fashion retail in 2014

FASHION
RETAIL
IN
2014
THE TOP PERFORMING PRODUCTS & TRENDS
This report illustrates the top performing apparel trends, colors,
retailers and brands this year, and also reveals the top five
worst-selling products and the stores with the biggest price
slashes. The analysis is based on data gathered from 1 January
to 4 December 2014, and takes into account more than 12
million data points from products at US and UK retailers.
The two trends with the highest growth were kimonos and
ripped denim, and British department store John Lewis
once again topped the list of retailers with the best product
merchandising and trend offering. Looking toward 2015, having
the right product at the right price, and at the right time, will
continue to determine retail success.
TOP TRENDS
Kimonos and ripped jeans have been high performing trends for 2014, both demonstrating dramatic spikes in product numbers,
as well as low discounting and fast sell through.
TOP 5 BEST SELLING KIMONOS
TOP 5 US TRENDS
1. RIPPED DENIM
2. KIMONO
3. MIDI SKIRT
4. FLORAL DRESSES
5. CAMI DRESSES
TOP 5 UK TRENDS
CHIFFON FLORAL PRINT KIMONO
MATALAN, $22.60
‘ROSE MIRAGE’ KIMONO JACKET (PLUS SIZE)
NORDSTROM, $79.95
SHORT KIMONO
H&M, $24.95
DANIELINA KIMONO IN FLOCKED VELVET CREAM EMBROIDERED FRINGED KIMONO
MISSGUIDED, $48.42
RIVER ISLAND, $56.50
TOP 5 BEST SELLING RIPPED JEANS
1. KIMONO
2. RIPPED DENIM
3. CULOTTES
4. STATEMENT
OUTERWEAR
5. SKATER DRESSES
MOTO RIPPED JAMIE JEANS
TOPSHOP, $75.00
RIPPED BAGGY JEANS BY BOUTIQUE
TOPSHOP BOUTIQUE, TOPSHOP, $110.00
EDIE EXTREME RIPPED SKINNY JEANS
MISSGUIDED, $48.40
RIDLEY SKINNY JEANS WITH THIGH RIP
ASOS, $50.50
ADRIANA RELAXED SKINNY JEANS
BOOHOO, $40.40
Top trends for each region represent products which have had a high level of new market arrivals since 1 January 2014. Top
trends had a spike in growth compared to 2013, low levels of discounting and have sold out swiftly. Ripped denim and kimonos
have been the most enduring and furthest reaching trends impacting all market levels. While statement outerwear has been a
hit for the UK, the US market shrunk their adoption of this trend compared to 2013. Culottes have yet to be an impacting trend
for the US, though we expect SS15 to shift this.
THE BEST PERFORMING RETAILERS
John Lewis are the ones to beat, globally. Their fantastic marketing across all channels backs up the product offering and trend selection.
The five global retailers with the highest number of full price sell-outs.
1.
2.
3.
4.
5.
Fashion Retail in 2014
John Lewis dropped close to 154,000 new apparel
products this year, taking an average of 63 days to reach
sell out. Mango and Ted Baker are their most-stocked
apparel brands. Despite being the fifth biggest global
discounter, ASOS have the third highest level of fullpriced sell outs, and had dropped 124,000 new fashion
products online by the end of November 2014. It’s been a
difficult year for them, with lost inventory due to fire and
currency changes working against them.
THE BEST SELLING BRANDS 1
Two of the year’s top five brands are sports brands
- the activewear market boom shows no sign of slowing.
Nike outperformed its struggling competitor, Adidas.
The best selling brands had the highest number of
full-price sell outs of products which arrived online
during 2014. Based on this, Nike scooped first place.
Their most successful category was footwear, with over
50% of sell outs falling in this category. 29% of Nike
products are currently discounted, on average by 8%.
1
NIKE
ROSHE RUN
4
3
PRADA
49MM RETRO
SUNGLASSES
PUMA SUEDE FEMME
SNEAKER HIGH
Ted Baker, the second most-successful brand, did
well with their bloom print, which appeared on tops,
dresses, trousers, footwear and skirts. It sold well for
Ted Baker at retail, as well as wholesale through ASOS,
Very, John Lewis and Bloomingdales.
5
GUESS
ATTIS TOTE
2
TED BAKER MIDI BODYCON
DRESS IN BLOOM PRINT
5 WORST-SELLING PRODUCTS
Product trends in today’s market are very precise. Consumers hone in on specifics,
The products and garments which didn’t which granular data can unearth in order to avoid mistakes. Printed trousers sold well,
fare so well, with no restocks and steep
while printed skirts did not.
discounting. Cami tops, particularly those
with unflattering, wide fits, did not sell
well, whereas cami dresses have. Printed
maxi skirts haven’t done well either, while
printed trousers have.
