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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
search
STYLE TRENDS by fashionoffice
survey about desires and trends of fashion and beauty addicted online users


universe:

Europe 40,91%; Americas 31,76%; Asia 21,22%; Oceania 4,31%; Africa 1,66%; (not set) 0,13%
demographics: audience profile of fashionoffice.org

field work period: 27 Dec 2003 - 1 Aug 2008
sample: 22.933 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: 22 Aug 2008

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



Additional Statistical Data: magazine fashionoffice.org
(HTM-pages; running on a certified, standardized webserver; method: random sample, installed Google Analytics Code; 4 June - 4 August 2008)
FASHION

fashion.at, fashionoffice.org, confashion.com, fashionavigator.com, styleradar.com
BEAUTY

beautyme.com, beautyradar.com
VISITS on fashionoffice.org
in % on the above mentioned domains divided into fashion and beauty themes

71,48%

28,52%

Browser Reports
The browser reports show up a very interesting change in today's possibilities to track HTM-sites: you can reach fewer visitors who are using Internet Explorer if you measure the traffic by embedding pages with scripts - such as advertising - from an external server. Up-to-date tracking tools measure that approximately 64% of the visitors of fashionoffice.org are using Firefox.

These results have high impact on running advertising from external domains (such as adservers) on a standardized webserver.

The randomized sample on all fashion & beauty domains shows following results (tracked by embedding pages from an external domain with installed Google Analytics Code):


Firefox 63.90%; Internet Explorer 26,63%; Opera 3.54%; Safari 3.02%; Mozilla 2.63%; Konqueror 0.15%; Netscape 0.06%; Camino 0.04%; NetFront 0.01%; internal zero-knowledge agent 0.01%

Internet Explorer
Firefox
Safari
Mozilla
Opera

Konqueror
(not set)
Blazer
Netscape
Mozilla Compatible Agent

49.20%
43.22%
2.68%
2.46%
2.19%

0.16%
0.03%
0.03%
0.03%
0.01%

Internet Explorer
Firefox
Safari
Opera
Mozilla
Konqueror
Netscape
64.78%
26.15%
5.80%
1.62%
1.48%
0.13%

0.03%

The Random Sample: The browser statistics present data which are definitely and nearly independent from the method of randomizing the sample as long as it is installed on regular HTM-sites of a standard webserver. That's the reason why they can be taken for further explanations.

Random Sample compared to Stats&Logs: We have checked the Stats&Logs delivered by fashionoffice.org provider Globat.com. The results of the logs from the fashion & beauty domains in May/June 2008 are listed below. By comparing the data it becomes obvious that statistical results from different technical systems differ enormously.

Effects on the Market of Publishers/Advertisers and adjoined branches (text, photo, video, music, programmers, artists, ...): If the download of intellectual property can not be charged with fees or with advertising by counting, publishers must go new ways to re-finance their work.

Perhaps the differing data are one of the reasons why many fashion publishers don't sell ad impressions but monthly ad campaigns in the tradition of printed magazines. (Check out the article at The New York Times "Where the Fashionistas Go for a Quick Fix", from 6th Aug 2008, http://www.nytimes.com/2008/08/07/fashion/07ONLINE.html?pagewanted=1&_r=2)

Even the low CPM for Online advertising after pageviews and visits finds an explanation in the limited possibilities of ad-tracking. If statistical results of different measuring instruments show such discrepancies, the value of each adimpression - regardless in which media of the Internet - is diminished. Read following article about a current CPM 0,6 Dollar for fashion advertising online http://www.portfolio.com/news-markets/top-5/2008/08/06/American-Apparels-Internet-Ads?TID=email/news/top5.

Internet Explorer
Firefox
Safari
Mozilla
Opera

(not known*)
Netscape

...

*includes different versions of Firefox, Safari, Fedora, Opera,...

61,85%
not listed
0,88%
4,02%
0,28%
31,01%
2,02%


Internet Explorer
Firefox
Safari
Mozilla
Opera

(not known*)
Netscape

...

*includes different versions of Firefox, Safari, Fedora, Opera,...

