By Imogen Bailey | 21 July 2021
Data firm Semrush has revealed which fashion brands Aussies are searching for during lockdown.
Analysing fashion retail searches for residents in NSW, Semrush found that top brands included Nike, Asics, Adidas and Cotton On. As NSW settles in for a longer lockdown, comfort and activewear fashion labels have seen an uptick in searches with brands such as Asics, Nike and Cotton On popular with Aussies over the past month, Semrush head of media UK and AU Laura Morelli said.
Source: Semrush However, outdoor wear such as Kathmandu as well as more premium brands such as Louis Vuitton and Country Road have all fallen in search volume in NSW.
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One thing working from home has transformed is Australians (if not the world’s) approach to workwear.
Over the past year, fashion retailers have seen a massive uptick in the popularity of activewear and loungewear as many workers swapped out the tie for a t-shirt and tracksuit pants.
Following this year’s 2021 Afterpay Australian Fashion Week, Semrush analysed which designers were “trending” with Aussies, and it appears this newfound laid back style has made its way out of home and onto the runway.
With the majority of businesses encouraging employees back to the office, it seems people aren’t quite ready to go back to traditional corporate fashion.