Here, we examine what the luxury consumer will be wearing next season.
Our Trunkshow data lends insight into what people are pre-ordering, and it has proven to be highly predictive for what will be trending the following season. In fact, we find that items that sell well in Trunkshow sell up to 10x more quantity in our in-season inventory when compared with those that don’t.
Ulla Johnson, Prada, Jacquemus, Zimmermann
RUNWAY (STILL) RULES
Collections that had a runway component drove, on average, 40% more revenue than those that didn’t.
Which SS21 collections will customers be wearing most next season? To find out, we looked into our top-selling Trunkshows, according to gross order value (GOV.) It turns out that Trunkshows that had a runway component—meaning, staged either a live or digitally recorded runway presentation—drove, on average, 40% more revenue than those that didn’t. Also of interest: 70% of our top 10 Trunkshows featured a runway component. That number drops to 65% when you consider shows that ranked in our top 20. Whether it was a totally virtual experience, as was the case for Prada, or a more traditional runway event, as Valentino chose to do this season, customers responded strongly to the imagery and buzz generated from the runway. This suggests the future of the fashion show remains very much alive as a proven formula for driving not merely interest and emotion, but revenue too. The top 10 shows based on GOV included Valentino, Alessandra Rich, Johanna Ortiz, Gabriela Hearst, Zimmermann, Ulla Johnson, Jacquemus, The Row, Prada, and Khaite.