Just the Data: Coastal Grandma

Shein | Nordstrom | Lex Nicoleta | Deborah Brosa

• The coastal grandma aesthetic is the perfect escape for this summer, characterized by effortlessly classic looks inspired by an ocean-side lifestyle.
• Capturing the attention of Gen Z, the trend is taking TikTok by storm. The hashtag #coastalgrandmother has nearly 95M views and #coastalgrandma has nearly 7M views on TikTok.
• A high volume trend, there are 2.8k average weekly searches for coastal grandma, +4,533% to last year.
• The coastal grandma starter pack includes safe bets like a linen shirt, chino shorts, womens� loafers, and a straw bag.
• A high volume trend, there are 34k average weekly searches for linen shirts, +73% to last year.
• Linen shirts are most saturated in the Luxury market where the average price is $334 and adoption is +12% in the last 30 days.
• Social buzz for the trend is +12% to last year as recent posts from Ralph Lauren, Monday Swimwear, and Superdry garner engagement on Instagram.
• A high volume trend, there are 12k average weekly searches for chino shorts, +51% to last year.
• Chino shorts are most saturated in the Mass market and top retailers by product count include Next, JCPenney and Macy�s.
• An extreme volume trend, there are 61k average weekly searches for women�s loafers, +41% to last year.
• Women�s loafers are most saturated in the Luxury market where the average price is $674 and adoption is +2% in the last 30 days.
• A high volume trend, there are 16k average weekly searches for straw bags, +45% to last year.
• Straw bags are most saturated in the Fast Fashion market where the average price is $17 and adoption is +13% in the last 30 days.
• Influencer Lex Nicoleta is going viral on Instagram and TikTok for being the coastal grandmother this season as people look to her for wardrobe inspiration this summer.
• TL Forecast: Coastal grandma is expected to continue growing over the next year with 70% confidence.

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