How Insta-Travel is affecting fashion search
Global fashion search platform Lyst has released a new Jetleisure report, identifying some of the major trends that will influence online shopping this Summer.
To compile this report, Lyst compared the online shopping behaviour of more than 5m shoppers per month searching, browsing and buying fashion online. The company's data team monitored search volume around trending keywords and demand for the fashion pieces needed to get the signature style of some of the world’s most inspiring locations.
The Jetleisure Trend Report reveals that there are seven key travel destinations inspiring people's holiday wardrobes from afar, making an impact from their Instagram feeds to their shopping baskets. These seven destinations - Marrakech, Bali, France, Montana, Japan, Copenhagen and LA - have inspired more than 800K fashion searches this year.
Marrakech is the destination that is influencing people's summer wardrobe the most right now, having driven over 240,000 online fashion searches for Moroccan style items since the beginning of the year.
Demand for long tunics is at an all-time high, increasing 23% YoY while searches for “maxi-printed dresses” have increased by 42% over the last three months, with star prints and geometrical patterns trending worldwide.
With over 52,000,000 photos posted on Instagram, Bali is the most photographed jet leisure inspiration spot. Bali inspired straw bags as a new vacation essential, with a huge 122% rise in searches over the past three months. Other natural fabrics also in high demand are raffia (+14%), linen (+42%) and macramé (+58%) up in searches over the past 30 days.
Shirred dresses and sarongs, which saw search-demand grow by 324% and 30% respectively in April, are also becoming popular jet leisure items.
Rural France has inspired over 81,000 fashion searches. Broderie Anglaise and espadrilles have seen a rise in searches over the past 90 days, while striped Breton tops have recently seen a 32% spike in searches.
The Millennial outdoor appeal of the ranch life has made Montana a hot new destination amongst the fashion crowd, with ranch-style fashion items driving over 107K online searches so far.
Searches for floral prairie dresses have risen 34% since the beginning of March. LoveShackFancy is one of the fastest rising brands for prairie dresses with searches increasing by 60% over the past 3 months, alongside Zimmermann and & Other Stories.
From Oriental-inspired kimono jackets via streetwear and skate brands, Japan is a major style inspiration this summer. Searches for Japanese men's brands Undercover, Neighborhood and Visvim have spiked in the last 3 months. Moschino’s kawaii cartoon teddy bear accessories and fun, fluffy bag chains by Fendi are also trending worldwide.
Inspired by laid-back LA, tie-dye and surf trends are having a moment right now. Demand for surf-inspired swimwear has seen an increase of 29% over the past three months, with long-sleeved wetsuits being particularly popular.
Scandi style is also a major summer trend this year. Copenhagen is inspiring searches for pieces by cult Danish brands like Ganni (+39% YoY) and Stine Goya (+95% YoY).