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Sustainability, inclusivity, some top searches in brands: Study

Sustainability, inclusivity and the new sharing economy are among the movements that impacted fashion this year, says fashion search platform Lyst. Personal values are trumping fashion trends. Searches including sustainability-related keywords increased 75 per cent. Sustainable denim and sneakers were the most wanted product categories.

Several major players launched eco-conscious initiatives this year. The way consumers shopped in 2019 reinforced this new sustainable mindset. Luxury resale saw a 225 per cent increase in searches. Rental business became more accessible as brands like Urban Outfitters, American Eagle and Bloomingdale’s introduced the model into their strategies. And as consumers warmed up to responsible fashion, they embraced new notions of gender, diversity and representation. Searches for adaptive fashion rose 80 per cent, while searches for modest fashion increased 80 per cent. There was also a 52 per cent increase in searches for the terms genderless and gender neutral with fashion. Denim brands offered selvedge slim leg jeans, painter pants and work pants for men and women.

Consumers sought out designers and retailers that aligned with their values and in response some of the world’s most powerful brands launched diversity campaigns and programs to promote inclusivity. Gucci and Chanel introduced newly created roles to enhance diversity and inclusion. LVMH signed the UN standards of conduct for business, which fights against discrimination toward LGBT people.