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 reveals the top growing, emerging and maturing fashion trends. 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: Puff Sleeves A growing trend is defined as one that has high search growth volume year over year, and month over month. Puff Sleeves are a growing trend based on social media buzz and online search patterns over the past three months. Pretty tops continue to dominate the runway as a focus, and feminine stand-alone pieces show no sign of slowing. In fact, puff sleeves were a top growing trend just two months ago, and show no signs of slowing! The puff sleeve top is a brunch-to-party trend that can be casual, cool and flirtatious. Puff sleeve tops can be paired with jeans for an effortless chic look or with a tiered skirt for a more dressed-up occasion. Puffed sleeve tops had the highest rate of search growth with an average of 5,239 searches per week, up 287% compared to last year, according to Trendalytics data. [caption id="attachment_95513" align="aligncenter" width="700"] Source: Trendalytics[/caption]   Social Media Retailers and influencers have picked up on the puff sleeve trend and are posting on Instagram. [caption id="attachment_95514" align="aligncenter" width="700"] Puff sleeve tops worn by social influencers
Source: NA-KD/Storets[/caption]   Price Points  Puff sleeves are no stranger to the market, with 64% of products under the $100 price point. Consumers recognize them as a short-term trend, not a long-term investment opportunity, which is keeping average price points competitive. See the Fashion Trend Monthly Data Report for more detailed information on growing and emerging trends. [caption id="attachment_95515" align="aligncenter" width="700"] Source: Trendalytics/Xcel Brands[/caption]   Growing Trend Insights: Puff Sleeve Tops Below are key insights for each functional business unit.

• Planning: High searches for puff sleeves are predicted to continue as this trend has been dominating in both tops and dresses, and in many fabrications; 60% of puff sleeve tops still sell at full price, and 59% of puff sleeve dresses sell at full price, so this trend still has traction.
• Design: Update fabrications to include softer more natural based yarns such as cotton, linen and silk. Experiment with open necklines, cut-outs and off-the-shoulder styles. Introduce new bolder prints that make your design stand out.
• Buying: Buy for spring/summer 2020 at competitive price points. The customer sees this as a fleeting trend rather than a long-term investment piece. Buy as a feminine stand-alone piece that will capture her attention with new details, pattern and color.
• Merchandising/retailers: Use an exaggerated puff sleeve to catch the consumer’s eye in window displays. Include new materials on mannequins such as sheer sleeves that create volume and help catch light.

A Top Emerging Trend: Milkmaid Top 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 milkmaid top is a relatively new trend gaining traction, it incorporates puff sleeves, an open neckline and corseted waistline. It is a casual trend best executed in cotton and linen-like fabrics styled back to denim. Popping up at the top of the emerging trend chart, the milkmaid top had the highest increase of search growth with 3,294 searches per week, up some 482% over last year according to Trendalytics. [caption id="attachment_95516" align="aligncenter" width="700"] Source: Trendalytics[/caption]   Social Media The milkmaid top is popular on social media with slight variations that include different closures, lengths and materials. [caption id="attachment_95517" align="aligncenter" width="700"] Milkmaid tops: Miss Selfridge, Lauren Nicole
Source: Instagram[/caption]   Price points The milkmaid top is often seen in cropped proportions, another reason this trend is more popular with the contemporary customer, with over 95% of products under $50. [caption id="attachment_95518" align="aligncenter" width="700"] Source: Trendalytics/Xcel Brands[/caption]   Emerging Trend Insights: Milkmaid Tops Below are key insights, by functional business unit.

• Planning: The milkmaid top is an emerging trend that is just beginning to gain traction and that is expected to continue. We expect new fabrications and evolving silhouettes will keep this style fresh.
• Design: For Summer 2020, design milkmaid tops with eye-catching prints and fresh colors, with lace-up or button front details.
• Buying: Much like other ultra-feminine tops, the milkmaid top is viewed as a must-have, of-the-moment trend and not an investment piece. Buy for spring 2020 at competitive price points.
• Merchandising/retailers: The milkmaid top presents well since it is a body-conscious top and naturally captures the consumer’s eye. As with the feminine puff sleeve top, place strategically in store windows to increase interest.

Mature Trend: Tie Front Dress 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 blazer dress is a mature trend that has declined 29% year over year and grew 2% from three months ago. This trend is expected to decline. We recommend mature trends be offered at competitive prices, with new patterns and details. For more mature trends, please see our Monthly Fashion Trend Data Report. 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.