The royals?
True style influencers with a seductive power on purchases to be envied.
In the first edition of the
Royal Fashion Report 2020, published by Lyst
, the power of royal families in matters of fashion is revealed.
For this report, the platform analyzed the shopping habits of over nine million users who search, browse and purchase fashion items in over 12,000 online boutiques and multi-brands.
In addition to global search data from Lyst and Google, mentions and interaction statistics from social networks have been considered since the beginning of the year around the world.
Here is a summary of the analysis.
#Real Trends: between accessibility and ethical fashion
● Royal Street Style:
In the past, royalty were known for their extravagant, exclusive and expensive wardrobes.
In recent years, however, the stylists of the great royal houses have worked to convey new messages through clothes and accessories.
One of them is
the closeness to people, therefore mixing high-end brand clothes with more accessible ones
.
Interest in Zara's clothes skyrocketed after Queen Letizia wore
a dress from the
Spanish fast-fashion giant priced under € 20
in June
.
The dress has become Zara's most sought after globally in the past six months.
● Zoom Chic: in full quarantine, royals have gone from official visits to video calls.
The royal look has become more
casual with bold colors
, accessories and more studied tops.
The public responded with interest to their choices by following these events en masse.
Searches for
yellow sweaters
increased 20% on Lyst week to week after the Duchess of Cambridge wore one in one of her video calls in April.
Kate also wore a
striped sailor top from
the JoosTricot brand that same month in a BBC appearance, and searches for striped items jumped 147% in the following week.
The brand also experienced a 472% surge in online searches in the following days.
● Conscious Fashion: A positive message that most royals - especially European families - want to communicate is: reuse
.
Wearing clothes on multiple occasions leads to a more conscious use.
This message is very well received by the people and has led to royals receiving a lot of acclaim.
One example of all was that of Princess Beatrice's wedding during the pandemic.
In fact, the princess borrowed a dress from her grandmother, Queen Elizabeth, for her wedding in July.
Over the next 48 hours, searches on Lyst for "vintage wedding dresses" increased by 297%.
Insta-Royal: the royals who set trends on social media
Instagram has become a key tool for royalty to connect with society.
Lyst analyzed which royals are especially loved.
To compile this section of the report, Lyst used DMR Group, the leading media monitoring and analysis company (print, web and social) for the luxury market.
The analysis took into consideration the number of followers and the engagement rate to define which are the most loved ones.
Podium
1. Over 10 million followers,
the Prince of Dubai Hamdan Al Maktum (Fazza) is among the
most followed
royals
in the world but especially
the most loved
thanks to the countless number of likes, shares and comments.
2.
Queen Rania of Jordan is the first royal woman on Instagram for
more engaged
followers
.
The queen is also a true style icon capable of shaking up online fashion searches: after posting a photo with a pink polka dot blouse by Off-White, searches on Lyst for the brand's blouses increased by 42. %.
3. Closing the podium,
Prince Achilles of Greece
with his posts that have a mass following among the youngest and not only.
Over 428 thousand followers with a + 4.5% increase month over month.
Must-Have for Him: the hat is the new crown
The team has analyzed the public appearances, video calls and events of the men of the great houses since the beginning of 2020. It has, therefore, outlined the must-haves of the royal wardrobe.
In general, the new generations are making their mark and have started introducing casual and street clothes into their wardrobe.
Tuxedos alternate with light cashmere sweaters, linen shirts and baseball caps are inevitable pieces but what is most noticeable is the presence of more vibrant colors after years of: black, blue and gray.
These are some of the key pieces of the new royal wardrobe:
●
The cap
is one of the most desired accessories among royalty all over the world.
Pierre Casiraghi
always wears a baseball cap during his training as does the Prince of Dubai, Fazza.
Prince Harry has been wearing his usual unbranded brown cap in recent months in Los Angeles, leading to a 24% increase in searches for the category on Lyst since April.
●
Cashmere sweaters
have become an essential item in the luxury men's wardrobe.
From the lighter ones to the more worked ones, royals are starting to wear them for official morning events as well.
Prince William has worn several cashmere sweaters during his Zoom calls in recent months
.
Prince Charles Philip of Sweden
recently wore a light blue sweater and searches for the category increased by 34% in Sweden in the following days.
● During the summer, King Philip of Spain and Prince Harry were often immortalized wearing
linen shirts
.
Searches for linen shirts have increased by 56% in Spain since June after King Philip wore them on his official tour of Spain.
Royal Dress Most Wanted? An ethical brand produced in Indonesia
Since the beginning of the year we have seen the royalty of the world wearing various models of dresses from the more formal like those of Rania of Jordan to the more informal ones of
Queen Maxima
.
The clothes were also the most sought after category by online users so we decided to analyze the most popular.
On the podium there is a dress with a floral print in fiber from Faithfull the Brand (203 euros) worn by Kate, Duchess of Cambridge.
After the photos were released, online searches for the brand grew 512% compared to previous weeks.
Google searches for "Faithfull the brand" and "Catherine, Duchess of Cambridge" increased exponentially the day after the appearance, and the dress quickly sold out.
In second place was the maxi white cotton dress by the Spanish designer, Charo Ruiz (549 euros), worn by Queen Letizia of Spain.
Searches for the brand increased by 353% after the Queen of Spain donned the bohemian-style dress during her visit to Ibiza on August 17.
Discover the other dresses on the full report.
“The pandemic has accelerated the change in the communication strategy of royal families with the use of new technologies and an image that is ever closer to the people.
Royals try to actively connect with the public, without intermediaries, creating their brand and community similar to influencers.
If we focus on their fashion choices, Lyst data shows that they have an immediate impact on online searches and shopping in the same way as celebrities.
But in the case of royalty, the fashion they wear sends messages that go beyond a shot of a red carpet.
The choice of a color is to convey a feeling;
a local brand is worn to support the place they are visiting;
an affordable garment serves to show closeness to people;
the reuse of a dress symbolizes the will to abandon excesses.
Their clothes probably communicate more than their speeches, ”says Brenda Otero, Project Leader Lyst Royal Report.
