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Dressing for America: See How the Democrats and Republicans Use Fashion to Advance Their Agendas

With the nominees for both parties officially selected, the Clinton-Trump general election will now begin in full force. How did the style choices from the conventions stack up? And how did potential voters respond on social media?

Democratic National Convention

On the opening day, First Lady Michelle Obama spoke to the convention wearing an understated cobalt dress by Christian Sirano, which showed up in three of the top five posts for the convention. When Hillary Clinton accepted her party’s nomination, she wore a tailored white suit with a white crew neck underneath, but it has not yet been revealed who designed her outfit. Commenters speculated at the possible significance of Hillary’s color choice, noting that white was one of the colors of the suffragist movement and that Geraldine Ferraro, the first female candidate for vice president, also wore white at her convention acceptance speech. What we do know that Anna Wintour has been providing fashion advice to the candidate.

Republican National Convention

Male politicians don’t usually face much scrutiny for their fashion choices, though Donald Trump has gotten some flak for manufacturing his clothing lines overseas. Instead, the majority of the fashion conversations during the election have revolved around what Trump’s wife and daughters chose to wear. Ivanka Trump elected to wear a dress from her own signature line, the Ivanka Trump Collection, which is sold at Macy’s and Nordstrom. She tweeted a link to her look after the speech and the $138 dress sold out within hours. Meanwhile, Melania Trump, a former fashion model, wore a form-fitting white Roksanda dress, which retails for $2,200. Her dress also sold out shortly after her appearance and engagement for Roksanda jumped by 60% from the previous week.

So, which party had better style?

Both parties favored red, white, and blue in their style choices, with the Democrats opting for a more understated approach and the Republicans taking more fashion risks. At the Democratic National Convention, Ohio Representative Joyce Beatty wore the same Roksanda dress as Melania, which she waved off as a coincidence, but commenters speculated might be a jab at Melania’s plagiarism troubles. Unsurprisingly, party allegiance dictated opinions on who wore it better.

Political Influencers: Celebrity influencers leaned heavily Democratic with Demi Lovato, Emma Roberts, Lena Dunham, and Chloe Grace Moritz all coming out in support of Hillary Clinton on social media. Lovato and Roberts posted images of themselves wearing “HRC” shirts, while Dunham and Moritz shared photos of creative nail art.

The Dems definitely won on social. Hillary’s campaign hashtags performed very well during the convention: #strongertogether garnered 1,051,792 social actions and #imwithher amassed 981,672, meanwhile #makeamericagreatagain only picked up 226,520 engagements during the Republican event.

"#strongertogether garnered 1 million social actions during the convention, while #makeamericagreatagain only picked up 200k"

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Social media is becoming increasingly important in the political process and what a politician wears can give voters an insight into their mindset. Influencers can drive engagement, but it remains to be seen how social will translate into votes.

If the presentations over the past month are any indication, the average man is open to more gender-blurring in his wardrobe. Menswear for Spring/Summer 2017 continued the gender fluidity trend with a particular emphasis on questioning norms of beauty—for men and women.

Moto Guo made a mark in Milan by sending models down the runway with visible acne. In Paris, avant-guard designer Demna Gvasalia staged Balenciaga’s first-ever menswear show and presented Vetements’s innovative collection made up entirely of other brands including Levi’s, Dr. Martens, and Reebok. In London, Topman’s SS17 collection mixed high and low with luxe athleisure and statement slogans. New York Fashion Week: Men’s closed out the month with its third annual edition and an eclectic mix of emerging and independent designers.

top trends:

Oversized garments took center stage at the menswear presentations for Spring/Summer 2017 with several designers playing with unexpected proportions and roomy tailoring. The Demna Gvasalia crew garnered a lot of attention with the first-ever Balenciaga menswear show, which featured ample silhouettes and boxy shoulders. Bomber jackets proved to be as much of a hit for men as they have been for women: of the brands that showed menswear this season six of the top ten brands by social engagement featured this style, including Armani, Louis Vuitton, and Coach. Backpacker-inspired looks were an unexpected trend with Gucci, Givenchy, and Prada all driving engagement on imagery of highly functional packs.