BEAR WITH ME HAT BY NASTY GAL,
REDUCED 85%
LACE TRIM
CAMI TOP IN
GINGHAM
PRINT
BY ASOS,
REDUCED
76%
And while certain types of ‘ugly shoes’
sold well this year (Birkenstock-style flats),
others didn’t. The cork heeled wedges
were among the most-discounted shoe
style. Women’s straw hats and printed
all-in-ones/playsuits were also among
the poor performers.
RACHEL ROY
SLEEVELESS
PRINTED
ROMPER
AT MACY’S,
REDUCED
82%
DIANE PLATFORM
WEDGES BY GUESS,
REDUCED 77%
BLACK FERN CHECK
PRINT HANKY HEM
SKIRT BY RIVER ISLAND,
REDUCED BY 77%
BIGGEST DISCOUNTERS
Going into 2015, smaller retailers will struggle to compete with the aggressive
discounting at large online department retailers. Product and pricing being right
first time will be more critical than ever before.
The ten global retailers with the highest number of reductions.
1.
6.
2.
7.
3.
8.
4.
9.
5.
10.
Brands counting as those which are stocked at other retailers, not retailers’ own line brands.
1
Fashion Retail in 2014
Nordstrom’s high rate of discounting
is evidence that reductions are not
necessarily sign of a retailer floundering.
They’ve had a stellar year, with a 3.9%
lift in Q3 sales. Knowing their shopper is
value-driven, they’ve built into their offprice channel, The Rack. They decided to
move away from their traditional semiannual sales, to six store-wide sales periods
per year. This may help move products
through their lifecycle faster and avoid
deeper discounts and losses at the retailer.
Nordstrom have also managed to secure a
younger consumer, investing in Topshop’s
offering. However, their discounting rates
on this line are far higher than at the
Topshop’s own store.
THE BIG COMMUNICATORS
Neiman Marcus speak louder than any other retailer - flooding their customers with email newsletters. They’ve ranked highest for
two years in a row - this is clearly a defining strategy, which their shoppers respond to.
1,200
900
600
300
0
NEIMAN MARCUS
VICTORIA’S SECRET
ANN TAYLOR
LOFT
BCBG
Newsletters promoting full price stock
Sales/promotional newsletters
The most vocal online communicators send
a huge amount of discounted offers in their
email newsletters. Every single Victoria’s Secret
newsletter has a promotion, be it a free gift,
free shipping or discount code. Only around
9% of their emails this year promoted fullpriced, new stock! Neiman Marcus’s high level
of email newsletters is thanks to their Last
Call emails, drawing attention to their outlet
offering. Even without these, the retailer’s
main site sent 491 emails this year. BCBG have
a healthier level of newness communicated
in their newsletters, which are engaging and
packed full of inspiring imagery.
COLOR
This year’s color trends have been very prescriptive,
with most retailers attune to navy, pink and monochrome
stories. As we head into winter, palettes have taken a
sudden turn to darker and richer tones.
In 2014, 63% of new products were black, white
or grey, representing the basis of many retailers’
core collections, as well as forming the popular
monochrome trend which survived from 2013. Navies
COLORS IN FASHION
RETAIL IN 2014
and pinks are the defining color trends of the year,
working their way through each season. 15% of all
new arrivals were navy this year, which have been
prominent across each quarter. Pinks, in both pastel
and bright pops of color led right through to Q3,
but have been overtaken at the end of the year by
reds. Neutrals and browns have provided a trendled alternative to blacks and whites, with 16% of the
year’s arrivals being brown. Green, only 5% of the
market, and yellow, on 1% of the market, did not
make commercial impact in 2014.
COLOR DATA HERE DEPICTS THE SHADES OF ALL US & UK ARRIVALS: TOPS,
DRESSES, BOTTOMS, OUTERWEAR & ALL-IN-ONES.
KEY COLOR TRENDS BY QUARTER
QUARTER 1
QUARTER 2
QUARTER 3
QUARTER 4
ABOUT EDITD
EDITD is the world leader in real-time market data and analytics with over 53 billion data points on the fashion industry. EDITD helps apparel
brands like Gilt Groupe, Gap, and ASOS have the right products at the right price, at the right time. More info at www.editd.com.
Fashion Retail in 2014