The latest data released from LovetheSales.com has revealed an online sales rise in casual childrenswear of 151% in April as home-schooling continues during the COVID-19 lockdown, while demand for active clothing has shot up by 141% in May – overtaking loungewear.
Online demand for luxury fashion has also shot back up in the past fortnight, as searches for luxury brands are 27% up year-on-year. Demand for luxury labels had fallen at the beginning of April year-on-year, but is beginning to turn around in May.
The data refers to month-on-month comparisons from April 6-May 6 2020, versus the previous month, and also year-on-year comparisons from April 23-May 6, 2019, against the same timeframe in 2020.
Stylist Jessie Stein said: “Many fashion conscious Gen Z and Millennials are thinking about great clothing items to lift their spirits and what to wear when lockdown lifts. The data shows that people are now investing in more quality pieces that they can really look forward to wearing and that will stand the test of time. Gucci, Balenciaga and Prada are all trending at the moment on social media and that’s reflected in what people are hunting for when shopping online. Luxury rules in lockdown.”
High street fashion continues to struggle, while demand for high street brands is down 102% year-on-year. Demand for premium brands, which had an increase in April, have subsequently dropped in May by 19%, as shoppers start trading up to luxury pieces of clothing.
At the beginning of lockdown, LovetheSales.com reported a 433% increase in demand for loungewear, but as we enter the second month of lockdown, shoppers are focusing on clothes for outdoor exercise and keeping fit.
Runners and cyclists are driving the trend with searches for running and cycling shorts up 159% and 147% respectively. Under Armour and New Balance are the brands of choice for runners, with demand for both brands up 65% and 60% year-on-year. Cycling clothing brand Castelli has had the biggest jump in search compared to its competitors, with demand up 98% this month.
Coronavirus caused school closures across the UK on March 20 and, since home-schooling has been in effect, the new data shows parents are buying their children new casual clothing during lockdown as a substitute for everyday school uniform that they would normally be wearing.
T-shirts have had the biggest rise in sales online, up 225% year-on-year, whilst other notable rises have been in skirts – up 161%, and jumpers up 133% in sales. The most popular brands driving sales during lockdown include Disney and Marvel clothing, with sales up 80%, while Nike kids’ clothing is up 72% and Joules childrenswear is up 65% year-on-year.
Rupert Walker, head of brand at LovetheSales.com, commented: “It’s very telling that demand for children’s clothing has spiked since the closure of UK schools in March. Normally parents can rely on tough school uniforms to bear the brunt of wear and tear five days a week. Now children are at home 24/7, UK parents are having to shell out for new play wear, and sales of skirts and jumpers are booming, with Disney and Marvel brands really profiting from lockdown.”
Demand for fashionable face masks are also up 285% month-on-month, with shoppers anticipating needing face masks when social restrictions are lifted. The luxury Off-White mask is one of the most searched for fashion masks online and is currently sold out.
Other brands seeing high demand for the fashionable face masks include US brand Rag & Bone. The brand recently released a fashionable ‘stealth mask’ for customers – now sold out – with part of the profits going to Covid-19 charities. And Boohoo’s line of fashion masks have had an increase in page views of 218%, in the past fortnight.