Between closings and bankruptcies, and a generally uncertain period for the fashion world, here comes a news that promises well for a change of direction towards more responsible and aware consumption.
Lyst, one of the most important trend research platforms in the fashion world, has indeed signaled an important turning point in the sensitivity of consumers whose data contained in the company’s Sustainability Report 2020, testify a renewed interest in sustainable products. The report was produced in collaboration with Good On You, a rating organization, supported by none other than Emma Watson, who assesses the sustainability of brands based on three factors: people, planet and animals.
At the top of these searches is Veja, the French sneakers brand, which has obtained the recognition of “best-selling sustainable product” of the year. The data contained in the report were extrapolated from Lyst and Google searches and are based on navigation page views, social media searches, conversion and sales rates and the brands’ global media coverage. In short, Veja’s popularity continues to grow, indeed online searches have increased by 115% compared to last year. Accompanying this increase is certainly the media coverage that has perhaps played an important role, considering that many celebrities have worn its products, including Emma Watson, Emily Ratajkowski and Meghan Markle.
Together with Veja, there is also a sustainable brand that has been fighting for the the planet’s survival for years: the cruelty-free Eclypse sneakers by Stella McCartney are at the top of the list of the most sought-after products, according to Lyst’s report. Following the leggings of Girlfriend Collective, the Lone Mountaine parka by Patagonia and the Juliette dress by Reformation.
Along with sneakers and other clothing products, there is another large portion of online sales to be considered, namely the one represented by beachwear and jewelry. In this sense, there are many examples of sustainable jewelry and bikinis, which link to that portion of responsible fashion categorized under the wording “Slow Fashion”. According to the 2020 Report, searches for “regenerated” and “ethical” jewels have grown by 90% and 60% respectively on an annual basis. The same increase is recorded for sustainable beachwear, whose research shows an increase of 65% compared to the previous year. The geographic areas where the highest production of bikinis and swimsuits is concentrated range between Australia, the United Kingdom and the United States.
However, the relationship between sustainable male and female clothing research remains discrepant. Indeed, the latter recorded 45% more online research than men.
Therefore, the data attest to an increasing willingness on the part of the consumer to purchase products made consciously and that resist the pressing rhythms of the industrial time of fashion, promoting a long-lasting relationship with clothes and accessories. A countertrend that proves itself being stronger than ever, considering that the Slow Fashion category has generated over 90 million “social impressions”.