The style business has not had a straightforward couple of years because the pandemic disrupted shopper spending and provide chains.
Nonetheless 2022 is wanting promising. Traackr information exhibits that each the athletic and quick style classes are seeing an uptick in exercise, whereas luxurious remains to be falling behind.
Most attention-grabbing, however maybe not-so-surprising, is the massive uptick in video views. We’re seeing an analogous pattern within the magnificence business, as influencers and types proceed leaning onerous into video content material on Instagram and TikTok.
So what are a number of style developments that influencers and their audiences are presently taken with?
Sustainability endures
Prior to now “greenwashing”, or the usage of sustainability phrases for advertising and marketing and PR functions, has been an enormous problem. However, some publications like Girls’s Put on Every day have reported the business is seeking to “laws and restricted substances lists” to assist tackle these issues.
Our information exhibits that the variety of influencer posts about this subject have decreased over the previous 12 months. That being mentioned, it’s clear that sustainability remains to be an necessary subject for shoppers, as engagements and video views proceed to extend.
Sustainable Vogue Content material Throughout All Platforms:
- -18% posts
- +135% engagements
- +150% video views
Matters that tackle sustainability in a extra particular means are additionally on the rise. For instance, thrifting has seen an increase in posts, engagements, and video views prior to now 12 months.
Thrifting Content material Throughout All Platforms:
- +10% posts
- +7% engagements
- +34% video views
This particular class of sustainable style is changing into so fashionable that influencers are even making full blown companies out of it. For instance, TikTok influencers like Emma Rogue – who constructed a following reselling thrifted garments – opened her personal brick-and-mortar thrift retailer. She is only one of many.
Knitwear on the rise
COVID lockdowns may be ending, however shoppers’ want to be cozy isn’t.
Knitwear is the newest textile to seize shopper consideration. Is it due to the coziness? The colour? Or as a result of it sits someplace between Y2K and retro/boho style? We’re undecided. However though the variety of influencer posts have decreased over the previous 12 months, the variety of video views from shoppers has elevated.
Knitwear Content material Throughout All Platforms:
- -4% posts
- +18% video views
This pattern is getting so large that knitwear design has change into a excessive demand job!
Vogue goes digital
It’s no secret that style goes digital. Many manufacturers are experimenting with a variety of applied sciences to create new experiences and straightforward methods for his or her audiences to buy.
So what are some tech options that style influencers are buzzing about?
Our information exhibits that dwell stream buying — which has actually taken off within the magnificence business — is gaining traction amongst style influencers too.
Stay Procuring Mentions Throughout All Platforms:
- +52% influencers
- +70% posts
- +673% engagements
- +394% video views
Our information additionally discovered that content material mentioning “digital styling” noticed a 30% improve in video views over the previous 12 months as effectively. May this imply that the pandemic has impressed a everlasting change in how shoppers store? Will in-store buying ever return to pre-pandemic ranges?
Concerning the information: All information above compares March 2020 – February 2021 vs March 2021 – February 2022, with a view to a full year-over-year comparability.
