MediaVision

Digital Demand Tracker: Fashion on the up as wardrobes are updated for cooler weather

A look at the companies and sectors receiving the largest growth in online searches

As temperatures started to fall last week, winter wardrobe updates appeared to be in full swing with all clothing – as long as it’s black – popular in the Fashion world. The autumn half-term break continued to see a huge uplift in travel-related searches, while interest in both Beauty and Homeware dipped. 

Performance Marketing World, in partnership with MediaVision, brings you our regular Digital Demand Tracker – a source of data around search trends online.

Here’s what the data shows for the week commencing 25th October 2021…

Market demand by sector

Sector

Change (YOY)

Beauty

-14.42

Fashion

+21.74

Homeware

-12.80

Property

-0.08

Supermarkets

-13.65

Tech and Goods

-20.14

Travel

+42.94

In the Fashion sector, it seems black is back, with dresses in this wintry colour up by 83%, jumpsuits by 91%, jeans by 14% and hoodies by 22%. Searchers were also gearing up for the party season as dresses, prom dresses and midi dresses saw increases between 99 and 131%. Meanwhile, the recent La Palma volcanic eruption did nothing to diminish demand for winter sun in the Canaries, as Tenerife holidays were up 197%. Dubai also continued to attract holidaymakers (up 220%) encouraged by the current availability of cheap flights. Companies in the Tech & Goods sector have been able to piggyback on the travel uplift, with items such as suitcases surging to 125%.

Matthew Platts, Managing Partner of MediaVision explained: “Sunny escapes are at the front of everyone’s minds thanks to travel restrictions being eased to coincide with the half-term holiday. If brands make anything that can be used for travel, such as travel cosmetics, bags or insurance, they would be wise to jump on this trend while it’s still hot.”

Brand demand by sector

Sector

Change (YOY)

Beauty

-16.93

Fashion

+3.79

Homeware

-19.46

Property

-3.52

Supermarkets

-3.46

Tech and Goods

-13.67

Travel

+67.94

In Beauty, Kylie Cosmetics saw the biggest overall growth (up 56%) fuelled by a controversial Halloween advert – featuring the face of the brand, Kylie Jenner, naked and covered in blood – which were dubbed “satanic” by some commentators.   

Clinique was up 17% as it unveiled its first NFT (non-fungible token) called Metaoptimist. The “conceptual molecule” which changes colour based on two of the brand's iconic products – Moisture Surge 100H moisturiser and Almost Lipstick Black Honey – represents another big step into the metaverse for beauty brands.

In the Fashion sector, shoe retailer Dune experienced an accidental uplift of 388%, thanks to the hit movie of the same name showing in cinemas across the UK.

Coinciding with being named Europe’s Leading Airline at the World Travel Awards, BA was up 87% in the Travel sector, while Skyscanner retained its current popularity with a 100% surge.

All data was sourced from MediaVision’s Digital Demand Tracker, which can be found here.


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