Jan 20, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
An infographic can go a long way in helping to tell a story and so it is with one received from online fashion marketplace Lyst this week. The company put its team of data scientists to work on summing up its year, or more accurately the choices and behaviours of its fashion-forward customer base.
From a product perspective, the winners of the year were the boyfriend jean (searches for the style were up fourfold on last year), the peak cape (with sales rocketing in October) and the mini skirt (selling more than the midi and maxi combined over the year) – something that commercial supremo Primark highlighted at its spring/summer 2015 press day as it previewed its deep buy into the skort.
And when it comes to which accessories designer is winning out in the high-fashion-meets-food brand war Anya Hindmarch trumps Moschino with its Kellogg’s bag versus the latter’s McDonald’s.
Behind all this is how Lyst customers shop. As tech-savvy, globally-oriented fashion consumers, they’re a good indicator of emerging behavioural trends.
And it’ll be no surprise to anyone that mobile feature prominently: Lyst customers spend 38% of their shopping time on the site on mobile and tablet; during weekday evenings tablets are the most preferred while mobiles are most used when out and about at weekend.
Globally, Wednesday is the busiest shopping day. Just in time for the weekend.
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