December in Fashion: Next on Top, Shein Rallies
As many know by now, the golden quarter of 2024 proved difficult for many retailers, and December in Fashion was no exception. Last month, branded search demand in the fashion industry was down -12% YoY.
Despite this, there were some key winners who managed to grow their share of search demand and use the holiday season to secure growth during one of the most lucrative and vital months in the retail calendar.
Top 10 Share of Search Winners
Next had a particularly strong December, increasing their share of search by 0.24% to further their lead over other high performing retailers like TK Maxx and Sports Direct.
Shein, following a difficult year which saw their share of search shrink, managed to rally last month, claiming back 0.25% share of search.
Here are the brands with the biggest share of search in the fashion industry:
- Next. 10%
- TK Maxx. 6%
- Sports Direct. 6%
- JD Sports. 5%
- Shein. 5%
- Primark. 4%
- ASOS. 4%
- New Look. 4%
- Matalan. 3%
- Pandora. 3%
Here are the fastest-growing fashion brands who grew their market share the most in December:
- Adidas. +0.35%
- New Balance. +0.31%
- Louis Vuitton. +0.31%
- Very. +0.26%
- Shein. +0.25%
- Next. +0.24%
- Hollister. +0.23%
- Dune. +0.19%
- Primark. +0.18%
- Selfridges. +0.17%
The Top 10 Fashion Product Trends
December brought one of the largest product trends of 2024 with the Polka Dot Dress. Thanks to celebs like Kaia Gerber, Rihanna, Elsa Pataky and many others, Polka Dot Dresses have found their way into shopping carts the nation-over, with an increase in over 163k searches YoY (+1000%).
Bags, footwear, and other accessories also saw large search demand growth in December, further suggesting that many are favouring accessories as a cost-effective and versatile alternative to clothing when it comes to style upgrades.
Here are the biggest fashion search trends from December (% is YoY, ranked by largest YoY increase in searches):
- Polka Dot Dress. +1000%
- Trench Coat. +24%
- Mens Tracksuits. +12%
- Bags for Women. +44%
- Jeans. +17%
- Running Shoes. +20%
- Stocking. +14%
- Fur Coat. +41%
- Loafers. +24%
- Graduation Dress. +35%
Did You Know: You Can Get This Data 4X Faster?
This is monthly data, but you can have it weekly, so you see the trends as they’re happening, not once they’ve happened. We can tailor the insights to your business and use the brilliant minds at MediaVision to activate on them, too.
…It’s all powered by Metis, our award-winning SEO software.
(it’s where all these insights came from)
