Someone
could think that trends are imposed by catwalks and stylists but this research
conducted by Google reveals that the main character is just you: every time you
click on E-commerce platforms you show which your preferences are. The latest Google
Fashion Report explains what people search and buy, “Military chic”, “Free
spirit” and “Ready wear” are the biggest fashion drivers in two different
geographical areas.
“Fashion may have gotten fast, but consumers have
gotten faster”
Google
gives a snapshot of styles, helping people in their shopping whenever they
want.
The
trend has changed a lot, considering the fact that in the past women dressed
for men, now they are looking more like men and, at the same time, men are
looking more “feminine”. The “military chic” trend is the result of this new
evolving trend.
Starting
from 2010, in the UK and in the US researchers for Bomber Jackets grew
continuously and endlessly about 297% YoY and 612% respectively.
Indeed,
the way in which people search reflects style evolution and for sure it is
useful to enter some key words, starting from style, gender, size, age and, of
course, colours and materials.
People
looking for a comfortable, stylish and adaptable clothes, for this reason, off-the-shoulder
tops and dresses leads the trend in the UK and in the US.
The
free- spirit style is another fashion trend: ready outfits such as jumpsuits,
playsuits two-piece dresses and co-ords. This trend appeared in the British
market in 2013 and two years later these phenomena reached the US market in a
huger way. Why? Nowadays, people need something easy to wear and fashion, at
the same time. Moreover, you can feel comfortable and well dressed at the same
time. It is interesting how, in the US, celebrities influenced the new trends,
in particular Taylor Swift between 2014 and 2015.
“HOW” people search reveals opportunity
In order to understand consumer’s attitudes
and needs, brands have to analyse search data:
1) Parents
are looking at the same time for stylish kids-wear and “adult versions” for
them.
2) “The
walls are coming down”- women and men are embracing the same style.
3)
People want always more personalization.
4)
Comfort and functionality are the leading trend for every occasion and activity
in order to be always fashion and to adapt the same outfit during the day.
The
research shows 2016’s fashion trends in order to understand consumers needs and
willingness to buy. We all know that we live in a frenetic and chaotic world
where life is getting always more complicated, full of different events and
occasions during the same day. This is one of the main reason for which “easy
and comfy clothes” are the new trend: people can feel like wearing pajamas but
look cool enough for work and leisure.
Mattia Boscolo and Livia Lovari
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