Google Boutiques launches trend insight tool

Feb. 11, 2011 | by jo-ann.fortune

As well as launching Designer Analytics for their retail partners last week, Google’s has introduced Trend Analytics, offering fashion-lovers insight into site-wide trends.

Aggregate data from the public Trend Analytics reveals the preferences users set to personalise their shopping search results via the Stylyzer Quiz.

While insight into the colours, patterns and shapes shoppers ‘love’ and ‘hate’ over the last 30 days failed to reveal any particularly insightful trends( for example 46% said that they ‘loved’ black, whilst 44% that they ‘hated’ it), the most popular brands and styles uncovered some interesting findings.

Google Boutiques colour, pattern and silhouette trends

ASOS ranked third most popular brand

ASOS was the sole British retailer to appear in a list of the top 5 brands based on shopper interactions, ranking in an impressive third place behind Calvin Klein and American brand Free People, with Alexander McQueen the only other British name in the top twenty.

The online retailer seems increasingly focused on national and international expansion, launching American, German and French language sites last year and recently adding ASOS Marketplace, where independent ‘boutiques’ can to sell directly to ASOS customers, and a Facebook shop to its e-commerce offering.

Some of the other brands listed in the top 20 include 7 for all mankind, Forever 21, Diesel, Mango, Karen Millen, Tibi, Ella Moss and Kate Spade.

Classic, casual and romantic styles most popular

Looking across styles revealed that classic, casual chic and romantic pieces were preferred by the majority of site-users, with edgy, boho and street styles less in demand.Google Boutiques style breakdown

Some 27% were looking for classic-style products, 23% romantic, 16% casual chic and 16% edgy, while boho and street styles attracted 9% each.

And shoppers’ style data revealed similar results, with 23% expressing a preference for casual chic styles, 22% romantic, 21% classic, 13% edgy, 12% boho and 9% street.

This reflects the catwalk designer focus on delicate and floaty pieces for spring/summer 2011, as well as the move towards classic investment pieces over fast fashion.

At a recent trend forecast seminar, Mudpie CEO Fiona Jenvey predicted that consumers will start to invest more in luxury items and focus less on trend-led disposable trends as we enter “the age of conscious” reflecting more on our consumer legacy.

If these snap-shops of consumer preference are proved to shed light on more long-standing trends, they could prove valuable for those working in all sectors of the fashion industry.

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    Comments (3)

    • Google’s fashion portal: | Marketing Blog | Claudius M. Gramse

      [...] Google Boutiques launches trend insight tool ( This entry was posted in web marketing and tagged, community shopping, Google, portals, shopping, social shopping, web marketing, web trend. Bookmark the permalink. ← Megatrends explained blog comments powered by Disqus /* [...]Apr 14, 2011 09:49 am

    • jo-ann.fortune

      The tool allows you to track data right back to when launched, so yes, I think these more macro trends will become apparent over time.Feb 15, 2011 06:11 pm

    • Tamsin Hemingray

      Really interesting Jo-ann. Do you think eventually the will tool be able to show trends over a longer time than 30 days too? Might it be possible then to track as a particular colour grows in popularity? (Sadly I am old enough to remember the "brown is the new black" trend first time round . . . never did really get it though!)Feb 14, 2011 08:12 pm

    Please note: the opinions expressed in this post represent the views of the individual, not necessarily those of iCrossing.

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