“Backpacks rank #1 in search among men’s bags silhouettes with a growth rate of 21% compared to last year.”

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top brands:

Presentations for Spring/Summer 2017 transcended gender and geography. The top brands mixed male and female models on the runway, while a few houses showed in multiple cities or skipped the runway entirely.

In New York, Tommy Hilfiger and Michael Kors both opted for salon-style presentations instead of the traditional runway show. Alexander McQueen presented a series of intimate portraits as an alternative to the catwalk, which resonated on social media. McQueen topped the social stream during London Fashion Week owning six of the top ten brand posts.

Coach celebrated their 75th anniversary by collaborating with Disney, introducing a limited-edition collection starring Mickey Mouse in both London and New York.

“The CoachxDisney collaboration drove Coach’s social actions per post up by 72% compared to the same period last year.”

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Images of Alessandro Michele performed well for Gucci and images of Maria Grazia Chiuri did well for Valentino (a boost she will now bring to Dior), but actors, and increasingly athletes, had more clout than even the top designers.

top influencers at pitti uomo:

A discussion of menswear would be incomplete without mentioning Pitti Uomo. This edition of the bi-annual trade show featured 1,219 brands, but some of the most important fashion moments happened outside of the event, as major street style influencers took over Florence. Italian Instagramers Mariano Di Vaio and Andrea Melchiorre led the pack, but Malaysian blogger Wak Doyok was an unexpected upstart with social actions on #pittiuomo comparable to The New York Times.

athlete influencers:

Athletes are the new power influencers in menswear. Snowboarder Shaun White was appointed as an official ambassador for New York Fashion Week: Men’s by the CFDA, while Victor Cruz and Dahntay Jones drove engagement for Louis Vuitton and Moncler. Dwyane Wade was the biggest athlete influencer for SS17 lending his name to Dior, Givenchy, and Balmain. An image of Wade and Olivier Rousteing posted by Balmain garnered 20.1k likes, while the same image posted by Wade amassed 58.7k, speaking to the power of an influencer to drive more engagement than the brand itself.

The overlap between sports and fashion wasn’t limited to influencers—major athletic brands have a presence on the runway too. Reebok’s logo was emblazoned on the back of sweaters and windbreakers at N.Hoolywood’s presentation and Adidas announced during Paris Fashion Week: Men’s that they would renew their collaboration with Kolor. Tim Coppens had a few models wearing Under Armour compression shirts and sunglasses, logical since Coppens was recently appointed as the executive creative director for the brand’s premium collection. Designers have graduated from riffing on athletics, to bringing actual workout gear onto the runway. High-performance fabrics and styles are making their way into menswear (and womenswear) collections.

Check out our Athleisure Report for an in-depth analysis of this trend.

The Fall 2016 couture collections had a distinctly dreamy tone with old-world techniques from the metiers de la mode, including lace, floral embellishments, and fine embroidery work, defining the looks for the season.

Chanel took this focus quite literally, transporting the atelier staff (along with their tools, sewing machines, cutting tables, and dummies) to the Grand Palais as the backdrop for their runway show. Meanwhile, Fendi staged an elaborate presentation in Rome that had models walking on water at the Trevi Fountain, and Dolce & Gabbana closed out the week with an explosive fireworks display over the Bay of Naples.

which brands resonated with consumers?

Chanel garnered the most attention on social media during Couture Week with help from brand ambassador Willow Smith and blogger Chiara Ferragni (The Blonde Salad). Ferragni drove the most engagement for Chanel with three of the top ten posts mentioning the brand coming from Ferragni, resulting in over 200,000 social actions. Dior was helped by brand ambassador Bella Hadid, whose black beaded look consistently showed up among the top posts for #couture. Fendi made a big splash with their Trevi Fountain presentation and got a boost from show opener, Kendall Jenner. Detail images highlighting the craftsmanship of couture helped to drive engagement across all brands.

who were the top influencers?