59,2%
not listed
0,75%
3,45%
0,16%
33,6%
1,92%


CONTINENTS
Randomized sample on all fashion & beauty domains; tracked over pages of an external domain with installed Google Analytics Code:

Europe 40,91%; Americas 31,76%; Asia 21,22%; Oceania 4,31%; Africa 1,66%; (not set) 0,13%
Europe
Asia
Americas
Africa
Oceanica

(not set)
48,77%
25,83%
21,62%
1,92%
1,77%

0,08%
Americas
Europe
Asia
Oceanica
Africa

(not set)
40,37%
37,58%
17,83%
2,89%
1,21%

0,10%
COUNTRIES
Randomized sample on all fashion & beauty domains; tracked over pages of an external domain with installed Google Analytics Code:

United States 23,55%; Germany 10,86%; United Kingdom 5,33%; Austria 4,13%; Canada 3,27%; South Korea 3,15%; Japan 2,64%; ...
Austria
United States
Germany
South Korea
United Kingdom
China
...
20,84%
14,64%
8,90%
7,53%
2,75%
2,36%

...

United States
Austria
United Kingdom
Germany
Canada
Poland
...

33,24%
7,47%
4,65%
4,52%
3,01%
2,82%
...

TRAFFIC SOURCES

Tracking traffic is a challenge! Standardized webserver management and up-to-date tracking tools are in a permanent race; ones are trying to minimize traffic, others are working to measure actual data about pageviews, visits, traffic sources,...

This race is made upon the work of Online publishers by delivering and tracking their data and its usage.

Good examples for the troubles which are caused by this race give the results of the traffic sources for the domain fashionoffice.org.

Although fashionoffice.org was listed during the monitored period (4 June - 4 Aug) on the first page on Google.com, Google.de - excellent ranked even in other countries - search "fashion", Google Analytics tracks 0,067% of the visits sent from Google to www.fashionoffice.org.

The good ranking of fashionoffice.org on MSN.com search "fashion" is reported with 0,215% of the visits.

The list of search engines with similar, not nearly congruent results could be continued with except of one: 74,27% of the visits sent by search engines come from one: Yahoo! Yahoo has sent 2,40% of the visits from all traffic sources.

fig.: Screenshot Google.com, search "fashion" worldwide, 7 Aug 08

Media Usage in 2008:


Internet Activity Index (IAI):
www.online-publishers.org

Since August 2004 the Online Publishers Association (OPA) publishes the monthly Internet Activity Index (IAI), developed in connection with Nielsen//NetRatings.

The IAI offers a new way of looking at consumer engagement online; therefore the Internet usage is divided into five distinct activities: Content, Communications, Commerce, Community (added in March 2008) and Search. Nielsen Online captures the total amount of time spent by consumers in each category.

"Even with Community added, our initial data reflect the same pattern found over the last 15 months,” announced OPA president Pam Horan the new category in March 2008. “The bulk of consumers’ online time is spent with Content, well outpacing Communications and Commerce. While Content dominates, Search and Community capture relatively small shares of consumers’ overall online time.” Source: http://www.online-publishers.org/newsletter.php?newsType=pr&newsId=307

"Content" is described by OPA as "Web sites and Internet applications that are designed primarily to provide news, information and entertainment. Examples of those included in this segment are CNN.com, ESPN.com, Windows Media Player and MapQuest."

The IAI results for June 2008 show that Content accounts for most of consumers’ time online at 42,3%, while Community ranked fourth at 8,8%.

The report is published monthly on OPA www.online-publishers.org.



Germany Online: ard-zdf-onlinestudie.de

On 1st August 2008 the German national TV-Channels ARD/ZDF published the new study about the media usage of Germans. The time spent online grew from 54 minutes (2007) to 58 minutes; the Internet is now on 3rd rank of the used media/time (nationwide representative study during March/April; interviews with 1.802 persons, older than 14 years).

For the 14-19 years' old the Internet is the most important media: with 120 minutes they use the Internet more intensively than watching TV (100 minutes). This age group prefers multimedia applications and video: 92% are downloading video. Source: www.ard-zdf-onlinestudie.de


In US 20% TV viewers are watching online: www.immi.com

On 29 July 2008 Integrated Media Measurement Inc. (IMMI) released a new report that shows the rise of Online watching TV.

The computer is used increasingly as a substitute for the television. More females (55%) watch primetime episodes online than males (45%). The largest group of online TV viewers in US are women aged 25 to 44.

“Everyone’s been talking about the Internet becoming a substitute for television; however this is the first single-source passive data to show that the migration from one platform to another is actually occurring – and it’s happening fast.” Amanda Welsh, head of research for IMMI.
Source: www.immi.com/pdfs/IMMI-OVAL.pdf


The Rise of the Internet: Video and better Content

>Online video changed the behaviour of the total population: the increased popularity of video explains the higher time spending with online content in general.

