STYLE
TRENDS
survey about desires and trends of fashion and beauty addicted online
users >press
release
Of all
the time Europeans spend consuming media 20% of is allocated to the
Internet and only 18% to printed media. EIAA
European Media Consumption Study |
universe:
703,483 active users per month (Europe: 52%; America: 28%; Asia: 15%;
Australia/Africa/Arab: 5%)
demographics: audience profile of
fashionoffice.org
field
work period: 2nd quarter 2004 - 3rd quarter 2005
sample: 5.217 interviewed individuals
survey method:
1. qualitative pilot study with open questions to identify the main
trends and desires
2. quantitative research with interactive online questionnaires
method of sampling: random sample
last data interpretation: 29. August 2005
realization: trend research channel styleradar.com
|
The original
online magazine fashionoffice.org and the trend research channel "styleradar.com"
periodically publish qualitative and quantitative data about desires
and trends of an international panel of fashion, beauty and lifestyle
addicted lead users.
editorial interests: What kind of themes are in the centre
of the interest of the users of online fashion & lifestyle information
and entertainment sources and about which themes they want to get more
information and how can fashionoffice.org upgrade the service for this
users?
brand
interests: Which labels can be best presented in fashionoffice.org
with the strongest emotional connectivity, highest interactive involvement
and authenticity?
|
| AGE
compare the data with Eurostat
Statistics, Internet Usage in Europe |
| <
1 4 |
2,819%
 2,19% |
| 14-19 |
41,490%
38,84% |
| 20-29 |
39,029%
43,23% |
| 30-39 |
10,407%
10,56% |
| 40-49 |
4,078%
4,18% |
| 5
0 > |
2,180%
1% |
| TREND
LEADING DESIGNER 2005 |
The
3 trend leading designers 2005 represent - like a half year before -
a very sophisticated image of the users of fashionoffice.org. In the
last year the "Romantic Upper Class" fashion of Marc Jacobs
was on the 2nd place of the popularity. But the romantic look isn't
any longer one of the three favored looks. D & G with the Noble-Hippie
style are now on 2nd place, and Prada with high luxurious and arty Retro
fashion is on the 3rd place. The
users voted with this selection for 3 important trends for the next
season.
1st
trend: Punk, Gothic
The fashion of Alexander McQueen is influenced by British Punk and
Gothic. |
2nd
trend: Noble-Hippies
The Italian duo Dolce & Gabbana represents the theatralic Noble-Hippie
look. |
3rd
trend: Art meets fashion
The Italian luxury label Prada celebrates the art of former
times in fashion: a timeless way of Retro-look |
|
Alexander
McQueen |
14,9%
17,81% |
Armani |
7,6%
6,43 % |
Calvin
Klein |
3,8%
3,42% |
Christian
Dior |
7,3%
4,11% |
D
& G |
9,9%
9,59% |
Gucci |
7,6%
6,85% |
Helmut
Lang |
3,1%
3% |
John
Galliano |
4,2%
4,8% |
Lagerfeld
|
4,2%
4,11% |
Marc
Jacobs |
6,9%
12,33% |
Michael
Kors |
3,4%
1,78% |
Prada |
9,2%
6,16% |
Roberto
Cavalli |
4,6%
5,48% |
| Versace |
6,5%
2,74% |
| 5
other designers in styleradar.com |
6,8% |
ARE YOU A BEAUTY PRINCESS? (SPECIAL:
Beauty-Game in fashionoffice.org) |
Around
50% of the fashionistas are "Physical Beauties".
From the 3 most important factors of beauty: physis, psyche and care,
they have chosen the physical factor sport to be most important for them.
"Holistic Beauties" use different products
(depending on weather, hormones, etc.) for their skin. They know about
the importance of love and happiness for their beauty and health, and
take care of their nutrition.
11,5% are "Natural Beauties". They believe
that their beautiful look is a gift of mother nature. But they know how
to stay beautiful: skin care and healthy nutrition is very important for
this group. 30,7% of all users have to work hard to become beauty princesses. |
Physical Beauty |
44,3% |
Holistic Beauty |
13,5% |
| Natural
Beauty |
11,5% |
| MUST
HAVE: STYLE |
„An
open mind“ is for the users of online fashion & lifestyle
information and entertainment sources the most important style and reflects
their individual philosophy. Other high ranked styles of personal philosophies
and concepts of living are “passion“ and “romantic“.
The romantic style is - please compare also the trendleading designers,
especially the romantic upper class style by Marc Jacobs - a style that
decreases. |
| 60ies
revival |
11%
14% |
| a
clear conscience |
6%
5% |
| an
open mind |
29%
28% |
| comfortable |
12%
12% |
| dancehall
bhangra |
4%
5% |
| passion |
16%
14% |
| romantic |
15%
16% |
| zest |
7%
8% |
| TREND
LEADING MUSICIAN |
The
style ranking of the trend leading musicians 2005 also shows the “girlie
effect” with the focus on a “sexy body performance”.