Bella Hadid walked for Dior, as well as Atelier Versace, Alexandre Vauthier, Givenchy, and Fendi, and picked up an average of 202,000 social actions per post during Couture Week, which was 19% more than her usual posts. Sara Sempaio and Chiara Ferragni (The Blonde Salad) came in second and third, with Sempaio driving engagement for Alberta Ferretti and Ferragni giving Chanel a boost.

which trends had traction?

Elegant beading is a staple in couture, but several collections took this detail to the max. Last season no beaded looks ranked in the top ten for social engagement, while this year four of the top ten posts featured beads. It didn’t hurt that model MVP Bella Hadid wore this look for Dior, Givenchy, and Vauthier, while brands like Dolce & Gabbana and Chanel saw high social actions coming from detail shots.

Instagrammers also loved the ethereal mood, which came across in gossamer fabrics and pale color palettes from Valentino and Giambattista Valli. The off-the-shoulder trend that has been sweeping mass market got an elegant update for couture with a single shoulder left bare by brands including Elie Saab and Versace.

"#couture generated 4 million social actions for Fall 2016 from influencers that Trendalytics monitors, up 46% since last year."

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trending topic: #runwayforall

One of the biggest trends during Couture Week transcended the clothes. The hashtag #runwayforall questions the lack of diversity on the catwalk and highlights models who are redefining industry standards. Models Estelle Chen and Winnie Harlow both drove a high level of engagement on this topic with the top Instagram post about Chen gathering over 300,000 social actions—even more than Chanel’s top posts.

how did the top brands stack up during Couture Week?

Chanel led the pack on social media during Couture Week and Instagram continued to dominate as the fashion world’s platform of choice. Post engagement increased for all brands compared to the same period last year, with Fendi moving up to take the third place spot from Valentino, and Givenchy falling from fourth to seventh place in post engagement. For Trendalytics users, click to see the interactive trend page for COUTURE. To learn more about surfacing the trends, brands, and influencers that drove social actions during Couture Week, LOGIN to Trendalytics or REQUEST DEMO.

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Image via alaraby.co.uk

Pokémon Go 101: How to Launch a Pokémon Strategy in the Next 24 Hours

The ‘90s phenomenon is making a serious comeback with an augmented reality app that already has 65 million users in the U.S. alone. Across the world, players are capturing, training, and battling virtual Pokémon utilizing the GPS and camera on their mobile devices. Although the game is free to play, in-app purchases are driving an estimated $1.6 million in daily revenue. How can brands cash in on this trend? Lure customers into your retail locations—literally. Typically, the best way to find Pokémon is to wander around until you encounter one in the wild. But given that searching comes with its own risks (we’ve heard stories ranging from sunburns to car accidents) many users prefer to post up at PokéStops and wait for Pokémon to come to them. For a small fee, you can buy a “lure module,” which will pull Pokémon to your location. For businesses this is a no-brainer. Yelp has already added a search filter that sorts by “Pokéstop Nearby” and it is clear that if you bring Pokémon to you, the foot traffic will follow. Up your game by inviting users to stop by and then keeping them in-store with hyper-targeted discounts and deals.

Blue squares designate Pokéstops, the stops with pink confetti have active lures:

Image via Business Insider

Think partnerships. Niantic, the software company that made Pokémon Go, has hinted that sponsored partnerships are on the horizon. Already there are whispers of a deal with McDonald’s in Asia, which will make every McD’s restaurant in one yet-to-be-revealed country a PokéStop. The app’s explosive popularity, and appeal across all ages and genders, means that partnership opportunities could be limitless. Get ahead of this trend and surface opportunities with Niantic and other technology partners.

