Millennial pink ruled the year 2017, finds John Lewis

In its fifth anniversary edition of the John Lewis Retail Report, the company looks back at the major developments that took place in Britain’s retail landscape since 2013. For example, how the Black Friday replaced Cyber Sunday as the biggest spending day of the year and how the number of shopper shopping online increased from 42 percent to 64 percent in the last five years and how millennial pink ruled the women's as well as men's wardrobes last year.

Commenting on findings in this report, Peter Cross, Director of Customer Experience at John Lewis, said in a statement: 'How we shop continues to change at pace. For many customers, their phones are the 'remote control' for their lives with their shopping, banking, social networks and to-do list in one place. Five years on, this report is as intriguing as ever - as much for highlighting what we bought as highlighting what we haven't.“

John Lewis terms 2017 as the year of millennial pink

The report finds out that customers searching for things from wallets to water bottles with unicorns emblazoned on everything increased 70 percent, while searches for mermaid-themed products increased 22 percent on last year. And the iconic blush shade 'millennial pink' dominated colour palettes in homes and wardrobes as a result of its popularity on the social media feeds of famous influencers including Rihanna and Beyoncé.

The company witnessed 63,000 searches for 'pink' on Johnlewis.com since January 2017, while bedroom accessories in this shade saw a 28 percent increase in sales men's pink t-shirts saw a 74 percent sales increase and pink shirts were up 39 percent on last year. Sales of women's pink jackets increased by 55 percent compared to last year.

John Lewis also notes that online searches dropped by 53 percent compared to last year, traditional look in women’s office suits is becoming a thing of the past with matching suit jackets and skirts seeing a 10 percent decline and customers favour non-padded bra options instead of push-up bras today, with sales up 20 percent.

Picture:John Lewis media centre