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Skincare and apparel brands primed for positive 2021

New report shows that the categories saw strong gains last year, with standout growth from Rihanna’s Savage x Fenty, Gymshark and Fabletics.

A new report has highlighted how skincare and apparel brands are poised for a positive year ahead – with both categories posting strong gains in 2020, weathering the pandemic storm.

The Tribe Dynamics report – which includes Top 10 rankings and analysis of 2020’s standout brands – also highlights earned media value (EMV) rankings, to reveal the brands which it thinks are capturing consumer interest and poised for ‘significant growth’ in 2021, reported The Industry.Fashion.

A stand out growth figure came from Rihanna’s Savage x Fenty lingerie line, which collected $269.2 million EMV last year, up 295% year on year. A lot of momentum was generated in Q2 when the brand teamed up with rapper Megan Thee Stallion to promote the summer collection.

Apparel brands that encouraged customers to work out and relax at home – such as Gymshark and SHEIN – also saw strong growth, responding quickly to the shift to at-home culture and creating ‘homebound’ campaigns and initiatives.

In addition, the Fabletics activewear brand was also highlighted (142% YOY EMV growth), with the report hailing its ‘savvy campaigns surrounding high profile collaborations’.

However, luxury fashion experienced a number of setbacks during the year – for example Gucci and Chanel both saw EMV decline by 35% and 25% respectively.

When it came to skincare brands, the top ten of 2020 averaged a 56% YOY EMV increase, the highest average of any top ten vertical.

Much of the momentum stemmed from 131% and 383% surges for TULA and Good Molecules respectively.

The launch of Fenty Skin was also highlighted – helping to galvanise influencers – while the arrival of Wishful from beauty guru, Huda Kattan, was warmly welcomed.

Successful beauty brands in the UK, meanwhile, focused on hero products, self-care and famous faces.

Brands looking to do well in 2021 should focus on “a combination of product quality, fully invested influencer partners, and a focus on inclusivity, self-care, and the well-being of their consumers” said the report.

“By continuing to build loyal, passionate influencer families, brands can not only strengthen their chances for success, but also enjoy a dose of much-needed continuity and connection amid all the changes the last year has brought.”

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