A massive crowd gathers at the Santa Monica Pier to play Pokemon Go:

Image via NBC Los Angeles

So, is Pokémon Go a temporary explosion of ‘90s nostalgia or the beginning of a much bigger AR trend? Probably both. This app breaks the wall between tech and real-world experiences, driving people to new experiences and offering brands new opportunities. Take this chance to assess how your own brand could be more tech savvy—and hop on the Pokémon trend while it lasts.

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The Athleisure Movement: From Fad to Forever

In November 2015, Merriam Webster added the term "athleisure" to the dictionary, defining it as "casual clothing ... designed to be worn both for exercising and for doing (almost) everything else." Athleisure has grown into a $270 billion market and is predicted to grow an additional 23% in the next 10 years. It is no longer just a term defining activewear - Athleisure is a lifestyle movement, signaling a cultural shift in the way consumers dress, eat, and move. The rise of Athleisure is paving the way for new players across fashion, food, and technology, ready to make their mark on the movement. In this report, Trendalytics outlines what you need to know about Athleisure and why it’s here to stay.

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Social Buzz from Events and Award Shows

See how celebrities paid tribute to Prince by wearing his signature styles at the 2016 BET Awards

Did you know? Generally, influencers drive more social engagement for an event than the event's official social handles.You can see a brand's official social stream as well as what other influencers are saying about the brand all from the brand detail page.

On a brand detail page like the BET Awards scroll to the bottom to the social stream...

Do you know who got the most social love at the past award shows and festivals? Check it out...

Golden Globes Coachella Academy Awards

Met Gala Tony Awards Cannes Music Festival

To learn more or to schedule your next working session, contact us.

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Face Forward: Beauty and the Digital Revolution

A Special Report with CEW

Digital innovation has rapidly diversified and democratized the beauty world. The lowered barrier to market entry with e-commerce and the rise of superstar social media influencers have vastly changed the consumers' relationship with cosmetics. It's evolved the perception of beauty, how consumers shop, and their openness to experiment with complex application techniques. In this special report, Trendalytics discusses these primary forces and analyzes the opportunities for the industry at large.

About CEW

CEW is the pre-eminent beauty organization that offers its 8,000 global members access to industry influencers through its various events, including panels with beauty executives, programs recognizing achievement and product innovation, and unparalleled networking forums.

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Women’s Runway Recap

1. WHICH TRENDS are resonating?

Few looks walked the runway that were not brocaded, beaded, embroidered, printed, patchworked, or sequined. From New York to Paris, "Maximalism" was the standout trend that was dominant on the catwalks.

2. WHICH BRANDS are generating chatter?

3. Wear NOW or LATER?

The big conversation of the moment is whether designers should adjust their fashion calendars to promote a “see it, buy now, wear now” mentality. While some brands like Burberry, Tom Ford, and Vetements look to align with a changing industry, others remain unwavering and vow to adhere strictly to the traditional longstanding fashion calendar. It seemed that designers, whether intentional or not, took their position on the catwalk.

Jeremy Scott and Tommy Hilfiger were a couple of brands who showed collections that were more transitional, in line with the “buy now, wear now” mentality. Prada and Dsquared2, generally no strangers to fur, made it a major focal point of their Fall 16 shows. In great contrast, Prada’s Fall 15 show was far more transitional with a pastel color palette and fur that could only be found in small details.

If this fall is unseasonably warm again and runway deliveries hit stores in August/September, heavy “fall” pieces could keep customers’ closets warm for a while! Trendalytics Users: Check out this dashboard HERE to see more trends and brands' social engagement during fashion week. Please reach out to your Digital Strategist or email [email protected] if you want more information on how to pull fashion week trends. To see the trends by hashtag click below: NYFW (2/11 - 2/18) LFW (2/19 - 2/23) MFW (2/24 - 3/1) PFW (3/2 - 3/9)

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Surf & Skate: 2015 Year in Review

1. WHAT are people SURFING for?

Over the course of 2015, the brands with the highest Google search volume are Vans, Stussy, DC Shoes, Quiksilver, and Billabong. Vans is the clear winner in search volume - over 2X the volume of the top 5 brands combined!

