The most loved accessory in Europe? The sneakers all beat and together with Gucci they put men and women together. This is what emerges from Eurofashion, the analysis of the most popular brands and products in Europe developed by Lyst, a leading search engine in the fashion world, which maps clothing and accessories searches from North to South. In addition to the sneakers, the fashion addicts of the Old Continent are in second place in the boots, product categories most sought after online in the last six months both by him and by her. Gucci, on the other hand, is the most sought-after brand in most European countries.
To design the Eurofashion maps, Lyst has analyzed the behavior and buying habits thanks to the database of over 50 million visits in 47 countries over the last six months on the platform, which allows you to browse through over 12,000 virtual boutiques and e-commerce sites. The study shows that most countries seek luxury brands. In Germany and the Netherlands, Balenciaga is the most desired brand. In Belgium and Spain, it is Dolce & Gabbana while in England and Luxembourg Gucci is the number one brand.
The Italians, on the other hand, search for and buy more Off-White signed items. Meanwhile, French and Portuguese prefer sports brands like Nike and Adidas. Belgium is instead the only European country in which a local designer has arrived among the top three: Dries Van Noten. In almost all European countries women spend more than men. Only in Italy do Italian men spend an average of $ 307 over a six-month period, while the average amount for women is $ 226. Monaco beats everyone when it comes to spending power: women spend an average of $ 900 on their purchase on Lyst.
The digital age has also canceled the classic sales period twice a year: today it is possible to buy discounted items all year round on most e-commerce businesses. Sweden, Norway, France and Germany are at the bottom of the list with less than 20% of the purchases on sale. Greece and Portugal are the real bargain hunters, with percentages above 50%. In Italy, 22% of purchases made in the last six months were on sale.
As for colors, users in most European countries opt for neutrals. White and black are placed almost everywhere in the first two colors in the standings. If black is still the number one, the Swiss people put metallic, nude and pink shades before white. In Spain and France, red has taken second place, white stands as the number one in Spain and black is the absolute favorite of France.
“The results of the first edition of the Eurofashion report reveal a new face of the old continent – comments Francesco Girone, Head of Marketing and Communication Italy of Lyst -. It is interesting to see how nations with the most deeply rooted fashion tradition prefer contemporary brands and move towards new frontiers, breaking the classic idea of fashion. In Italy, for example, the most sought-after brand is Off-White. This report allows us to understand what users are searching for and buying in different countries and to analyze similarities and differences “.