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STYLE TRENDS 2008 (15 March 08 - 1 Aug 08)
STYLE TRENDS 2008 (1 July 07 - 9 March 08)
STYLE TRENDS 2007 (11 Aug 06 - 31 July 07)
STYLE TRENDS 2006 (30 Aug 05 - 13 Oct 06)
STYLE TRENDS 2005 (Mar 05 - Sept 05)
STYLE TRENDS 2005 (Sept 04 - Mar 05)
STYLE TRENDS 2004 (Mar. 04 - Sept. 04)

 

 











fashionoffice - magazine
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STYLE TRENDS
survey about desires and trends of fashion and beauty addicted online users
>press release

Of all the time Europeans spend consuming media 20% of is allocated to the Internet and only 18% to printed media. EIAA European Media Consumption Study

universe: 703,483 active users per month (Europe: 52%; America: 28%; Asia: 15%; Australia/Africa/Arab: 5%)
demographics: audience profile of fashionoffice.org

field work period: 2nd quarter 2004 - 3rd quarter 2005
sample: 5.217 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: 29. August 2005
realization: trend research channel styleradar.com

 

The original online magazine fashionoffice.org and the trend research channel "styleradar.com" periodically publish qualitative and quantitative data about desires and trends of an international panel of fashion, beauty and lifestyle addicted lead users.

editorial interests: What kind of themes are in the centre of the interest of the users of online fashion & lifestyle information and entertainment sources and about which themes they want to get more information and how can fashionoffice.org upgrade the service for this users?

brand interests: Which labels can be best presented in fashionoffice.org with the strongest emotional connectivity, highest interactive involvement and authenticity?

AGE compare the data with Eurostat Statistics, Internet Usage in Europe
< 1 4 2,819%
2,19%
14-19 41,490%
38,84%
20-29 39,029%
43,23%
30-39 10,407%
10,56%
40-49 4,078%
4,18%
5 0 > 2,180%
1%
CLOTHING SIZE

small

32 %
medium 42%
large 26%
TREND LEADING DESIGNER 2005

The 3 trend leading designers 2005 represent - like a half year before - a very sophisticated image of the users of fashionoffice.org. In the last year the "Romantic Upper Class" fashion of Marc Jacobs was on the 2nd place of the popularity. But the romantic look isn't any longer one of the three favored looks. D & G with the Noble-Hippie style are now on 2nd place, and Prada with high luxurious and arty Retro fashion is on the 3rd place. The users voted with this selection for 3 important trends for the next season.

1st trend: Punk, Gothic
The fashion of Alexander McQueen is influenced by British Punk and Gothic.
2nd trend: Noble-Hippies
The Italian duo Dolce & Gabbana represents the theatralic Noble-Hippie look.
3rd trend: Art meets fashion
The Italian luxury label Prada celebrates the art of former times in fashion: a timeless way of Retro-look

Alexander McQueen

14,9%
17,81%

Armani

7,6%
6,43 %

Calvin Klein

3,8%
3,42%

Christian Dior

7,3%
4,11%

D & G

9,9%
9,59%

Gucci

7,6%
6,85%

Helmut Lang

3,1%
3%

John Galliano

4,2%
4,8%

Lagerfeld

4,2%
4,11%

Marc Jacobs

6,9%
12,33%

Michael Kors

3,4%
1,78%

Prada

9,2%
6,16%

Roberto Cavalli

4,6%
5,48%
Versace 6,5%
2,74%
5 other designers in styleradar.com 6,8%
FAVORITE BRANDS

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

SUNGLASSES Chanel
D & G
Ray Ban
32%
29%
15%
COSMETICS M.A.C
Clinique
Calvin Klein
27%
26%
17%
DESSOUS
VictoriasSecret
H & M
Versace
33%
26%
19%
JEANS

Levis
Gucci
Calvin Klein
42%
15%
14%
OUTFIT

Zara
GAP
Marc Jacobs
30%
21%
20%
SHOES Prada
Puma
Sergio Rossi
38%
33%
11%
MUST HAVE: SHOES

Puma Sneakers are still with 24% the "Must Have's" of this summer. The users voted on the 2nd and 3rd place for "sexy" shoes: stilettos (they lost 3% of the votes from September 2004) and high heel boots. Together the "sexy" shoes get 36% of the votes.

high heel boots 17%
14%
Puma sneakers 24%
24%
pumps 15%
12%
shoes with square 7%
8%
stilettos 19%
22%
yellow flip flops 7%
8%
cute slip on shoes 12%
12%
Trendiest SHOES

If you compare the results of "Must Have Shoes" with the "Trendiest Shoes in spring/summer 2005" you will see a very similar image with one difference: the user identifies the "trendy shoe" much more with a "sexy shoe": the elegant 40ies Pumps, known for the high heels, and romantic 70ies Pumps are the favourites. Both shoe styles are very feminine.

