Back to School Is A Battle Between The Trendy And The Affordable
Back to School Is A Battle Between The Trendy And The Affordable
Geo: US April ? June 2022
Current Events Cause Affordability And Trends To Intersect In New Ways
As we experience record inflation and ongoing supply chain shortages continue to raise prices, the world is continuing to re-open, renewing interest in trends that took a backseat
during the pandemic. This report will illustrate that consumers are striking a balance between what their dollar can get them while still actively seeking to be on trend, in areas
like clothing, footwear, consumer electronics, and school supplies.
Clothing Brand Engagement Is More Stratified Than Shoe Brands By Trends
Online Behavior by a US Back to School Retail Audience
As recent trends span multiple disparate aesthetics, clothing brand engagement has stratified, perhaps favoring the larger brands who can more easily put resources towards new, fashion-forward products. However, specific shoes have become trendy in themselves, such as Nike Air Force 1 and Adidas' Yeezy line, condensing engagement into fewer brands.
Engagement With Clothing Brands (%)
1% 2%
1%
1%
Engagement With Shoe Brands (%):
1% 5% 7%
22%
40%
56%
29%
33%
American Eagle Abercromb ie
ASOS The GAP
Zara Urban Outfitters
Shein
Adidas
Nike
Toms
Con verse
Online behavior is measured by page views originating from searches, clicks, & shares of content | Geo: U.S. | Time Frame: April - June 2022
Skechers
Skate Sneakers Are Here To Stay
Online Behavior by a US Back To School Retail Audience
80% 70% 60%
Engagement With Sneaker Styles (%):
Skate shoes enter high fashion, as they are
prominently featured in a Dior show in California
Seizing the trend, many "Best Skate Shoe" lists begin
appearing
50%
40% 30% 20% 10%
Brands like Coach
release skate shoes, while an MSCHF x Tyga skate shoe
collaboration makes waves.
Athletic shoes begin
making notable trends lists, including from publications like
Cosmopolitan
0% April 2022
May 2022
Athletic Sneakers
Skate Sneakers
June 2022
Skate sneakers and athletic sneakers have both emerged as recent fashion trends beyond their original purposes. Skate sneakers have consistently had higher peaks in engagement and appears to be maintaining a higher position than athletic sneakers, revealing the skate sneaker trend's staying power.
Online behavior is measured by page views originating from searches, clicks, & shares of content | Geo: U.S. | Time Frame: April - June 2022
Affordability Is A Key Metric For Buying School Supplies
Online Behavior by a US Back to School Retail Audience
Engagement With School Supply Vendors (%)
6%
61% 32%
Walmart
Target
Staples
Online behavior is measured by page views originating from searches, clicks, & shares of content | Geo: U.S. | Time Frame: April - June 2022
As inflation continues, consumers are looking for the cheapest option
for buying school supplies, as engagement
decreases as product price increases.
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