>The Internet offers more and better content than it did the years ago.


Check out other studies about the Internet:

Internet: Fashion’s burning moment presented by PambiancoWeek, May 2008

WOMEN'S MEDIA CONSUMPTION Study by EIAA >



SEX Special: Instant Survey mid October - mid December 2007 (details)

female 64%
63,2%
male 36%
36,8%
AGE compare the data with Eurostat Statistics, Internet Usage in Europe

The fashionoffice.org users became younger!

The median age of Internet Fashionistas is now 23,882 (standard deviation 8,573). In the field period before the results have shown a median age of 24,98 (standard deviation 9,974).

< 1 4 2,605%
1,754%

2,691%
1,9%

2,819%
2,19%
14-19

29,967%
29,149%
27,680%
27,5%
41,490%
38,84%

20-29 49,185%
45,748%

44,683%
40,4%

39,029%
43,23%
30-39 10,749%
11,605%

13,907%
16,4%

10,407%
10,56%
40-49

6,188%
7,017%
7,716%
8,5%

4,078%
4,18%

5 0 > 1,302%
4,723%

3,319%
5,3%

2,180%
1%
Themes Median age ("test your trendiness in..."):

This year we can not offer you the median age for all of the themes. As you can see not enough Fashionistas have entered their age into very good visited instant profiling tests (>next table). Technicians have checked our systems; they are running in the standardized framework. We are working on an explanation for the new behaviour of the Online Fashionistas.

actress 20,69
23,32
mobile phone not enough data
21,83
24,23
designer

not enough data
23,59
25,28

shoes not enough data
23,98
25,80
lip color 22,15
24,64

27,11
hair cut 24,05
hairstyle 20,11
24,74
25,84
source of inspiration
(media usage)

21,92
25,00
25,64

personal style 24,07
25,03

24,56

fashionistas city

not enough data
25,73
25,45

men's style

24,93
27,41
24,35

fragrances, perfumes

27,54
30,90

subject to speak about

21,93
28,69
26,84
astrology 28,76
29,63

27,21
Theme Interest ("test your trendiness in..."):
Primarily instant profiling tests on the themes clothing (shoes, designer), style (personal style, men's style), fashionistas cities have been chosen by the Internet Fashionistas.
shoes 20,481%
personal style 19,647%

fashionistas city

11,770%

men's style

10,410%
designer 7,661%
hairstyle 6,209%
astrology 5,931%

subject to speak about

3,367%

fragrances, perfumes

2,934%
actress 2,718%
mobile phone 2,625%
lip color 2,564%
source of inspiration
(media usage)
1,606%
CLOTHING SIZE

small

32% 32 %
medium 52% 42%
large 16%
26%
INSPIRATION FOR THE PERSONAL STYLE

The ranking “trendiest inspirations for style” shows that the Internet has a great authenticity for Fashionistas as a source for their personal style inspirations: Internet is ranked on the 1st place, followed by "street". Fashionistas are characterized by a strong self-awareness: their style is primarily inspired by themselves, on the 4th position are printed magazines, followed by friends.

These results point out that Online Fashionistas have a strong active - interactive - approach to the creation of their own style: three of the five first ranked items "Internet", "myself", and "friends" are sources which are determined by the user himself and change in the moment he interacts.

What's the explanation for this new media behaviour?

The average age of the fashionoffice readers is lower than the years before. The fashion experts of this voting about the trendiest inspirations for style are approximately 4 years younger than in 2007.

This explains why the ranking shows compared to the votings from former years brand new positions of the items. The new positions of the Internet and TV are corresponding with other research results like the above mentioned study by the German national TV-Channels ARD/ZDF (published on 1st Aug 2008) about media usage: for the 14-19 years' old the Internet is the most important media: with 120 minutes they use the Internet more intensively than watching TV (100 minutes). This age group prefers multimedia applications and video: 92% are downloading video. Source: www.ard-zdf-onlinestudie.de

On 29 July 2008 US researcher Integrated Media Measurement Inc. (IMMI) released a brand new report that shows the rise of Online watching TV. The largest group of online TV viewers in US are women aged 25 to 44. Source: www.immi.com/pdfs/IMMI-OVAL.pdf


Internet

18%
21,7%
14,9%

street 16%
8,7%
27,4%
me, myself 14%
26,1%
3,6%
printed magazines 14%
17,4%
21,1%
friends 12%
5,4%
shops

10%
13%
10,2%

music 8%
4,3%
art, design 6%
design 3,4%
art 2,3%
tv 2%
8,7%
6,2%
celebrities 1,6%
other media 3,8%
MOBILE COMMUNICATION

Have you ever got a boring call from a phone company about the usage of your mobile? Perhaps there have been too many interviews about mobile communication in the last years, because the Online Fashionistas are not willing to speak about their phones any more.

