Is the NEON trend still bright or fading fast?

The data around neon is indicative that there's some real winners depending on the category..

Is the NEON trend still bright or fading fast?

NEON - once reserved for post it notes and highlighter pens has become the brightest of fashion trends but will it continue to shine bright on the high street or is its popularity fading?  In this post we examine how neon is performing on a category by category basis to help you pinpoint where this trend will see continued success in the months ahead.

The shy and retiring Kardashians may have been pioneers of the NEON trend but over the last few years it has become more and more prevalent on the high street from the ‘hint of’ brightening up a monochrome look to the full on ‘notice me’ ensembles.  

At Mallzee Insights we rate the popularity of products and trends with customers in real time, using what we call the Mallzee Performance Score (MPS) - this illustrates how consumers are interacting with products on the Mallzee app and is the total percentage of positive interactions - enabling us to benchmark products, trends, brands and categories in terms of popularity.  

The graph below shows the Mallzee Performance Scores (MPS) for NEON across key fashion categories, comparing the 2018 and 2019 ratings highlighting which categories continue to offer NEON opportunity and which are coming to the end of the NEON trend lifecycle. (To put MPS into context -  the average MPS across all female categories sits at around 8%)

Looking back at 2018 we can see that NEON was popular with customers across most categories whereas now in Q2 2019 its popularity is waning in the majority of categories - from activewear to dresses to jeans.

Jackets, Swimwear, Trousers and Underwear have seen the biggest decline in popularity over the last year - indicating that any new NEON product offerings in these categories look to have missed the trend lifecycle and could well end up having to be discounted.

  • Jackets; 2018 MPS = 11.4%, Q2 2019 = 8.7%
  • Swimwear; 2018 MPS = 7.2%, Q2 2019 = 5.3%
  • Trousers; 2018 MPS = 7.9%, Q2 2019 = 4.3%
  • Underwear; 2018 MPS = 10.3%, Q2 2019 = 6.3%

But don’t worry if you still have NEON items in production - the trend isn’t totally over - there are still two categories where its popularity continues to grow and there is a healthy customer appetite for new NEON products.

  • Skirts have seen a dramatic rise in popularity from an MPS of 6.2% in 2018 to 9.2% this quarter.
  • NEON sweaters have gone from an MPS of 6.3% in 2018 to 8.7% this quarter.

Is it too late to change your, in development, NEON designs from dresses to skirts?

Mallzee Insights is the largest database of consumer fashion opinion in the UK and drives margin improvements for brands and retailers through customer centric, real time retail analytics and pre-release product testing.

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Tags: Trends

Anisha Loomba

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