Which fashion brands have seen the highest demand this year?
There’s a slight difference between fashion brand and non-brand search in 2023. Both have fallen, which is to be expected with reduced shopper spending and changing habits, however, brand search has fallen considerably less. There are a few reasons for these overall declines so far in 2023. Aside from seasonality, we know shoppers are reducing spend due to the cost-of-living crisis – this has seen affordable fashion brands rise. And they are also shopping consciously, with brand reputation and sustainability playing a big part.
- Non-brand fashion terms underperformed this year, with an overall decline of 13.32% YoY.
- Some brands still saw growth, however, with Shein, New Balance, Crocs and Uniqlo all seeing growth.
- Shoppers are much more invested in sustainability, which has seen brands such as Patagonia, Ugg, and Birkenstock all increase.
- High Street Brands, such as Adidas, Converse, and H&M, saw a downturn in brand search interest, with an overall decline of 9.07%.
- Bridge brands, like All Saints, Burberry and Oliver Bonas, saw a rise of 2.47% YoY
