The retail data that proves chokers are here to stay
By Carlene Thomas Bailey

Chokers (aka jewellery for your neck) were the hit of the summer and now this key accessory is set to become a holiday favourite. WGSN reports

Nov 07, 2016

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Chokers became the ubiquitous hit accessory of the summer, spotted on the necks of music fans at every festival this summer. From DIY versions, made from cotton or string, to the velvet embellished versions produced by high street fashion favourites ASOS, Nasty Gal and New Look, chokers took on a number of forms this summer. And, now according to our WGSN Instock data, the choker is set to be the accessory of the holiday season, perfect for Christmas parties and winter house gatherings.

The appeal of the choker is understandable, for the consumer, there’s the fact that chokers have a low price point, and offer a quick and easy way to jazz up any outfit. We’re also seeing new in-store offerings for the party season that are even more appealing thanks to the lush fabrics, rich embellishment, and even hardware, from buckles to locks. Chokers for AW16 have evolved with a tougher feel which replaces the pretty femininity that prevailed for S/S 16.

“Chokers continue to trend as part of historical looks and over the past month chokers held 19% of new-in necklaces (+17pp YOY). The amount of full-price chokers available last week was 6 x higher than the previous year,” revealed the WGSN Instock team.

It’s not just junior and mid-market retailers driving the retail buzz around the choker either, this year also sees an increase in chokers for the premium and luxury market at retailers including Net-a-Porter, Nordstrom and Saks.

And chokers aren’t the only statement jewellery making their mark this autumn/winter. In keeping with the historical and opulent looks we’re seeing from the catwalk influences, oversized earrings and necklaces are also rising in popularity.

Opulent necklaces from Ann Taylor

Opulent necklaces from Ann Taylor

“Oversized earrings arriving online (September to mid-October) increased 36% YOY and held 6% share of the best-performing earrings restocked at original price during the past month,” revealed the WGSN Instock team.

And with S/S 17’s focus on necklines and shoulders (with off-the-shoulder, cold-shoulder and drop-shoulders), along with romantic and historical themes, the relevance of these jewellery pieces will continue well into next summer.

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