In terms of search momentum, a metric of a growing trend - several other brands jump to the front: Neff Headwear +28%, Diamond Supply +13%, RVCA +12%, and LRG Clothing +12%. Neff Headwear is the top in search momentum, with a 28% increase over the last quarter of 2015.

2. FANS AND FOLLOWERS are a vanity metric…

Although a brand may have a lot of fans or followers, it doesn’t necessarily mean they are actually driving engagement. The top 3 brands in fan count are: Vans, DC Shoes, and Quiksilver. However, DC Shoes quickly falls behind when it comes to post engagement. Vans, RVCA, and Diamond Supply Co are the most socially engaged with their consumers. RVCA and Brixton drive most of their engagement on Tumblr whereas the rest of the brands are seeing consumers interact with their brand overwhelmingly on Instagram.

Vans is #1 in both fan count and engagement over a 90 day period

WHERE should you spend your marketing budget? Although 74% of the total fan count across these brands is on Facebook, only 9% of post engagement is driven by Facebook and a whopping 78% is driven by Instagram! Instagram is driving 9X more social actions (likes, comments, posts, shares, etc.) than Facebook while Facebook has 4x more fans. With new shopping features rolling out to Instagram, the ROI for this platform becomes more and more apparent.

3. THE RIGHT PICTURE can be worth a hundred thousand words…

Posts garnering the highest engagement generally focus on the surf & skate lifestyle as opposed to the product itself. Some winning content strategy consists of:

Real people wearing the brand against breathtaking vistas

Artfully photographed surfing/skateboarding images

Events/celebrities within surf/skate world

Artfully arranged collage flat layouts of head-to-toe outfits

On the flip side, less engaged posts tend to have the following characteristics:

Very few model shots

Single product shots against plain backgrounds

Static, non-dynamic images

Tweeting single product images

4. WITH A LITTLE HELP from my friends….

Who wouldn’t want a star athlete or blogger creating positive social buzz surrounding their brand? Influencers (industry defined tastemakers) helped drive an average of 28% more social actions for these Surf & Skate brands. Main influencers among Surf & Skate brands include skateboarding websites such as The Berrics or SKATEboarding, bloggers such as Kevin Ma (Hypebeast) or Yu-Ming Wu, industry magazines such as Snowboarder Magazine or SURFING Magazine, and Surf/Skate Apparel shops such as PacSun or Tilly’s. Over 34% of Vans, Volcom, and DC Shoe’s social engagement is driven by influencers and over 25% driven by their top 10 influencers. On the flip side, Quiksilver and RVCA drove 96% of their own social actions with little social actions from influencers.

5. HOW DO YOU stack up against the competition?

Through a partnership with global shopping aggregator Shopstyle, Trendalytics can deliver insights on pricing strategy amongst your competitors, design and style cues, promotional activity amongst your retail partners, down to the category and classification level.

Across all full price and off-price retailers, Volcom, Billabong, and Vans represent the largest penetration (44%) of men’s and women’s products in the market and 42% of the full price products in the market.

Brands with the largest full price product penetration across men’s and women’s apparel: The Hundreds (93%), Bodyglove (83%), and Vans (71%)

Brands with the lowest full price product penetration across men’s and women’s apparel: Billabong (37%), DC Shoes (37%), and Diamond Supply Co (33%)

CALL TO ACTION...

Dedicate more marketing resources to Instagram as this is the social platform driving the highest engagement

Feature compelling and dynamic content with a focus on brand lifestyle, surf/skate celebrity partnerships, collage flat lay images, etc.

Key influencers have the ability to drive significant social engagement for a brand; what are your opportunities for partnerships or collaborations?

As a retailer, do you have the right vendor matrix based on trending brands? As a brand, are you aligning yourselves with the right retailers and market segment? Are you priced competitively?

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2016 Oscars Red Carpet Recap

Check out this rainbow of red carpet stunners at the 2016 Oscars

To learn more about surfacing the trends, brands, or influencers that drove engagement on social media during the Oscars, log in to Trendalytics here.