Results from 1 July 07 - 9 March 08:
Multimedia Messaging Services (MMS) are the trendiest extra usage of mobile phones. Photo is still the trendiest extra usage of the mobile phone, followed by good old SMS, and on 3rd place music. Writing SMS and video became trendier in the last months; watch TV lost many percentages. This is a vote for running pictures, but perhaps against timed entertainment.

photo 31,9%
35,1%
write SMS 23,4%
14,3%
music 21,3%
22,6%
video 10,6%
7,7%
watch TV 8,5%
17,3%
listen radio 4,3%
3%
SUBJECT TO SPEAK ABOUT

The preferred subject to speak about isn't any longer sex! Instead of speaking about sex the interest to speak about "love" increased; you will find this item on the second place.

The focus on speaking about "fashion, clothes" is stronger than in the votings before; this could be explained with better working search engines and the growing understanding of the users to find specific information; such as information about fashion at fashionoffice. This result is very interesting for media planning as the spreading losses are minimised by reaching active readers who are high addicted to fashion.

After fashion and love the preferred subjects to speak about are "art", "design", and "music".

During this field period many users of fashionoffice have named additional themes which are important for them to speak about and which haven't been listed in the voting: 4,46% named themes about "self realization" like study, success, ..., 2,68% style, 1,19% each "culture" and "sport", ...

fashion/clothes, accessories

34,82%
23,6%
18,8%

love

 10,12%
5,6%
9,7%

art

6,85%
5,6%
8,1%

design

5,65%
9,7%
9,1%

music

5,36%
5,6%
7%

health

4,46%
2,8%
6,5%

hair

4,46%
2,8%
2,7%

sex

4,17%
25%
23,1%

books

3,27%
2,2%

boys

2,68%
1,4%
1,6%

movies 2,08%
peace

2,08%
8,3%
2,2%

politics

0,89%
6,9%

religion

0,30%
1,6%

other

12,8%
2,8%
7,4%

ZODIAC

In the voting of the internet fashionistas about the fashion qualities of zodiac signs, VIRGO gets the highest consensus: it stands for the pedantic one, everything has to fit together. AQUARIUS and LEO are the trendsetter, the early adopter of the must haves; LEO loves exclusivity, wears only top labels and best quality. SAGGITARIUS has the fewest votes for the fashion qualities "pedantic" and "exclusive". PISCES, AQUARIUS, and GEMINI are the signs which are attributed to creativity; TAURUS and CANCER are seen as the comfortable ones.

The zodiac signs of the fashionoffice.org users:

Capricorn

7,796%
7,570%
7,930%
8,09%

Aquarius

8,245%
8,517%
9,284%
8,09%

Pisces

10,494%
10,567%
9,477%
8,21%

Aries

7,196%
7,255%
6,769%
6,94%

Taurus

7,046%
7,097%
6,382%
8,03%

Gemini

9,445%
9,463%
10,251%
8,57%

Cancer

7,496%
7,728%
8,123%
8,87%

Leo

9,745%
9,463%
9,671%
7,66%

Virgo

6,446%
5,993%
5,415%
9,29%

Libra

8,695%
9,148%
8,897%
9,11%

Scorpio

8,845%
8,675%
8,704%
9,17%

Saggitarius

8,545%
8,517%
9,090%
7,91%

TRENDIEST DESIGNER/LABEL for Casual, Glamour, Unique

The Internet Fashionistas have tested their trendiness in design and have chosen the trendiest designer/label for the following 3 styles: Casual, Glamour, Unique.

CASUAL  
Alexander McQueen

6,85%
6,1%

Anna Sui 1,37%
5,6 %
Armani 4,11%
7,1%
Calvin Klein 20,55%
14,1%
Chanel 2,74%
3,0%
Christian Dior 1,37%
3,0%
Dolce & Gabbana 1,37%
6,1%
Gucci 5,48%
3,0%
John Galliano
1,37%
1,5%
Marc Jacobs 9,59%
6,6%
Prada 1,37%
2,5%
Roberto Cavalli 0%
0,5%
Stella McCartney

2,74%
11,1%

other

41,1%
29,8% (Chloe, Paul Smith, Miu Miu, Kenzo,...)

