autumn/winter trends in anz
Autumn 2020
AUTUMN TRENDS IN AUSTRALIA
& NEW ZEALAND
Welcome to the Australia & New Zealand section of the Global Trend Report, where we take a closer look at what customers are shopping for this autumn.
who is the australian/new zealand
afterpay consumer?
At 3.2 million, Australians and Kiwis are the most active shoppers within Afterpay’s global audience. In fact, early adopters who joined between 2015-2017 shop an impressive 23 times per year.
Their average age is mid-thirties, they prefer to shop around 1pm and they have a particular affinity for accessories—on average purchasing over four items (from shoes to hats to jewelry) every time they shop. Most surprising, perhaps, is that only 55% shop from a mobile device (compared to 75% in the US and 81% in the UK), while they have far more tablet users (nearly 30%) than either of the two other groups.
where are they
shopping from?
Melbourne
Auckland
Gold Coast
Perth
Orange
(3.5 hour drive from Sydney)
And What Are They Buying?
When not shopping for a good cause (the most popular product had a timely charitable component), they’re putting their money toward workout gear and activewear items. They’re also buying baby clothes.
WHAT’S HOT FOR Autumn?
There’s a fresh new minimalism on the menu this autumn, one that’s far more exciting than it might sound on paper. Shades of brown and beige are suddenly chic when styled head to toe (tonal dressing is having a moment), while oversized silhouettes infuse traditional suiting with an effortless cool. As we enter a cool-weather season that requires at least one great coat, our data suggests making yours a puffer (followed by a shearling). And if you only buy one dress this season, snap up a knit: It’s trending with Afterpay customers and on the runways.
The Top 3 Prints
The ‘80s-era logomania trend is alive and well, a notice-me print perfect for extroverts. Graphic motifs came in second (likely influenced by the wide spectrum found in Gucci’s Pre-Fall collection), followed by checks—a seasonal print right on time for autumn.
logo
graphic
check
The New Hues
Grey is the unlikely hit hue of the season, ranking first for Aussies and Kiwis, and making the top five for those in the US and UK. It’s part of a family of neutrals that is having a fashion moment (the directive is to wear them head to toe). When in the mood for color, customers are buying blue (which made Pantone’s list) and pink.
grey
blue
pink
The Hottest Brands & Retailers
THE ICONIC. Australia’s largest online fashion retailer (it sells over 60,000 products) is known for redefining the future of ANZ retail. Earlier this year it launched Giving Made Easy, a sustainability initiative aimed at helping make donating pre-loved clothing easy, while in November the leading e-tailer debuted its We Are Human campaign with one of the world’s most diverse, inclusive and body-positive runway shows yet.
Princess Polly. At Splendor In The Grass in Byron Bay, the retailer hosted the Princess Polly Carnival, a Coachella-style party aimed at expanding its growing fan base of influencers. It also recently partnered with Snapchat on its new personalised advertising program.
Adore Beauty. The ecommerce beauty retailer has tripled its revenue since 2017 and in September sold a majority stake to private equity firm Quadrant Growth Fund as part of an expansion plan. More recently, founder Kate Morris has been applauded for using Slack to rally other business owners around plans to tackle coronavirus.
Cotton On Group. With Australian heritage, the Group has expanded to 7 brands across 1,400 stores in 18 countries and a clear purpose of making a positive difference in people’s lives. The Group values an ethical approach to doing business and they are on track to achieve their goal of 100% sustainably sourced cotton by 2021.
BONDS. In March, BONDS released its first-ever organic cotton underwear collection with a buzzy ad campaign starring Cody Simpson alongside a series of female models. It also launched a Pride range just before Mardi Gras to support the LGBTQIA+ community in Australia.
MIMCO. The accessories brand launched homewares in 2019, and in March this year introduced a collection of PETA-approved vegan handbags and small accessories crafted using discarded apple peels.
Country Road. The iconic Australian brand is doubling down on its commitment to sustainability with ‘Green Star’ stores in Australia and New Zealand. Complete with fixtures made from recycled yoghurt containers to carpet made from fishing nets, it’s become the first fashion retailer to receive a 5 Star Green Star Rating from the Green Building Council of Australia. It’s also launched a Verified Traceable Cotton and Merino Wool program, that uses science to trace these raw materials back to Australian farms.
Lorna Jane Pty Ltd. The cult-favorite activewear brand is taking steps to become more sustainable, including recycling its packaging and using biodegradable materials in its design process.
Bondi Boost. The Australian made and owned haircare brand is leading the way for clean, ethical haircare products that address hair growth and hair loss issues in women. Having not yet turned two, the brand has already made international waves launching in the UK and USA.
Decjuba. In 2019, Decjuba joined the Fur Free Retailer Initiative, enhancing its commitment to animal welfare. The fashion retailer’s partnership with The Hunger Project has just reached 1 million dollars raised in the fight against global hunger.
The It List:
The Season’s Hottest Pieces
The It List:
The Season’s Hottest Pieces
The most-purchased product this season was one with a significant charitable component. 100% of the proceeds from Cotton On’s Fire Fight Festival Tee goes directly to national bushfire relief.
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Style by state
Does where you live inform what you buy? Let’s take a look. Shoppers in Victoria are stocking up on sweatshirts (due to the cooler climate), while fitness-minded customers in Queensland and South Australia are investing in workout gear. And in the Northern Territory? There seems to be a surprising focus on haircare.
Shopping Trends By Weekday
As the data proves, customers have a habit of buying certain things on certain days. Case in point: Wednesdays call for a mid-week beauty pick-me-up.
sundays
Sweaters
wednesdays
Cosmetics
fridays
Workout Leggings
saturdays
Sneakers
the top 5 in anz:
Coat Styles
As the data suggests, Aussies and Kiwis are heavily influenced by fashion trends when shopping for outerwear. Puffers have been the It jacket since they went down the runway at Balenciaga in 2016 and their popularity (they’re the most-purchased style this season) shows absolutely no signs of waning. Teddy coats are equally covetable (just look at your Instagram feed) and checks are an autumn essential (and one of the season’s top prints).
puffer
shearling/teddy
bomber
check
floral
the top 5 in anz:
Standout Dress Silhouettes
As the weather changes, it’s time for a new lineup of dresses. Customers are investing in covered-up shapes (long-sleeved and midi-length) and knit styles perfect for cooler temperatures.
long sleeve
midi
knit
smock
mini
What’s Next?
The season’s easy elegance can be found in flowing maxi dress silhouettes (already a hit with American customers) and whites worn head to toe. (Cream ranked 7th among those purchased by Aussies and Kiwis this autumn and we expect it to jump to the top of the list this spring.) When it comes to accessories, the micro data from autumn (coupled with what’s a hit in the other demographics) suggests investing in a clutch and pair of mules: They have lasting power beyond the next season.
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