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Men’s Fashion Week

1. WHICH TRENDS are resonating?

2. WHICH INFLUENCERS are at your front row?

Vine star turned fashion model Cameron Dallas instagrammed a post from his #MyCalvins photoshoot which drove 5x more social actions than Calvin Klein’s top New York Men’s Fashion Week post (which also featured him). Meanwhile, teen heartthrob Colton Haynes’ 6 posts mentioning Tommy Hilfiger during New York Men’s Fashion Week drove more engagement than Tommy Hilfiger’s 100 posts across Facebook, Instagram and Twitter.

3. CO-ED SHOWS: Here to stay?

Women and men often shop together, so why not walk the same runways? Calvin Klein and Givenchy highlighted both genders in different ways. Calvin Klein showed its menswear collection on both male and female models (including the return of legendary Gemma Ward to the catwalk) – emphasizing its expert tailoring on the androgynous look. Givenchy interspersed several women’s couture looks into their men’s show, which ended up with higher social engagement than their men’s looks in the double digits.

4. DEMOCRATIZING FASHION on and off the catwalk?

Consumer expectations are changing at a dizzying speed — can retail brands keep up the pace? Burberry and Tom Ford made waves recently when they announced their products would be available for purchase immediately following their runway presentations. In an industry that has traditionally followed 12-18 month lead times, brands should consider how they are adapting to a market fueled by social media trends and real-time conversation. In addition, specialty retailers are now making a presence at fashion week, further blurring the lines between luxury and retail fashion. J. Crew, American Eagle Outfitters, Banana Republic, and TOPMAN are just a few of the brands who presented their latest collections to the public at New York Men’s Fashion Week.

5. WHICH BRANDS are generating chatter?

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Korean Beauty: Not Just Skin Deep

K-Beauty: Top Trends You Need to Know

Beauty industry insiders have looked to the East for beauty innovations to apply to Western markets for years. K-beauty has taken off directly with global consumers driving new retail businesses and blockbuster products like BB Cream. Korea ranks #10 of 47 nations in market share within the international beauty industry, according to Datamonitor. The term “Korean Beauty” has shown significant growth globally in social actions +500% and +22% in search volume to last year, both strong indicators of a growing trend. As a comparison, the term “beauty” increased only 4% to LY. “Korean Beauty” also outpaced “Japanese Beauty” and “Chinese Beauty” in search volume, previously other leaders of Asian beauty trends and innovation.

Korean Beauty, synonymous with a focus on flawless, radiant skin and extensive skin care regimens has been perfecting the art of skincare techniques since 700 BCE. Mainstream products such as BB cream, cushions, sleeping masks, and snail creams originated in Korea. K Beauty products aren’t just a focus in Asia, but are gaining popularity within the mainstream beauty industry globally. Consumers are looking to K-Beauty for its’ emphasis on natural ingredients, Innovative cosmetics, “Sleeping Beauty” and Modisumer products, just some of the characteristics currently trending in K-Beauty.

“You are what you eat. Healthy skin starts with food." This tagline from Innisfree sums up the ideology held by Korean women on why natural ingredients are so important in skin care products. DIY products like soaps have become more common because consumers know exactly what ingredients they are using on their skin; transparency of ingredients is extremely important.

Unrelated to the Disney character, “Sleeping Beauty” in this case refers to beauty products worn overnight. Products range from moisturizing or anti-aging creams, to facial masks, eye patches, and sleeping packs. The importance of using these products overnight is to hydrate and brighten the face. What better way to hydrate than to do it in style! Perhaps a lace “eye patch” or Tiger printed Mask Sheet?

As technologies advance, cosmetic applications and techniques also evolve. Histolab produces cosmetics to use after plastic surgery and dermatology procedures, capitalizing on Korea’s penchant for plastic surgery. Another new concept are kits designed specifically for special days and events like summer vacation and year-end parties. Glass nails, a manicure technique is getting social media buzz from magazines and celebrities.

