Thanks to the growth of athleisure apparel as a fashion statement, Nike continued to outpace its competitors with an average of 120 million monthly visits to its website for the year 2021. Interestingly, Nike’s db center.uk website visits saw a significant spike in August, with more than 11 million visits above the monthly average, coinciding with the brand’s annual Nike SNKRS Day event celebrated on August 8.
Interestingly, fast-fashion website Shein saw a 72% increase in web traffic over the previous year, with an average increase of 40 million monthly visits. The only other fashion site in the top 10 that saw a notable increase was American luxury department store chain Nordstrom , with a 29% increase year-over-year.
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Trending Fashion Items in 2021
Fashion trends can be some of the most difficult to track, as what is considered “trendy” varies from market to market. To find this year’s fashion trends, Semrush focused on items with the highest growth numbers and average search volumes.
This year’s searches show that loungewear, like sweatpants , which were popular in 2020, have been wiped out of search in 2021. However, workwear and special occasion wear are back in vogue, with searches for clothing items like pants, blazers, and skirts on the rise. Occasion wear staples, like fascinators , have increased in average monthly searches by 58% year-over-year.
However, the number one trend of the year was the pleated dress , which harks back to the popular pleated skirt and blouse combination of the 1920s. Average monthly searches for this fashion trend increased by a whopping 85% year-over-year.
But casual, comfortable clothing hasn’t completely disappeared: bras and shorts have seen average searches increase by 64% and 51% year-over-year, respectively. This trend is in stark contrast to more casual items like sweatpants and leggings , which have seen a decline in user interest.
