文档介绍：Fashion Trends
2016
. & . Report
fashiontrendsreport@
Intro
With every query typed into a search bar, we are given a glimpse into
user considerations or intentions. piling top searches, we are
able to render a strong representation of the population and gain
insight into this population’s behavior.
In our second iteration of the Google Fashion Trends Report, we are
excited to introduce data from multiple markets. This report focuses
on apparel trends from the United States and United Kingdom to
enable a better understanding of how trends spread and behaviors
emerge across the two markets.
We are proud to share this iteration and look forward to hearing back
from you.
Olivier Zimmer | Trends Data Scientist
Yarden Horwitz | Trends Brand Strategist
Methodology
pile a list of accurate trends within the fashion
industry, we pulled top volume queries related to the
apparel category and looked at their monthly volume from
May 2014 to May 2016. We first removed any seasonal
effect, and then measured the year-over-year growth,
velocity, and acceleration for each search query. Based
on these metrics, we were able to classify the queries into
similar trend patterns. We then curated the most significant
trends to illustrate interesting shifts in behavior.
2010
2008
2006
2004
Query
2012
Deseasonalized
2014 Query 2016
Trend
Characteristics
Part 1
Top Risers
and Decliners
Part 3
an Extensive List
of the Top Volume
Fashion Trends
Part 2
a Spotlight on
Top Trending
Themes
Trend Categories
To identify top trends, we
categorized past data into six
different clusters based on
similar behaviors. This section
distinguishes between the trends
to watch and the trends to forget.
Seasonal
Risers
Rising
Stars
Sustained
Risers
Seasonal
Decliners
Falling
Stars
Sustained
Decliners
Sustained
Risers
Steady growth over the
past years, these trends
are safe bets.
Seasonal
Risers
Seasonal trends that are
likely e back even
stronger.
Rising
Stars
Sudden grow