513: The fall shopping “spreadsheet”

From 100+ readers and 5 expert contributors.

The fall shopping spreadsheet is an annual Magasin project that finds out what our network is buying, wishlisting, carrying over from summer, and still wearing from last fall, this fall. It also takes the temperature on what brands feel especially relevant, where we are shopping, and the trends we’re picking up on.

Here’s the “spreadsheet.”

You’ll notice, once you click through the link above, that while this information may have been published as a Google Sheet in years past, it’s no longer a spreadsheet at all. If you remember last year’s fall shopping spreadsheet, so overstuffed wth information and color-coding it was barely legible, you’ll understand me having to do something to enhance the UX. Basically, I made it an app.

100+ readers took the survey and shared some 700ish products, and we’ve organized them into a platform that you can (finally!) sort by price, discount, new-in, A-Z, and editor’s picks. You can further narrow down by brand, category, or see only items them have been actually purchased (or wishlisted, or carried over from summer of the previous fall). I’m probably over-explaining this, and if you’ve ever navigated a multi-brand online retailer (truly how did you end up here if you haven’t), you’ll understand how to use the “spreadsheet” right away.

Everything links out, and our editorial team has even done some market research to fill in the gaps on unspecified items submitted by readers.

But wait! There’s more.

We had experts fill out the survey, too. It’s crazy I publish this for free.

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Expert contributors

Kate Young, industry-leading celebrity stylist. Amanda Lee Burkett, Airmail Market Editor and Founder of Mott Mott Consulting. Zoe Dubno, novelist. Jalil Johnson, Substack writer and Harper’s Bazaar contributor. Booth Moore, Nike Communications VP and former WWD Executive Editor.

The Magasin fashion team—me, Maya Kotomori, and Alyssa Vingan—also shared our top-of-mind items for fall.

You’ll see these submissions tagged as “Editors’ picks” in the “spreadsheet,” but I wanted to raise a couple of interesting takeaways:

All five experts name Michael Rider’s Celine. Amanda says, “I love Michael Rider’s world and feel so connected to it. We do not talk enough about how he’s an American designer from the East Coast at the head of a french fashion house. When have we last seen this? Marc Jacobs?” For Zoe, it’s “fantasy window shopping.”

All five name The RealReal—plus other vintage, Kate shops at Scout and Desert Vintage—where Booth is hunting a suede Bottega, and which Amanda calls her “shopping mall.”

Jalil thinks “we are going to be drenched in purple this fall, I’m seeing so many grape hued pieces in the market and I’m itching to take a bite!” Amanda predicts “more pale yellow, purple, brown leather and madras.” For Kate, “prints and special fabrics and embroideries feel exciting again. I’m a little bored by monochromatic luxury.” It’s giving post-beige.

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Reader report

It’s INTERESTING to see where the experts agree and disagree with the survey taker-ship at large. Like, very few of the above mentioned any of the four leading brands from this greater temp check—The Row, Toteme, Khaite, and (a new mate to this familiar trifecta?) Dries Van Noten—and yet they all named tier-two brand Celine.

Reader findings, generally, were fascinating to me. Like, what do you mean Chanel and Emily Dawn Long live in the same appeal bracket (not actually surprising to me, TBH), Sorbara’s and Earl IRL hold to same weight as FWRD, and cummerbunds coexist with skinny jeans?

See the reader report on the top brands on their radar, where they’re shopping, and what trends they’re forecasting for fall. And happy Labor Day weekend!

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