STYLE
TRENDS by fashionoffice
survey about desires and trends of fashion and beauty addicted online
users |
Instant Survey
> shopping 10.August – 20.September 2007
|
universe:
Europe: 47%; America: 29%; Asia: 21%; Oceania/Africa: 3%
demographics: audience profile of
fashionoffice.org
field
work period: 27 Dec 2003 - 9 March 2008
sample: 22.033 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: 9 March 2008
realization:
trend research channels styleradar.com, beautyradar.com
|
"Digital Mums" love the internet because: "it provides what you want, it saves time, it has what you want when you want it, puts you in control, and keeps you ahead of the game". Read the Executive Summary by EIAA!
"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 >
|
| AGE compare the data with Eurostat
Statistics, Internet Usage in Europe |
The median age of Internet Fashionistas is 24,98 (standard deviation 9,974). Around 46% of the users are in the same age group (20 - 29 years). |
| <
1 4 |
 1,754%
 2,691%
 1,9%
 2,819%
 2,19% |
| 14-19 |
29,149%
27,680%
27,5%
41,490%
38,84% |
| 20-29 |
45,748%
44,683%
40,4%
39,029%
43,23% |
| 30-39 |
11,605%
13,907%
16,4%
10,407%
10,56% |
| 40-49 |
7,017%
7,716%
8,5%
4,078%
4,18% |
| 5
0 > |
4,723%
3,319%
5,3%
2,180%
1% |
| Themes |
Median age ("test your trendiness in..."): |
| The age differs with themes. The younger fashionistas are searching for role models and find them in actresses; the older love other stars: astrology. |
| actress |
20,69
23,32 |
| mobile phone |
21,83
24,23 |
| designer |
23,59
25,28 |
| shoes |
23,98
25,80 |
| lip color |
24,64
27,11 |
| hairstyle |
24,74
25,84 |
source of inspiration
(media usage) |
25,00
25,64 |
| personal style |
25,03
24,56 |
fashionistas city |
25,73
25,45 |
men's style |
27,41
24,35 |
fragrances, perfumes |
27,54
30,90 |
subject to speak about |
28,69
26,84 |
| astrology |
29,63
27,21 |
| Theme |
Interest ("test your trendiness in..."): |
| Primarily instant profiling tests on the themes clothing (shoes, designer), style (personal style, men's style), fashionistas cities have been chosen by the Internet Fashionistas. |
| shoes |
20,481% |
| personal style |
19,647% |
fashionistas city |
11,770% |
men's style |
10,410% |
| designer |
7,661% |
| hairstyle |
6,209% |
| astrology |
5,931% |
subject to speak about |
3,367% |
fragrances, perfumes |
2,934% |
| actress |
2,718% |
| mobile phone |
2,625%
|
| lip color |
2,564% |
source of inspiration
(media usage) |
1,606% |
| INSPIRATION FOR THE PERSONAL STYLE |
In the last voting many Internet fashionistas have named "me, myself" in an open question as an important source for their personal style. So we have integrated this answer into the voting and it became the trendiest inspiration for style.
The ranking for the trendiest inspirations for style shows that Internet Fashionistas are characterized by a strong self awareness: their style is inspired by themselves, on 2nd place ranks the internet, on 3rd place printed magazines. |
| me, myself |
26,1%
3,6% |
| internet |
21,7%
14,9% |
| printed magazines |
17,4%
21,1% |
| shops |
13%
10,2% |
| street |
8,7%
27,4% |
| tv |
8,7%
6,2% |
| music |
4,3% |
| friends |
5,4% |
| other media |
3,8% |
| design |
3,4% |
| art |
2,3% |
| celebrities |
1,6% |
| MOBILE COMMUNICATION |
Multimedia Messaging Services (MMS) are the trendiest extra usage of mobile phones. Photo is still the trendiest extra usage of the mobile phone, followed by good old SMS, and on 3rd place music. Writing SMS and video became trendier in the last months; watch TV lost many percentages. This is a vote for running pictures, but perhaps against timed entertainment. |
| photo |
31,9%
35,1% |
| write SMS |
23,4%
14,3% |
| music |
21,3%
22,6% |
| video |
10,6%
7,7% |
| watch TV |
8,5%
17,3% |
| listen radio |
4,3%
3% |
| SUBJECT TO SPEAK ABOUT |
Asked for the preferred subject to speak about, the Internet Fashionistas choose with 25% sex, followed by fashion/clothes, accessories. Since December 2006 these preferences haven't changed. On 3rd rank the users choose design. The subjects peace and politics became more important in the last months.
