Over the past 12 months, the term “slow fashion” has been responsible for over 90 million social impressions, suggesting the beginning of a shift in shopping behaviours. Globally, there have been 45% more searches for sustainable womenswear brands than sustainable menswear brands.
Lyst garnered these insights from more than 100 million shoppers that used its platform over the past year, while also tapping fashion rating organization Good on You and Google for data.
Searches for “vegan leather” have increased by 69% year-on-year, averaging 33,100 online monthly searches, while searches for “faux leather” remain constant — this data suggests that customers tend to respond more positively to the keyword “vegan” rather than “faux.” Demand for “eco vegan leather” has also been increasing over the past year, showing that shoppers are becoming conscious of the fact that not all vegan options are environmentally friendly. Meanwhile, searches for leather have decreased by 3.5% year-on-year.
Since November, searches for “organic cotton” have risen by 23%, while “recycled plastic” has seen a 35% rise in interest since January. Demand for Adidas recycled plastic sneakers has been particularly high, resulting in a 305% increase in page views for the brand’s shoes. Fashion searches including the keyword “biodegradable” have also increased 10% since the beginning of the year.
Meanwhile, searches for real fur have slowed down, decreasing 8% year-on-year. Despite what appears to be a decrease in interest for products made with real fur.
By Product Category
While sneakers and denim remain two of the most wanted product categories when it comes to sustainable fashion — growing 142% and 108% respectively year-on-year — trending searches reveal that customers’ interests have been shifting. Search data shows that interest in “repurposed jewellery” has increased 90% year-on-year, while searches for “ethical jewellery” are up 60% over the same period.
Averaging over 1,000 monthly searches, “eco t-shirts” are trending alongside “sustainable activewear,” for which searches are at an all time high, having increased 151% year-on-year. Outerwear is another popular category, 2 out of the most wanted eco-conscious products being coats. Searches for sustainable jackets have increased 41% since November, with “sustainable puffer jacket” and “vegan leather jackets” being the most commonly searched terms on Lyst.
Sustainable swimwear is a fast-growing category: searches are up 65% year-on-year, with demand for environmentally-friendly bikinis and swimsuits mostly coming from Australia, followed by the UK and the US.
Since the beginning of 2020, Lyst has seen a 37% increase in searches for sustainability-related keywords, with the average monthly searches increasing from 27,000 in 2019 to over 32,000 year to date. Over the past three months, searches for “upcycled fashion” have grown 42%. Meanwhile, demand for “second-hand” and “pre-owned” fashion pieces has increased by 45% since November; sneakers, watches and handbags are the most searched for categories alongside those keywords.
Filippa K and its Eden Coat; Nudie Jean and its Grim Tim Dry Denim; Laura Lombardi and its Fede Necklace; , Bassike and its Classic Organic t-shirt; Veja and its Campo Sneakers; Girlflriend Collective and its high rise leggings, Stella McCartney Eclypse Sneakers; Patanoina and its Lone Mountain Parka; and Reformation and its Juliette Dress. These are the most wanted products until march 2020, regarding Good on You rating system.
Fisch, Greg Lauren, By Walid, Mother of Pearl, Ecoalf, Wwake and Maggie Marilyn are the most searched sustainable fashion brands, according this report.
June - August 2019: Prada and Burberry presented capsule collections with garments made at Econyl. After the Prada pieces were unveiled in June, Econyl searches peaked and increased 102%.
November 2019: Buckingham Palace announces that the Queen is no longer wearing authentic fur. In November, following the announcement, visits to the 'faux fur' product page increased 52%. Between 2018 and 2019, searches for the words "ecoleather" increased by 150%.
January 2020: Taylor Swift wears a vintage Chanel jacket on the cover of British Vogue. In January, searches for Chanel vintage jackets increased 74% after the information was released.
January 2020: Jennifer Aniston attends the SAG Awards in a vintage dress. Within 48 hours of her appearance, wearing a Christian Dior vintage dress by John Galliano, searches for vintage dresses increased 40% on Lyst.
February 2020: Meghan Markle carries a Prada canvas bag made from recycled fabrics. The next day, searches for the brand increased 12% on Lyst.
February 2020: Anya Hindmarch presents "I am a plastic bag". It contributed to a 34% increase in brand searches after one month. After the designer's introduction, searches for the keywords "recycled plastic" increased by 27% a week later.
+ info: Enjoy the Report