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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
Media Information December 2006

The "EIAA Digital Women Report" looks into how European women allocate their time across media and how consumers use the internet. Women’s Media Consumption Study >>>

universe: 754,025 active users per month (Europe: 52%; America: 28%; Asia: 15%; Australia/Africa/Arab: 5%)
demographics: audience profile of fashionoffice.org

field work period: 27 Dec 2003 - 13 Oct 2006
sample: 11.373 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: 13 October 2006

realization:
trend research channels styleradar.com
, beautyradar.com



The original online magazine fashionoffice.org with the trend research channels styleradar.com and beautyradar.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 1,9%
2,819%
2,19%
14-19 27,5%
41,490%
38,84%
20-29 40,4%
39,029%
43,23%
30-39 16,4%
10,407%
10,56%
40-49 8,5%
4,078%
4,18%
5 0 > 5,3%
2,180%
1%
CLOTHING SIZE

small

32% 32 %
medium 52% 42%
large 16%
26%

ZODIAC
The zodiac signs of the fashionoffice.org users:

Capricorn

8,09%
Aquarius 8,09%

Pisces

8,21%
Aries 6,94%
Taurus 8,03%

Gemini

8,57%

Cancer

8,87%
Leo
7,66%

Virgo

9,29%
Libra 9,11%

Scorpio

9,17%

Saggitarius

7,91%
TREND LEADING DESIGNER 2006

The 3 trend leading designers 2006 are Alexander McQueen followed by Marc Jacobs and D&G. Alexander McQueen represents the rebel in fashion with strong influences of Punk and Gothic. Marc Jacobs creates fashion for the "Romantic Upper Class" woman. Dolce & Gabbana's fashion can be described as "theatralic Noble-Hippie" look. Armani and John Galliano became in the last two years more important for the internet users as trend leading designers.

Alexander McQueen

15,9%
14,9%
17,81%

Arkadius

1,7%

Armani

8,7%
7,6%
6,43 %

Betsey Johnson

2,2%

Calvin Klein

4,6%
3,8%
3,42%

Christian Dior

7,3%
7,3%
4,11%

Christian Lacroix

2,5%

Custo Barcelona

1,4%

D & G

9,2%
9,9%
9,59%

Gucci

4,7%
7,6%
6,85%

Helmut Lang

2%
3,1%
3%

Hugo Boss

2,1%

John Galliano

5,4%
4,2%
4,8%

Lagerfeld

3,4%
4,2%
4,11%

Marc Jacobs

9,3%
6,9%
12,33%

Michael Kors

3%
3,4%
1,78%

Prada

6%
9,2%
6,16%

Roberto Cavalli

5,8%
4,6%
5,48%
Versace 4,7%
6,5%
2,74%
5 other designers 6,8%
FAVORITE BRANDS

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

SUNGLASSES Chanel 35,20%
32%
D & G 30,86%
29%
Ray Ban 14,66%
15%

Oakley
Swarovski
Silhouette

9,94%
5,23%

4,08%

HAIR CARE 5,2% Marlies Möller
7,2%
Nicky Clark
22,4%
Paul Mitchell
9,5%
Sebastian
27,8%
Sunsilk
27,8%
Wella
MAKE UP 10,05% Sensual Clone by Helena Rubinstein
9,27%
Terracotta Collection by Guerlain
4,38%
Decleor
43,04%
M.A.C
18,04%
Shiseido
15,20%
Givenchy Le Makeup
EYE SHADOW

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

MASCARA

19,32% Ellen Betrix by Max Factor
5,15%
Biotherm
17,52%
Clinique
16,75%
Estée Lauder
33,50%
Lancôme
7,73%
Helena Rubinstein

LIP COLOR

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

FRAGRANCES

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

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

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.

high heel boots 21,16%
17%
14%
Puma sneakers 19,32%
24%
24%
pumps 14,72%
15%
12%
shoes with square 4,90%
7%
8%
stilettos 15,03%
19%
22%
yellow flip flops 5,52%
7%
8%
cute slip on shoes 19,32%
12%
12%
Trendiest SHOES

The high heeled shoes with glam effect represent the favorite style of the fashionable online users: pumps (31%) in romantic or elegant style, and glamourous sandals (30%) are the trendiest shoes in summer 2006. 21% voted for boots, 19% of the votes were given for the comfortable ones (the sportive sneaker and the futuristic slippers).

