Qing Wu, Senior Economist WWD Summit, New York, October, 2014

Uncovering Fashion Insights using Google Search Trends

Google  Trends:  Gi.s    queries  containing  boyfriend  or  girlfriend  

Google  Trends:  Gi.s  queries  containing  boyfriend  or  girlfriend  

Google  trends  mirror  human  behavior  

“boyfriend”  queries,  peaking  at  2/13  

“girlfriend”  queries,  peaking  at  2/14  

E-­‐Commerce  Trend:  Varying  Paces  

Air  Travel  

Consumer  Electronics  

Apparel  

E-­‐Commerce  Trend:  MulJ-­‐Device  World  

E-­‐Commerce  Trend:  Mobile  Engagement  for  Shopping  

Thanksgiving

Black Fri

Black Sat

Black Sun

Cyber Mon

mobile > desktop

mobile > desktop

mobile > desktop

mobile > desktop

desktop > mobile

Store  hours  trend  

E-­‐Commerce  Trend:  Heightened  Holiday  Season  

Black  Friday   Cyber  Monday  

2014  

2014  

What  About  YouTube  Trends?  

Bethany    Mota  

fashion    show  

haul  

Seasonality  VariaJons:  Bridesmaid  vs.  Bride  

bridal  dress  

Seasonality  VariaJons:  Bridesmaid  vs.  Bride  

bridal  dress  

bridesmaid  dress  

Local  Seasonality  VariaJons:  Leather  Jacket  

Local  Seasonality  VariaJons:  Leather  Jacket  

Local  Seasonality  VariaJons:  Leather  Jacket  

How  Trends  Grow:  Maxi  Skirts  

Maxi  skirts  

Maxi  skirt  

How  Trends  Spread:  Maxi  Skirts  

2012  

How  Trends  Spread:  Maxi  Skirts  

2012   2013  

How  Trends  Spread:  Maxi  Skirts  

2012   2013   2014  

What  Queries  Have  Similar  Local  DistribuJons?  

Brand  DistribuJon  and  Demographics  

Michael  Kors  

Brand  DistribuJon  and  Demographics  

Michael  Kors  Hispanic  &  African  American    populaEon  (2010)  

What  About  Longer  Trends?  

flannel  shirt   miniskirt   cargo  pants   zoot  suits  

Weather  determines  whether  you  stay  Indoor  or  not  and  whether  you  are  in  the  mood  to  shop  online  or  not  

heat   rain  /  snow  cold  

But  weather  also  drives  demand  for  specific  categories!  

January  

Swimwear,  when  it  is  warmer  than  average  

July  January  

Swimwear,  when  it  is  warmer  than  average  

Top  New  Halloween  Costumes  in  2014  

Store  Planning  LocalizaEon  

MarkeEng  Online-­‐Offline  Strategies  

Merchandise  Planning  Design   LogisEcs  Inventory  Planning  

Consumer  insights  from  Google  trends  can  benefit  enEre  planning  process  of  apparel  retailing