Women's Apparel Buyers: The Midi is Mod Again

Consumers turn to Google Search in the moments that matter when it comes to fashion, giving a glimpse into the latest up-​and-​coming trends for spring. By looking at search demand patterns, geographic data, and co-​search behavior, Google researchers can see what trends are top of mind this season. Here are the results from Fashion Trends for Spring 2015 as Told by Google Data.

3 up-​and-​coming fashion trends for spring 2015:

Midi Skirts Catch on with a Little Inspiration Needed

"Not quite a maxi skirt, and definitely not a mini skirt, the midi skirt is a revived trend from the 1960s recently brought back in the U.K. While lower in search volume than tulle skirts or jogger pants, the midi skirt has seen 9 times the growth in searches during the past 3 years," Google reports.

"Top searches about midi skirts, such as "how to wear" and "outfits," demonstrate a lack of education on how to incorporate the trend. Consumers are turning to Google Search for advice and inspiration on styling a midi skirt as part of their daily outfits. Top silhouettes include pleated, pencil, A‑line, high-​waisted, skater, circle, and flared, to name a few."

Tulle Skirts Spread in Popularity

"Who says you need to be a ballerina to wear a tulle skirt?" Horwitz asks. "According to trending Google apparel searches, tulle skirts are growing in popularity just in time for spring fashion, up 34% from January 2014 to January 2015. Originating on the West Coast, the tulle skirt trend is making its way across the U.S., according to Google searches. Consumers are seeking this skirt in all colors of the rainbow (and even in rainbow), but the most popular colors are the classics: black and white."

"Consumers aren't interested only in buying tulle skirts, either," Zimmer writes. "Top searches indicate that a majority are feeling inspired to get crafty and make their own. Armed with more than 20,000 tulle skirt tutorial videos on YouTube, we can understand why."

Jogger Pants See Mass Appeal

Top searches for jogger pants for men, women, boys, girls, and even toddlers, indicate the mass appeal for this apparel item.

"Looking at the terms often searched in conjunction with jogger pants (such as men's, women's, brand names, and styles), it seems that consumers are already well-​versed in jogger pants and are turning to Google Search to learn more about them by searching which brands offer the best selection and deals. The most-​searched style? Emoji jogger pants."

Your local retailers can latch onto these trends with new ads geared toward the 47% of consumers planning to purchase women's apparel in the next 12 months. According to the AudienceSCAN report, likely women's apparel shoppers are 67% more likely than average shoppers to get caught up in the world of fashion and all its trend-​setting ways. Be sure to approach your thrift shops too, because these consumers are 51% more likely than average to have bought or sold an item in a resale/​consignment shop. Target this audience with newspaper (print, online, mobile or tablet) advertising: 61% took action on newspaper ads!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.