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Published February 5th 2020
The fashion industry is constantly changing.
Good thing our market research tools can keep up!
In this post, we’ll draw on data from several of our recent reports, looking at social media, search, and survey data, to look ahead at consumer trends for 2020.
Adidas have been praised for their work in reducing plastic waste by creating recycled shoes.
Here’s just one example that saw them get showered with positivity in 2019.
But while social media might be a place where sustainability in fashion is celebrated, it doesn’t seem like a massive priority for consumers around the world.
In our survey of 8,000 global consumers, we found that only 5% thought that sustainability was the most important attribute they looked for in a fashion brand.
When we studied jumps in brand-related mentions this year, some of the most common drivers were from K-pop stars turning up at fashion shows for some of the biggest brands in the world.
K-pop is being embraced by both luxury fashion and street/sportswear brands, and the popularity of these partnerships is evident in the social hype that’s generated.
2020 is likely to see even more of these partnerships, as fashion brands expand their reach via global influencers.
2019 on Twitter saw a number of moments that made call backs to the past.
For example, JLo was photographed in THAT dress.
Meanwhile, Gucci looked back in time with their new perfume campaign.
Celebrating #GucciBeauty’s new universal scent Gucci Mémoire d’Une Odeur by #AlessandroMichele debuting today, childhood photos of the faces from the campaign: @Harry_Styles, #ZumiRosow, #UniaPakhomova and #Elibeidy Dani Martinez. #GucciMémoire https://t.co/KQnDg3Imco pic.twitter.com/uHkeKgvETl— gucci (@gucci) August 1, 2019
Both of the above moments put Versace and Gucci in our list of 101 times brands went viral in 2019.
Will 2020 see an even bigger trend towards nostalgia and revivals? It’s definitely happening in the entertainment industry, with the cast of Friends said to be filming some kind of comeback next year.
This dress is not real.
In a surreal twist, digital dresses are now for sale. They can’t exist in the physical world, but that doesn’t mean they can’t be made online.
Equally surreal are the virtual influencers who are starting to score big brand deals. These influencers have millions of followers and very active accounts, but their looks are computer-generated and their lives are fictitious.
This strange mix of physical and digital and real and fake is set to have an even more mind boggling impact in 2020.
Looking at the digital performance of fashion brands in Q4 2019 in our quarterly Brandwatch Index, we’re able to see how the big names stacked up against each other using metrics like social and web visibility, sentiment, follower growth, and search visibility.
Nike came out on top.
Nike stands head and shoulders above other apparel brands when it comes to social, web, and search visbility.
Meanwhile, Gucci and Hermes do very well for these metrics in the luxury fashion list.
What do they have in common? They’ve all made brave choices when it comes to influencer marketing in recent years (as we’ve seen above, and previously with Nike’s choice of Colin Kaepernick as a brand ambassador). In the competitive world of fashion brands, this seems to be the way to stay visible as we head into 2020.