Global fashion shopping platform Lyst and digital fashion house The Fabricant release today the Digital Fashion Report, a window into the future of fashion. Over the past year, brands have experimented with radical technologies while the way fashion is consumed has seen a complete overhaul. The Digital Fashion Report reveals how digital has disrupted fashion lovers’ habits and what the future fashion shopper will look like.
Video games are fashion’s new playground
From bespoke video games to in-game collections these are the key virtual fashion moments that influenced shoppers’ searches IRL.
● Balenciaga’s Fall/Winter 2021 collection in the form of a video game – “Afterworld: The Age of Tomorrow”- caused a 41% increase in searches for the brand within 48hrs following its launch, while social media mentions surpassed 130,000 in December. Similarly, Burberry’s “B Surf” game, launched in July 2020, triggered a 32% rise in searches for the brand’s TB Monogram collection.
● Gucci’s collaboration with The Sims 4 players for an in-game recreation of the Off The Grid collection resulted in an 82% rise in searches for the physical designs, days after its release in October. Meanwhile, searches for Polish label MISBHV spiked 233% in January 2021, weeks after the brand’s designs officially appeared in Grand Theft Auto. Moreover, Marc Jacobs’ designs in Animal Crossing: New Horizons (May 2020) influenced a 47% month-on-month increase in searches for the brand’s IRL products on Lyst.
The top 5 virtual influencers and their hottest picks
● Lil Miquela (3M followers on Instagram) is the most powerful virtual influencer according to Lyst x The Fabricant’s report. Her recent cover in the digital magazine Euphoria has sent searches for the Moncler x Rick Owens Tonopah puffer jacket rising 43% in December.
● Digital supermodel Shudu Gram (215k followers) takes the 2nd spot. Her campaign for Ferragamo’s Viva Bow bag in November has contributed to a 29% increase in searches for the brand that month. Imma Gram (332k followers), Ruby Gloom (79k followers) and Noonoouri (371k followers) close the ranking.
Digi-Sapiens are shaking up fashion
Combining Lyst shopping data with The Fabricant’s customer profiling we’ve dug into the persona of the future fashion shopper, highlighting the characteristics that influence their purchase decisions.
Digi-Sapiens are the next-gen fashion lovers – they’ve grown up in the digital era and dress up their digital selves to hang out on digital platforms. From gender-neutral and conscious clothing to fashion as activism, they value self-expression, diversity, and inclusivity. Digi-Sapiens number around 3.5 billion individuals globally, with more than 55% of the total purchasing power.
Looking forward: Into the future of fashion tech
On emerging technologies – “I’m personally really enthusiastic about 3D printing and micro-fabrication. These couple really well with virtual technologies, using the same scanning technologies, but using them to create custom made and custom fitted items. Imagine having clothes that are made specifically for you and your tastes. We spend a lot of time on the technology, but it always comes back to making it work for each fashion lover as an individual, and matching them with something that scratches their own fashion itch.” Lucas McGregor, Chief Technology Officer at Lyst
On digital fashion – “From The Fabricant’s perspective, we are building our business for a future where physical fashion becomes utilitarian in order to preserve natural resources, but the digital environment is where we will let our fashion imaginations run wild. In a non-physical world where all things are possible, we can boldly express ourselves without limitations or boundaries. We imagine digital fashion will transition seamlessly into the physical world, where others can see your alternative digital fashion identity as you walk down the street, through the means of a digitally connected device.” Michaela Larosse, Head of Content & Strategy at The Fabricant
If you would like to reference any information from The Digital Fashion Report please make sure to credit global fashion shopping platform Lyst and include a link to the source report: https://www.lyst.com/data/digital-fashion-report
The Digital Fashion Report combines quantitative data — including Lyst’s sales and search metrics from over 100 million annual shoppers, Google data, social media tracking and press coverage generated over the past 12 months — with qualitative insights, obtained through short interviews and feedback from industry experts at Lyst and The Fabricant.
Lyst is the definitive fashion shopping platform and app, used by over 100 million shoppers each year to find the items they love and decide what to buy. More than 8 million products can be accessed through Lyst’s single search bar and app, offering shoppers convenience and unparalleled choice. From emerging trends to worldwide fashion movements, Lyst is a unique source of global fashion intelligence.
About The Fabricant
The Fabricant is a digital fashion house and industry leader in the new sector of 3D digital fashion that is disrupting the existing fashion system. Unconstrained by the boundaries of the physical realm, it creates innovative 3D couture and digital fashion narratives of endless possibility. Its mission is to take the fashion industry towards a digital-only existence. Its client list continues to grow and its collaborations with leading brands include: Tommy Hilfiger, Vogue Singapore, Off White, Peak Performance, Puma, Napapijri, BAPE, Under Armour and IT Hong Kong.
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