THE BEST OF BLUES: THE LIGHTER THE BETTER.
The top performer is (and will always be) the navy blue which is closest to black. Now, if we dig into the data, when comparing different shades of blues, consumers prefer light blues first. After that, we can observe consumers are more likely to buy blue with grey tonalities such as Mountain spring or Mahogany Rose. Consumers are less likely to buy electric blue like Lapis Blue. When comparing blue on tops/ bottoms/ outerwear categories, the best performing category for blues, in general, is pants (+10%), followed by outerwear (-7%) and fewer tops (-15%)- prefer a softer blue for tops.