Fashion brands should capitalise on the opportunities around real-time advertising according to eBay Advertising, which today released data that found London Fashion Week and Prince George’s first royal tour impacted consumer buying trends.
EBay recorded a 50 per cent spike in searches for ‘plaid’ after plaid fabrics dominated the catwalks at London Fashion Week this February, and Prince George’s first royal tour also had shoppers heading online in droves. Searches for dungarees in eBay’s Baby category shot up by 20 per cent after the prince was photographed wearing a pair in New Zealand in April.
Extremes of weather also impacted on fashion brands; searches for ‘onesie’ jumped by 113 per cent increase compared with previous years during the coldest March since 1962. And it wasn’t just the young jumping on this trend - almost half a million of these searches were by people over the age of 45.
Phuong Nguyen, Director of eBay Advertising in the UK, commented: “The internet age has totally transformed the fashion industry. A deep understanding of the latest consumer trends and external triggers, as well as the ability to flex campaigns in real time offers clothes and accessories brands huge opportunities throughout the year.”
“In what is an increasingly competitive market, this can give the right brands a point of differentiation and grow their market share. With more and more outlandish outfits on The X Factor, an apparent cold snap on its way and another royal baby in the offing, there isn’t a shortage of opportunities for brands over the next six months.”
Celebrity endorsement, high-profile fashion events and weather also impacted on consumer buying trends.