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

Additional Statistical Data: magazine fashionoffice.org

Geographical data of Fashionoffice
Traffic from US grew from 23.27% to 40.81% while Quantcast tracks less users from the Asian countries Korea, China, India on Fashionoffice...

Jan 2010
User-Generated Layout Evolution
Fashionoffice has re-launched the magazine’s look by placing icons for the Mobile Site and Feeds on the top-left of the layout and a slimmer navigation that complies with the statistical user interest. 

Dec 2009 
The influence of advertising on user awareness 
Fashionoffice has focused its promotion on editorials from 2009 by running 4 million contacts in 5 months. The effect: Google Analytics tracks not one of the promoted articles as the most viewed.

Nov 2009 
40% of Fashionoffice's main domain traffic comes from Pakistan 
New statistics about Fashionoffice's traffic show that in October 2009 most of the fashion.at-users (approximately 40%) come from Pakistan. 

Oct 2009
PRO Academic Research 
The NPO & NGO Fashionoffice.org opens its academic research program for supporting partners.

Oct 2009
The ‘Memorized-Data’-hypothesis 
Fashionoffice's statistics of the most viewed articles from July to September and high ranking keywords verify the hypothesis that memorized data gain more attention. Publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: the unprogressive data...

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%

21,909
not enough data
21,83
24,23

not enough data
23,59
25,28

25,88
24,05

22,170
21,878

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

22,936
not enough data
24,07
25,03
24,56

fashionistas city

26,619
not enough data
not enough data
25,73
25,45

men's style

24,391
23,33
24,93
27,41
24,35

fragrances, perfumes

subject to speak about

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

fashionistas city

men's style

subject to speak about

fragrances, perfumes

Journalistic media are the trend sources of online users

Fashionoffice has asked users to decide where Fashionistas get the trendiest information about fashion, design, beauty on the Internet.

For the second time since 2008, the users have chosen with 50% online publications like magazines and daily news as the trendiest online source for the personal style. On the second place are social media platforms like communities and blogs followed by online shops.

50%
50%

By asking the Fashionistas where they are getting the inspiration for the personal style on- or offline, it becomes obvious that the internet ranks not on one of the front positions. Once in the Fashionoffice voting the media with the greatest authenticity for Fashionistas' style, the internet went behind the top-position to the 5th place! But it's the first time since 2008 that the importance of the internet grows again.

Fashion people prefer to get inspired on the street, by art & design, and by printed magazines and TV.

street

22,22%
20,83%
16%
8,7%
27,4%

art, design

16,67%
16,67%
6%

printed magazines

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

tv

16,67%
8,33%
2%
8,7%
6,2%

internet

11,11%
8,33%
18%
21,7%
14,9%

friends

5,56%
4,17%
12%
5,4%

me, myself

5,56%
16,67%
14%
26,1%
3,6%

music

5,56%
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%

The mobile phone becomes increasingly the 'outdoor computer'. Since 2003 Fashionoffice researches the most important trends by asking users online on Styleradar and Beautyradar. During the last Styleradar-survey, online fashionistas were asked for the first time even if web or gaming can be counted to the trendiest extra usages of the mobile phone.

The phone as digital calendar (includes clock or agenda functions) was not included into the voting, but named by the users as one of the trendiest extra usages.

Un-timed multimedia consumption such as listening music and watching or making video is preferred against timed entertainment like TV and radio. This is not a vote against editorial content. Watching TV - which is defined especially by providing editorial content, has gained more votes than video and is on the second place (1st place music) if the results are ranked after the criteria 'using internet on the phone'. Photo is still the trendiest extra usage of the mobile phone.

38,93%
31,9%
35,1%

20,13%
21,3%
22,6%

18,79%
23,4%
14,3%

9,40%
8,5%
17,3%

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

4,03%

2,01%

1,34%

0,67%
4,3%
3%

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%

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%

music

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

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%

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 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, ...

Fashionoffice has asked "What is the trendiest personal style?". The users had the choice to vote for one of 19 variables from 'Classic' to 'Romantic', over 'Mod' or 'Sporty'.

The favorite personal styles haven't changed in the three top positions since the last field period: Vintage, Unique, Classic are still the favorite personal styles.

Glamour is less important, while the 'artful' looks 'Boho/Bohemian' and 'Art Deco' became trendier.

21,78%
18,18%
12,35%
8,8 %
10,3%
18,1%
22%

14,85%
10,39%
7,41%
5,9 %
13%

12,87%
12,99%
7,41%
5,1%
2,1%
9%

8,91%
7,79%
6,17%
4,2 %
5%
11,5%

7,92%
6,49%
9,88%
9,2 %
16,2%
12,8%
8%

6,93%
10,39%
6,17%
5,9 %
13,8%
13,3%
14%

6,93%
6,49%
4,94%
4,2 %
1,2%

5,94%
6,49%
11,11%
4,4 %
7,6%
10,6%
10%

4,95%
5,19%
13,58%
2,6 %
1,4%

2,97%
1,30%
2,9 %
2,7%

1,98%
1,30%
2,47%
2,6 %
0,6%

0,99%
1,30%
3,70%
3,1 %
4,1%
5,3%
5%

0,99%
2,60%
2,47%
1,8 %
0,7%

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

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

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%

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.

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:

Users described with an adjective the trendiest men's style.

Men's style becomes more simple and casual.

The importance of the 'Simple'-style grows stronger than any other men's style during the most recent Fashionoffice Styletrends-survey (run time until 23 January 2010). The results reflect the current trend for a simple lifestyle and the growing consciousness for cultural heritage: Modern Vintage is with 26,89% the favorite men's style, followed by Simple (16,81%) and Casual (10,08%).

Urban and Classical lost many votes, while Sporty and Business seem to become more important for online fashionistas.

26,89%
26,61%
15,38%
14,0%

16,81%
11,59%
7,69%
10,8%

10,08%
9,01%
10,26%
10,8%
15,2%

9,24%
11,16%
7,69%

8,40%
8,58%
7,69%
11,8%
17 %

5,04%
9,01%
7,69%
16,1%
21 %

5,04%
6,01%
12,82%
14,0%
16,3%

4,20%
5,58%
10,26%
5,4%

4,20%
4,29%
7,69%
7,0%
6,5%

4,20%
3,43%
7,69%
4,3%
13%

4,20%
2,58%
0%
3,8%

1,68%
2,15%
5,13%
2,2%
6,3%

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.

33,33%
21,67%
16,67%
19,8%

24,44%
15,00%
8,33%
17,2%

11,11%
8,33%
22,22%
14,0%

11,11%
6,67%
8,33%
11,7%

36,96%
16,67%
13,89%
20,9%

19,57%
11,67%
11,11%
11,6%

17,39%
3,33%
5,56%
10,9%

15,22%
15,00%
11,11%
13,6%

10,87%
8,33%
11,11%

33,33%
15,00%
16,67%
11,6%

27,78%
10,00%
11,11%
15,3%

19,44%
11,67%
5,56%
8,4%

13,89%
8,33%
5,56%

5,56%
5,56%
6,4%

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.

30,3%
19,288%
28%