Tell me which country you're from and I'll tell you how you dress
The data analysis team from the global fashion search engine Lyst evaluated 50 million searches over a period of six months, across 47 countries and 80 million annual users of the platform, to reveal how fashion is consumed online in Europe. As a result, the study outlines a profile of fashion searches and purchases by country, with some surprises and various curiosities.
How is fashion consumed online in Spain?
The most popular styles
According to the map from Eurofashion, Balenciaga, founded by Cristóbal Balenciaga and now part of the luxury conglomerate Kering, is the most searched fashion brand in Spain.
The most popular fashion products are Ray Ban sunglasses for women and Balenciaga Triple S sneakers for men. The cocktail dress category is the most searched across the country. In Portugal, search terms are very specific: one of the most searched terms is 'white cocktail dress'. Fanny packs are the most searched item in Italy, for both men and women. In France, the Donald Duck sweater by Gucci is the most desired product for women.
Spaniards spend less on fashion
Spain has one of the lowest average order values in Europe (€183).
Spanish women spend 8% more than men: €187 on average for women and €172 for men. 36% of Spanish consumers wait to shop during sales (In Portugal, it's 50%), but a higher percentage of Spanish women (38%) shop with discounts compared to men (34%). As a reference, only 25% of Danes shop during sales.
White wardrobes
White is the most searched color in Spain, followed by red and black in second and third place. Pink holds a fairly high position on the list: it is the fourth most searched color.
With the tablet at night
Most searches in Spain are made on a tablet (32%). However, Spanish women primarily search on mobile (65%) while men search on tablets (41%). Most countries shop on computers. Spaniards shop for fashion online at night, with 10 PM as the most popular hour.
'Trending topic'
Current trends include animal prints, red shoes, and green dresses.
Europe, diversity in style
Luxury brands and sports brands
Adidas and Gucci are the two most popular brands across Europe. Gucci is the most searched brand in the UK, Sweden, or Switzerland; in Italy, they prefer Off-White. Along with Spain, Balenciaga is the most popular fashion brand in another five countries: Germany, Denmark, Slovakia, the Netherlands, and Romania. The most popular brands in our neighboring countries are sports brands: Nike in France and Adidas in Portugal.
Belgium is the only country where a local designer has reached the top 3 most searched: Dries van Noten. Danish women also prefer local brands: among their favorite products are dresses and bags from Ganni.
Versace is particularly significant in Eastern European countries. It is the most popular brand in Slovenia, Kazakhstan, Estonia, and Slovenia. In Russia, another Italian brand excels: Dolce & Gabbana.
Wedding dresses, belts, and fur coats
The most searched category in Europe is footwear, with both sneakers and boots ranking number one. The second spot goes to dresses. Lyst's data reveals surprises in some countries: the most sought fashion item in Belgium is the wedding dress, and in Georgia, fur coats, the only country with searches for this item. In Ireland, 'diamonds' is one of the most searched keywords.
The most searched item in Europe is the Off-White Mini Industrial Belt, followed by the Adidas "Boost 350 v2" sneaker.
Women in Monaco spend the most
In six of the 47 countries, men spend more on their online fashion purchases than women. Italian men's orders cost around €277, while women only spend about €250. In five of the countries, they spend over €400: women in Monaco lead the list with €797 per fashion order, followed by Swiss women with €455 and Austrian women with €448.
A black and white map
The colors black and white dominate the search queries of the 47 studied countries, but red is also among the most popular colors in Europe (Spain, France, UK).
About the data
With the mapEurofashion, Lyst introduces an innovative way to discover the most wanted fashion across Europe. To compile the data, Lyst's data department analyzed fashion searches and purchases from 80 million annual users of Lyst across 47 countries.