How Lockdown Has Impacted Our Shopping Habits
Here's what brands and products we've all been searching over the past three months.
There’s no denying that the COVID-19 pandemic has had an incredible impact on all of our lives, and the changes we’re experiencing as a result have had a huge effect on our spending, too. Online fashion aggregator Lyst recently released its Q2 report, which detailed the hottest brands over the past three months, as well as different trends in shopping habits during lockdown – and the results paint an interesting picture of our new “normal”. Here are the top six takeaways from the report:
1. A non-luxury brand snagged the top brand spot for the first time in the report’s history
Nike has emerged victorious, according to the Lyst report, snagging the coveted number one spot on the ‘Hottest Brands’ round-up. It is the first time a non-luxury brand has taken out the top spot since the report began, and marks a two spot rise for the sportswear giant. The report notes that Nike’s ascension was “propelled by a 106 per cent increase in demand for loungewear and activewear, as consumers sought comfortable clothes to wear at home, as well as attire for exercise and outdoor activities.” It also had various online successes, including the Air Jordan x Dior sneaker raffle and its anti-racism video on Instagram which racked up more than five million likes.
2. Genderless products have ruled in lockdown
The report details how Birkenstock’s Arizona sandals were the hottest shoe in the world over the past quarter. Searches for the item rose 225 per cent in that time. A designer version of the slides by Brunello Cucinelli also made it into the men’s top 10 list. Unisex combat boots are also on the rise, thanks to Timothée Chalamet, Evan Mock and Soko all sporting Alexander McQueen’s Tread Slick boots.
3. Summer-ready dresses were also big
As we longed for summer days, we began to search for the ‘it’ dress of the season – and as it turns out, there’s two we all gravitated towards. Cult Gaia’s Serita cut-out dress came in at number five on the women’s hottest products list following a 22 per cent rise in searches for the piece. Plus, H&M’s puff-sleeve, fuchsia pink midi dress came in at number nine after selling out just days after it was released.
4. Basics are also key across the men’s and women’s hottest products listings
From Calvin Klein bralettes, padded shoulder tees, gold earrings and boxing shorts to a Gucci baseball cap and Yeezy cotton trousers, we’ve all been longing for good quality basics over the past few months it would seem. In fact, searches for baseball caps increased 49 per cent this quarter, with Gucci leading the pack, followed by Nike, Prada and Palm Angels.
5. Harry Styles remains a big influencer
First it was pearl necklaces, and now it’s chunky knit cardigans – Harry Styles is officially the world’s wardrobe muse. After wearing a JW Anderson, multi-coloured knit cardigan back in February, Styles sparked a viral TikTok challenge in late June, called the #HarryStylesCardigan challenge, which saw searches for the piece increase 166 per cent.
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A gift from Jonathan to all our TikTok Cardigan fans: “I am so impressed and incredibly humbled by this trend and everyone knitting the cardigan. I really wanted to show our appreciation so we are sharing the pattern with everyone. Keep it up!” x – Jonathan @jonathan.anderson Pattern available for download at link in bio.
6. All of our TV bingeing has impacted our wardrobes
Just as in Q1 when our Tiger King obsession led us all to search Anine Bing’s tiger sweatshirt, our TV binges have continued to impact our quarantine (and post-quarantine) wardrobes in a big way. Within days of the release of The Last Dance on Netflix, searches for Nike Air Jordan sneakers rose 36 per cent, and the Nike Air Jordan 4 retro flyknit sneaker came in at number nine on the men’s hottest products list. Sally Rooney’s Normal People was also a big influencer, as it pushed men’s chain necklaces into the spotlight. Searches for chains increased, and men’s jewellery searches increased 75 per cent overall during this time.
See the full report here.