"Modisumer" is a term that combines the terms “modify” and “consumer” and refers to products that may have one intended use, but consumers have found additional uses for these same products. One example is “No-Sebum Powder” from Innisfree originally designed to reduce oil and set makeup on the face. However, this powder has become even more popular with Korean women as a way to remove oil from their bangs or as a “dry shampoo”.

1. WHICH BRANDS are driving engagement?

Of the Korean brands that Trendalytics monitored, Etude House, Missha and Innisfree ranked top 3 in social engagement driving almost 50% of the total social actions across 30 brands. The trends in content helping to drive their high engagement were a focus on “feminine” and “cute” products and packaging, famous celebrities, promotions, and branded campaigns.

Although Laneige has the largest fan count (1.1million fans) and Amore Pacific is one of the brands with the largest market penetration, they are not among the K-beauty brands with the highest social engagement. Their social posts feature content with a more sophisticated and prestige image, not necessarily aligned with the social content strategies of their competitors.

2. WHICH INFLUENCERS are creating buzz?

Of the influencers Trendalytics monitored, 68% of total social engagement for “Korean Beauty”, was driven by the top 10 influencers. Over 50% of total social engagement was driven by retailers such as Aritaum, Sephora, YesStyle, Peach and Lily, and Soko Glam.

3. WHICH RETAILERS are embracing the trend?

Rapidly expanding, K-Beauty is a trend gaining a lot of traction across global brands and retail channels. Highly regarded in the international beauty industry, Sephora, a beauty retailer has introduced a section on their website specific to K-Beauty. Subscription box brand Memebox is focused solely on providing curated, innovative K-Beauty products to their members. Soko Glam, an online retailer based in the US, curates the best selection of Korean makeup and skincare and guides you through skin care routines, the latest innovations and trends. Beauty brand Peach & Lily, known to bring the best and most innovative beauty products from Asia, just opened a shop-in shop in Macy’s, solidifying that this trend has hit mainstream popularity in the global market.

Peach & Lily, previously just an online Korean Beauty retailer, just recently opened their first brick and mortar store at Macy’s in Flushing, NY. According to Alicia Yoon, Founder, Peach & Lily “Our store is part-retail, part-skin-coaching, part-beauty-discovery, and part-beauty-playground, but mostly it’s where skin can be powerfully transformed.” A shop-in-shop at Macy’s is an example of an increase in demand for Korean Beauty products and signifies how this trend has gained traction on a global level.

According to our friends at Soko Glam, “The skincare industry is looking at the Korean beauty market as their source for the latest innovations; making similar products and even marketing their own non-Korean products with a Korean skincare routine in mind. This is because there is a lot more education about skin in Korea and there are many product categories that don't exist in the West. The majority of our customers are actually non-Asian, trying out Korean beauty for the first time. Sheet masks, essences and snail creams sell extremely well because they are completely new product categories in the West.”

4. Call to Action

Merchandising & Marketing Departments Next Steps :

•Opportunity for global brands to enhance existing assortments with products, ingredients, or techniques popular within K-Beauty

•Consider promoting the transparency of ingredients, especially those with natural ingredients which are often sought-after

•For social media and marketing campaigns, feature content that appeals to this customer; girly or feminine imagery, natural products, cute packaging, or branded interactive campaigns

•Consider Korean “Power Bloggers” and brand ambassadors for partnerships or social media and marketing campaigns

•Many of the popular K-Beauty brands are positioned at affordable price points. Opportunity for global mass market beauty brands to leverage the “cute” and “fun” packaging designs and products popularized in K-Beauty

•Potential for retailers to add K-beauty brands to their vendor matrix based on those that are highly engaging consumers on social media

•Opportunity in SEO/SEM to utilize different terminology that speaks to different consumers globally

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#korean beauty k-beauty aritaum sokoglam peach & lily beauty trendsinnisfree etude house missha sephora yesstylevogue vogue taiwan memebox bi