear went at 78% discount on Shopbop. Solid & ruffled one-pieces came close, averaging at a 46% discount.

stripe one piece swimsuit

The most stocked accessories this summer were in straw (or wicker, or raffia, or basket-they came by different names). Does this mean they sold well?

Not necessarily.

We didn’t see a remarkable sold-out rate for the material that was one of the key trends of Summer ‘17. Especially in bags. Footwear did slightly better, with espadrille flats being one of the hottest selling items.  While straw bags made up for 26% of out-of-stock bags by August, espadrilles made up for 40%, (although they went for half-price in the sale).

Another popular trend that worked well was millennial pink of course. But another color did better. While 25% of tops & dresses in pink were sold-out by August last week, 39% of the out-of-stock chunk went out in white. White was also a winner in shoes, mini crossbody, and sunglasses. Pink topped in the dresses category, however, at an average 15% lower discount than white.

Trends that didn’t quite take off

If you go through this year’s summer promotions, there’s some big talk about flared silhouettes replacing the skinny fit. But apparently, skinny still seems to be around, albeit with a waning interest. Cropped/cut-off jeans took away the price for summer best sellers, in the end. They made up for 67% of the sales by end of July, averaging at 51% discount. While fall catalogs are generously filled with flared jeans, it remains to be seen if they become big in 2017.

Victorian lace, especially in tops, seemed to be a handful for summer it seems. While 27% spike in stocks was found in the first week of July, only 9% of lace tops went out on discount, meaning they were not a sale favorite exactly. Broderie Anglaise, a fancy name for cotton cutwork embroidery, was a surprise newcomer in peak summer and it did much better within a significantly shorter shelf life.

Chunky platforms, in theory, made a lot of sense in the beginning of summer, but their performance was pretty lackluster by the end. The ones that did well were categorized as lace-up platform espadrilles, selling out at the lowest average discount of 25%. Suede mules from last fall continued to gain more heat, especially in open-toe iterations.

What you may have missed

Some categories may have sounded less obvious as contenders to focus on, but there’s a lesson in them for retailers for next summer, or sooner, for the ongoing Labour Day sales.

Golf apparel in the US has been flying off shelves, so is athletic wear for water sports. If swimsuits are key summer sale items, those who stocked up athletic beachwear would have made a good dough.

Knit sneakers went at lower discounts than any other sneakers, a good 30% lower.

knit sneakers variety

 

Red florals were hot sellers too, so were denim tops, jackets, sets & dresses. Denim overalls made up for 63% of sales among jumpsuits & rompers. They may just have dethroned the default festival & beach favorite: denim cutoff shorts, which were stocked in fewer quantities compared to last two year, making up for only 10.6% of bottoms between May to August.

Final goodbyes

Labor Day sales would be a good time to get rid of some of the leftovers from summer. Particularly those ideal for fall transition, like the lightweight trench coats, sleeveless turtlenecks, leather/PVC button-down skirts, even satin shoes. Amp up promos on items that hit the spot between summer nostalgia and fall readiness. Looking at you, you sweet Victorian lace top with ruffled neck.

We can help you with our Trending Module, you will feel certain, confident and clear about what shoppers want. Informative big data insights show you emerging retail trends and patterns so you adjust to consumer preferences. Contact us  for more information.

Breaking Down ABOF’s Bold Entry In India’s Fashion Ecommerce Scene With Data Science

Indian conglomerate Aditya Birla Group launched ABOF on 16th of October’15 and entered a space that is dominated by category specialists Jabong and Myntra. When you consider the fact that Aditya Birla is the largest fashion player in India through Madura Fashion and Pantaloons, which were acquired by it in 1999 and 2012 respectively, its foray in fashion e-commerce seems natural. Plus, it’s hard not to be tempted by the traction ecommerce has been getting with a string of multi-million dollar mergers & acquisitions and VC funding activities over the past few years. According to various estimates for the year 2020 from sources like Goldman Sachs & PwC, the Indian ecommerce market is slated to be worth $60 to $100 billion.

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Retail trends and prospects in the world of luxury items

Luxury is relative, they say. By all definitions, luxury is also exclusive. In times when the West discovered new routes to the East, it was in search of this same luxury. The pepper trade, the silk trade, diamonds- they came with a huge price tag. And the ones who were capable of paying for it, flaunted it with pride.

