May 21, 2019 | By Petah Marian
Nov 27, 2017
What summer dresses are to the warmer climes, winter jackets are to the colder temps. And, with the consumer appetite for nostalgia at an all time high, the increased demand for puffer jackets makes total sense.
According to our WGSN Instock retail data, the demand for coats in the UK started back in September. New-in coats increased to 53.0% Month-On-Month (to m/e September 24), to hold 5.4% of all new-in apparel, driven by a rush for new-season wardrobe updates. The padded puffer coat is a hugely popular shape especially in the UK. For winter 2017 newness is sought in statement colours such as red, gold and silver just in time for the party season.
The appeal of the puffer jacket is understandable. They had their heyday in the 90s with brands such as Naf Naf leading the way. Since then, down jackets have remained a key outerwear piece for the outdoor sports market. Recently we’ve noted a shift in attitude, with puffa jackets becoming popular on the streets once more, with a new direction in shape, styling and print.
The catwalk is also influential with puffer jackets highlighted as a key item on the AW 16/17 runways at Stella McCartney, Balenciaga and Acne to name a few.
And if you are looking for inspiration on how to rock your puffer, our London street style photos below have the answer:
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