STYLE
TRENDS by fashionoffice
survey about desires and trends of fashion and beauty addicted online
users |
universe:
Geography (Quantcast/30 Dec 2009/Countries in %): United States 23.27, Germany 7.62, Austria 6.42, United Kingdom 5.78, Korea, Republic of 4.90, Canada 2.77, Netherlands 2.36, Italy 2.35, China 2.19, India 2.08, Australia 2.07, France 2.03, Brazil 1.45, Russian Federation 1.40, Thailand 1.34, Turkey 1.33, etc.
demographics: audience profile of
fashionoffice.org
field
work period: 27 Dec 2003 - 23 Jan 2010
sample: 24.423 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: 23 Jan 2010
realization:
trend research channels
styleradar.com, beautyradar.com
|
| Fashionistas
Cities |
Since 2008, Fashionoffice asks users to vote for five Fashion Cities (New York, Paris, London, Milano, Tokyo). In the years before, the list contained more city names like Los Angeles, Amsterdam, Stockholm or Vienna; these cities are interesting for the users too, but they are not counting to the international 'hot spots' in fashion.
In the last years, Tokyo became increasingly more interesting for Fashionistas; especially for finding interesting business partners. The Asian fashion city is strongly associated with artful collections. Paris leads still the ranking for the most artful collections (since 2008), followed by Tokyo and London.
The best ready to wear is associated with New York, Paris, and Milano.
New York is the city where the Fashionistas are awaiting the most interesting business partners, followed by Tokyo and Paris.
Trend 2010 
Trend 2009 
Trend 2008 
Trend 2008 
For details about the field periods look above on this page. |
| most artful collections |
|
| Paris |
33,33%
21,67%
16,67%
19,8% |
| Tokyo |
24,44%
15,00%
8,33%
17,2% |
| London |
20,00%
10,00% |
| New York |
11,11%
8,33%
22,22%
14,0% |
| Milano |
11,11%
6,67%
8,33%
11,7% |
| best ready to wear |
|
| New York |
36,96%
16,67%
13,89%
20,9% |
| Paris |
19,57%
11,67%
11,11%
11,6% |
| Milano |
17,39%
3,33%
5,56%
10,9% |
| Tokyo |
15,22%
15,00%
11,11%
13,6% |
| London |
10,87%
8,33%
11,11% |
| interesting business partners |
|
| New York |
33,33%
15,00%
16,67%
11,6% |
| Tokyo |
27,78%
10,00%
11,11%
15,3% |
| Paris |
19,44%
11,67%
5,56%
8,4% |
| London |
13,89%
8,33%
5,56% |
| Milano |
5,56%
5,56%
6,4% |
Style Trends
by fashionoffice.org
and styleradar.com, beautyradar.com
|
