The style business has not had a simple couple of years because the pandemic disrupted client spending and provide chains.
Nonetheless 2022 is trying promising. Traackr information reveals that each the athletic and quick trend classes are seeing an uptick in exercise, whereas luxurious remains to be falling behind.
Most attention-grabbing, however maybe not-so-surprising, is the large uptick in video views. We’re seeing an analogous development within the magnificence business, as influencers and types proceed leaning laborious into video content material on Instagram and TikTok.
So what are a couple of trend traits that influencers and their audiences are at the moment excited about?
Sustainability endures
Up to now “greenwashing”, or the usage of sustainability phrases for advertising and PR functions, has been an enormous situation. However, some publications like Ladies’s Put on Each day have reported the business is trying to “laws and restricted substances lists” to assist deal with these considerations.
Our information reveals that the variety of influencer posts about this subject have decreased over the previous yr. That being stated, it’s clear that sustainability remains to be an vital 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 deal with sustainability in a extra particular manner are additionally on the rise. For instance, thrifting has seen an increase in posts, engagements, and video views previously yr.
Thrifting Content material Throughout All Platforms:
- +10% posts
- +7% engagements
- +34% video views
This particular class of sustainable trend is changing into so in style 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’ need to be cozy isn’t.
Knitwear is the most recent textile to seize client consideration. Is it due to the coziness? The colour? Or as a result of it sits someplace between Y2K and retro/boho trend? We’re undecided. However regardless that the variety of influencer posts have decreased over the previous yr, the variety of video views from shoppers has elevated.
Knitwear Content material Throughout All Platforms:
- -4% posts
- +18% video views
This development is getting so large that knitwear design has develop into a excessive demand job!
Vogue goes digital
It’s no secret that trend 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 trend influencers are buzzing about?
Our information reveals that stay stream buying — which has actually taken off within the magnificence business — is gaining traction amongst trend influencers too.
Reside Purchasing 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% enhance in video views over the previous yr as nicely. 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 purpose to a full year-over-year comparability.
