universe:
Europe 61,327%; Americas 21,410%; Asia 14,101%; Oceania 2,305%; Africa 0,854%
demographics: audience profile of fashionoffice.org

field work period: 27 Dec 2003 - 15 April 2009
sample: 23.677 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: 15 April 2009

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

Additional Statistical Data: magazine fashionoffice.org

Where do fashion people come from to read Fashionoffice?
It became obvious that the users are reaching editorials mostly not from Fashionoffice's coversites or RSS, mobile sites...

High-ranking pages on Fashionoffice
During the last six months Fashionoffice has monitored the interest of users with Google Analytics. The research on the favorite pages viewed by the users between 25 August 2008 and 25 January 2009...

Fashionoffice publishes new statistical data about the circulation
From 25 August 2008 to 25 January 2009 Fashionoffice has collected new statistical data about the magazine’s circulation by using Google Analytics on a third-party standard server>

Keywords used by the users to reach Fashionoffice
The Google Analytics results of the keywords used by the users to reach Fashionoffice over the last six months are an indicator for the interest selected themes/labels evoke online>

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

Preliminary median age 1 Aug 08 - 15 April 09: 23,355

15 March 08 - 1 Aug 08: 23,882 (standard deviation 8,573)

1 July 07 - 9 March 08: 24,98 (standard deviation 9,974)

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

6,188%
7,017%
7,716%
8,5%
4,078%
4,18%

WORK IN PROGRESS!

Last year we could 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 Onliners.

not enough data
23,59
25,28

25,88
24,05

not enough data
21,92
25,00
25,64

not enough data
24,07
25,03
24,56

fashionistas city

not enough data
not enough data
25,73
25,45

men's style

23,33
24,93
27,41
24,35

fragrances, perfumes

subject to speak about

not enough data
21,93
28,69
26,84

fashionistas city

men's style

subject to speak about

fragrances, perfumes

small

Where do Fashionistas get the trendiest information about fashion, design, beauty on the Internet? They have chosen as the trendiest online source for their personal style...

50%

The Internet is the big looser in this voting about the trendiest inspirations for the personal style. Once the media with the greatest authenticity for Fashionistas' style went behind the top-position to the 5th place!

Fashion people prefer to get inspired on the street, by art, design, and by 'me, myself'.

What has changed the behaviour of the users in the last months? Let's remember the results of the last voting: the online users had 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 determined by the user himself and change in the moment he interacts.

Now, it looks like as if the users had left the interactive field: on the street they can watch others - but normally don't interact. The inspiring sources art, design won't react either. The only 'interactive' position in this ranking that left is 'me, myself'.

Do the users become weary of bringing in their own energy? An indicator for this assumption is that the active media Internet lost while in the same time passively useable media like TV or printed magazines grew.

street

20,83%
16%
8,7%
27,4%

art, design

16,67%
6%

me, myself

16,67%
14%
26,1%
3,6%

printed magazines

16,67%
14%
17,4%
21,1%

Internet

8,33%
18%
21,7%
14,9%

tv

8,33%
2%
8,7%
6,2%

friends

4,17%
12%
5,4%

music

4,17%
8%
4,3%

shops

4,17%
10%
13%
10,2%

The trendiest styles for moving from one place to another in capital cities are...

43,75%

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.

Since around one year the preferred subjects to speak about constantly change from romantic and spiritual themes like love, religion, peace to the magazine's core themes: fashion, clothes, style, art, culture, design and music. 'Self realization' and the subject 'sex' became more important.

The stronger focus on speaking about 'fashion, clothes' could be explained with better working search engines and the growing understanding of users to find specific information; such as information about fashion at Fashionoffice. It's the nature of the internet to minimize continuously the spreading losses or time for searching with the help of the users themselves while they are interacting with the media - the internet is ‘learning’ the users’ behaviour.

fashion/clothes, style
(until 1 Aug 08 fashion/clothes, accessories)

23,08%
34,82%
23,6%
18,8%

art, culture
(until 1 Aug 08 "art")

15,38%
6,85%
5,6%
8,1%

design

11,54%
5,65%
9,7%
9,1%

music

11,54%
5,36%
5,6%
7%

movies

7,69%
2,08%

politics

7,69%
0,89%
6,9%

sex

7,69%
4,17%
25%
23,1%

health, beauty
(until 1 Aug 08 "health")

