Women's World Cup Sparks 405% Increase for Soccer-Inspired Fashion
Love the Sales Editor, Thursday 20th June, 2019.
Women's football-inspired searches have skyrocketed by 405% since the 2018 men's World Cup in Russia.
Replica kits are the driving force behind searches, with streetwear designs by Nike making them hugely popular.
Nigeria have the most wanted kit, with searches for the home jersey increasing by 1,580% MoM, followed by France's polka dot away strip (searches up 244%).
Soccer-inspired gym-wear is also on the rise. The official England and France training tights have gained popularity over the World Cup, while searches for sports bras has increased by 45% MoM.
World Cup fever is spreading across the globe and into people's wardrobes, as fans look for a bit more football in their fashion.
Women's soccer is becoming a huge sport in its own right, with superstars like Brazilian's Marta and USA's Alex Morgan raising the profile of the game. According to UEFA, registered female players are at an all time high and this World Cup has already broken viewing figures for the sport.
But, the influence of women's football hasn't just stayed on the pitch. This World Cup is inspiring women to adopt more football-related fashion.
Fashion aggregator Love the Sales has seen female searches for football related terms rise by 405% compared to 2018's World Cup in Russia. And the trend is growing rapidly - search volume has increased by 220% month on month (May to June).
The significant increase has come partly from the viral popularity of this World Cup's kit designs.
Nike has made 14 of the 24 team jerseys and most have been lauded over for their originality and fashionable designs.
The most wanted kit on display has been Nigeria's white and green chevron jersey.
The shirt made headlines last year by breaking pre-order records and was even shortlisted for fashion awards alongside the likes of Gucci & Burberry.
The in demand strip has been completely sold out since 2018, and news of its re-release has caused an incredible surge in searches of 1,580%, from May to June.
The official jersey was released alongside a zip-up jacket, jogging bottoms and even a reversible bucket hat, as Nike continues to blend practicality with fashionable streetwear.
The second most searched for jersey of the tournament has beeen the French team's white away shirt. Both home and away kits have been hugely popular, but the distinctive away strip has stood out as the fashionable choice.
The shirt consists of hexagonal polka dots, a subtle nod to the teams unnofficial nickname "l'hexagone". Since its official release in March, the jersey has had a notable increase in search of 244%.
However, French football is no stranger to fashion. Paris Saint Germain has become football's in vogue club. The Ligue 1 champions have cultivated a growing list of celebrity fans that regularly sport the shirt, including supermodels Kendall Jenner and Gigi Hadid.
And it's not just shirt replicas that are causing a stir among fashionistas.
Love the Sales has seen gym-wear styled football leggings, tights & sports bras get a sizable increase in views. The official Nike England and France football tights, which work as much in a gym as out on the pitch, have gained popularity during the tournament. While searches for sports bras has increased by 45% in the last month alone.
The rise in popularity of these football fashion items has meant more and more women discovering the sport. This year Love the Sales has seen more football-inspired jerseys for everyday use, alongside a range of multi-purpose soccerwear that is perfect for the gym and the pitch.
And it's not just sportwear brands bringing football into fashion culture.
In 2018, high end designers Off-White, Supreme & Versace provided us with their creative takes on replica football shirts. Louis Vuitton even created a range of football travel bags specifically for the World Cup in Russia.
Love the Sales is a global fashion search engine, allowing users to search between 6 million fashion items across 16,000 of the world's top brands, in one place.
Search data and trends are analysed from 3 million+ shoppers that use Love the Sales.
For more information on the above please contact:
Liam Solomon, Editor
