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Consumers Turn to Fashion for Dopamine Fix this Season

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Pantone may have established a “cautiously optimistic” color palette for 2021, but consumers eager for a dopamine surge aren’t waiting for the new year. They’re currently seeking their fix with cheerful pops of color, light-catching embellishments and garments that celebrate both their homebound state as well as the possibility of future travel.

Hot pink is the current color of choice for outerwear and accessories following the launch of Jacquemus’ pink Christmas capsule collection featuring loungewear, footwear and accessories all in the same bright shade.

Global fashion search platform Lyst noted a 61 percent increase in searches for the brand’s pink bags, with the Petit Mini Chiquito topping the chart. Page views for pink items in general have increased 15 percent month-on-month—with hot pink coats and bags leading the way—making it the most popular color after neutrals like black, white and blue.

Red is another color currently having a moment as a result of the upcoming holiday. Lyst noted the festive hue is the most in-demand color for knitwear. Bold textures such as sequins and crystal-embellished sweaters are dominating searches, seeing a 72 percent spike compared to the previous week.

The desire for glamor is also spilling over to sleepwear. After almost a full year in sweatpants, consumers are trading in their cozy loungewear for luxurious pajama sets—specifically silk and satin styles, which have seen a 45 percent increase over the past week.

This mirrors data from retail market intelligence firm Edited that showed consumers are looking to elevate their home attire with pieces like house dresses and coordinating sweat sets trending throughout the pandemic-ridden year.

But fun colors and silky sweats can only go so far for the homebound consumer. Kylie Jenner’s recent ski trip gave her followers a severe case of wanderlust that resulted in a spike in searches for the same Dior skiwear shown in her Instagram posts. Searches for “Dior puffer jackets” and general searches for “snow boots” saw a 47 percent and 31 percent increase compared to the previous week, respectively.

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