70s high boots 14%
40s elegant pumps 28%
punky boots

10%

romantic 70s pumps 20%
futuristic slippers 10%
80s high heels 18%
MUST HAVE: CLOTHES

It's still important to wear well-fitting jeans, preferably vintage. The new item "sexy dress" (generated from the open questions in the last selection) is an important must have. On the 3rd and 4th place of the must have list for 2005 ranks the mini skirt and sexy dress. In sum the well dressed online fashion user focuses strongly on the body.

colorful stockings 5%
6%
disco stripe 1%
2%
sexy dress 14%
mini skirt 14%
19%
paper denim jeans 9%
10%
perfect fit jeans 29%
32%
slogan T-Shirt 9%
8%
vintage jeans 19%
22%
MUST HAVE: ACCESSOIRES

Piercing, a portable computer and mp3 player are emerging must haves. The favourite accessoires are still big sunglasses and a vintage handbag.

big sunglasses 23%
26%
mp3 player 18%
17%
piercings 6%
4%
portable computer 6%
3%
Prada bag 15%
16%
red shawl 5%
4%
vintage handbag 23% 26%
croco 4%
4%
MUST HAVE: MATERIAL

The comfortable and practicable cotton is still the most favoured material. Chiffon and silk are ranked on the following places. Similar to the must haves in 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. Stiff falling taffeta or fur are ranked on the last places.

chiffon 16%
16%
cotton 26% 25%
fur 6%
5%
jersey 9%
14%
leather 11%
13%
silk 20%
16%
taffeta 3%
2%
wool 9%
9%
MUST HAVE: COSMETICS

A natural, vital and healthy appearance is the beauty ideal of the users: “nice hair” is ranked the number one beauty must have. On the following places are “natural make-up” and “beautiful teeth”. A tendency for less shimmering and colorful make up can be registered.

beautiful teeth 13%
14%
Dior nailcolor rose 4%
2%
golden shimmer 7%
9%
green eyeshadow 9%
8%
natural make up 24%
23%
nice hair 25%
24%
shimmering lipstick 11%
11%
vibrating colors 7%
9%
Trendiest FACE STYLE

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

eyes in pastel, glossy lips 34%
natural, nude look 49%
intense pop art colors 17%

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

Around 50% of the fashionistas are "Physical Beauties". From the 3 most important factors of beauty: physis, psyche and care, they have chosen the physical factor sport to be most important for them.
"Holistic Beauties" use different products (depending on weather, hormones, etc.) for their skin. They know about the importance of love and happiness for their beauty and health, and take care of their nutrition.
11,5% are "Natural Beauties". They believe that their beautiful look is a gift of mother nature. But they know how to stay beautiful: skin care and healthy nutrition is very important for this group. 30,7% of all users have to work hard to become beauty princesses.

Physical Beauty

44,3%

Holistic Beauty

13,5%
Natural Beauty 11,5%
MUST HAVE: STYLE

„An open mind“ is for the users of online fashion & lifestyle information and entertainment sources the most important style and reflects their individual philosophy. Other high ranked styles of personal philosophies and concepts of living are “passion“ and “romantic“. The romantic style is - please compare also the trendleading designers, especially the romantic upper class style by Marc Jacobs - a style that decreases.

60ies revival 11%
14%
a clear conscience 6%
5%
an open mind 29%
28%
comfortable 12%
12%
dancehall bhangra 4%
5%
passion 16%
14%
romantic 15%
16%
zest 7%
8%
Personal STYLE

The trendiest personal style in fashion spring/summer 2005 is the Vintage-Look. Glamour, Retro and Romantic dominate the style universe of the online users.

classic 9%
oriental 6%
mod 5%
punky 5%
glamour 14%
pop-sixties 10%
romantic 10%
casual 8%
gothic 1%
vintage 22%
sporty 9%
TREND LEADING MUSICIAN

The style ranking of the trend leading musicians 2005 also shows the “girlie effect” with the focus on a “sexy body performance”. The new star is Gwen Stefani. She is with about 14% the trendleading star in 2005. Beyonce lost 5% of her votes since September 2004 - but is with the 2nd place still in a good position. Outkast, Coldplay and Franz Ferdinand follow the ladies. Jennifer Lopez lost her number one position with around 9% - and is now on 6th position.

