GoodsFox Daily News (July 22, 2025): TikTok Fashion Trends Surge Amid Back-to-School in North America
- Dress Sales Surge on Russia’s Ozon During Graduation Season
- TikTok Boosts Back-to-School Sales for Apparel and Accessories in North America
- Instagram Becomes Brazil’s Top Platform for Online Retail Visibility
- Zalando Acquires AboutYou, Reshaping European Fashion eCommerce
- U.S. Trade Policy Expectations Drive Gold Price Up
1.Dress Sales Surge on Russia’s Ozon During Graduation Season
Russia’s graduation season has triggered a wave of fashion spending. On the Ozon platform, sales of mid-length dresses in emerald green and burgundy rose 10x year-over-year.
Accessories also saw a spike — sequin hairpieces doubled in volume, while floral silver jewelry rose 140% in sales.
Men’s fashion boomed as well: suits were up 63%, with shirts, shoes, and ties rising 57%, 54%, and 100% respectively.
Ozon experts noted that graduates prefer “classic apparel + trendy accessories” to balance professionalism and self-expression.
2.TikTok Boosts Back-to-School Sales for Apparel and Accessories in North America
The back-to-school season hit its peak traffic in late July. On July 17, “back to school” searches reached their highest point.
According to Deloitte, U.S. K–12 back-to-school spending is projected at $30.9 billion, averaging $570 per student.
Women’s apparel and accessories are top-selling on TikTok. One plain short-sleeve shirt sold over 33,900 units.
Other trending items include sunglasses and skull-print caps. On Amazon, kids’ art supplies and sticky notes also went viral.
3.Instagram Becomes Brazil’s Top Platform for Online Retail Visibility
In Brazil, 97% of SMB eCommerce sellers are active on at least one social media platform. Half of them use it as a direct sales channel.
Among all platforms, 95% of sellers choose Instagram for ad creatives and branding. WhatsApp and Facebook follow at 59% usage.
WhatsApp is often used to push discounts, while Facebook's strong reach and engagement keep it relevant.
TikTok usage is growing, now at 35%, boosted by the launch of TikTok Shop in Brazil.
YouTube and Pinterest stand at 15% and 14% respectively.
18% of small brands plan to collaborate with influencers this year, mostly via product gifting (20%).
Social platforms are not just traffic sources, but essential to building authenticity and trust with shoppers.
4.Zalando Acquires AboutYou, Reshaping European Fashion eCommerce
Germany’s eCommerce landscape is changing fast. Zalando has acquired fashion rival AboutYou in a €1.2 billion deal.
Approved by the EU Commission in early July, Zalando now owns over 90% of AboutYou.
Founded in 2008, Zalando serves over 50 million users across 25 European markets. AboutYou, founded in 2014 under the Otto Group, has over 12 million users.
The merger blends complementary audiences and aims to build a unified lifestyle and apparel eCommerce ecosystem across Europe.
Experts believe this could reshape market dynamics and create new opportunities for cross-border sellers in Europe.
5.U.S. Trade Policy Expectations Drive Gold Price Up
Gold prices rose as markets reacted to U.S. trade policy expectations. August gold futures increased 0.18% to $3,364.8/oz on COMEX.
Silver futures for September edged up 0.13% to $38.515/oz.
Investors are closely watching tariff talks ahead of the August 1 deadline.
Analysts warn that failure to reach deals could push gold beyond $3,400.
Currency volatility and settlement costs are expected to rise, which could impact cross-border sellers managing international payments.
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