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Spring/Summer trends in the usa
spring 2020
spring trends in the us
Welcome to the United States section of the Global Trend Report, where we take a closer look at what Americans are shopping for this spring.
who is the american
afterpay consumer?
At 4.4 million and growing, Americans represent Afterpay’s largest customer base. They prefer to shop in the morning (8am on the East Coast and 10am on the West) and they’re the most beauty-obsessed of any user group, buying an average of three items every time they shop.
where are they
shopping from?
Los Angeles
Chicago
Brooklyn
Houston
Philadelphia
And What Are They Buying?
Their favorite beauty products are those with a famous face behind them, they can’t resist the latest sneakers and they’re stocking up on florals.
WHAT’S HOT FOR SPRING?
Even before the arrival of coronavirus, the Spring runways favored a new nonchalance, one seen in flowing silhouettes and a suiting dress code so relaxed it included shorts. It’s a dress code perfect for the many Americans now working from home and relying on easy-to-wear pieces that promise both comfort and sophistication. According to the data, casual sneakers, uncomplicated maxi dresses and barely-there make up (lipstick didn’t even make the top five) were among the top US shopping trends. It’s a season of effortless chic, driven both by the fashion mood and societal changes.
The Top 3 Prints
Seasonal classics seem to be having a moment as florals are, in fact, trending for spring—with the nautical stripe not far behind. Though we were surprised animal print didn’t make our list for FW19 (given suggestions from newstands), customers are ready to invest in leopard.
floral
leopard
stripes
The New Hues
We’re here to give Pantone a shout out. Three of the twelve colors they called out for spring were blues—and customers seem to be on the same page. “Orange Peel” was also on their list.
blue
orange
grey
The Hottest Brands & Retailers
Ulta Beauty. The 30-year-old beauty company released its fourth-quarter fiscal 2019 results early March and beat projections. You can likely credit that success to its focus on innovation and customer personalization, coupled with the fact that they’ve prioritized the Gen Z customer.
Goli Nutrition Inc. Here’s a phrase we thought we’d never say: Gummy vitamins are having a moment. When Goli hit the market with its Apple Cider Vinegar gummies, it soared to the top of a buzzy wellness trend promoting beauty from the inside out. With wellness being a priority for consumers, we don’t expect to see Goli as a one hit wonder.
GOAT. In the fall of 2019, the secondary marketplace for authenticated shoes invited its 22 million app users to try on some of the world’s rarest sneakers using a “Try-On” augmented reality feature. No matter the season or zip code, sneakerheads are looking to GOAT for their favorite kicks.
Revolve. Revolve got to its 2019 IPO by forgoing traditional marketing and investing in a revolving roster of about 3,500 influencers. With 3.8 million followers on Instagram, it’s working.
Colourpop. The California-based beauty brand is leaning on fearless female characters, first launching a Sailor Moon collaboration that sold out instantly. Up next? Mulan.
Gymshark. The British workoutwear brand is reportedly the second-fastest growing company in the U.K., and has made its way to the US. Gymshark’s ‘disruptive’ approach to social media and marketing has helped propel the brand to become a globally recognized name.
Steve Madden. Steve Madden and Winnie Harlow have teamed up on a shoe capsule for the second time. The latest collection pays tribute to the model’s Jamaican heritage.
Levis Strauss & CO. Though its much-hyped collabs—which include Nintendo, New Balance and Khalid this year—draw a lot of attention, the San Francisco-based heritage brand is quietly tasking its innovation lab to come up with recyclable jeans that require less water.
Madewell. One of Afterpay’s end-of-2019 additions, Madewell ranked five (out of the Style category’s ten) on Fast Company’s 2020 Most Innovative Companies list. It was credited for compelling collaborations and fair trade practices.
Kylie Cosmetics. A repeat on our hit list this season, Kylie continues to drive Gen Z and Millennial consumers to her must-have lip kits, bundles and sets. The youngest of the Kardashian/Jenner clan recently sold a 51-percent stake of her company to global beauty brand Coty for 600 million dollars—bringing her current net worth to approximately 1 billion.
The It List:
The Season’s Hottest Pieces
The It List:
The Season’s Hottest Pieces
Spring’s second most-purchased product has only been on the market since mid-February. With thousands of articles, social posts and videos teasing its release, the success of Nike’s newest Air Jordan is a testament to the power of good buzz.
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Style by state
Does where you live inform what you buy? Often, weather is a huge influence. As such, it’s no surprise that customers in Arizona are buying crop tops and Californians are shopping for sandals. Hoops are the most popular item in Illinois, while New Yorkers are hot for the bike short trend (or working out—or both). Sweatshirts are a key item for both West Virginians and those in D.C.
Style By Day Of The Week
Does the start of the week inspire you to look for a new pair of jeans? We looked at customer data to determine the most popular items purchased by day.
mondays
Jeans
Tuesdays
Mascara
fridays
Eyeliner
saturdays
Sneakers
The beauty update
Beauty brands and items have topped the charts this season for US customers.
This might lend itself to the amazing beauty partners we’ve launched over the past few months. But there is no denying that our American customers are beauty fanatics. In looking at their beauty purchases, it may surprise you to learn that lipstick didn’t rank in the top five beauty items based on purchase frequency. In fact, it barely made it in the top ten. It’s evidence of a trend of less-is-more beauty as the majority of customers are working from home and have put their social plans on hold.
1. Kit
2. Foundation
3. Primer
4. Eyeliner
5. Pencil
the top 5 in the us:
Standout Dress Silhouettes
According to the numbers, Americans prefer to shop by hemline. Maxi dresses reigned (as we reported in the global overview, they’re having a moment), followed by minis (perfect for summer) and midis (a carry-over trend from 2019).
maxi
mini
midi
bodycon
t-shirt
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