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Insight of the Day: No you’re not imagining it, everyone is wearing burgundy right now

Findings

  1. Burgundy as the Season's Neutral:

    • Burgundy (aka bordeaux, oxblood, wine) has become the standout hue for autumn and winter 2024, replacing traditional neutrals.

    • This deep reddish tone is seen as luxurious, versatile, and romantic, making it a go-to color for various styles and occasions.

  2. Influence of Luxury and High Street Brands:

    • Designer labels like Gucci, Hermès, and Miu Miu have incorporated burgundy into their collections, influencing its adoption by high-street brands like Zara and Mango.

    • The color is dominating fashion pieces, from tailored suits to accessories like handbags and shoes.

  3. Popularity Across Social Media:

    • Burgundy is trending on platforms like Instagram and TikTok, boosted by influencers, celebrities (e.g., Olivia Rodrigo), and fashion enthusiasts.

  4. Adoption in Partywear:

    • The shade is expected to dominate festive looks, with velvet and sequins in burgundy making appearances at office parties and New Year's Eve events.

Key Takeaway

Burgundy is the autumn/winter 2024 color trend, embodying luxury, versatility, and seasonality, driven by designer influence and social media engagement.

Trend

Seasonal Color Adoption: Burgundy’s rise as a “new neutral” highlights how fashion trends are tied to seasonal aesthetics and social media amplification.

Consumer Motivation

  1. Perception of Luxury: Burgundy's rich tone exudes sophistication and elegance.

  2. Versatility: Its neutral-like properties make it easy to style across wardrobes and occasions.

  3. Seasonal Aesthetic: The color aligns with autumn/winter vibes, offering warmth and depth.

  4. Social Influence: Social media, particularly platforms like Instagram and TikTok, has normalized and amplified burgundy as the “must-wear” hue.

What is Driving the Trend

  • Runway Influence: Burgundy’s prominence in fashion shows (e.g., Pantone’s “Windsor Wine”) signals high-fashion approval.

  • Social Media Amplification: Viral posts and celebrity endorsements fuel interest and adoption.

  • Retail Accessibility: Availability across luxury and high-street brands ensures consumers at all price points can participate in the trend.

Who Are the People Referenced?

  • Consumers: Fashion-conscious individuals, particularly Millennials and Gen Z, who are socially inspired and seeking versatile, polished styles.

  • Celebrities: Influencers like Olivia Rodrigo and runway models driving interest.

  • Brands: Luxury and high-street brands embracing the color in collections.

Description of Consumers

  • Products: Burgundy outfits, accessories, and partywear in materials like velvet, sequins, and satin.

  • Age: Predominantly younger demographics (18–40 years old).

  • Aesthetic: Consumers looking for polished, luxe, and Instagrammable outfits.

Conclusions

Burgundy’s success stems from its seasonal relevance, luxury appeal, and social media-driven adoption, making it the standout trend for autumn/winter 2024.

Implications

For Brands

  • Highlight burgundy in collections, from high-end to affordable items, to capture seasonal interest.

  • Use social media influencers to showcase burgundy products in everyday and party contexts.

For Society

  • Encourages seasonal shifts in fashion, creating a shared cultural aesthetic for autumn/winter.

  • Normalizes luxury-inspired styles across accessible price points.

For Consumers

  • Offers a versatile color choice that elevates outfits without requiring significant effort.

  • Encourages experimenting with fashion through seasonal palettes.

Implications for the Future

As burgundy continues to dominate, it will reinforce how social media, seasonal aesthetics, and accessibility can elevate specific colors into cultural fashion staples.

Consumer Trend

Seasonal Color Obsession: Burgundy reflects how consumers gravitate toward specific hues tied to seasonal and cultural aesthetics.

Consumer Sub-Trend

Social Media-Driven Aesthetic Choices: Platforms like TikTok amplify color trends and normalize them as must-have styles.

Big Social Trend

Luxury-Inspired Democratization: The blending of high-fashion influence with accessible retail options makes luxury-inspired looks attainable for all.

Local Trend

In the UK, burgundy is dominating wardrobes across high-street and designer collections, aligning with the festive season’s style demands.

Worldwide Social Trend

Global Aesthetic Alignment: Social media connects global audiences, creating uniform seasonal trends like the rise of burgundy in autumn/winter.

Name of Big Trend

Seasonal Color Dominance

Name of Big Social Trend

Social Media Amplified Fashion

Social Drive

  • Desire for luxury-inspired style made accessible.

  • Influence of social media aesthetics in shaping personal and public style choices.

Learnings for Companies in 2025

  1. Color Marketing: Strategically highlight seasonal colors to drive consumer excitement and sales.

  2. Social Collaboration: Work with influencers to normalize and amplify trend adoption.

  3. Retail Accessibility: Ensure product offerings across luxury and high-street price points.

Strategy Recommendations for Companies in 2025

  1. Leverage Seasonal Trends:

    • Create marketing campaigns that spotlight colors like burgundy as the must-have hue.

  2. Influencer Partnerships:

    • Use social media influencers to create visual content showcasing the versatility of trending colors.

  3. Expand Product Categories:

    • Introduce the trending color across accessories, footwear, and clothing lines to maximize consumer adoption.

Final Sentence (Key Concept)

Burgundy’s rise in autumn/winter 2024 illustrates how seasonal aesthetics, amplified by social media and luxury influence, drive color trends into mainstream fashion.

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