The color orange is the least liked to wear in the UK
What time do we prefer to buy clothes online? What is the favorite brand of the Spanish? And of the Italians? Do we wait for the sales to acquire our most desired garments? These and many other questions are answered eurofashion , the map made by the fashion search engine Lyst, which has analyzed 50 million searches over a period of six months in 47 countries. “As a result, the study draws a fashion search and purchase profile by country, with some surprises and various curiosities ”, they explain from the company.
Thus, according to Eurofashion, in Spain we like the native product: Balenciaga , a firm founded by Cristóbal Balenciaga in the Basque Country - although it is now part of the luxury conglomerate Kering - is the most sought-after brand. Other countries also idolize the national, such as Belgium, where Dries van Noten slips between the three most sought-after brands, and Denmark, where the Danish have dresses and handbags among their favorite products. ganni . By the way: Balenciaga is also the favorite in places like Germany, Denmark, Slovakia, Holland and Romania.
The Spanish, for their part, have the ray ban sunglasses as its flagship product, while men bet on Balenciaga Triple S sneakers . Of course, if the most sought-after category had to be highlighted, it seems clear: it would be party dresses. Our Portuguese neighbors, on the other hand, are somewhat more specific: their exact search terms are: 'white cocktail dress' -the preferred color also in Spain, followed by red, black and pink-. Belgium also draws attention in this category, because there the most typed are some very specific dresses: wedding dresses.
Dries Van Noten, the favorite of the Belgians
In Italy, meanwhile, fanny packs are the most sought-after item , for both men and women. In France, it's the Gucci Donald Duck sweater for women. In Romania they ask for sneakers, in Albania, ankle boots, and in Georgia, they are unique: nothing more than their star product is a headband-jewel-type accessory from the emerging brand Lelet NY.
WHAT TIME AND FROM WHERE DO WE BUY FASHION ON THE INTERNET?
Us, in Spain, at 22:00 ; the Germans, at 11:00 p.m., and the Germans, at 5:00 p.m. (during office hours!). The English, on Sunday afternoons, and the Ukrainians, before going to work, between seven and eight in the morning.
The tablet is one of the most used devices to make this type of purchase: in Spain and Germany, approximately one in three people use it, while in Poland this number rises to four. However, from Lyst they report that the most used means to carry out transactions in the entire continent is the computer.
Other current European trends? They take the animal print, red shoes and green dresses, and the fetish products of the moment are the Mini Industrial belt by Off-White, followed by the Adidas "Boost 350 v2" sneaker by Adidas. This, by the way, is one of the two most popular brands; the other is Gucci.
65% of Spanish women prefer to buy via mobile
Versace is important, above all, in Eastern European countries: it is the most popular brand in Slovenia, Kazakhstan, Estonia and Slovenia. In Russia another Italian house triumphs: Dolce & Gabbana. In Italy, paradoxically, Off-White prevails. “It is interesting to see that countries with an established fashion industry, such as Italy, are looking for brands like Off-White that have transformed the landscape of contemporary luxury ”, explains Brenda Otero, head of communication at Lyst Spain.
BUT HOW MUCH DO WE SPEND?
**Spain has one of the lowest average order values in Europe (183 euros) **. Nothing comparable to the country that spends the most, Monaco, where the average order is 797 euros! If we distinguish between women and men, the former spend 8% more. In fact, only in six of the 47 countries are the tables turned, as is the case in Italy (277 euros of them compared to 250 of them) .
One last fact: 36% of Spanish consumers wait to buy during the sales, an amount close to that of Hungary or Italy, while in Portugal, for example, this rises to 50%. However, only 25% of Danes buy in this period, a figure similar to that reached in Bulgaria.
The map offers many other data, such as orange is the least loved color in the UK , or that in Azerbaijan the most sought after are high-heeled sandals. Check them out for yourself, and discover others at Eurofashion.