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

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ZODIAC
The zodiac signs of the fashionoffice.org users:

Capricorn

Pisces

Gemini

Cancer

Virgo

Scorpio

Saggitarius

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

Betsey Johnson

2,2%

Calvin Klein

Christian Dior

Christian Lacroix

2,5%

Custo Barcelona

1,4%

D & G

Gucci

Helmut Lang

Hugo Boss

2,1%

John Galliano

Lagerfeld

Marc Jacobs

Michael Kors

Prada

Roberto Cavalli

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

Oakley
Swarovski
Silhouette

9,94%
5,23%
4,08%

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

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

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

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

M.A.C
Clinique
Calvin Klein

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.

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.

11%
10%

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.

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

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.

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.

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

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

Physical Beauty

Holistic Beauty

„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.

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.

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.

other musicians

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.

FAVORITE MOVIE GENRE

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.

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

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.

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.

billiards

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.

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

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.

19,288%
28%