Loungewear, future holidays are key for fashion consumers browsing at home

By

Sandra Halliday

Published
Apr 7, 2020

Fashion, beauty and design search platform Stylight said that with a third of the world’s population under lockdown, search and e-purchasing behaviour is evolving. And in a sign of hope for both the fashion and beauty sectors, consumers are actively saving products to their wishlists, hopefully for future purchase once the lockdown is over.

For instance, the company said that 27% more products have been saved on to wishlists in the last month in the US alone. 

As far as actual purchasing behaviour is concerned, consumers are focused on what they can wear at home or something that can present a distraction during the time spent indoors. 

Globally in the last two weeks, Stylight has seen more than 30% growth in clicks on home decor products as consumers seek ideas to brighten up the spaces in which they’re spending more time. 

And on the clothing front, they're looking at loungewear. The company said that comfort is the big seasonal trend with clicks on hoodies rising 13% and sweatpants 26.5% over the last fortnight as lockdowns have proliferated. 

Interestingly as well, lingerie has seen a 55% increase in clicks in the last three weeks, suggesting ways consumers are spending their time at home. And underwear in general was the top clicked category in the US in the last month. 

With consumers also working out more often at home, activewear clicks have increased too, with leggings up 15% and sports bras up 29% in the past two weeks.

Beauty has seen increases too with nail polish clicks rising 25% and face masks 24% globally. 

It's significant as well, that despite the postponement of many holiday plans and consumers’ inability to get out to go swimming, interest in swimwear remains at a high.

Stylight said it's been seeing a consistent growth in swimwear clicks since the end of December and even during the current difficult time, its shoppers aren't shying away from browsing and buying swim fashion. 

Clicks on 1980s-influenced high-leg styles have grown to 380 times higher than 2019. And animal/jungle print swimwear is also proving particularly popular with a tenfold rise in clicks. But pretty pastel shades are going down well too, also seeing a tenfold rise. And detail-wise, up strongly are bikinis and swimsuits featuring bows and anything with frills on it.

And as consumers try to get maximum value out of what they buy, as well as making swim-to-street looks ultra convenient, Stylight is seeing a183% increase in clicks on bikini tops that resemble an actual top, with either short, long or puffed sleeves. 

The top swim brands are BondEye, Luli-Fama, Vitamin A, Frankies Bikinis, Prana, Lovewave, and Montce Swim.