field work period: 2. and 3. quarter 2004
data interpretation: 21. September 2004
survey method: 1. qualitative pilot study; 2. questionnaires in interactive online forms
method of sampling: random sample
sample: 3.217 interviewed individuals
universe: 563.628 active users per month
demographics: facts & figures of fashionoffice.org
interpretation: SPSS
realization: trend research channel styleradar.com

The exclusively online published magazine fashionoffice.org uses the market research tool "styleradar.com" periodically for the collection of qualitative and quantitative data.

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?“

basis for marketing: „Which labels can be best presented in fashionoffice.org with the highest impact - interactive involvement, authenticity, emotional connectivity?“

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The 3 trend leading designers 2005 represent a sophisticated image of the users of fashionoffice.org. The users voted with this selection for 3 important trends for the next season.

Alexander McQueen

17,81%

Arkadius

Armani

Betsey Johnson

Calvin Klein

Christian Dior

Christian Lacroix

Custo Barcelona

D & G

Gucci

Helmut Lang

Hugo Boss

John Galliano

Lagerfeld

Marc Jacobs

Michael Kors

Prada

Roberto Cavalli

The open question "Which shoe will be a Must Have in 2005?" shows the preference of the users for comfortable shoes (Puma Sneakers with 24%), and on the 2nd and 3rd place for "sexy" shoes: stilettos and high heel boots. Together the "sexy" shoes get 36% of the votes.

It's important to wear well-fitting jeans, preferably vintage. On the 3rd place of the must have list for 2005 ranks the mini skirt. In sum the well dressed online fashion user focuses strongly on the body.

The favourite accessoires are big sunglasses, a vintage handbag and (perhaps in the bag) the must have ranked number three: the mp3 player.

Cotton is the most favoured material. Chiffon and silk are ranked on the following places. Similar to the must haves in 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 shining through. Stiff falling taffeta or fur are ranked on the last places.

A natural, vital and healthy appearance is the beauty ideal of the users: “nice hair” is ranked the number one beauty must have. On the next places are “natural make-up” and “beautiful teeth”.

The style ranking of the trend leading musicians 2005 also shows the “girlie effect” with the focus on a “sexy body performance”. Beyonce and Jennifer Lopez together are the winners with around 30% of the votes. Both musicians are stars for the users not only because of their music but mainly because of their provocative and trend leading style in combination with their “sexy body performance”.

38 other musicians in styleradar.com

The star from „Sex and the City” is also the star of the style ranking: Sarah Jessica Parker is the trend leading actress. On the second place Angelina Jolie is ranked. Together both actresses have got around 40% of all votes. The role models of the online fashionistas are characterized by an extraordinary fashion style and feminine but very self-assured self-concept, which establishes brand new boundaries between the individual and the society.

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

“Fashion Design“ is the kind of hobby, the users like most of all. It 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. In strong connection to the first ranked hobby “fashion design“ follows “shopping” on 2nd place. Together both hobbies stand for over 32% of the votes.

4,67%