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 >

SEX Special: Instant Survey mid October - mid December 2007 (details)

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).

fashionistas city

men's style

fragrances, perfumes

subject to speak about

fashionistas city

men's style

subject to speak about

fragrances, perfumes

small

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.

21,7%
14,9%

13%
10,2%

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.

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.

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%

Pisces

Gemini

Cancer

Virgo

Scorpio

Saggitarius

44,4% (Yves Saint Laurent, Vivienne Westwood, Philip Treacy,
Matthew Williamson, Comme des Garçons, Noki, Michael Ball (Rock & Republic), ...)

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 Internet Fashionistas tested their trendiness in Shoe Style and voted for the absolute Must-Haves for Jeans, Mini-Dress, and Long Skirt. Flat Shoes are the winner in this voting: you can wear them to Jeans, the Mini-Dress and the Long Skirt. High Heel Boots are the Must-Haves for Jeans and especially for the Mini-Dress. Stilettos constantly lost their trendiness in the votings during the last years. Elegant Pumps are always a good choice, although they are in no section in a prominent position. Sportive Sneakers are obviously only fashionable with jeans; don't wear them with a Mini-Dress!

The Fashionistas in this voting described their personal style as casual, cute, chic, (re-invented) classic, elegant, normal, simple, funky, romantic, preppy, girlish,...

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 Internet Fashionistas tested their trendiness in hairstyle and voted for the favorite brands in hair care: L'Oreal is the brand with the most votes. Additional to the voting the users named (in open questions): Dove, Vidal Sassoon, Pantene Pro-V, Nivea, Origins, Head & Shoulders,...

The favored hair styles are: long hair ("wavy", curled, straightend), followed by bob, and short hair. Curls and soft waves are preferred.

The users of fashionoffice.org tested their trendiness in fragrances and have chosen the favorite brands for perfumes/fragrances: fresh scents for day wear - best combined with a casual style - have won! Calvin Klein, DKNY, and Armani are the favorite brands for perfumes/fragrances.

The users of fashionoffice.org tested their trendiness in lipcolors with care and have chosen the favorite brands for lipcolor: glamorous Dior lipcolors are preferred, followed by fashionable MAC, elegant Lancôme and young & trendy Nivea.

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)

Physical Beauty

Holistic Beauty

„An open mind“ is the most important (life)style for the users of online fashion & lifestyle information and entertainment sources and reflects their individual philosophy. Other high ranked styles of personal philosophies and concepts of living are “romantic“ and increasingly "comfortable"; a trend which fits perfectly in the upcoming "casual look" (take a look at the voting results of "Personal Style"). "Romantic", "passion" and "zest" - three items which express a very emotional and devoted lifestyle - became less important.

Most of the Internet Fashionistas want to be stylish and chic; what else! Perhaps these two items are used by the ones who have no concrete idea about their personal style or by the ones who are switching between different styles. If we interpret the result in this way, the Casual style has the most votes for the trendiest style, followed by Vintage and Glamour.

The fashion insiders have named (result of an open question) Marc Jacobs, Ralph Lauren, Stella McCartney, Armani, Prada, Dior, D&G, ... as the most trend leading designers.

5,1%
2,1%
9%

4,2 %
5%
11,5%

2,9 %
2,7%

1,5 %
1,9%
4,9%
6%

The “sexy body performance” by Gwen Stefani, Beyoncé, Madonna and, brand new this year in the top ranking, Justin Timberlake can be the secret behind the musicians' success in this voting. Since 2005 Gwen Stefani leads the list of the trend leading musicians.

other musicians

We find new faces in top-positions for the most fashionable actress! In the instant profiling test for Trendiness in Film the Internet Fashionistas voted two new characters into the first three positions: Lindsay Lohan and Sienna Miller. Both are fashionable party girls and successful actresses. Sarah Jessica Parker is back as one of the most fashionable actresses.

FAVORITE MOVIE GENRE

For the first time the Internet Fashionistas had the chance to vote for an actor; but surprise: the voting for the most fashionable male actor was of no interest for the users. The fact that users of fashionoffice.org are not participating in a voting about "Test your trendiness in FILM! Decide who is the most fashionable actor" is the most interesting result here: this is a decision against a ranking of male actors by the mainly female Internet Fashionistas in fashionoffice.org.

The few votes went to:

The users described with an adjective the trendiest men's style. Urban is with 16,1% the favorite men's style, followed by Metrosexual, Modern Vintage and Street. But the real winner in this voting is Modern Vintage. Last year many users named the style in an open question; now it was the first time that Modern Vintage has been ranked by the users of fashionoffice.org. Simple and Unique are two other upcoming styles.

Johnny Depp, Brad Pitt, George Clooney, Jude Law,... are named (in open questions) as the most fashionable actors and the following designers are the trend leaders for men: Armani, D & G, John Galliano,...

In 2006 the “Globetrotter” is with approximately 41% the winner of the "Trend leading Men's Style" voting. His adventurous style is similar to the “Nomade”, who was the favorite in the years before. The "Globetrotters" open mind, his love for living with foreign cultures, and the comfortable casual, sporty styling with grungy, retro influences have convinced the users. The "Dandy" is ranked on the second position and is a type of "Crossdresser". The "Samurai" is a new style in this ranking. This urban look is new and different to the bonvivant style of the "Sicilian" in the former votings.

The question „What will be the trend leading men’s style 2005?“ evokes a very clear vote:

In 2006 we asked for the trendiest colors style. The users chose between 3 styles: the sportive, intense colors under the title "dynamic", the "urban" camouflage of muted tones, and the "glamorous" combination of deep colors. With 48,4% of the votes "glamorous" is the trendiest color style 2006.

In 2006 the users decided that "shopping" is the trendiest hobby of fashionable people. This is the first year “fashion design“ is on the second place (in 2004 and 2005 on the first place). This hobby 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. "Art" is still ranked on the 3rd place followed by travelling.

billiards

In 2006 the 19 most popular destinations, named by the users, have been ranked in the voting for the trendiest holiday destination: Paris is the favored city. Compared with the results of 2005 and 2004 Hawaii lost many votes. The beach in Spain with the "party"-island Ibiza has the highest trend factor. The trendiness of beaches increased in 2006 in general.