FW21 Trends Spotlight: Europe vs US
The FW21 fashion trends analysis reveals significant regional variances between the US and European markets. While key trends like red, velvet, and checked prints display consistency in popularity across both regions, some trends, such as fleece and polka dots, show divergent behaviors. The US market displays a growing inclination toward bold, statement colors like yellow and red, whereas Europe demonstrates a more conservative trajectory with muted tones such as pastel pink and light blue. Brands can capitalize on these insights by adapting their collections to meet the distinct demands of both regions, ensuring relevance and market appeal.
Report Extract
Key Takeaways
Color Trends
- Yellow: The cheerful hue will see a 9% rise in the US by Winter 2021, driven by mainstream, trendy, and edgy consumers, while Europe will see a slight 2% decrease, reflecting its more subdued color preferences.
- Pastel Pink: While it will remain stable in Europe, it is expected to drop by 6% in the US, indicating that its appeal is waning, especially among younger and edgy consumers.
- Red: Universally embraced, red emerges as one of the strongest color trends for FW21, with steady demand in both regions across all consumer segments.
Garments and Silhouettes
- Mini Skirt: A breakout silhouette, the mini skirt enjoys massive popularity across both geographies, with flat growth predicted in both regions and a broad appeal across all consumer segments.
- Cardigans: This knitwear staple is making a resurgence in Europe with a 14% increase, positioning it as a fashion bet for the region. In the US, growth is more modest (4%), but it remains a safe bet for winter collections.
- Puffer Jackets: Despite stable behavior in Europe, the US market predicts a 9% growth, signaling continued enthusiasm for this outerwear staple, particularly among mainstream and edgy consumers.
Material Trends
- Fleece: An integral fabric of the "gorpcore" movement, fleece is seeing declining popularity in Europe (23% decrease), marking it as a last call trend. However, in the US, it remains a safe bet despite a modest 8% decrease.
- Fur and Velvet: Luxurious fabrics such as fur and velvet retain their relevance, with steady behavior across both regions, appealing to all three consumer segments (mainstream, trendy, and edgy).
Patterns and Prints
- Polka Dots: Although seen on major runways, polka dots are expected to see a significant 10% decline in Europe, making it a last call trend, whereas the US will experience a smaller decline of 4%, making it a safe bet for Winter 2021 collections.
- Checked Prints and Stripes: Both classic patterns will remain flat in both regions, maintaining their status as safe bets for FW21 collections. They appeal to all consumer segments, ensuring a wide market adoption.
- Leopard Print: Although it shows a slight decline of 7% in Europe and 10% in the US, it remains a safe bet in both markets thanks to its broad appeal, particularly among trendy and edgy consumers.
By understanding these regional differences, brands can tailor their collections more effectively, ensuring they resonate with both the European and American markets during the FW21 season.
Other useful resources:
- FW 21 - Fashion review
- Sneakers the new it bags for luxury
- Mango : Forecasting social media
What brands think about our report
"Thank you for the follow up and sending it to me! This was really interesting and insightful"
- Jessica Rhoads, Anthropologie
"I appreciated the diversity of themes, but how each theme had cohesion ("Blooming Nature" and "Sleek Futurism" were two I hadn't seen yet)"
- Charles Wilson, New Balance
