How the off-the-shoulder top became a S/S16 retail winner

Back in April, we noted how the off-the-shoulder top was gearing up for retail success, and now the latest round of data proves that it’s the clear winner in the womenswear market. As part of our WGSN Instock data report (subscribers can check out the full 12 page report here) we look at seasonal lessons learnt for S/S16, reviewing winning and losing subcategories, and the results are in for the early part of the year.

On track with what we had predicted, the off-shoulder-top is a winning sub category for womenswear. The reason for its popularity?

“The silhouette is the ideal transitional top, offered in both casual and occasion ranges. Also known as the cold-shoulder top, fits range from second-skin ballet styles to looser-fitting bohemian shapes, making the item accessible for a wide customer base,” said WGSN INstock editor Jessica Fioriti.

The off-the-shoulder style was such a winning subcategory for S/S16 that it encroached on the traditional summer crop top, which lost new-ins and held high markdown at 37%. While the cold shoulder style maintained its winning streak from Feb 1st- May 31st, with stock being constantly replenished.

Dressed up for night time or dressed down for a nonchalant effortless day time look, the off-the-shoulder top has proved to be both a winning retail hit and an social media phenomenon. Better still, the style works because it has longevity and will transition into A/W16 with a refresh.

FOR A/W 16/17… The cold-shoulder will transition into autumn, but with a refresh – placements will fall inwards towards the collarbone rather than the tops of shoulders”, said WGSN Director of Retail & Buying Sara Maggioni.

Want more? Here’s how to style your off-the-shoulder top.

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