The Leading Categories
Tops and Outerwear were the commanding categories in streetwear, with more than 50% contributions on newness and sell-out, respectively (Chart 3). Although Tops’ new-in contribution was slightly higher than Outerwear (26% vs 25%), the latter category proved to be more popular with sell-out contribution surpassed Tops’ (30% vs 24%).
‘Others’ included categories of Jeans, Shorts, Pants, Jewellery, Swimwear & Beachwear, Jumpsuits & Dungarees and Eyewear.
Over the past year, Tops and Outerwear surpassed all other categories in the majority months with the most newness launched (Chart 4).
It is interesting to note that the main categories in streetwear have launched newness tailing behind the fashion seasonality. On the timeline analysed, the brands peaked over Summer ‘18, with small spikes over Fall ‘18 starting Aug ‘18, leading up to Holiday peak in Nov/Dec ‘18. The next peak was followed by Spring/Summer launch in Feb ‘19.
Casual silhouettes continued to dominate streetwear over the last 12 months, as seen across loose-fit Tees, oversized Sweaters and casual Jackets, and baggy Jeans. However, this is about to change as we observed increasingly tailored and fitted silhouettes down the runways for menswear. The next chapter dived deeper into this shift.