How did trends which arose last September at the international spring/summer 2012 shows pan out? Editd measures more than two million different product SKUs and over 300,000 new opinions online every day. By comparing the number of online mentions each trend received during the SS12 shows with the number in the past month, we can see how consumer demand has grown or declined. Online chatter about dipped hems and peplums continues to rocket and with both trends seeing fast commercial sell outs, there is still time to invest. Peplum has a broad price distribution across the key retailers backing it, proving its versatility – a true trend winner.
Tie Dye
Designers: Rachel Comey, Monique Lhuillier, Improvd
Commercial:
1. Topshop tie dye body con dress at $39 sold out in three of six sizes in 17 days.
2. River Island dip dye open side t-shirt at $25 sold out of six sizes in a month.
Number of mentions
September show month mentions: 12,901
Current monthly mentions: 32,382 (151% increase)
Fringing
Designers: DSquared2, Paul & Joe, Versus
Commercial:
1. Zara fringed top at $40 sold out in 3 of 4 sizes in 23 days.
2. Gryphon suede fringed jacket at Shopbop $667.85 has sold out twice across four sizes since end of May.
Number of mentions
September show month mentions: 8,658
Current monthly mentions: 13,095 (51% increase)
Peplums
Designers: Peter Jensen, Bora Aksu, Peter Pilotto, D&G
Commercial:
1. Boohoo stud detail peplum top at $31 sold out in seven sizes across two colourways in four days.
2. Peter Pilotto tiger print peplum top at Matches at $596 sold out in four sizes in six days
Number of mentions
September show month mentions: 803
Current monthly mentions: 2483 (209% increase)
Dipped hems
Designers: Antonio Berardi, Jason Wu, Organic by John Patrick
Commercial:
1. ASOS maxi t-shirt dress at $54 sold out in six sizes in six days!
2. River Island dipped hem skirt at $46 sold out in 5 sizes in 8 days.
Number of mentions
September show month mentions: 17
Current monthly mentions: 260 (1429% increase)
Crochet
Designers: Alberta Ferretti, John Rocha, Massimo Rebecchi
Commercial:
1. Topshop Sleeveless crochet shirt $52 sold out in one week across 6 sizes.
2. Forever21 Crochet Crop Tank $10 - only one size remains across two colourways, with the rest having sold out in a month.
Number of mentions
September show month mentions: 39,890
Current monthly mentions: 42,151 (5.7% increase)