|
| sex |
25%
23,1% |
| fashion/clothes, accessories |
23,6%
18,8% |
| design |
9,7%
9,1% |
| peace |
8,3%
2,2% |
| politics |
6,9% |
| art |
5,6%
8,1% |
| love |
5,6%
9,7% |
| music |
5,6%
7% |
| health |
2,8%
6,5% |
| hair |
2,8%
2,7% |
| books |
2,2% |
| boys |
1,4%
1,6% |
| religion |
1,6% |
| other |
2,8%
7,4% |
| ZODIAC |
In the voting of the internet fashionistas about the fashion qualities of zodiac signs, VIRGO gets the highest consensus: it stands for the pedantic one, everything has to fit together. AQUARIUS is the trendsetter, the early adopter of the must haves; LEO loves exclusivity, wears only top labels and best quality. PISCES, AQUARIUS, and GEMINI are the signs which are attributed to creativity and individual style; 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 |
7,570%
7,930%
8,09% |
| Aquarius |
8,517%
9,284%
8,09% |
Pisces |
10,567%
9,477%
8,21% |
| Aries |
7,255%
6,769%
6,94% |
| Taurus |
7,097%
6,382%
8,03% |
Gemini |
9,463%
10,251%
8,57% |
Cancer |
7,728%
8,123%
8,87% |
Leo
|
9,463%
9,671%
7,66% |
Virgo |
5,993%
5,415%
9,29% |
| Libra |
9,148%
8,897%
9,11% |
Scorpio |
8,675%
8,704%
9,17% |
Saggitarius |
8,517%
9,090%
7,91% |
| TRENDIEST DESIGNER/LABEL for Casual, Glamour, Unique |
| The Internet Fashionistas have tested their trendiness in design and have chosen the trendiest designer/label for the following 3 styles: Casual, Glamour, Unique.
|
| CASUAL |
|
| Alexander McQueen |
6,1% |
| Anna Sui |
5,6 % |
| Armani |
7,1% |
| Calvin Klein |
14,1% |
| Chanel |
3,0% |
| Christian Dior |
3,0% |
| Dolce & Gabbana |
6,1% |
| Gucci |
3,0% |
John Galliano
|
1,5% |
| Marc Jacobs |
6,6% |
| Prada |
2,5% |
| Roberto Cavalli |
0,5% |
| Stella McCartney |
11,1% |
| other |
29,8% (Chloe, Paul Smith, Miu Miu, Kenzo,...) |
| GLAMOUR |
|
| Alexander McQueen |
4,5% |
| Anna Sui |
2,5% |
| Armani |
4,5% |
| Calvin Klein |
3,0% |
| Chanel |
8,1% |
| Christian Dior |
11,1% |
| Dolce & Gabbana |
7,6% |
| Gucci |
3,5% |
John Galliano
|
2,0% |
| Marc Jacobs |
2,0% |
| Prada |
4,5% |
| Roberto Cavalli |
5,1% |
| Stella McCartney |
1,5% |
| other |
39,9% (Philipp Plein,
Marcela Calvet, La Hong, Versace, Vera Wang,
Balenciaga,...) |
| UNIQUE |
|
| Alexander McQueen |
9,1% |
| Anna Sui |
6,1% |
| Armani |
3,5% |
| Calvin Klein |
1,5% |
| Chanel |
2,0% |
| Christian Dior |
1,5% |
| Dolce & Gabbana |
5,6% |
| Gucci |
4,0% |
John Galliano
|
8,6% |
| Marc Jacobs |
4,0% |
| Prada |
6,1% |
| Roberto Cavalli |
1,5% |
| Stella McCartney |
2,0% |
| other |
44,4% (Yves Saint Laurent, Vivienne Westwood, Philip Treacy,
Matthew Williamson, Comme des Garçons, Noki,
Michael Ball (Rock & Republic), ...) |
| TREND
LEADING DESIGNERS 2004-2007 |
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 |
4,7%
8,7%
7,6%
6,43 % |
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 |
7,7%
9,2%
9,9%
9,59% |
Gucci |
5,7%
4,7%
7,6%
6,85% |
Hedi Slimane |
1,8% |
Helmut
Lang |
2%
3,1%
3% |
Hugo Boss |
2,3%
2,1%
|
Jean Paul Gaultier |
2,4% |
John
Galliano |
3,3%
5,4%
4,2%
4,8% |
Lagerfeld
|
2,5%
3,4%
4,2%
4,11% |
Louis Vuitton |
2,3% |
< | |
STYLE TRENDS 2008 (15 March 08 - 1 Aug 08)
STYLE TRENDS 2005 (Mar 05 - Sept 05)
64%