November 16, 2018
Colours play an important role in fashion, which in turn greatly inspire fast fashion retail. However, a strong runway presence does not necessarily equate to a positive retail performance. 2018 saw an array of hues on the runway but which colours translated well to the mass market? To determine which colours from the Spring/Summer 2018 fashion week runways made it to the shelves of retailers, we analysed the volume and styles of new-in SKUs according to trending shades.
Our analysis looked at the volume of newly added SKUs differentiated by four distinct colour trends – Summery Brights, Majectic Regals, Pristine Whites and Soft Pastels. 14 major retailers, such as ASOS, Zara, H&M and Forever 21, carrying over 1,000 global brands to ascertain key colours in the mass market presence from January to June 2018. Best-selling trends and styles that correspond with each colour spectrum were also included to depict a clearer picture of current market demands.
To understand more about the key colour palettes and corresponding trending and declining styles, download our Reviewed: Key Colour Trends from Runway to Retail report for free from our industry reports page.
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