GLAMOUR  
Alexander McQueen

4,17%
4,5%

Anna Sui 0%
2,5%
Armani 0%
4,5%
Calvin Klein 1,39%
3,0%
Chanel 8,33%
8,1%
Christian Dior 5,56%
11,1%
Dolce & Gabbana

6,94%
7,6%

Gucci 9,72%
3,5%
John Galliano
2,78%
2,0%
Marc Jacobs

2,78%
2,0%

Prada 5,56%
4,5%
Roberto Cavalli 8,33%
5,1%
Stella McCartney 1,39%
1,5%
other 43,06%
39,9% (Philipp Plein, Marcela Calvet, La Hong, Versace, Vera Wang, Balenciaga,...)
UNIQUE  
Alexander McQueen 13,89%
9,1%
Anna Sui

4,17%
6,1%

Armani

8,33%
3,5%

Calvin Klein

1,39%
1,5%

Chanel

4,17%
2,0%

Christian Dior

0%
1,5%

Dolce & Gabbana

2,78%
5,6%

Gucci

6,94%
4,0%

John Galliano

11,11%
8,6%

Marc Jacobs

4,17%
4,0%

Prada

4,17%
6,1%

Roberto Cavalli

1,39%
1,5%

Stella McCartney

5,56%
2,0%

other

40,28%
44,4% (Yves Saint Laurent, Vivienne Westwood, Philip Treacy,
Matthew Williamson, Comme des Garçons, Noki, Michael Ball (Rock & Republic), ...)

TREND LEADING DESIGNERS 2004-2007

Though a higher diversity of designers/design labels in this year's voting, Alexander McQueen is still the favorite trend leading designer, D & G (in 2006 on 3rd place) is in 2007 on the 2nd place, followed by Prada on 3rd place. Alexander McQueen represents the rebel in fashion with strong influences of Punk and Gothic. Dolce & Gabbana's fashion can be described as "theatralic Noble-Hippie" look, Prada's fashion as "intellectual retro-style".
Gucci and Hugo Boss become more fashionable than the year before. The most important new labels in this voting for the creation of trends are Chanel, Anna Sui, Stella McCartney (all three have been named by the users in last year's voting).

Results of open questions:
The internet fashionistas named (in open questions) following designers/design labels as additional trend leaders: Rick Owens, DKNY, Dries Van Noten, Valentino, adidas, Burberry, Converse All Stars, Day, Birger et Mikkelsen, Mango, Tsumori Chisato, Karim Rashid, Comme des Garçons, Issey Miyake, Martin Margiela, Helmut Lang, ...
Bags (Chloe, Chanel), shoes (Prada), sunglasses are the most important Must Haves of the ones who voted for the trend leading designers.
The trend leading musicians of the design experts are Madonna, Beyoncé and Gwen Stefani.

Alexander McQueen

9,8%
15,9%
14,9%
17,81%

Anna Sui

3,9%

Arkadius

0,3%
1,7%

Armani

4,7%
8,7%

7,6%
6,43 %

Balenciaga

2,8%

Betsey Johnson

2,2%

Calvin Klein

3,7%
4,6%
3,8%
3,42%

Chanel

5,7%

Chloe

2,5%

Christian Dior

5,2%
7,3%
7,3%
4,11%

Christian Lacroix

1,4%
2,5%

Custo Barcelona

1,4%

D & G

7,7%
9,2%

9,9%
9,59%

Gucci

5,7%
4,7%
7,6%
6,85%

Hedi Slimane

1,8%

Helmut Lang

2%
3,1%
3%

Hugo Boss

2,3%
2,1%

Jean Paul Gaultier

2,4%

John Galliano

3,3%
5,4%

4,2%
4,8%

Lagerfeld

2,5%
3,4%

4,2%
4,11%

Louis Vuitton

2,3%

Marc Jacobs

3,6%
9,3%

6,9%
12,33%

Michael Kors

1,8%
3%

3,4%
1,78%

Missoni

0,8%

Oscar de la Renta

0,4%

Prada

5,9%
6%

9,2%
6,16%

Raf Simons

0,5%

Roberto Cavalli

4,6%
5,8%

4,6%
5,48%

Stella McCartney

3,6%

Tom Ford

1,6%

Versace 2,8%
4,7%

6,5%
2,74%

Victor & Rolf

2,7%

Vivienne Westwood

1,8%

Zac Posen

1,8%

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: SHOE STYLE for Jeans, Mini-Dress, Long Skirt

The Internet Fashionistas tested their trendiness in Shoe Style and voted for the absolute Must-Haves for Jeans, Mini-Dress, and Long Skirt.