There has always been a basic concept about luxury- from the traders’ point of view. Exchanging a high quality or rare piece of merchandise for the highest price. And for centuries, the high end retail market, that accounted for 390 USD in 2012 (BCG), has been following this system.
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The Rise Of ‘Athletic wear’ In the apparel Industry

Heard of words like Active wear? We are sure you have come across some apparel that is put under this word on many an eCommerce app. Active wear, Athletic wear, Sports Wear, these words mean a lot these days.

There was a time when buying sportswear was for hardcore gymnasts or athletes. Then the body builders who went to the gym started taking workout clothes seriously and wearing them religiously to the gym- thanks to brands like Nike, Puma, Adidas, etc.

In fact, until now, athletic wear has been synonymous with these names. But now, everyone and their dogs are seen wearing track pants (costing up to $400) just like that. Going to the gym? Not really. Would you wear a branded $400 pair of pants while gymming? We think not! Another kind of workout then? Nope!

The pants are just, “I felt like wearing them, so I put them on,” pants. Okay. If this does not say “trend” in bold letters, we don’t know what does. Active wear has transcended the hallowed rules of fashion shows.

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Undressing Today Men’s Fashion – Trends for this Summer

Summer is here. Well almost over. But as they say, enjoy it while it lasts, right? Summer means cool colours, breezy evenings, shades and drinking out of coconuts. Vacation time! Holidays are the time when people distress, have fun, and generally enjoy life.

When summer is mentioned, fashion too takes a distinctly relaxed flavour. No one cares about proper attire or propriety while on holiday, do they? When we think summer fashion, we inevitably think Adam Sandler or The Hangover.

Which kind of proves the point that fashion is not a female only bastion. Men today are more fashionable than ever. While it may seem to some that variety in men’s fashion is limited, this is just an illusion. The men’s fashion industry is growing every day.

And men are becoming very savvy about looking good. Let us tell you a secret: you don’t need good looks to look good today. All you need is the right clothes- or the right people telling you what to buy.

So yes, we do remember reading about those days in Regency England (courtesy Jane Austen), when men dressed up as elegantly as the ladies. Or the times before the First World War, when men wore wigs and pomades and skin tinctures and created a fashionable look for themselves.

Mad Men proved that any stereotype can be broken after all. According to a 2013 luxury goods study by consulting firm Bain & Company, growth in the market for men’s ready-to-wear has outpaced that of womenswear, increasing between 9 and 13 percent year-on-year.

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When Festival Meets Fashion

The French have always made even the most mundane things appear artistic. From gastronomy to couture, the French are renowned for being, well haute! Also, being one of the most open minded nations out there helps with fashion does it not?

Maybe that is the reason; the Festival de Cannes gets more and more interesting year after year. The Lumière brothers are credited with making the first exhibited film (L’Arrivee Du Train or the Arrival of the Train). They were also the mentors of the Cannes Film Festival.

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Textile Tradition with a Twist! – A Fashion Trend Report

Today fashion is synonymous with bold prints, beautiful colors, and clothes tailored to suit the global citizen. Today, fashion is the first frontier one has to cross. As they say, ‘The first impression matters.’ And today, the first impression is based on clothes, individual style, etc.

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Of Art, Music, Awards & Style – Fashion industry evolving !


In order to be irreplaceable,

One must always be Different!

-Coco Chanel

 


 

We agree! Fashion may be evolutionary, but style, well, it never goes out of style! And NOW, today, this is becoming apparent. The precepts of fashion are evolving; no longer is it confined to the ‘hallowed’ runways. Now, fashion is created everywhere- and consumed with the same enthusiasm as on the ramp.

The fashion pundits don’t sit in workrooms sketching and stitching for hours. They travel, they celebrate, they party and they create. Be it the famous Coachella Music and Arts Festival or the MTV Movie Awards; style is a staple!

No longer do people wear what the jet set is wearing. Because they are ‘global’ citizens. The internet gives them access to ideas from all over the world. And they know that they can pick anything from anywhere and call it ‘their style.’

So anyway, whenever we hear music festivals, we think floral prints, or loose clothes, flower headbands, or punk afros; well you get the picture. And they are fun, colorful, energetic places to be in. Art and music always attracts an eclectic crowd- which is ready to try ‘hippie’ or ‘never before went together’ stuff.

