Statement dresses and sparkle are trending says BFC and Clearpay report

By

Nigel TAYLOR

Published
Jul 27, 2021

Fashion is currently all about embracing a ‘Roaring 20s’ scenario and investing in a Bounce-back Wardrobe’ staples. Also expect an interest in sparkle and rising make-up sales.

That’s the shift in direction UK consumers are taking, according to a jointly commissioned ‘State of Retail Report’ by the British Fashion Council (BFC) and buy now pay later service Clearpay.

Highlighting the outlook for fashion and beauty in the run-up to ‘Freedom Day’ last week, the data reflects Clearpay customer purchases. Those ‘bounce-back wardrobe’ staples include outfits for “garden parties and beyond”, with the top five dress silhouettes led by ‘Babydoll’ followed by ‘Chiffon’, ‘Tiered’, ‘Floral’ and ‘Frill’.

Meanwhile, the top three prints have been about “making a statement” and include bright, bold and graphic led by ‘Beaded', followed by ‘Rainbow’, and ‘Logo/script’.

Women spent, on average, £200 between April-June 2021, a 21% increase on the £165 average during the same period in 2020. Meanwhile, men spent £175 during the same period, an increase from the £160 a year ago.

Also, the average basket size from April-June increased from 3.7 items per order a year ago, to four items per order this time.

The report also said sales of lipstick nearly doubled between April-June vs the year-ago period. Over the same timescale, sales of eyeshadow increased by 20%.

Clearpay’s Fashion and Beauty Psychologist, Shakaila Forbes-Bell, said: “After a year of being at home, ‘loungewear fatigue’ set in and consumers started to opt for bolder, more dressed up looks. 

“Studies have shown that outlandish dressing carries a type of tension-release dimension because these styles can trigger a form of escapism, helping you to step outside of the mundane daily routines that make up pandemic living”. 

She added: “Similarly, when you put more effort into your outfit and wear something that speaks to your personal tastes or holds sentimental value you’re inadvertently engaging in ‘dopamine dressing’.

Based on the data, Clearpay’s Trend Futurist, Geraldine Wharry, is now predicting a season of sparkles in the coming months: “2021 is going to be the year of celebration with glitz and glam. From micro-sequins to clear beads, everyone is going to seek to express joy and hope. Expect to see glitter in our beauty products too”. 

That’s particularly interesting given that evidence from retailers showed sequins were much les sin demand last year.

Along with the glitter, she also expects bright colours, such as oranges, pinks, and reds, to enter Britons’ wardrobes. 

“After a long lockdown and gloomy winter, brands are going to start introducing colours that express hope, optimism, and innovation to shoppers. Gen Z is certain to be at the forefront of this initiative, as they’re poised to be the fashion innovators of the future”, she added.