Ebay declares 2018 the year of Virgil Abloh, logos and the Markle Effect
today Nov 11, 2018
Off-White founder and Louis Vuitton menswear director Virgil Abloh has been named as the designer of 2018 by Ebay’s annual Shopping Report, taking pride of place in a list that highlights trends ranging from logos and faux fur to thigh-high denim boots and pretty much anything connected to a certain royal wedding.
Ebay’s 2018 Shopping Report gives particular attention to Abloh’s sneakers for his Off-White brand, of which 38,500 were sold on the platform this year, equating to five pairs an hour sold at an average of $289 each. The most expensive pair of Off-White sneakers sold via Ebay in 2018 was the Off-White x Air Jordan 1 “The Ten” at $3,409.
But it’s not just Abloh’s sneakers that are booming on the platform: an average of 40,000 pairs of sneakers are sold on Ebay every day, with the Nike Air Max 1/97 Sean Wotherspoon and the Off-White x Converse Chuck Taylor proving to be the most popular models this year. The most expensive pair of sneakers sold on the platform in 2018 was the Nike Air Jordan Kobe PE, a player’s exclusive from 2002 that was bought for $20,000.
Overall, Nike and Adidas topped the sales rankings for men’s footwear brands, with Jordan, New Balance and Vans rounding out the top five.
In terms of apparel and accessories brands, Champion and Supreme were the year’s winners, with the former experiencing a 76% rise in sales in the last 90 days alone, while the latter was searched 30,000 times per day on the platform over the course of 2018.
Ebay pointed out the currently buzzing logo trend as a possible reason for this surge in popularity, a craze which has also helped luxury labels Gucci, Dior and Fendi see strong progress this year, as sales of the Dior Saddle Bag increased almost 20% from July to August and 500 Gucci logo belts were sold every month.
Ebay also picked up on some more general style trends in 2018, including the rise in popularity of faux fur coats, evidenced by sales of the “teddy bear” style nearly quadrupling on the platform from September to October, while sales of faux fur items in general increased 105% from July to September.
Elsewhere, almost 110,00 pairs of cycling shorts were sold on the website in 2018, a fact that Ebay attributes to the trend being popularized by the likes of Kim Kardashian, Bella Hadid and Emily Ratajkowski.
Patterns also proved to be popular – stripes and leopard print topped the charts –, while one luxury watch was purchased on Ebay every three minutes, with Rolex accounting for 20% of sales.
Perhaps a more surprising addition to this list of trends is thigh-high denim boots, which experienced a 107% peak in month-over-month sales in August, after Jennifer Lopez stepped out in a pair by Versace.
One of the biggest tastemakers this year, however, was undoubtedly the newly appointed Duchess of Sussex, Meghan Markle. On the weekend of her wedding to Prince Harry, sales of Meghan Markle-related items shot up 47% on Ebay, while searches peaked by 146%, with US users of the platform driving the trend.
On the day of the wedding itself, Givenchy was catapulted into the top searched brands as Markle walked down in the aisle in a custom gown from the label.
The “Markle Effect”, as this phenomenon has been dubbed, didn’t end there though. Searches for aquamarine rings, for example, spiked when Markle wore one to her wedding reception, while sales of J.Crew black boots shot up 70% in the space of a month after she sported a pair of the brand’s “Sadie” ankle boots when she was on tour.
“As the world’s largest marketplace, eBay search and sales data provides an interesting look at what’s happening in culture,” explained Ebay’s VP of Buyer Experience Bradford Shellhammer in a release, emphasising the relevance of the report.
“By paying attention to new shopping behaviors over the course of the year […] we’re able to predict the types of gifts that will bring joy this holiday season,” he concluded.
The full Ebay 2018 Shopping Report can be consulted on the platform’s corporate website.
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