The High Heel Boots are no longer the favorite shoes for Jeans. Sportive Sneakers are the new number one for Jeans. The choice for comfortable shoes corresponds to the results of the voting about the trendiest style.

But Sneakers are obviously only a Must-Have for jeans; don't wear them with a Mini-Dress! The High Heel Boots even lost in the voting for the Must-Have for the Mini-Dress. Elegant Pumps are the favorite shoes for short dresses, skirts.

Flat Shoes are the overall winner in this voting: you can wear them to Jeans, the Mini-Dress and the Long Skirt. Stilettos constantly lost their trendiness in the votings during the last years: it seems as if the sinking popularity has stopped. Elegant Pumps are always a good choice.

JEANS  
Elegant Pumps 23,21%
19,0%
Flat Shoes 23,21%
22,7%
High Heel Boots 14,29%
23,8%
Sportive Sneakers 26,79%
22,2%
Stilettos 12,50%
12,3%
MINI-DRESS  
Elegant Pumps 35,29%
24,8%
Flat Shoes 35,29%
26,5%
High Heel Boots 17,65%
31,3%
Sportive Sneakers 0%
2,6%
Stilettos 11,76%
14,8%
LONG SKIRT  
Elegant Pumps 20,00%
23,4%
Flat Shoes 44,00%
41,1%
High Heel Boots

14,00%
15,6%

Sportive Sneakers 10,00%
6,2%
Stilettos 12,00%
13,7%
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 glamorous shoes with high heels are still the favorites. Brand new this year is that the internet fashionistas named the flat shoes explicitly as trendy shoes style.

elegant pumps 18,3 %
14%
40s elegant pumps 28%
romantic pumps 9 %
17%
romantic 70s pumps 20%
80s high heels 18%
glamourous sandals 9,9 %
30%
stilettos 9,6 %
bejewelled shoes 5,5 %
wedge shoes 8,9 %
high heel boots 12,3 %
10%
70s high boots 14%
punky boots

4,6 %
11%

10
%

moonboots 2 %
flat shoes (ballerinas, espadrilles, sandals, boots ...) 7 %
futuristic slippers 7%
10%
sportive sneakers 12,9 %
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: HAIR CUT

For the first time Internet Fashionistas have tested their trendiness in hair cut and have chosen their most favorite: long curly hair is with 27% the favorite hair cut, followed by straight short hair and Bob. In an open question, the Internet Fashionistas have named "Layers" as an additional favorite hair cut.

(The items "long curly hair", ... come from the Internet Fashionistas who have named their favorite hairstyles in an open question during the last voting period from 1 July 07 until 9 March 08.)

long curly hair 27,08%
straight short hair 22,92%
Bob 18,75%
straight long hair 16,67%
updo 10,42%
short curly hair 4,17%
MUST HAVE: HAIRSTYLE

The Internet Fashionistas tested their trendiness in hairstyle and voted for the favorite brands in hair care: L'Oreal is the brand with the most votes. Additional to the voting the users named (in open questions): Dove, Vidal Sassoon, Pantene Pro-V, Nivea, Origins, Head & Shoulders,...

The favored hair styles are: long hair ("wavy", curled, straightend), followed by bob, and short hair. Curls and soft waves are preferred.

L'Oreal 30,8%
Paul Mitchell 13,3%
The Body Shop 11,2%
Wella 11,2%
Schwarzkopf 7%
Aveda 5,6%
Garnier 5,6%
Marlies Möller 4,9%
Sunsilk 4,2%
Sebastian 3,5%
Nicky Clark 2,8%
PERFUMES/FRAGRANCES

The users of fashionoffice.org tested their trendiness in fragrances and have chosen the favorite brands for perfumes/fragrances: fresh scents for day wear - best combined with a casual style - have won! Calvin Klein, DKNY, and Armani are the favorite brands for perfumes/fragrances.

Calvin Klein 22,2%
DKNY 17,5%
Armani 12,7%
Moschino 11,1%
Guerlain 7,9%
Hugo by Hugo Boss 7,9%
Lacoste 6,3%
Bond Nr 9 3,2%
Chloé 3,2 %
Paul Smith 3,2%
Cacharel 1,6%
Patou 1,6%
Tommy Bahama 1,6%
LIPCOLORS/CARE

The users of fashionoffice.org tested their trendiness in lipcolors with care and have chosen the favorite brands for lipcolor: glamorous Dior lipcolors are still preferred, followed by fashionable MAC.

