Wimbledon ‘wags’ set to drive real-time shopping trends

Wimbledon ‘wags’ and celebrity spectators are set to drive real-time shopping trends over the coming fortnight, according to a survey commissioned by eBay Advertising.

This found that searches for ‘crochet dress’ on the auction site spiked by 37 per cent after Kim Murray happened to wear one to the 2013 final to view her husband, a pattern repeated by Jelena Djokovic’s choice of attire when a corresponding 39 per cent jump in ‘striped dress’ searches was observed.

Other insights include a peak of 100 searches per hour for ‘Reiss’ coinciding with another public appearance by Kim Murray wearing one of the label’s dresses last year whilst searches for ‘black slip dress’ shot up by 59 per cent on the day Victoria Beckham turned up to the 2013 final.

Phuong Nguyen, director, eBay Advertising UK, said: “As the nation is gripped by events on court in SW19, nimble marketers have scope to tap into real time trends driven by the fashion choices on display in the stands. But speed alone is not enough; marketers need observed behavioural insights to target precisely.”

Traditional tennis brands such as Lacoste and Fred Perry look set to be the big winners from the event however, with searches for both brands peaking over the middle weekend of the tournament.

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