If you compare the results of "Must Have Shoes 2005" 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 Favorites. Both shoe styles are very feminine.

high heel boots 10%
70s high boots 14%
punky boots

11%
10
%

elegant pumps 14%
40s elegant pumps 28%
romantic pumps 17%
romantic 70s pumps 20%
80s high heels 18%
glamourous sandals 30%
futuristic slippers 7%
10%
sportive sneakers 12%
MUST HAVE: CLOTHES

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.

colorful stockings 3,41%
5%
6%
disco stripe 1,83%
1%
2%
sexy dress 14,69%
14%
mini skirt 10,49%
14%
19%
paper denim jeans 7,08%
9%
10%
perfect fit jeans 37,27%
29%
32%
slogan T-Shirt 5,51%
9%
8%
vintage jeans 19,68%
19%
22%
MUST HAVE: ACCESSORIES

The favorite accessories are still big sunglasses with a vintage handbag or Prada bag. Piercing is less important.

big sunglasses 30,33%
23%
26%
mp3 player 17,13%
18%
17%
piercings 3,08%
6%
4%
portable computer 3,93%
6%
3%
Prada bag 16,01%
15%
16%
red shawl 4,49%
5%
4%
vintage handbag 21,91%
23% 26%
croco 3,08%
4%
4%
MUST HAVE: MATERIAL

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.

chiffon 14,94%
16%
16%
cotton 35,05%
26%
25%
fur 7,60%
6%
5%
jersey 8,69%
9%
14%
leather 7,88%
11%
13%
silk 18,20 %
20%
16%
taffeta 1,35%
3%
2%
wool 6,25%
9%
9%
MUST HAVE: COSMETICS

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.

beautiful teethes 9,97 %
13%
14%
Dior nailcolor rose 4,04 %
4%
2%
golden shimmer 10,24 %
7%
9%
green eye shadow 4,04 %
9%
8%
natural make up 36,11 %
24%
23%
nice hair 24,25 %
25%
24%
shimmering lipstick 8,62 %
11%
11%
vibrating colors 2,69 %
7%
9%
Trendiest FACE STYLE 2006
Even in summer 2006 the natural, nude look is the favorite face style. The importance of face styling as a part of personal "art-work" becomes in 2006 more important.
mysterious dark eyes, deep red lips 17%
natural, nude look 55%
meaningful calligraphy eyes, shiny lips 28%
Trendiest FACE STYLE 2005

The users decided that the natural, nude look is the favorite 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 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.

60ies revival 9,01%
11%
14%
a clear conscience 9,56%
6%
5%
an open mind 28,14%
29%
28%
comfortable 14,20%
12%
12%
dancehall bhangra 5,73%
4%
5%
passion 13,66%
16%
14%
romantic 14,75%
15%
16%
zest 4,91%
7%
8%
Personal STYLE

The trendiest personal style in spring/summer 2006 is still the Vintage-Look; but it is not any longer as important as last year. 60ies Retro is less dominant in the style universe of the online users, which is still glamorous with strong influences of the casual and Boho/Bohemian look; Gothic becomes more important.

boho/bohemian 11,5%
classic 9%
oriental 4,9%
6%
mod 5,3%
5%
punky 5,3%
5%
glamour 13,3%
14%
pop-sixties 7,6%
10%
romantic 10,6%
10%
casual 12,8%
8%
gothic 4,3%
1%
vintage 18,1%
22%
sporty 5,9%
9%
TREND LEADING MUSICIAN

Gwen Stefani is still the top trend leading musician. Last year the ranking shows a stronger “girlie effect” with the focus on a “sexy body performance”. This year music groups like Black Eyed Peas (2nd place of the ranking) or Franz Ferdinand and Coldplay are under the favored trend leader. They bring a "male" touch into this ranking. On the third place are the female icons Beyonce and Madonna.

