Uncovering Fashion Insights using Google Search Trends
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Qing Wu, Senior Economist WWD Summit, New York, October, 2014 Uncovering Fashion Insights using Google Search Trends
Transcript of Uncovering Fashion Insights using Google Search Trends
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
