Sep 13, 2019 | By Athena Chen
Big data meets consumer insights. Experience WGSN.
With London pride painting a rainbow over the city last week, we take a look at the retail data behind the stripes to see the wider effect on the market.
WGSN Instock data shows that in the UK ‘rainbow’ apparel has grown a staggering 208% YOY January-June, whilst in the US ‘rainbow’ apparel grew 76.2% YOY. Whilst there’s no doubt pride has had an effect on the growth of this category, rainbow has come to stand as a symbolism for a lot more in the wider picture.
As a backlash to the ubiquitous negativity throughout the political and economic landscape there has been a provable rise in people using fashion as a metaphor for positivity. Whilst slogan t-shirts are prominent in their approach rainbow does this in a more subliminal way. Channeling not only a consensus of positivity, but in doing so carving a new definition for power dressing for communities that champion diversity and inclusivity.
Not only is the rise externally influenced but we can also look to the trend-cycle to understand the growth, where after years of minimalism dominating the streets and social feeds, the entrée of maximalism has offered a refreshing change. With it has come an influx of colour, as consumers have become more exploratory with shades and bright colours infiltrate in to wardrobes and collections, rainbow stripes seem a lot less estranged and therefore a lot more commercially viable.
Rainbow stripes and social commerce were made for each other. As brands begin to adopt the use of colour as a means to stop the scroll. A channel that perfectly resonates with Gen Z and Millennials, those whom are the drivers behind the social and cultural change that the rainbow stripes represent. In doing so these brands are able to capture impulse purchasing whilst tapping into the now so sacred attention span.
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