Google On How Trends Spread

The fashion industry dedicates a tremendous amount of time and thought to charting the spread of trends. Trends are fashion’s fuel – with no new ‘it’ bag, god forbid, consumers could easily reuse last season’s handbag instead of perpetually coveting what’s ‘new’ and ‘on trend.’ Now, in a recent blog post on its retail site, the increasingly fashion-conscious Google.com is looking at the propagation of trends through search. Google provides is a great forum for investigating exactly when and where something like ‘skinny jeans’ started becoming a popular internet search term. When did the tight-fitting denim staple start taking off? “In this example, searches begin to index high in New York and California. As time goes by, the search index increases down the coasts and finally throughout much of the country, which is a normal pattern for fashion trends,” says a re-cap of the data gathered.

But a closer look also shows the progression of ‘skinny jeans’ as they were searched via a line chart – late 2009 marks the trend’s peak, while August 2010 saw the trends most significant recovery post-nosedive – as well as a numeric breakdown of the states currently home to the most ‘skinny jeans’ searches (1. New York, 2. Nevada, 3. New Jersey). This particular post also looks at the spread of search terms ‘Tom’s Shoes’ and ‘Reebok Easy Tone.’ Overall, it proves an infinitely interesting way to analyze fashion trends. As globalization and technology allow consumers everywhere to access whatever garment they want, Google could serve to help market heads and trend forecasters better understand just what makes a buzzed about brand or style come to be.

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