2011: The Fashion Year in Data
With the developments in the fashion world there’s barely been time to catch breath in the past twelve months. It’s easy to get side tracked in a year which saw Kanye West launch himself as womenswear designer, po-faced Stella McCartney set to cameo in a re-release of Ab Fab and the stars of TOWIE, the UK equivalent of Jersey Shore, gracing the pages of Vogue.
That’s why we’ve compiled our global overview of the ten key happenings you should have had on your radar. Analysing the data we’ve gathered across the year, we apply our stats to 2011’s most newsworthy events. It’s been good, and here’s to an even bigger 2012!
1: Digital Marketing of the Year
Burberry’s marketing team should be giving themselves a pat on the back this December, for what a year it has been! Their SS12 collection hailed a turning point in fashion’s evolution. With the first ever Tweetwalk, live streaming and ability to buy from the collection immediately after the show, this really is the future of the industry. Kudos to Burberry for getting there first.
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2: Who got social?
The true importance of brands having presence on social networking sites took hold in 2011. As everyone scrabbled to up their followers, it was ASOS who saw the biggest percentage increase at an impressive 73.72%. Their very active online presence is added to through their comprehensive blogs, live styling sessions and product sharing functions.
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3: Top Trend of 2011
Although the sleek lines of sports-luxe tried their best to sway public opinion, 2011’s most talked-about trend globally was vintage. The archives of the 40s and 50s were plundered by the likes of Richard Nicoll, Jonathan Saunders and Miu Miu, but the 30s, 60s and 70s all had a moment too. A retrospective year thematically, yet technological progress was made with fabrics and print.
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4: The Wedding, that dress
No 2011 recap would be complete without a nod to Kate Middleton. The wedding which saw interest in the Royal family rocket, and the dress which cemented Sarah Burtons figurehead at Alexander McQueen. Kate’s Midas touch lasted all year, with everything she was seen in publicly going on to sell out globally and it’s no coincidence that the heritage trend has sold incredibly well for AW 11/12.
5: 2011's label
Chanel scoop the most talked-about brand of 2011. The ambitious staging of the SS12 collection, complete with performance from Florence Welch, drew rave reviews. Chanel really know how to combine celeb culture and branding. But their true triumph? The enigma that is Karl Lagerfeld. Love him or loathe him, this man sells.
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6: The British Highstreet goes international
Having already made it over to the US, this year saw Topshop spread its wings further, with stores opening in Sydney and Melbourne. ASOS, too, took to the seas, their focus on international growth took on huge proportions. All of this at a time when the British highstreet has seen a decline - Sir Philip Green announced in November a 40% drop in sales, with 250 stores from his retail conglomerate set to close.
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7: The Ultimate Collaboration
A masterclass in global hype, H&M and Versace proved themselves a match made in heaven when their November collaboration released. Selling out in minutes, bringing the website down and seeing thousands of people queuing to get into stores worldwide, the duo enjoyed the sweet smell of success. Using social media and celebrity endoresment to their advantage, the pairing collectively scored more then 280,000 new opt-in followers during the run up to the collection’s release.
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8: High-tech to highstreet
This year saw couture precision crossing over to the highstreet, when New Look and Bodymetrics teamed up to help customers find the ultimate-fit jeans. With the state of the art body scanning technology, the service takes 100 measurements within 7 seconds. The customer database generated will also be an invaluable tool to New Look. Clever stuff.
9: Designer Dramas
Clothes haven’t always taken centre stage in 2011’s fashion press. Far from it in fact. This year saw the scandal that was John Galliano’s public outburst, and conversely perhaps, saw his online following soar. In turn, Marc Jacobs was rumoured to be stepping into his shoes at Dior, which landed Jacobs’ SS12 offering to the most-talked about collection of NYFW despite being critically panned. Meanwhile Raf Simons kept schtum at Jil Sander despite the maelstrom, but looks to be a likely contender for the role.
10: The 'How was that a trend' Trend
The ‘what were we thinking’ moment of the year doesn’t go to the banana earrings, nor to Anna Dello Russo’s cherry hatted outing, but instead to the least flattering shoe known to (wo)man, the flatform. With all the masculine styling of the brogue, and none of its practicalities, the raised soled shoe seemed to strike a sartorial chord with a few too many bloggers this year. With the Prada originals selling out before they’d hit the shops, a whole array of lookalikes was spawned, and at every price level. Here’s hoping they don’t survive the Winter.
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About EDITD
EDITD connects fashion, luxury and apparel people with the data they need to make better decisions.
EDITD is a cloud-based social, commercial and factual observation instrument, giving businesses the ability to quickly understand trends and market dynamics, both historically and in real time. Far beyond inspiration, EDITD is factual information; essential for how the fashion industry is evolving.
