The Monthly Fashion Trend Report highlights the top growing, emerging and mature fashion silhouettes and print trends consumers are searching for in dresses, tops, pants and sweaters. Brand management and media company Xcel Brands compiles a trend lookbook as part of the Monthly Fashion Trend Report using multiple resources, including data from Trendalytics, a visual analytical tool, social media influencer posts and analysis of visual social media images. The result is a report that shows which fashion trends are growing fastest, which are just emerging and which are maturing. The data is provided to retailers and brands to inform decision makers along the supply chain in design, production, purchasing, merchandising, forecasting and planning. First, the team analyzes search patterns, looking for growth in specific areas this year compared to last year, then searches pattern growth over the past three months. Then, the team analyzes total search volume compared to the month prior. The result is an earlier emerging trend prediction. These are some of the trends we found that are growing and emerging. Top Growing Trend: Milkmaid Dress A growing trend is defined as one that has high search growth volume year over year, and month over month. Milkmaid Dresses are a growing trend based on social media buzz and online search patterns over the past three months. The milkmaid dress is a combination of a romantic puff sleeve and an open neckline. Variations of the volume sleeves have been in the market for some time, and popularity continues to grow. Milkmaid dresses had the highest search rate growth, an average of 5,458 searches per week, up 1,024% compared to last year, according to Trendalytics data. [caption id="attachment_97165" align="aligncenter" width="700"] Source: Trendalytics [/caption]   Social Media Retailers and influencers have picked up on the milkmaid dress and are posting on Instagram. [caption id="attachment_97166" align="aligncenter" width="700"] Milkmaid dress Missguided; Milkmaid dress Miss Selfridge
Source: Instagram [/caption]   Price Points  The milkmaid dress is no stranger to the market, with 85% of products under the $49 price point. Consumers recognize them as a current trend. See the Xcel Brands x Coresight Research Monthly Fashion Trend Data Report: October 2019 for more detailed information on growing and emerging trends. [caption id="attachment_97167" align="aligncenter" width="700"] Source: Trendalytics/Xcel Brands[/caption]   Growing Trend Insights: Milkmaid Dresses Below are key insights for each functional business unit.

• Planning: High searches for milkmaid dresses are predicted to continue as this trend has been dominating in both tops and dresses, and in many fabrications. Nearly half of milkmaid dresses sell at full price, 47%, so this trend still has traction.
• Design: Update fabrications for the ready-to-wear market by exploring new materials that can work well in transitional months to optimize versatility. Explore non-floral patterns, such as plaids, stripes and polka-dots to stand out in the marketplace.
• Buying: For pre-fall 2020, buy at competitive price points, as this is an of-the-moment trend at value pricing. New colors, fabrications and patterns at the right price will be the key to driving sales.
• Merchandising/retailers: Displaying dresses in new fabrics and distinct colors and patterns will help differentiate and attract attention.

A Top Emerging Trend: Ruched Dress An emerging trend is defined as a top trend identified by high growth and high volume. Emerging trends are seen on early adopters such as social influencers and on runways. Emerging trends generally have low search volume but high search growth. The ruched dress, which is a short, body-hugging silhouette, is a relatively new trend gaining traction. The dress is most often found in a stretchy knit fabric, is available in a variety of prints, sleeve lengths and fabrics. The ruched dress topped the emerging trends this month, with the highest increase of search growth compared to last year, up 437.9%, with 1,072 searches per week, according to Trendalytics. [caption id="attachment_97168" align="aligncenter" width="700"] Source: Trendalytics [/caption]   Social Media The ruched dress is popular on social media as it is body conscious and available in various colorways and patterns. [caption id="attachment_97169" align="aligncenter" width="700"] Ruched Dresses: Fashion Nova and BCBG
Source: Instagram [/caption]   Price points The ruched dress is available evenly distributed at nearly every price point. The ruched dress is often seen in knitted fabrics, which makes the dress popular with the contemporary consumer, with 37% of items priced under $49, and is also available in luxe fabrics with 29% of dresses priced about $250. [caption id="attachment_97170" align="aligncenter" width="700"] Source: Trendalytics/Xcel Brands[/caption]   Emerging Trend Insights: Ruched Dress Below are key insights, by functional business unit.

• Planning: The ruched dress is an emerging trend that is just beginning to gain traction and is expected to continue, with 64% of dresses still priced at full price, we believe new fabrications will keep this style evolving at all price points.
• Design: For pre-fall 2020, design the ruched dress in transitional colors that can lead into the fall season. Explore new knit fabrications that have stretch retention qualities to maximize fit and shape.
• Buying: This trend will continue to become more competitive, with 58% of items priced under $100. Buy in black and the must-have color of the moment.
• Merchandising/retailers: The ruched dress is a date-night and party piece, so fit is important. Spotlighting the ruched dress in a store window will be especially effective to highlight a special occasion or party.

Mature Trend: Square Neck Top A mature trend is defined as one that is beginning to see market saturation, as defined by declining growth volume year over year, and month over month. Mature trends are still top searches as the landscape is competitive, but statistics show the rate is slowing and the market is potentially saturated. The square neck top is a mature trend that has increased 70.2% year over year and grew 71.3% from three months ago. The square neck top is a seasonal trend as we head into the pre-fall and fall seasons, peaks in the spring and summer months and becomes less popular in cooler months. We may see a resurgence of this trend come spring 2021, but recommend that this trend be offered at competitive prices, with new patterns and details. For more mature trends, please see our Xcel Brands x Coresight Research Monthly Fashion Trend Data Report: October 2019. About Xcel Brands and Trendalytics Xcel Brands is a brand management and media company engaged in the design, production, licensing, marketing and direct-to-consumer sales of branded apparel, footwear, accessories, jewelry, home goods and other consumer products. Trendalytics is a trend prediction engine that analyzes consumer demand by triangulating data across social media, online searches and e-commerce product data.