September Unwrapped: The market impact of Fashion Month and Flu Season

September was a big month for fashion and pharma, with the advent of Fashion Month and the return of cold & flu season in the UK as summer gave way to autumn. What effect did September’s most influential moments have on the market? You needn’t look further than Metis to learn the answer to that question

Here’s a look back on the month that was, and its impact on search.

<Fashion Month 2024>

While brands that played it safe at London/Paris Fashion Week (think Chanel, Dior and Balmain) saw a YoY dip, those that pushed the envelope reaped the rewards in search. Chopova Lowea is a prime example—the brand went viral with its cowboy-gothic throwback to 90s Vivienne Westwood-eque grunge and unlocked unprecedented search demand in doing so.

Meanwhile, Loewe creative director Jonathan Anderson’s last show with the house received wide critical acclaim, lauded as one of his best works to date. He’s rumoured to be joining the struggling Dior – which is interesting given it’s poor search performance this year. Will he be able to bring some of his trademarked Loewe magic to Dior? Time will tell.

• Chopova Lowena: +418.21% YoY
• Loewe: +27.41% YoY
• Issey Miyake: +18.75% YoY
• Dior: -2.66% YoY
• Chanel: -17.73% YoY
• Balmain: -18.42% YoY

[Cold & Flu Season]

Health-conscious Brits started searching online for vitamins to boost their wellness, while others were searching for common treatments to ease the symptoms of colds and flu:

• Vitamin D3: +118.98% YoY
• Aspirin: +12.82% YoY
• Vitamin D: +12.79% YoY
• Multivitamins: +12.38% YoY
• Paracetamol: +2.67% YoY

<How we use these insights to drive performance for our clients 4x faster>

These are some of the top trends we saw for September. They’re insightful today, but in a market where trends shift in the blink of an eye, real-time weekly data is essential for staying ahead of the curve. That’s why we built Metis—to help our clients react to search trends 4x faster, optimise SEO, and maximise revenue. We deliver insights tailored to our clients’ businesses and help them activate on the trends at the speed of the market to realise industry-leading gains. Now, with AI, it’s endlessly smarter. Reach out to learn more about how our flagship software is unlocking a world of opportunities for the UK’s top companies.