During a season that typically unleashes every motif, color and fabric that screams vacation mode (we’re looking at you, gauzy linen, pom-poms and Hawaiian florals), it’s a feat that any trend can emerge as a winner.
However, the latest data from retail analysis firm Edited identifies eight summer trends that outperformed in the second quarter. The winning trends reveal consumers’ unwavering preference for timeless prints, feminine silhouettes, classic sport styling and cheerful color.
Retailers stocked up on stripes in Q2—and good thing they did. With new arrivals of stripes up 58.5% from Q2 2017, and strong full price sell through, the print delivered results for both men’s and women’s retailers across all tiers, Edited reported.
Multi-colored stripes have become an effortless way for retailers to inject color into their assortments, while meeting millennial’s desire for peacocking in statement-making fashion. The surge of stripes also coincided with Pride month, which retailers capitalized on by flooding their windows with rainbow-themed apparel, signage and messages of love and acceptance.
In fact, Edited’s data revealed that new arrivals of rainbow stripes increased 337 percent in Q2 and sell outs were up 280 percent. “Consumers embracing Pride and festival stories this quarter has driven the success,” Edited said.
The side-striped men’s pant is what you’d get if Gucci and Adidas had a love child. And fortunately for retailers, both brands’ signature aesthetics are in vogue this season.
Pants with side-stripes or piping increased 448 percent in Q2 from one year ago and, showing that the male consumer is faster than ever to try new fashion, Edited said. And sell outs for the bold pant climbed 408 percent.
The trend translates across the breadth of menswear, appearing on sharp-looking city trousers, denim jeans and athletic joggers. Edited said the strength of this trend demonstrates how rapidly trends can now shift in the men’s segment.
Pink blazers are maintaining momentum in the premium market. A bestselling item in Q1, Edited noted that new arrivals of pink blazers in the luxury sector increased just 33 percent in Q2. However, data reveals a 76 percent increase in bestsellers.
Don’t expect this trend to trickle into the clearance rack anytime soon. In the U.S., Edited said pink outerwear has a strong average price point of $593.96.
Pink blazers are also poised to become a key ingredient for fall’s color block trend. Kaia Gerber dons a pink Valentino blazer with cherry red trousers on the cover of the July Vogue Italia. Pink suiting has even become part of the retail landscape. Sales staff at Brazilian footwear brand Schutz’s store in New York City sport matching millennial pink suits.
Polka dots are universal. From fast fashion retailers like H&M and Forever 21, to luxury department stores, dots evoke the same nostalgic ladylike feeling. This spring, Zara even turned out a brown and white polka dot collection reminiscent of the iconic spotted frock Julia Roberts wore in Pretty Woman. Reformation offered a similar version with the $218 Carina dress—a popular sight on New York City streets.
Edited reported that new arrivals of polka dots in Q2 increased 72 percent and sell outs are up 76 percent. While the trend targets the women’s market, Edited said dots have been successful in both mass and luxury sectors, and are poised to be popular for Fall ’18.
Flouncy wrap skirts caught ladies’ eyes this quarter. A 274 percent increase in new arrivals led to a 272 percent increase in top sellers, Edited reported. And almost half of all new wrap skirts were patterned, meaning they crossed wires with the quarter’s other key trends, stripes and polka dots.
While Ganni’s and Isabel Marant’s wrap skirts led in the premium category, Edited said Pretty Little Thing, Forever 21 and Asos were the retailers with the largest assortments.
Tie front tops
Risqué tie front tops proved to be the ultimate warm weather top for hitting festivals and the beach. Described by Edited as a micro-trend spurred on by heat waves, the tie fronted top saw a 162 percent increase in new arrivals in Q2. However, Edited warned that the youth-driven trend will likely unravel by fall. Nearly three-quarters of new arrivals were in value and mass markets.
Yellow turned out to be a bright spot in Q2. The sunny hue—which was also a bestseller in Q1—was a popular topic for retailers’ newsletters. Edited data showed that newsletter mentions of yellow increased 44 percent during the quarter.
And there’s still room for retailers to capitalize on the trend. Edited said retailers didn’t back the trend as much as they could have. Data showed a 26.5% increase in new arrivals but 33 percent increase in sell outs, indicating that demand outpaced supply.
The color also recently received an unofficial royal seal of approval by Meghan, Duchess of Sussex, whose Midas touch has already resulted in sellouts for brands like Mother Denim, Hiut Denim and Goat. Yellow appears the be the first color to inspire the duchess out of her beige rut, when she wore a yellow Brandon Maxwell sheath dress to a formal reception.
As hard as those who’ve already lived through this trend have tried to fight it, retailers and consumers are finally succumbing to the buzz about fanny packs. Edited said Q2 should be known as the quarter fanny packs finally became a hit as new arrivals lifted 120 percent and sellouts grew 359 percent compared to Q2 2017.
Fanny packs, or bum bags, have become stylists’ go-to add-on (along with tiny glasses and shower slides) to turn any ordinary outfit into one that speaks directly to Gen Z.
They’re also a fun accessory to talk about. While there were just two mentions of the polarizing bag in Q2 2017 retailer newsletters, Edited said there have already been 46 this year.