Dealmoon.com, which connects brands with luxury-focused Chinese American shoppers, has announced the winners of the 2019 annual Dealmoon Fashion Awards. The awards aim to help retailers determine what merchandising mix will resonate with this luxury-brand loving shopper segment.
Of the 17.6 million clicks the site gets monthly, the 2019 awards attracted 121,815 votes in 21 categories, which ranged from classic to emerging designer handbags, sneakers to dresses, high heels to flats, watches to bangles, luggage and men’s wear. One of the new categories included Celebrity Choices made by pop sensation Dua Lipa, Victoria Secret Model Elsa Hosk, and influencers Aimee Song and Chriselle Lim. The winning products are awarded special brand exposure on the site. Voters are asked to select their favorite products and rules required no more than three per category.
“This consumer initially gravitates toward high ticket items from Gucci, Hermes, and Balenciaga,” says Dealmoon Co-founder and CMO Jennifer Wang. “But our users’ top five choices also included a $49 Zara dress and $55 Converse sneakers. It was fun to see how sneakers are defining the fashion game this year, making comfortable fashion the most sought-after trend.”
Handbags are also big with this consumer, as the products that earned the top overall three votes included Chanel’s Classic quilted leather and chain-handle Flap Bag ($5600.00), followed by a strong-shaped piece made by Strathberry ($500), which was voted the #1 Emerging Fashion Bag. Designer Issey Miyake’s Bao Bao line placed next in the Contemporary Designer Bag category with the geometrically patterned Lucent Metallic Tote ($525) leading the way. When it comes to sneakers, the female consumers cannot get enough of Alexander McQueen’s ($490) white leather platform kicks with black heel accents while the men opted for Yeezy Boost 350 V2, created by Kanye West, in all-black ($325).
A classic fashionista through and through, Dealmoon’s high heel users plucked out Jimmy Choo’s silver goatskin Romy mid-heel pumps ($675) and they favored flats by Bally; the Janelle Leather Slipper which retails for $670. Cartier cleaned up in the jewelry categories, with the Ballon Bleu de Cartier line of titanium, round-faced, Roman numeral watches ($7,995) chosen as a favorite and the classic gold Cartier Love Bracelets line with flush-embedded diamonds and screws ($5,000). In the men’s apparel category, Thom Browne Men’s bar-striped sleeve and leg sweatshirt sets ($950) made the men swoon. Lastly, in the luggage category the iconic Rimowa handmade aluminum and lightweight polycarbonate Medium Check-In wheeled ahead of the pack. Other categories included boots, lingerie, tops, coats, sportswear, and sunglasses.
For a list of all the winners and runner-ups, click here.