These are the most popular fashion brands in Europe

Europe is a continent with a rich and storied fashion history, but how do its residents vary in their shopping habits?

Global fashion search platform Lyst analysed the data to pin down some of the continent’s spending trends.

According to Lyst’s research, which was conducted over a six-month period, Gucci is the most popular fashion brand in the UK, Sweden and Denmark.

In Italy, the most-coveted label is Off-White, while Balenciaga rules in the Netherlands and Germany.

Dolce & Gabbana is the most popular in Belgium and Spain, while sporty Portugal and France’s most-wanted brands are Nike and Adidas.

Across the continent, jackets and dresses are the fashion categories that get the most searches, but the most-wanted product is the ‘Mini Industrial Belt’ by Off-White.

Mini Industrial Belt by Off-White.

In terms of favoured colour palettes, black and white are the top two colours in almost every European country, the research found.

When it comes to money matters, women spend more than men in every country except Italy.

Peak shopping hour for men is 11pm, while women place the most orders at 5pm, and bargain-hunters will feel right at home in Greece and Portugal, where 50% of fashion purchases took place during sales periods.

Glamorous Monaco is where the biggest spending sprees take place — here, women spend an average of $900 (R13,200) every time they stock up on wardrobe items at Lyst.

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