STYLE TRENDS 2005
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: 619.184 active users per month from Europe, America, Asia
demographics: audience profile of fashionoffice.org

field work period: 2nd quarter 2004 - 1st quarter 2005
sample: 4.701 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
data interpretation: 8. March 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?

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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.

Alexander McQueen

14,9%
17,81%

Armani

Calvin Klein

Christian Dior

D & G

Gucci

Helmut Lang

John Galliano

Lagerfeld

Marc Jacobs

Michael Kors

Prada

Roberto Cavalli

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

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.

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.

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

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.

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.

Physical Beauty

Holistic Beauty

„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.

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.

35 other musicians in styleradar.com

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.

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

“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.

The beach is with 44% of the votes the most favored holiday destination, especial Hawaii. France is with it's beach and the capital "Paris" the favorite country: 25% of the votes.