The Evolution of Fashion Trends and Purchases

What Women Want(ed)


What were women buying in 2018?

2018 was a year of revivals: Chunky dad sneakers and animal prints, cropped jeans and the return of the fanny pack. By looking at the shopping data from our 12 million unique monthly visitors, we were able to determine the most popular products and brands of the year, and, in addition, how much money women were willing to spend on fashion.

However you want to call it: Waist bag, bum bag, or belt bag, the fanny pack had a major moment in 2018 with labels from Alexander Wang to River Island putting out their own versions.  

When it comes to bags, women in the UK knew exactly what they wanted in 2018. The year’s most searched-for styles were cross body bags, trendy box bags, and, of course, the resurgence of the fanny pack.

On average, women were spending between £100-200 on their purses. Ted Baker and Coach were the most popular brands among the price-friendly options and for those willing to spend more money, Louis Vuitton was the favourite among luxury labels.

Brit’s are not alone in their obsession with sneaker culture. Across all markets, sneakers of all brands and price ranges have been some of the most sought-after items in 2018. Especially popular this year were the rises in chunky and retro styles. Sneakers from Fila, Nike, adidas, Alexander McQueen, and Balenciaga reigned as brands customers came back to time-and-time again.

On average, women were willing to spend more money on sneakers than bags, further proof that the athletic shoe trend isn’t disappearing any time soon. While the average price women were willing to spend on sneakers was comparable to bags, £100-200, the next most common price range was between £200-300, versus just £50-100 for bags.  

What women wanted 2018 in the UK - on Stylight

Bloggers who embraced the trends

Fashion shoppping on Stylight

Animal print

Animal print, in particular, leopard print, was a growing trend in 2018. Between the first and second half of the year, animal prints saw a 40% increase in search volume. Labels like Rixo, Charlotte Olympia, Max Mara, and Golden Goose all embraced the style and all sold designs incorporating different leopard, snake, and zebra prints on Stylight.

Blogger Alexandra Lapp in a shearling trench coat by Yves Salomon. 

Online shopping: yellow jumpsuit on Stylight

Crossbody bag

The crossbody bag continued to dominate the Stylight UK search bar in 2018. Luxury labels Gucci, Saint Laurent, and Burberry were popular among shoppers. Amid budget-friendly brands, Ted Baker, River Island and Coach proved favorable.

Blogger Caro Daur with a Fendi crossbody bag.

Online Fashion shopping Stylight

Wide leg jeans

The ’70s made an appearance in 2018 with the return of the wide leg jean. London Fashion Week saw editors, bloggers, and celebrities embracing the trend and on Stylight, Raey, Maison Margiela, and Rag & Bone all adopted the wide leg pant.

Blogger Lisa Hahnbueck in wide leg jeans. 

written by:

Kayla Kuefler

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