INSPIRATION FOR THE PERSONAL STYLE


Results of the Styletrends Survey 15 March 08 - 1 Aug 08 (details)

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 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

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%

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)

Read the full Styletrends Report 2008>>>

Check out other studies about the Internet:

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

WOMEN'S MEDIA CONSUMPTION Study by EIAA >