Colours with the Most Newness
The total newly added SKUs in the Fall/Winter 2019 Pantone colours totalled 9,077 items across the 10 e-tailers analysed. Fashion seasonal colours dominated the newness in volume (55%), which was led by Lush Nature (32%) and Fearless Brights (14%). However, The Classics on its own commanded almost half of the newness (45%), with Vanilla Custard and Paloma taking the lead in the new-in SKUs for core colours.
The key seasonal colours started to increase in August (Chart 1) to gear up for Fall, with the highest peak seen mostly in September, especially across the Lush Nature palette. While most of the colours started to show a downward trend starting October, Biking Red from the Sweet Flame palette continued to rise further in October. All colours experienced a dip in November before rising again towards the end of the season.
The reds, which were represented by Chili Pepper and Biking Red, were the most aggressively stocked colours by retailers throughout the season, followed by the solid brown, Rocky Road. The forest green shade, Eden was also another popular colour among the retailers.
Meanwhile, retailers were not reacting to the bright and warm shades from the Fearless Brights and Sweet Flame palettes. These shades showed a downward trend and were stocked at a low quantity, as they are less synonymous with fall or winter colour palettes.