universe:
Europe: 41%; Asia: 30%; America: 25%; Oceania/Africa: 4%
demographics: audience profile of fashionoffice.org

field work period: 27 Dec 2003 - 31 July 2007
sample: 19.213 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: 31 July 2007

realization:
trend research channels styleradar.com, beautyradar.com

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"The research highlights that 75% of the time digital mums spend online is for personal reasons and that online activities are becoming a valuable and crucial part of their busy everyday lives." New research explores the digital lifestyles of Europe’s online mums, European Interactive Advertising Association (EIAA), field period September 2006, published in June 2007

WOMEN'S MEDIA CONSUMPTION Study by EIAA >

SEX

The median age of Internet Fashionistas is 25,48. With the standard deviation 10,069 nearly 45% of the users are in the same age group (20 - 29 years). The age differs with themes; so the median age grows in beauty related sections to 27,95 years. The younger fashionistas are searching for role models and find them in actresses and musicians. The older love astrology and beauty themes such as trendy brands for lip colors, fragrances, perfumes.

Median age/themes ("test your trendiness in..."):

• 23,32/actress
• 23,93/musician
• 24,23/mobile phone (fashionable usage)
• 24,35/men's style
• 24,56/personal style
• 25,28/designer
• 25,45/fashionistas city
• 25,64/source of inspiration (media usage)
• 25,80/shoes
• 25,84/hairstyle
• 26,84/subject to speak about
• 27,11/lip color
• 27,21/astrology
• 30,90/fragrances, perfumes
  
  

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Internet Fashionistas get the trendiest inspirations for their style from the Street, Printed Magazines and on the 3rd place the Internet. This is really a great ranking for the media Internet which is so young (12 years commercial use) in relation to around 350 years of printed journalistic magazines in Europe about the newest fashion. (In the 1670ies the first fashion magazines have been published; much earlier, around 1520, the first printed series - without journalistic approach - about clothing.)

Shops are an inspiring source for around 10% of the internet users, followed by TV and Friends. Other Media, primarily music and movies, are important sources for defining style, followed by the self confident reflection of the online fashionista on herself ME: in dreams, obsessions, in her mind,... she creates the trendiest styles by herself. The potential of self creativity is high: the users named Design and Art as two other important sources for inspiration for their style: architecture, fabrics, colors, and even yachts inspire them.

In the voting of the internet fashionistas about the fashion qualities of zodiac signs, the highest consensus reaches the sign VIRGO: it stands in this voting for the pedantic one, everything has to fit together. AQUARIUS is the trendsetter, the early adapter of the must haves; LEO loves exclusivity, wears only the top labels and best quality. AQUARIUS, PISCES, and GEMINI are the signs which are attributed to creativity and a very individual style; AQUARIUS, TAURUS, and CANCER are seen as the comfortable ones, who take it not so seriously to be fashionable: "to be fashionable is not the priority".

The zodiac signs of the fashionoffice.org users:

Capricorn

7,930%
8,09%

Pisces

Gemini

Cancer

Virgo

Scorpio

Saggitarius

Though a higher diversity of designers/design labels in this year's voting, Alexander McQueen is still the favorite trend leading designer, D & G (in 2006 on 3rd place) is in 2007 on the 2nd place, followed by Prada on 3rd place. Alexander McQueen represents the rebel in fashion with strong influences of Punk and Gothic. Dolce & Gabbana's fashion can be described as "theatralic Noble-Hippie" look, Prada's fashion as "intellectual retro-style".
Gucci and Hugo Boss become more fashionable than the year before. The most important new labels in this voting for the creation of trends are Chanel, Anna Sui, Stella McCartney (all three have been named by the users in last year's voting).

Results of open questions:
The internet fashionistas named (in open questions) following designers/design labels as additional trend leaders: Rick Owens, DKNY, Dries Van Noten, Valentino, adidas, Burberry, Converse All Stars, Day, Birger et Mikkelsen, Mango, Tsumori Chisato, Karim Rashid, Comme des Garçons, Issey Miyake, Martin Margiela, Helmut Lang, ...
Bags (Chloe, Chanel), shoes (Prada), sunglasses are the most important Must Haves of the ones who voted for the trend leading designers.
The trend leading musicians of the design experts are Madonna, Beyoncé and Gwen Stefani.