Fashionistas have named additional lipcolors to the ones of the voting, such as Anna Sui, Chanel, Labello, ...

Dior 26,47%
33,0%
M A C 23,53%
27,0%
Lancôme 11,76%
7,9%
Nivea 5,88%
7,9%
Guerlain 2,94%
6,3%
Vichy 2,94%
6,3%
Clinique 11,76%
4,8%
Esteé Lauder 11,76%
3,2%
Ellen Betrix 2,94%
1,6%
La Roche-Posay 1,6%
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

For this voting we haven't asked if "stylish, trendy" or "chic" are the trendiest personal styles, because these answers say nothing. They have been used by the ones who have no concrete idea about their personal style or by the ones who are switching between different styles.

Without any additional new items the voting of this field period shows that the trendiest personal styles are comfort, vintage, romantic, and casual. It is still important to have an unique style. The glamour style becomes less important, the classic style still grows. The majority of the Online Fashionistas prefers the relaxed styles.

comfort

13,58%
2,6 %
1,4%

vintage

12,35%
8,8 %
10,3%
18,1%
22%

romantic

11,11%
4,4 %
7,6%
10,6%
10%

casual

9,88%
9,2 %
16,2%
12,8%
8%

unique

7,41%
5,9 %
13%

classic

7,41%
5,1%
2,1%
9%

glamour

6,17%
5,9 %
13,8%
13,3%
14%

boho/bohemian

6,17%
4,2 %
5%
11,5%

sexy

4,94%
4,2 %
1,2%

sporty

3,70%
3,3 %
4,2%
5,9%
9%

mod

3,70%
3,1 %
4,1%
5,3%
5%

ethnic

3,70%
2,4 %
1,9%

rock

2,47%
1,8 %
0,7%

funky

2,47%
2,6 %
0,6%

punky

2,47%
2,4 %
4,3%
5,3%
5%

pop-sixties

1,23%
2,0 %
2,5%
7,6%
10%

oriental

1,23%
1,5 %
1,9%
4,9%
6%

stylish, trendy 13,6 %
1,4%
chic 13 %
2,2%
art deco

2,9 %
2,7%

gothic 1,1 %
2,7%
4,3%
1%
TREND LEADING MUSICIAN

The “sexy body performance” by Gwen Stefani, Beyoncé, Madonna and, brand new this year in the top ranking, Justin Timberlake can be the secret behind the musicians' success in this voting. Since 2005 Gwen Stefani leads the list of the trend leading musicians.

Gwen Stefani 9,9%
12,6%
13,9%
Beyoncé 9,9%
5,7%
12,7%
17,9%
Madonna 8,7%
5,7%
3,2%
5,3%
Justin Timberlake 8,1%
Black Eyed Peas 7,6%
6,3%
4,4%
Franz Ferdinand 7,6%
5%
6,3%
Coldplay 7%
5%
6,3%
Christina Aguillera 5,8%
5%
3,8%
6,3%
Outkast 5,2%
3,8%
6,3%
7,9%
Björk 4,7%
4,4%
3,8%
Nora Jones 4,1%
Nelly Furtado 3,5%
3,1%
The White Stripes 3,5%
Placebo 2,9%
3,1%
The Hives 2,9%
3,1%
Jennifer Lopez 2,3%
4,4%
5,7%
14,7%
Korn 2,3%
3,1%
Molokko 1,7%
Robbie Williams 1,7%
Missy Elliott 0,62%
3,1%

other musicians

27,9%
30,4%
TREND LEADING ACTRESS

We find new faces in top-positions for the most fashionable actress! In the instant profiling test for Trendiness in Film the Internet Fashionistas voted two new characters into the first three positions: Lindsay Lohan and Sienna Miller. Both are fashionable party girls and successful actresses. Sarah Jessica Parker is back as one of the most fashionable actresses.

