Floral Print to Stay: Although floral prints tend to evolve season after season – from garish, retro florals in 2018 to bold florals in 2019, the print remains a success and continues to have its pull. The brands’ constant injection of newness in this print coupled with the high adoption amongst racegoers further prove that the print is a must-have for the racing season.
The recent trend on feminine silhouettes such as puffy sleeves, midi length dresses and romantic ruffles, as well as girlish hair accessories also helped amplify its popularity, making this combination a key style that will influence the wedding season. Also, as the races in the United Kingdom are more stringent with the dress codes, the feminine silhouette seen in the newness will continue to shape the racewear trends in 2020, but in a more conservative style.
Importance of Fashion Colours: While the monochromatic black and white will always remain as the main core colours in apparel, fashion colours showed of bigger importance to get right during the spring races. For instance, the lack of red offerings as depicted in Chart 3 proved to be a huge missed opportunity for the brands. Furthermore, Royal Ascot that took place during mid year has definitely influenced the popularity of certain colours such as icy blue, pink and red, which would point towards consumers’ demand.
Next Steps for Brands
Balancing the Art and Science of Fashion: The trends from the runway, and street styles from Instagram, have proven to be good indicators of what would be trending for the races. Furthermore, there is opportunity for local Australian brands thanks to the 6-month seasonal gap Australian labels have compared to the Northern Hemisphere brands.
The success seen with the recent trending silhouette, puffy sleeves, which was huge not only on social media but also across fast fashion retailers, was reflected similarly in Australia. Trending fashion colours from the runways that have proven to be successful will also help brands understand how colours and trends perform over time.
Make Informed Decision-Making: Relying solely on runway trends would be risky when it comes to commercial interpretation. With data-backed trend analytics, brands would have a higher rate of success and efficiency, as well as a guided direction, provided that monitoring and tracking is done diligently.
As spring racing is a key event on the yearly calendar, brands should monitor recurring success from their bestsellers and update them for new collections with trending prints, silhouettes and colours of the season to drive commercialism.