Gwen Stefani 13,9%
Beyonce 12,7%
17,9%
Outkast 6,3%
7,9%
Coldplay 6,3%
Franz Ferdinand 6,3%
Jennifer Lopez 5,7%
14,7%
Black Eyed Peas 4,4%
Christina Aguillera 3,8%
6,3%
Bjork 3,8%
Madonna 3,2%
5,3%
Nora Jones 3,2%
4,2%

35 other musicians in styleradar.com

30,4%
TREND LEADING ACTRESS

Gwen Stefani dominates also the movie charts. With more than 8% she rises to the 2nd place of the trend leading actresses for 2005. But the star from „Sex and the City” is still on top of the style ranking: Sarah Jessica Parker. Angelina Jolie is ranked on the 3rd place. The role models of the online fashionistas are characterized by an extraordinary fashion style and feminine but very self-assured self-concept, which establishes brand new relations between the individual and the society.

Sarah Jessica Parker 19,5%
20,4%
Gwen Stefani 18,8%
10,6%
Angelina Jolie 15,6%
16,9%
Jennifer Lopez 7,8%
8,5%
Uma Thurman 5,3%
6,3%
Milla Jovovich 5,3%
7%
Jennifer Aniston 5%
7%
Zeta Jones 5%
10 other actresses in styleradar.com 17,7%
17,6%
FAVORITE MOVIE GENRE
The online fashionistas love, romantic, action, crime and fantasy movies.
romantic 9%
action 9%
crime 9%
fantasy 9%
thriller 7%
horror 7%
science fiction 7%
spy film 7%
epic
6%
comedy 6%
mystery 6%
9 other movie genres in styleradar.com
18%
MEN’S STYLE

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

The „Nomade“ ranks on the 1st place. He wears for example very informal trousers, a comfortable jacket in chocolate brown over a wide cut shirt – worn outside the trousers. His shoes are made for long city walks. Sporty sneakers with retro touch make the image of the modern nomade complete. His philosophy: keep your mind open. The „Crossdresser“ becomes more important in the 2nd and 3rd quarter of 2005. He is the style architect. He lives in traditional role models but at the same time invents his own individual future. His outfit reflects this kind of personal style architecture for example by very British suits in combination with a sporty vest– filled with downy feathers. The „Sicilian“ represents the bonvivant of the 21st century. He mainly lives for intensive amusements at his spare time. So you can recognize him for example by his tight cut suit in pastel tones, provocative ties and eccentric shoes.
Nomade 59,8%
69%
66,7%
Sicilian 19,6%
18%
19%
Crossdresser 20,7%
13%
14,3%
HOBBY

“Fashion Design“ is the kind of hobby, the users like most of all. It 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. "Sport" emerges with 16% (+10% since September 2004) of the votes to the second place of favorite hobbies. In September "Shopping" was on the second place and lost now 5% - Christmas time influenced this result. "Art" is now ranked on the 3rd place.

art 12,6 %
10,3 %
fashion design 17,1%
17,4%
graphic design 5,1%
7%
music 7,4%
7%
photography 8%
8,6%
shopping 10,3%
15%
sport 16%
6,1%
travel 8,6%
7,62%
9 other hobbies in styleradar.com
14,9%
14,9%
HOLIDAYS

The votings for the beach go up in the time from March 05 until September 05 to more than 50%. The beach in Spain becomes more important in the list of top places. The interest for travelling through Europe or Australia falls. London has got many votes especially in the last month. Favored city is still Paris, followed now by London and New York.

Italian beach 12,9%
7%
Hawaii 11,3%
18%
New York 8,1%
9%
Paris 12,9%
13%
beach in France 14,5%
12%
Miami 1,6%
7%
beach in Spain 8,1%
London 9,7%
travelling through Europe 4,8%
7%
other destinations in styleradar.com

4 other destinations 16,1%
5 other destinations 27%

Fashionistas City

New York, Paris, London are the trendiest metropolises of the fashionistas in summer 2005.

New York 28%
Tokyo 14%
Milano 13%
Athens 3%
Paris 18%
Vienna 4%
Moscow 4%
London
16%

Style Trends by fashionoffice.org and styleradar.com

© since 1996 sawetz