Gwen Stefani 12,6%
13,9%
Black Eyed Peas 6,3%
4,4%
Beyonce 5,7%
12,7%
17,9%
Madonna 5,7%
3,2%
5,3%
Coldplay 5%
6,3%
Franz Ferdinand 5%
6,3%
Christina Aguillera 5%
3,8%
6,3%
Jennifer Lopez 4,4%
5,7%
14,7%
Bjork 4,4%
3,8%
Outkast 3,8%
6,3%
7,9%
Korn 3,1%
Missy Elliott 3,1%
Nelly Furtado 3,1%
Placebo 3,1%
The Hives 3,1%

other musicians

27,9%
30,4%
TREND LEADING ACTRESS

The 3 top actresses are Angelina Jolie on the first place with more than 20% of the votes. Last years favorite Gwen Stefani, and the trend leading actress 2004 Sarah Jessica Parker are still icons of the fashion addicted internet users. In the last year the trend leading actresses had been covered in the media worldwide because of their motherhood, especially Angelina Jolie. They are role models for a modern femininity based on a very self-assured self-concept which establishes brand new relations between the individual and the society. New in the ranking of the trend leading actresses is Chloe Sevigny, who was selected by the users at the end of last year for this voting.

Angelina Jolie 20,6%
15,6%
16,9%
Gwen Stefani 16,9%
18,8%
10,6%
Sarah Jessica Parker 13,2%
19,5%
20,4%
Jennifer Lopez 10,3%
7,8%
8,5%
Zeta Jones 5,3%
5%
Chloe Sevigny 5,3%
Jennifer Aniston 4,9 %
5%
7%
Milla Jovovich 4,9%
5,3%
7%
Charlize Theron 4,5%
Uma Thurman 3,7%
5,3%
6,3%
Cameron Diaz 3,7%
Cate Blanchett 2,9%
Lucy Liu 2,1%
Diane Venora 0,8%
Isabelle Huppert 0,8%
other actresses
other actresses
other actresses
0 %
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 2006

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.

"Dandy", especially the British "Dandy" with this relaxed, irresistible retro flair is ranked on the second position. This man has the genius of Sherlock Holmes. James Bond learned from him how to be cool. The “British” touch comes from check, tweed and new Argyle patterns.

"Globetrotter" in the grungy-classical clothes represent the favorite style of the online users. The adventurer loves to live with foreign cultures. Lime and melon of the refreshing oasis, sandy and earthy beige reflect his Saharan spirit.

"Samurai" is an urban style. His clothes have the obligation to serve the owner. The hardware is modern and luxurious: natural fabrics in cotton, silk, tropical-weight wool translate his classical cut clothes into a vision of future.


Dandy 31,6 %
Globetrotter 40,7 %
Samurai 27,6 %
MEN’S STYLE 2005

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%
COLORS

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.

22,8% dynamic
28,8 % urban
48,4 % glamorous
HOBBY

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.

art 11,9%
12,6 %
10,3 %
fashion design 16,1%
17,1%
17,4%
graphic design 4,2%
5,1%
7%
music 7,7%
7,4%
7%
photography 5,6%
8%
8,6%
shopping 16,8%
10,3%
15%
sport 6,3%
16%
6,1%
travel 11,2%
8,6%
7,62%

billiards

0,7%
cinema 2,8%
horse riding 2,8%
jewelry design 2,8%
meet friends 1,4%
new projects 4,9%
reading 2,8%
tennis 2,1%
9 other hobbies in styleradar.com
14,9%
14,9%
HOLIDAYS

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.

Thailand 7,6%
Egypt 2,2%
Bahamas 3,3%
Brazil 1,1%
St. Barth 2,2%
Hawaii 6,5%
11,3%
18%
Jamaica 1,1%
Miami 6,5%
1,6%
7%
New York 8,7%
8,1%
9%
London 5,4%
9,7%
Paris 14,1%
12,9%
13%
Cannes 3,3%
beach in France 4,3%
14,5%
12%
Ibiza 8,7%
beach in Spain 6,5%
8,1%
Italian beach 8,7%
12,9%
7%
Mykonos 2,2%
travelling through Europe 6,5%
4,8%
7%
travelling through Australia 1,1%
other destinations in styleradar.com

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

Fashionistas City

Because so many users have named additional Fashionistas Cities in 2005, in 2006 the respondents have to make their choice out of a longer list of cities (2006: 11 cities, 2005: 8 cities). New York, Paris, London, and Milan are still the trendiest metropolises of the fashionistas, Los Angeles and Berlin become more important.

New York

19,288%
28%

Tokyo 9,925%
14%
Milan 15,168%
13%
Athens 3,745 %
3%
Paris 15,543%
18%
Vienna 3,745 %
4%
Moscow 4,307%
4%
London
15,355 %
16%
Antwerpen
2,434 %
Berlin
4,494 %
Los Angeles
5,992 %

Style Trends by fashionoffice.org and styleradar.com

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