Runway vs Google
For the first time in it’s history, Google has released a fashion trend report based on it’s most searched words by users between 2012 and 2015. Among these trends are ‘tulle skirts’ and ‘jogger pants’ (in fact ‘emoji jogger pants!’) with the top seasonal term being ‘white lace dress’, reflecting the SS15 offering from Chloe’s runway show. In stark contrast to the key analysers we all follow religiously though, ‘norm core’ and is on the decline no thanks to the death of the ‘90s mom’ jean silhouette, with ‘biker jean’ coming in top with a growth of 552%.
Google’s data can track the geographical beginning of trends sparking a new research tool for retailers and consumers alike, and with the report being split into key categories it could become just as valuable data as the runway collections shown each season.