Although being developed on the catwalks of Milan and New York, fashion trends sometimes catch on. Instead, we looked to Google Search data to discover what wholesale fashion trends and styles searchers genuinely want to buy and wear and how those choices play out in how consumers search online.
Here are five lessons we discovered.
Not all fashion Searches are the same:
The method fashion enthusiasts use while searching for items online varies depending on their preferences. For instance, 45% of dress searches make mention of an occasion, such as a wedding or graduation. Yet, consumers are more likely to use phrases that are gender- or color-specific while looking for bottoms, such as “women’s shorts” or “black pants.”
A long, blue dress with tiny straps is shown. Text: Occasions are mentioned in 45% of dress searches, with weddings, formal events, proms, and parties being the most common.
There is a Regional flavor to fashion:
Although the fashion industry is one of the most globally integrated. We found some regional variations when we looked further into the data. Asian-Pacific and Latin American consumers are more interested in party gowns than consumers in other areas.
Europeans take longer to find the ideal summer clothing. Moreover, searches for prom and graduation gowns are more common in North America.
While most people like to wear fitting, tight, or slender bottoms, Asian-Pacific fashion enthusiasts frequently choose wide or baggy bottoms; flared trousers are more prevalent in South America, while leather is replacing denim as the preferred material in Europe, where searches for leather pants have just surpassed those for denim.
The new personal shopper is searching:
In the past, customers would either ask a friend for advice or get a recommendation from a store employee if they were seeking a particular piece of clothing or the ideal ensemble for a specific event.
Nowadays, consumers begin their online purchasing trips while they are in the research and consideration stage.
While this behavior isn’t novel, observing how quickly it’s still developing is startling. During the previous two years, the number of “best” searches for clothing has increased by almost 15% globally. Women’s clothes searches saw an even more significant increase of over 20%.
Orange is undoubtedly the new black:
Many fashion enthusiasts seek rather bold clothing items: imagine bright colors and showy patterns. This may be a response to the proliferation of mass-produced, cookie-cutter fashions.
While white and black may be the most popular colors for shirts, accounting for 36% and 14% of top color searches, brighter colors jump to the ultimate more quickly.
In the past year, searches for shirts with yellow and orange hues (such as coral, peach, salmon, and apricot) have increased by 63% and 82%, respectively.
The number of searches for items like neon shirts has increased as well. Regarding bottoms, the most popular searches worldwide are for patterns like plaid and checkered.
Comfort is equally as significant as fashion:
Fashion enthusiasts used to prioritize comfort above style, but now they need more time to make accommodations and tend to expect to look as good as they feel.
We’ve observed a decrease in searches for goods like high heels and figure-hugging bodycon dresses and an increase in searches for ballerina shoes and wrap dresses from the U.S. to India.
Also, the sorts of fabrics individuals seek reflect their love of all things cozy. Searches for linen apparel, which has a loose, comfortable feel, have increased over the past year by over 70% in North America and Canada and over 130% in Asia Pacific, Latin America, and Europe.
Staying in trend with fashion
It may be challenging for marketers to remain on top of developments in any business, but wholesale fashion trends are exceptionally dynamic.
Instead of waiting for the most recent Vogue issue, Google Search data can assist us in predicting what will be the hottest trend.