From ruffled tops to dresses and knitwear, the frilly detail is experiencing a huge boost in sales, says WGSN Instock writer Francesca Muston
You’ll have noticed the influence of ruffles this summer, they dominated social media feeds, street style and in-store presence; and now according to new WGSN Instock data, consumer excitement for this product shows no signs of slowing down.
In fact, if anything, ruffles continue to be key for winter and into next season, thanks to the catwalk influence. Our WGSN Instock retail data for this key product revealed that the number of full-price ruffled products grew 202% YOY.
“Luxury retailers led the way with the highest proportion of ruffles in 2015, but their popularity has increased across all markets. The mid-market had a 255% YOY increase,” explained Francesca Muston, WGSN Head of Retail and Product Analysis.
Ruffles made an impact within the shirts and blouses category, accounting for 8% of products available last week (a 6pp YOY increase). But overall, ruffles were seen the most within the dress category which grew 2pp YOY while tops were up 1pp. And as we head into the autumn/winter months, we’re seeing that ruffled knitwear multiplied 10 times YOY to hold 2% of the knitwear mix.
And looking forward beyond this season? Ruffles are here to stay. At London Fashion Week earlier this month, the catwalks were awash with romantic looks, building the consumer appetite for ruffles. “Designers update feminine tops, classic shirts and dresses by applying sculptural ruffles and frills across necklines, shoulders, sleeves and asymmetric hemlines to create a contemporary feminine mood,” said Christa Kaufmann, Catwalks Editor.
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