According to a study conducted by SuperdryGenting Casino, Superdry has been named the trendiest British menswear label of 2023. Despite facing sales growth challenges, Superdry came out on top in the study, which analyzed Google search data and Instagram posts from the past year.
One of the major trends in menswear was the resurgence of cardigans, which garnered 9.86 million Instagram posts and 897,000 annual searches. The revival of 90s grunge fashion played a role in their popularity, earning them a trend score of 9.8 out of 10.
Leather jackets closely followed cardigans with 4.17 million Instagram posts and even higher search numbers at 1.067 million. However, cardigans edged out leather jackets with a slightly higher trend score of 9.73.
The third spot was claimed by crossbody bags, with 1.66 million posts and 1.441 million searches, earning a trend score of 9.52. They were the most searched-for trend overall. Trench coats ranked fourth, with 1.51 million posts and 1.198 million searches, achieving a score of 9.38. Denim jackets rounded out the top five with 2.91 million posts and 628,100 searches, resulting in a score of 9.25.
The remaining top 15 trends included flip flops, crop tops, polo shirts, puffer jackets, varsity jackets, parkas, bomber jackets, flannel shirts, and sweatpants. What’s interesting is that the list predominantly focuses on casual wear, with no mention of formal attire.
Despite facing sales challenges, Superdry secured the top spot among the trendiest brands due to its high number of Instagram posts (1.31 million), 5.5 million annual searches, and a trend score of 9.6 out of 10. Ted Baker came in second with 898,245 posts and 4.189 million searches, scoring 9.33. Reebok followed closely behind in third place with 9.389 million posts and 1.276 million searches, achieving a score of 9.19. Despite difficulties, all three brands remain popular and in demand among consumers.
Clarks and Barbour secured the fourth and fifth spots respectively. Clarks garnered 690,454 posts and 6.6 million searches, while Barbour gained 768,548 posts and 2.162 million searches. The rest of the top 15 included Paul Smith, Fred Perry, Jack Wills, French Connection, Lyle & Scott, Berghaus, Pretty Green, Ben Sherman, Dunhill, and Kangol.
International brands that resonated with UK consumers included New Balance and Converse, both achieving trend scores of 9.9 out of 10. New Balance received 11 million posts and 8.253 million searches, while Converse received 18.7 million posts and 4.7 million searches. Tommy Hilfiger, Calvin Klein, and Levi’s also made the list.
The study also examined the UK’s biggest fashion influencers, with David Gandy emerging as the top influencer. With a million Instagram followers and 96,400 likes per post, Gandy scored a perfect 10. Art director Phil Cohen and fitness vlogger Rowan Row followed closely behind, with Ali Gordon and Carl Cunard rounding out the top five.
Overall, the study provides valuable insights into the trends and brands that had an impact on British menswear in 2023. Despite challenges, Superdry maintains its status as a trendy brand, while cardigans and other casualwear items dominated the fashion scene. The influence of social media, particularly Instagram, is clearly seen in determining brand popularity and trends within the industry.
Useful links:
– Superdry Official Website
– Superdry Instagram Page
