Australian fashion: a year in review

Internet Retailing

20th Dec 2017

The Iconic has for the first time released data on its most frequently purchased items and other trends and insights from 2017.

With 150 new brands on the site and more than 25,000 new products, 2017 has been a big year for the online fashion retailer, according to newly appointed board director, Donna Player.

“[This] has been a huge year for The Iconic and our product assortment has never been stronger with over 800 local and international brands, and 50,000 products available on site,” Player said.

“Our ‘Year in Fashion’ data highlights the best of fashion and activewear from the year that was – from key trends and shopping habits to fashion revivals and favourite brands that Australians can’t get enough of, as told by The Iconic.

“We’ve loved every minute of 2017 and can’t wait for what’s to come in 2018.”

According to data, this year saw a 90s resurgence, with the most popular t-shirts coming from old school brands, Tommy Hilfiger and Ralph Lauren. At the same time, newer trends, such as activewear, are still going strong. Nike was the most searched term on The Iconic.

The five best-selling brands were Staple Superior, Nike, Burton, Academy Brand and H-WOOD. However, the item that flew off the shelf the fastest was the men’s Adidas Ultra Boost.

For women, the most popular local designers of the year, besides The Iconic’s private label brands, Atmos and SPURR, were Forcast, then Assembly Label. The most popular international designers besides Nike were Dorothy Perkins, then MNG. The most searched for item was ‘slides’.

For men, the most popular local designer – besides The Iconic’s private labels Staple Superior and H-WOOD – was Academy Brand. The most popular international designers – besides Nike and Adidas – were Burton, then Superdry.

Cheap Monday was the most popular jean brand, with slim leg, followed by skinny leg being the most popular styles. The most popular wish list item was the Adidas Originals California Tee.

In fact, one in five customers bought an Adidas Originals item from The Iconic in 2017. Three of the five best-selling unisex items were Adidas Originals, and 45,678 Adidas Original Stan Smith shoes were sold during the year.