3,85%
4,46%
2,8%
6,5%

0%
10,12%
5,6%
9,7%

0%
3,27%
2,2%

0%
2,68%
1,4%
1,6%

0%
2,08%
8,3%
2,2%

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

0,30%
1,6%

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

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%

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

Pisces

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

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

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%

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

Virgo

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

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%

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

6,85%
6,1%

2,74%
11,1%

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

4,17%
4,5%

6,94%
7,6%

2,78%
2,0%

4,17%
6,1%

8,33%
3,5%

1,39%
1,5%

4,17%
2,0%

0%
1,5%

2,78%
5,6%

6,94%
4,0%

11,11%
8,6%

4,17%
4,0%

4,17%
6,1%

1,39%
1,5%

5,56%
2,0%

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

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

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

Gucci

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

Hedi Slimane

1,8%

Helmut Lang

Hugo Boss

2,3%
2,1%

Jean Paul Gaultier

2,4%

John Galliano

Lagerfeld

Louis Vuitton

2,3%

Marc Jacobs

Michael Kors

Missoni

0,8%

Oscar de la Renta

0,4%

Prada

Raf Simons

0,5%

Roberto Cavalli

Stella McCartney

3,6%

Tom Ford

1,6%

Victor & Rolf

2,7%

1,8%

1,8%

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 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.

14,00%
15,6%

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 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.

4,6 %
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 for long curly hair is replaced by straight long hair. In the period from 1st August 2008 until 15 April 2009 'straight long hair' was with 22,35% of the votes the most favored hair cut, followed by 'Layers' and 'long curly hair'.

Long hair and straight instead of curly (even if the hair is short) is the most favored look.

straight long hair

22,35%
16,67%

long curly hair

18,82%
27,08%

12,94%
18,75%

straight short hair

11,76%
22,92%

short curly hair

8,24%
4,17%

updo

5,88%
10,42%

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.

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.

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, ...

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 voting of this field period shows that the trendiest personal styles are Vintage, Classic, Unique and Glamour.

Male :: Female fashion
The results are congruent with the trendiest Men's Style in the positions Vintage and Classic. The 'star'-appearance - connoted with Unique and Glamour - is attributed this year much more closely to females. This circumstance is even reflected in the spring/summer 2009 fashion by the accentuation of female forms with sculptured or voluminous skirts which are taking more room than clothes did the years before. Women's wear becomes this summer season 09 obviously more different to men’s wear.

Additional styles - named in an open question - are Minimal and Urban.


Since the voting 1 July 07 - 9 March 08 we are not asking if "stylish, trendy" or "chic" are the trendiest personal styles, because these answers say nothing. Stylish, trendy, chic are named as the most important words in the open question but don't explain the own personal style. They can be used by the ones who have no concrete idea about the own personal style or by the ones who are switching between different styles.

5,19%
13,58%
2,6 %
1,4%

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

6,49%
11,11%
4,4 %
7,6%
10,6%
10%

6,49%
9,88%
9,2 %
16,2%
12,8%
8%

10,39%
7,41%
5,9 %
13%

12,99%
7,41%
5,1%
2,1%
9%

10,39%
6,17%
5,9 %
13,8%
13,3%
14%

7,79%
6,17%
4,2 %
5%
11,5%

6,49%
4,94%
4,2 %
1,2%

1,30%
3,70%
3,3 %
4,2%
5,9%
9%

1,30%
3,70%
3,1 %
4,1%
5,3%
5%

2,60%
3,70%
2,4 %
1,9%

2,60%
2,47%
1,8 %
0,7%

1,30%
2,47%
2,6 %
0,6%

1,30%
2,47%
2,4 %
4,3%
5,3%
5%

2,60%
1,23%
2,0 %
2,5%
7,6%
10%

1,30%
1,23%
1,5 %
1,9%
4,9%
6%

1,30%
2,9 %
2,7%

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.

other musicians

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.

FAVORITE MOVIE GENRE

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:

The users described with an adjective the trendiest men's style.

The results reflect the current trend for a more simple lifestyle and the growing consciousness for cultural heritage: Modern Vintage is with 26,61% the favorite men's style, followed by Simple (11,59%) and Classical (11,16%).

Metrosexual and Unique - both styles are connoted with dandyism, glam and 'star'-appearance - have lost the most votes compared to the results of last year's voting. It seems as the general trend to think more "we" than "me" has reached the fashion world.

The actor Brad Pitt leads the list of the most fashionable actors and Marc Jacobs is named trend leading designer for men.

26,61%
15,38%
14,0%

11,59%
7,69%
10,8%

11,16%
7,69%

9,01%
10,26%
10,8%
15,2%

9,01%
7,69%
16,1%
21 %

8,58%
7,69%
11,8%
17 %

6,01%
12,82%
14,0%
16,3%

5,58%
10,26%
5,4%

4,29%
7,69%
7,0%
6,5%

3,43%
7,69%
4,3%
13%

2,58%
0%
3,8%

2,15%
5,13%
2,2%
6,3%

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: