According to a new report by MakerSights, a data-driven company that provides a decision platform for the retail industry, the winners in Pantone’s lineup are Eclipse, Jester Red and Princess Blue. The results are based on a survey of 1,000 American consumers, who were polled on which of the report’s colors they were most excited about for the upcoming spring and summer seasons.
The Pantone Color Institute’s Pantone Fashion Color Trend Report offers an overview of the top colors showcased by fashion designers at New York Fashion Week for the upcoming season. The report, which has gained a reputation for highlighting the season’s most important color trends, set the scope for MakerSights’ study, which put the range in front of survey participants.
“By taking the distinct color preferences across the nation into account, brands have an opportunity to tailor marketing and stock allocations to satisfy these unique regional tastes,” said Matt Field, president and cofounder of MakerSights, a data-driven company that recently launched a new artificial intelligence-based decision engine in February.
The company — which serves clients including Levi’s, J. Crew, Madewell, Shinola, Taylor Stitch, Hoka One One and Allbirds — is hot off an investment round, in which it raised $3.1 million from investors such as Steve Anderson, founder of Baseline Ventures; Hayley Barna, partner at First Round Capital; Elizabeth Spaulding, senior partner at Bain & Co., and Jeff Epstein, operating partner at Bessemer Venture Partners.
With its goal to inform choices from initial product design up to the go-to-market phase, MakerSights’ work to shed light on the season’s hottest colors fits neatly into its mission.
Regarding the survey, Field said, “We were surprised to find that despite differences in age, gender, region or trendiness, consumers agreed that Eclipse, Jester Red and Princess Blue are the clear color favorites for Spring/Summer 2019. Brands should feel confident in these three colors as they have mass appeal in the market and should sell well across many silhouettes around the country.”
However, he added, since 45 percent equally preferred Jester Red and Princess Blue, sales cannibalization between the two is a distinct possibility. To avoid that, Field recommends distinguishing those offerings in other ways. “It will be important to diversify silhouettes when offering these two colors to maximize the sales opportunity,” he said.
Drilling further into the results, the company found a distinction between the Gen Z and Millennials segments, and Gen X and Baby Boomers. While all groups showed a preference for Eclipse and Princess Blue, both Gen Z and Millennials favored the total color spectrum compared to Gen X and Baby Boomers, who preferred more muted colors.
While Pantone singled out Living Coral as its color of the year, describing it as a favorite among consumers in the Southeast, it ranked at the number-five spot in the survey. The takeaway: Brands that have invested in this color may have to work to spark more interest and appeal. The study also showed that Pepper Stem is least likely to be worn by women living in cities, and that men’s aversion to colors like Pink Lilac remains intact.
Beyond the three top colors, MakerSights also calls out regional favorites Terrarium Moss for the Pacific Northwest and Living Coral in the Southeast.
The color survey follows the company’s State of Technology in Retail report, which revealed that an overwhelming majority of consumers — at 93 percent — highly value technology in fueling their shopping experience and roughly two-thirds wish there were more opportunities to offer feedback to their favorite brands.