Lindsay Lohan 17,6 %
5,2%
Sarah Jessica Parker 11,8 %
6,8%
13,2%
19,5%
20,4%
Sienna Miller 11,8 %
5,7%
Angelina Jolie 10,3 %
16,8%
20,6%
15,6%
16,9%
Jessica Alba 8,8 %
7,3%
Chloe Sevigny 7,4 %
2,2%
5,3%
Scarlett Johansson 7,4 %
7,6%
Zeta Jones 4,4 %
2,4%
5,3%
5%
Beyoncé 2,9 %
6,0%
Jennifer Aniston 2,9 %
4,6%
4,9 %
5%
7%
Milla Jovovich 2,9 %
2,4%
4,9%
5,3%
7%
Nicole Kidman 2,9 %
7,9%
Cate Blanchett 1,5 %
2,4%
2,9%
Charlize Theron 1,5 %
3,3%
4,5%
Gwen Stefani 1,5 %
6,5%
16,9%
18,8%
10,6%
Jennifer Lopez 1,5 %
6,0%
10,3%
7,8%
8,5%
Reese Witherspoon 1,5 %
1,4%
Uma Thurman 1,5 %
3,3%
3,7%
5,3%
6,3%
Cameron Diaz 1,9%
3,7%
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%
ACTOR 2008

For the first time the Internet Fashionistas had the chance to vote for an actor; but surprise: the voting for the most fashionable male actor was of no interest for the users. The fact that users of fashionoffice.org are not participating in a voting about "Test your trendiness in FILM! Decide who is the most fashionable actor" is the most interesting result here: this is a decision against a ranking of male actors by the mainly female Internet Fashionistas in fashionoffice.org.

The few votes went to:

Justin Timberlake 38,5 %
Johnny Depp 30,8 %
Brad Pitt 15,4 %
George Clooney 7,7 %
Jude Law 7,7%
MEN’S STYLE + most fashionable actor, trend leading designer for men

The users described with an adjective the trendiest men's style. Modern Vintage is with 15,38% the favorite men's style, followed by Metrosexual, Casual, and Unique. The former trendiest styles Urban and Street have lost many votes.

Modern Vintage was already the great winner of styles in the last voting. Before, in early 2007, many users named this style in an open question and in 2008 it succeded as the style with the most votes. Unique is an other upcoming style.

modern vintage 15,38%
14,0%
metrosexual 12,82%
14,0%

16,3%
casual 10,26%
10,8%

15,2%
unique 10,26%
5,4%
urban 7,69%
16,1%

21 %
street 7,69%
11,8%

17 %
simple 7,69%
10,8%
punk 7,69%
7,0%

6,5%
sporty 7,69%
4,3%

13%
classical 7,69%
grunge 5,13%
2,2%

6,3%
business 0%
3,8%
hiphop 4,7%
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

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 Cities

Internet Fashionistas have decided that they find in New York the most artful collections, the best ready to wear, and the most interesting business partners.
Other Fashionistas Cities are Seoul, San Francisco, Hongkong, Shanghai,...

most artful collections  
Los Angeles 2,9%
Milano 8,33%
11,7%
New York 22,22%
14,0%
Paris 16,67%
19,8%
Tokyo 8,33%
17,2%
Vienna 2,78%
2,9%
other 41,67%
best ready to wear  
Los Angeles 4,0%
London 11,11%
Milano 5,56%
10,9%
New York 13,89%
20,9%
Paris 11,11%
11,6%
Tokyo 11,11%
13,6%
Vienna 1,3%
other 47,22%
interesting business partners  
Los Angeles 2,4%
London 5,56%
Milano 5,56%
6,4%
New York 16,67%
11,6%
Paris 5,56%
8,4%
Tokyo 11,11%
15,3%
Vienna 1,6%
other 55,56%
Fashionistas Cities 2007

In 2007 more cities have been included in the list because so many users named additional Fashionistas Cities. The traditional Fashionistas Cities New York and Paris are still top ranked. New on the fourth position we find Tokyo, followed by London, which has lost many votes in the last months. New York has increased its position as the most favored city where Fashionistas meet each other, and where fashion begins.

New York

30,3%
19,288
%
28%

Paris 20,5%
15,543
%
18%
Milan 11%
15,168
%
13%
Tokyo 10,2%
9,925
%
14%
London
9%
15,355 %
16%
Los Angeles
2,7%
5,992 %
Vienna 2,7%
3,745 %
4%
Barcelona
2,2%
Berlin
2,1%
4,494 %
Athens 1,2%
3,745 %
3%
Moscow 1,1%
4,307
%
4%
Antwerpen
0,3%
2,434 %
Chicago
0,8%
Copenhagen
0,8%
Cape Town
0,4%
Düsseldorf
0,3%
Istanbul
0,3%
Munich
0,2%
Ibiza
0,2%
Tel Aviv
0,2%
Amsterdam
0,2%
other cities ....

Style Trends by fashionoffice.org and styleradar.com, beautyradar.com

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