Household-name brands, such as Michael Kors and Dior, might have won the international fashion weeks in terms of media impact, but what did consumers actually search for after seeing the shows? Lyst, the global fashion search platform, monitored shopping habits over the entire duration of the autumn/winter 2019 season, and the findings range from the predictable to perhaps the more offbeat.
Unsurprisingly, search for Chanel rose by 26 per cent between February 4 to March 5. The death of Karl Lagerfeld, the house’s long-standing creative director, cast a shadow over the entire season, with tributes paid and noise around his final designs at an all-time high. Customer interest in Louis Vuitton and Jacquemus also jumped up 22 per cent – presumably down to the fact the former is a marquee brand that never fails to drive sales and the latter is an Instagram favourite owing to the idyllic lifestyle (and cult handbags) that’s wrapped up in its brand identity. Search around Celine rose by 19 per cent as intrigue about how Hedi Slimane will shape the brand is still a hot topic, and die-hard Philophiles are continually on the hunt for old Céline. Versace saw a 12 per cent search spike and Loewe enjoyed a nine per cent uplift in search traffic.
The products filling customers’ virtual baskets were less calculable. Culottes saw a 41 per cent search increase – with shoppable pairs from Gucci and Rejina Pyo proving popular – and can be linked to the smart, short tailoring Slimane sent down the runway at Celine. Aviators were also up 18 per cent owing to the Celine effect. Searches for hair clips, meanwhile, rose 28 per cent, with shoppers clicking on Simone Rocha hair accessories the most. And silk scarves saw a 12 per cent search spike, as Gucci and Ganni versions topped buyers’ wish lists.
Accessories will always top the leaderboard, as their affordability makes them an accessible entry point for fashion fans without the budget to fully engage in the luxury market. The most searched-for product – a jumpsuit, which saw a 65 per cent rise in consumer engagement over fashion month – also plays into this, as the most clicked-on boilersuit hailed from Mango.