In the lead-up to Black Friday 2023, data from the prominent fashion sales website Love The Sales has unveiled intriguing consumer trends, predicting Hugo Boss as the most sought-after brand for the season’s deals. Utilizing its unique shortlist feature, which allows users to earmark their preferred products for sale alerts, Love The Sales has identified the most shortlisted items, offering a glimpse into consumer anticipation for the upcoming discounts.
Remarkably, Hugo Boss has emerged as the frontrunner with an impressive 13,495 products shortlisted, indicating a strong consumer preference for the brand. This data also sheds light on gender-based shopping behaviors, revealing that women are more inclined to shortlist items, averaging 41 products, compared to men’s average of 27.
The anticipation for Black Friday is palpable, and Love The Sales’ predictions for the most popular brands of 2023 are as follows:
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- Hugo Boss (13,495 shortlists): Notable for its exclusive collaborations, including the HUGO X Gremlins Collection and partnerships with Samsonite and Bella Poarch, Hugo Boss has captivated audiences with its innovative campaigns. The Oden Padded Coat, a particular favourite, aligns with the 31% increase in Google search demand for men’s coats over the past year.
- Adidas (9,208 shortlists): Adidas has secured the second spot, buoyed by its unique collaborations, such as the Stella McCartney Ski collection and partnerships with Bad Bunny and BAPE. The Adidas Originals Men’s Continental 80 Stripes trainer, resonating with the #Blokecore trend, has seen significant interest, aligning with the brand’s 6% revenue growth in the last quarter.
- Nike (7,384 shortlists): Nike’s initiatives, including partnerships with Dove for body confidence and Spotify, as well as its Global Football Program, have positioned it as the third most shortlisted brand. The popularity of the Nike Air Force 1 Low Women’s, coupled with a 10% increase in Google search demand, underscores the brand’s impact.
In addition to brand popularity, Love The Sales has also revealed the most shortlisted products, with the Hugo Boss BOSS Orange Passerby Mens Long Sleeve Polo Shirt leading the pack. This is followed by the Michael Kors Kincaid Logo Studded Combat Boot and the Nike Air Force 1 Low Women’s.
|
BRAND |
NUMBER OF PRODUCTS SHORTLISTED |
|
Hugo Boss |
13,495 |
|
Adidas |
9,208 |
|
Nike |
7,384 |
|
Ralph Lauren |
5,874 |
|
Armani |
5,075 |
|
Tommy Hilfiger |
4,724 |
|
Karen Millen |
3,388 |
|
Dune |
3,304 |
|
Regatta |
3,263 |
|
Michael Kors |
2,905 |
Furthermore, the research highlights the most shortlisted product categories, with Shoes, Trainers, and Hoodies & Sweatshirts topping the list. The Mens Adidas ZX 5K BOOST Trainers and the Womens Stan Smith Trainers are among the most favoured items in their respective categories.
|
PRODUCT CATEGORY |
NUMBER OF PRODUCTS SHORTLISTED |
TOP PRODUCT IN THIS CATEGORY |
|
Shoes |
13,304 |
Men Adidas ZX 5K BOOST Trainers |
|
Trainers |
6,648 |
Giuseppe Zanotti Navy Kriss Sneakers |
|
Hoodies & Sweatshirts |
5,762 |
GANT Banner Shield Mens Hoodie |
|
Jackets & Coats |
4,772 |
Regatta Professional Womens Salamba Anti Pill Fleece Jacket |
|
T-Shirts |
3,425 |
Balmain Unisex Golden Logo T-Shirt Black |
|
Sandals |
2,574 |
Versace Jeans Couture Sliders Black |
|
Accessories |
2,338 |
BOSS Orange Zed Mens Cap |
|
Dresses |
2,291 |
Versace Teen Girls Cotton Dress Gold |
|
Jumpers & Cardigans |
1,967 |
Dorothy Perkins Bobble Detail Knitted Jumper – Cream |
|
Polo Shirts |
1,957 |
BOSS Green Paddy Contrast Mens Polo |
Stuart McClure, Founder and CEO of Love The Sales, comments on the findings: “According to data from Finder, Brits plan to spend an estimated £3 billion in the 2023 Black Friday and Cyber Monday sales. The average spend per person on Black Friday 2023 is predicted to be £113, as consumers flock to their favourite sites to get the latest deals.”
He adds, “By looking at our Shortlist data, we have revealed that Hugo Boss is the top runner in being the most popular brand over Black Friday with their BOSS Orange Passerby Mens Long Sleeve Polo Shirt being the most in-demand product of the season. Followed by Adidas and Nike, with the Nike Air Force 1 Low Women’s and Mens ZX 5K BOOST Trainers being the most shortlisted products from each.”
