Market analysis
- As confirmed in our A/W 20/21 Buyers' Debrief, the bag category is led by function first, trend second. A strong performance is noted online for practical styles, indicating function is a priority for consumers, but there is also continued interest in trend-driven items
- According to WGSN e-commerce data, new-in totes significantly increased their share of the bags mix in early S/S 21 (+6ppts to 27% UK, +5ppts to 25% US, +7ppts to 24% DE)
- Multifunctional printed scarves that can be used as headscarves see an uptick YoY and show strong performance (+2ppts to 23% UK, stable YoY in the US at 29%, and with percentage MDs 27% UK, 24% US). Be mindful and don't over-index this accessory. Opt for smaller capsule collections throughout the season to add newness
- New-in bucket hats increase in volume across luxury (+47% UK, +54% US, +120% DE YoY) and trend-led retailers (+30% UK, +77% US, +115% DE YoY). With #thegreatoutdoors emerging as a future design driver, hats with waterproof elements emerged in A/W 20/21 to hold 0.6% of the UK and 1% of the US new-in mix, showing strong demand, with higher than average full-price out-of-stocks (9% UK, 3% US)
Eudon Choi
Test or invest
Invest in the versatility of the summer tote bag with materials that can be styled #beyondthebeach. Take advantage of the commercial, trend-led appeal of the #buckethat to add vibrant prints and waterproof qualities. Hold the must-have status of the #headscarf by conveying its decorative and protective qualities during warmer months. Nod to the return of dressing up and reintroduce #statementbelts in smaller quantities. Test the retro references that influence #supersizedframes.
Philosophy di Lorenzo Serafini
The statement belt
Responding to the new optimism towards dressing-up for professional activities and outdoor parties, the #statementbelt brings sharp focus to the waist. Various interpretations were noted across presentations, nodding to uptrending #motifs and themes such as the butterfly buckle of Blumarine's noughties-inspired collection and the timeless core belt with upscaled #minimalist hardware at Chloé. Introduce seasonal crafted details and natural healing stones, including trending turquoise.
By Ana Correa