Alexander McQueen

9,8%
15,9%
14,9%
17,81%

Anna Sui

3,9%

Arkadius

0,3%
1,7%

Armani

Balenciaga

2,8%

Betsey Johnson

2,2%

Calvin Klein

3,7%
4,6%
3,8%
3,42%

Chanel

5,7%

Chloe

2,5%

Christian Dior

5,2%
7,3%
7,3%
4,11%

Christian Lacroix

1,4%
2,5%

Custo Barcelona

1,4%

D & G

Gucci

5,7%
4,7%
7,6%
6,85%

Hedi Slimane

1,8%

Helmut Lang

Hugo Boss

2,3%
2,1%

Jean Paul Gaultier

2,4%

John Galliano

Lagerfeld

Louis Vuitton

2,3%

Marc Jacobs

Michael Kors

Missoni

0,8%

Oscar de la Renta

0,4%

Prada

Raf Simons

0,5%

Roberto Cavalli

Stella McCartney

3,6%

Tom Ford

1,6%

Victor & Rolf

2,7%

1,8%

1,8%

The users named their favorite brands for sunglasses in 2005. In 2006 the six top-ranking brands have been in the voting: the favorite sunglasses are the ones with big label applications: Chanel is with 35,20% the favorite brand for sunglasses, on the second place D&G.

The favorite brands for hair care are Sunsilk and Wella. The luxury labels Sebastian, Nicky Clark and Marlies Möller are not so common. The favorite make-up is M.A.C, followed by Shiseido and Givenchy, the favorite brands for eye shadows are M.A.C, Lancôme and Biotherm. For their mascara the users prefer Lancôme, Ellen Betrix by Max Factor and Clinique. The Juicy Wear Duo by Lancôme is the favorite lip color, followed by Dior Addict and Lipcreme by Estée Lauder. For their fragrance the users choose ck one summer by Calvin Klein, Anais Anais by Cacharel, L'Instant de Guerlain.

In 2005 the fashionable internet user votes for Chanel sunglasses, cosmetics by M.A.C., and dessous by Victorias Secret. The favored brand for Jeans is Levis, for shoes Prada. Other brands in styleradar.com

Oakley
Swarovski
Silhouette

9,94%
5,23%
4,08%

11,49% Divinora by Guerlain
22% French Riviera by Lancôme
13,66% Skin Loving Colors by Biotherm
37,88% M.A.C
3,10%  Juvena
11,80% Make up for ever

19,32% Ellen Betrix by Max Factor
5,15% Biotherm
17,52% Clinique
16,75% Estée Lauder
33,50% Lancôme
7,73% Helena Rubinstein

7,84% Lipcote
27,73% Dior Addict
13,16% Lipfinity by Ellen Betrix
35% Juicy Wear Duo by Lancome
14,28% Lipcreme by Estée Lauder
1,96% Trucco by Sebastian

32,15% ck one summer by Calvin Klein
7,57% Eau d'Été by Cerruti
25,42% Anais Anais by Cacharel
14,47% Paul Smith London
20,37% L'Instant de Guerlain

M.A.C
Clinique
Calvin Klein

The users voted for "sexy" shoes: high heel boots, stilettos, cute slip on shoes are the ingredients for the sexy look. Puma Sneakers are still with 19% the top must have's in 2006.

The glamorous shoes with high heels are still the favorites. Brand new this year is that the internet fashionistas named the flat shoes explicitly as trendy shoes style.

4,6 %
11%
10%

In sum the well dressed online fashion user focuses strongly on the body. It's more important to wear well-fitting jeans, preferably vintage. And even the 3rd and 4th place signify the body consciousness of the users: the sexy dress and the mini skirt are important must haves.

The favorite accessories are still big sunglasses with a vintage handbag or Prada bag. Piercing is less important.

Since 2004 the comfortable and practicable cotton is the most favoured material. In 2006 the votes for cotton increased and can be partly explained by the dominant importance of jeans. Cotton is followed by silk and chiffon. Similar to the must haves in clothes (and even shoes), the users vote first of all for “sexy” items: seductive fabrics, which present the body with its sexy lines and curves and let the skin shine through (41,83% in sum for silk, jersey, chiffon). Since 2004 fur becomes more and more important. Stiff falling taffeta is on the last place.

The trend in cosmetics is very consistent: a natural, vital and healthy appearance is the beauty ideal of the users: in 2006 natural make-up increased in the same way as green eye shadow and vibrating colors became less important. The "golden shimmer" brings glam to the users face and body. “Nice hair” is ranked on the second place of the beauty must haves. "Beautiful teethes" are still important for the favored look.

The users decided that the natural, nude look is the favorite face style in summer 2005.

ARE YOU A BEAUTY PRINCESS? (SPECIAL: Beauty-Game in fashionoffice.org)