And Coachella does not disappoint. The thing we love about Coachella and other such events is their live feed we get online. Especially their Snapchat feed- where Snapchat debuted new dynamic filters, just for the event! Adds a whole new dimension to “advertising” when all those people willingly share info about your coolness, non? In fact it changed our perception in some ways.

Anyway, what is style, but another art form, right?! And the street style at Coachella is worth tweeting about, instagraming, etc. So here’s what we liked, till now;

Floral headbands, give way to ‘Floral Hats!’


 

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We saw a lot of lace and a lot of fringe too. And we saw interesting hair- with music and arts- it was a given. But we liked the ‘just woken up to party’ look a LOT, anyway.


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Oh! and capes are in…


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And of course, since it is all about it’s about fashion and at Indio, California; we saw Kendall Jenner channeling her fashionable, inner hippie with the rest. We heart the accessories and the boots in her outfit though!


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And speaking of fashion, the MTV Movie Awards on 12th April managed to wow us some more. So MTV is not really a typical and conventional organization. And the awards were as whacky as could be. Award categories included – Best Kiss (Ansel Elgort+Shailene Woodley-The Fault in our Stars), Best WTF Moment (Rose Byrne- Neighbours), Best Shirtless Performance (Zac Efron- Neighbors), etc! A collection of sarcastic, witty, humorous episodes dotted the award night. And the ‘Blue’ Carpet saw some seriously different fashion.

Bold, beautiful, bling, bl-eh…! The Blue Carpet saw it all. Like Bae Ling with her ‘unique’ dragon garment.


 

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And Kelly Osbourne with her studded clutch and the purple Mohawk.


 

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We heart the striped pumps that Bea Miller wore.


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And this plaid raincoat dress worn by Charli XCX is, well, so MTV!


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We think JLo looked stunning in this Versace number, with all those gold accents!


JLo


There are multiple perspectives on style being presented, when we see the style at Coachella and the Blue Carpet. But all of these have ONE common factor. They grab attention. Or interest. And you, dear retailer, have the ginormous task of translating this into trendy, hip, wearable apparel that people all over the world will want to grab.

We see the opportunity that these events present. Yes, we see the HUGE retail opportunity. Which means that we also know how you can unearth the best cues that will tell you the next play your consumer will use. Retail Analysis seems like a difficult task that you need huge resources ans especially, huge purses to operate.

But that is just a modern myth. Because you already have a great product, or at least an idea to get one out. Or ways to incorporate global trends. Get your consumers to like the international apparel. And yes, increase your revenue at the same time.

Every great product may not give you the returns you were hoping for, though. Unless the right strategy and right marketing is applied to ‘flaunt’ it. We say flaunt, because you need to tell people what an amazing product you have created. And about the work that went into it. The story and the authenticity that went into creating the perfect ‘dress’- people want to know it.

And retail analysis allows you to know exactly what area you need to focus on to provide the correct push- sales, margins, inventory, pricing, etc. Data can be deduced by anyone. But the right kind of data requires awareness, be it political, economical or even emotional. Because the right awareness- the right sense or direction will guide you, even with that data you possess.

In this ‘attention-challenged’ world, we need not only innovation, but the right kind of insights to add a little motivation. To nudge audiences so that they can see, feel, and comprehend that little extra. At IntelligenceNODE, we understand this intuitively. The right mix is never ‘generalized’. It is tailored for each one- according to his/her perspective. And all the more powerful because of that. We would like to sign off with a remark we know you resemble…


 

With my fellow Avengers, I advise you to dream big, work hard, keep your noses clean, be of service, and because you can, define your generation!

-Robert Downey Jr. On winning ‘Generation Award,’ @ the MTV Movie Awards 2015.

 


 

 

 

6 Fashion bags to Follow This Season for Retailers

Branded bags and quality luggage has arrived! Now is the time when every little detail- from a dainty hairpin to the right bag is vital to look modern. With the growing influence of fashion consciousness and rising expendable incomes, bags have become a status symbol.

The global luggage and leather goods industry is expected to grow at a CAGR of 4.5% during 2014-2019. The total retail sales value of the Indian luggage market alone is forecast to be about 1.87 billion U.S. dollars in 2015.

This shows just how much evolution the modern consumer has gone through, in terms of international travel, economic growth and industrial innovation. At IntelligenceNODE, we have the privilege of following popular trends, leading us to comprehend popular consumer behavior. And as a retailer, we think that these insights will be very useful to you.

We generally come across 4 main types of “bag people…”

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