The new star is Gwen Stefani. She is with about 14% the trendleading
star in 2005. Beyonce lost 5% of her votes since September 2004 - but
is with the 2nd place still in a good position. Outkast, Coldplay and
Franz Ferdinand follow the ladies. Jennifer Lopez lost her number one
position with around 9% - and is now on 6th position. |
| Gwen
Stefani |
13,9% |
| Beyonce |
12,7%
17,9% |
| Outkast |
6,3%
7,9% |
| Coldplay |
6,3% |
| Franz
Ferdinand |
6,3% |
| Jennifer
Lopez |
5,7%
14,7% |
| Black
Eyed Peas |
4,4% |
| Christina
Aguillera |
3,8%
6,3% |
| Bjork |
3,8% |
| Madonna |
3,2%
5,3% |
| Nora
Jones |
3,2%
4,2% |
35
other musicians in styleradar.com |
30,4% |
| TREND
LEADING ACTRESS |
Gwen
Stefani dominates also the movie charts. With more than 8% she rises
to the 2nd place of the trend leading actresses for 2005. But the star
from „Sex and the City” is still on top of the style ranking:
Sarah Jessica Parker. Angelina Jolie is ranked on the 3rd place. The
role models of the online fashionistas are characterized by an extraordinary
fashion style and feminine but very self-assured self-concept, which
establishes brand new relations between the individual and the society. |
| Sarah
Jessica Parker |
19,5%
20,4% |
| Gwen
Stefani |
18,8%
10,6% |
| Angelina
Jolie |
15,6%
16,9% |
| Jennifer
Lopez |
7,8%
8,5% |
| Uma
Thurman |
5,3%
6,3% |
| Milla
Jovovich |
5,3%
7% |
| Jennifer
Aniston |
5%
7% |
| Zeta
Jones |
5% |
| 10
other actresses in styleradar.com |
17,7%
17,6% |
| FAVORITE
MOVIE GENRE |
| The online
fashionistas love, romantic, action, crime and fantasy movies. |
|
romantic |
9% |
| action
|
9% |
| crime
|
9% |
| fantasy
|
9% |
| thriller |
7% |
| horror
|
7% |
| science
fiction |
7% |
| spy
film |
7% |
epic
|
6% |
| comedy
|
6% |
| mystery |
6% |
9 other movie genres in styleradar.com
|
18% |
| MEN’S
STYLE |
The
question „What will be the trend leading men’s style 2005?“
evokes a very clear vote:
| The
„Nomade“ ranks on the 1st place. He
wears for example very informal trousers, a comfortable jacket in
chocolate brown over a wide cut shirt – worn outside the trousers.
His shoes are made for long city walks. Sporty sneakers with retro
touch make the image of the modern nomade complete. His philosophy:
keep your mind open. |
The
„Crossdresser“ becomes more important
in the 2nd and 3rd quarter of 2005. He is the style architect. He
lives in traditional role models but at the same time invents his
own individual future. His outfit reflects this kind of personal
style architecture for example by very British suits in combination
with a sporty vest– filled with downy feathers. |
The
„Sicilian“ represents the bonvivant
of the 21st century. He mainly lives for intensive amusements at
his spare time. So you can recognize him for example by his tight
cut suit in pastel tones, provocative ties and eccentric shoes. |
|
| Nomade |
59,8%
69%
66,7% |
| Sicilian |
19,6%
18%
19% |
| Crossdresser |
20,7%
13%
14,3% |
| HOBBY |
| “Fashion
Design“ is the kind of hobby, the users like most of all. It includes
not only the creation of fashion but also the collection of trendy pieces
to develop a new and individual style. An important part of the hobby
“fashion design” is the intensive interest for all new shapes,
styles and trends in the media. "Sport" emerges with 16% (+10%
since September 2004) of the votes to the second place of favorite hobbies.
In September "Shopping" was on the second place and lost now
5% - Christmas time influenced this result. "Art" is now ranked
on the 3rd place.
|
| art
|
12,6 %
10,3 % |
| fashion
design |
17,1%
17,4% |
| graphic
design |
5,1%
7% |
| music |
7,4%
7% |
| photography |
8%
8,6% |
| shopping |
10,3%
15% |
| sport |
16%
6,1% |
| travel |
8,6%
7,62% |
9
other hobbies in styleradar.com
|
14,9%
14,9% |
| HOLIDAYS |
| The
votings for the beach go up in the time from March 05 until September
05 to more than 50%. The beach in Spain becomes more important in the
list of top places. The interest for travelling through Europe or Australia
falls. London has got many votes especially in the last month. Favored
city is still Paris, followed now by London and New York.
|
| Italian
beach |
12,9%
7% |
| Hawaii |
11,3%
18% |
| New
York |
8,1%
9% |
| Paris |
12,9%
13% |
| beach
in France |
14,5%
12% |
| Miami |
1,6%
7% |
| beach
in Spain |
8,1% |
| London |
9,7% |
| travelling
through Europe |
4,8%
7% |
other destinations in styleradar.com
|
4 other
destinations 16,1%
5
other destinations
27%
|
Style Trends
by fashionoffice.org
and styleradar.com
|
|
STYLE TRENDS 2008 (15 March 08 - 1 Aug 08)
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