Superdry may be facing a host of problems and struggling to generate significant sales growth, but the brand has just been named the ‘trendiest’ British menswear label of last year in a survey from a surprising source.
Genting Casino reviewed the last 12 months of Google search data and Instagram posts and came up with this Superdry nugget, more of which later.
But first, the report says cardigans had a real menswear moment in 2023. They saw 9.86 million Instagram posts and 897,000 annual searches, helping them achieve a “trend score” of 9 .8 out of 10 and boosted – as we’re told – by the ’90s grunge revival of last year’.
They were followed by leather jackets with 4.17 million posts on Instagram and even more searches with 1.067 million from vests. But Instagram posts favored cardigans, and leather jackets had a marginally lower rating of 9.73.
Shoulder bags came in third with 1.66 million posts and 1.441 million searches for a score of 9.52. In fact, these bags were the most sought-after trend of all.
Trench coats are fourth with 1.51 million posts and 1.198 million searches for a 9.38 score, while denim jackets round out the top five with an impressive 2.91 million posts and 628,100 searches for a 9.25 score.
Other key items in the top 15 (in descending order) are flip flops, crop tops, polo shirts, puffer jackets, varsity jackets, parkas, bomber jackets, flannel shirts and sweatpants.
It’s interesting how casually focused this list is (no trace of suits, ties or formal shirts). So it’s perhaps not surprising how highly Superdry scored, although with the aforementioned challenges it faces, we might not have expected it to make it to the top of the brand list.
Of course, calling it “the most modern” might not be quite accurate. Perhaps “popular” is more valuable (despite sales issues).
Regardless, it ranks #1 based on Instagram posts about it (1.31 million) with 5.5 million annual searches and a trend score of 9.6 out of 10.
Next was Ted Baker (who has had his own challenges in recent years and is now owned by Authentic Brands), with 898,245 posts and 4.189 million searches to achieve a score of 9.33. Then there was Reebok with 9.389 million posts and 1.276 million searches, with a rating of 9.19. Reebok is another label struggling to grow and is now also owned by Authentic.
Clearly, this trio of brands may be facing issues, but they remain very much on consumer radars and in demand.
Clarks was third on the list with 690,454 posts (in a year where its ultra-cool marketing initiatives were highly visible) and 6.6 million searches, with Barbour in fifth place. Fueled by collaboration and the legacy trend, it saw 768,548 posts and 2.162 million searches.
Others in the top 15 include Paul Smith, Fred Perry, Jack Wills, French Connection, Lyle & Scott, Berghaus, Pretty Green, Ben Sherman, Dunhill and Kangol.
Meanwhile, international brands resonating with UK consumers were led by New Balance with 11 million posts and 8.253 million searches to score a crushing 9.9 out of 10, and Converse with 18.7 million posts and 4.7 million searches, which also scored a 9.9.
Tommy Hilfiger is next with 7.58 million posts and 3.8 million searches with a score of 9.58; PVH stablemate Calvin Klein with 7.36 million posts, 2.4 million searches and a score of 9.38; and Levi’s with the same result after 7.368 million posts and 2.19 million searches.
They are followed by Versace, Asics, Hollister, Guess, Lacoste, Billionaire Boys Club, Hugo Boss (presumably the combined brands of Hugo and Boss), Timberland, Moncler and Armani.
The survey also looked at the UK’s biggest fashion influencers and David Gandy scored a perfect 10 here with a million Instagram followers and 96,400 likes per post.
Art director Phil Cohen and fitness vlogger Rowan Rowe were second and third, and electrician-turned-model Ali Gordon and YouTuber/model Carl Cunard fourth and fifth.
Other influential men include Oliver Chesher, Eyal Booker, Leo Mandela, Charlie Irons, Josh Cuthbert, Jim Chapman, Carl Thompson, Joel McLoughlin, Matthew Spade and Yves Efeturi.
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