1、Fashion Trends 2016 U.S. brightness of color indicates a higher index. Early 2016 Summer 2015 Source: Google Internal Data, U.S. and U.K., Jul.Sep. 2015 vs. Mar.May 2016. The bomber jacket is the top trending item within the Military Chic theme. As the trend continues to grow, the jacket is evolving

2、 and taking on new forms. Starting in the U.K., search behavior for the bomber jacket has been shifting in seasonality. With consumers becoming more interested in bomber jackets for warmer seasons, they are looking for different variations of the style. Searches for lightweight materials and shades

3、of pink are experiencing higher growth, year over year. As seasonal lines begin to blur, so do age, size, and gender associations. Search behavior indicates that the bomber jacket is a look that works for everyone. Top celebrities are playing a big role in bringing this trend to mainstream audiences

4、 in the U.K. and U.S. Brands have an opportunity to tap into new seasonal trends by using different colors or fabrics to dictate the items wearability. Demo-neutral content strategies that connect with consumers via cultural references provide an opportunity to engage bigger audiences. “Fierce” Has

5、a New Face Deep Dive Military ChicFree-spiritedReady-to-go Outfits Free-spirited: Trending Items off shoulder top off shoulder dress boho dress cold shoulder top kimono dress off shoulder top off shoulder dress cold shoulder top kimono dress Source: Google Internal Data, U.S. and U.K., Mar.May. 2016

6、. Ranked by volume of searches: The off-shoulder top is the highest volume “free-spirited” trend in both markets this year. While the kimono dress is trending in both markets, the boho dress is only a trending style in the U.S. U.S.UK Indicates Similarities between the U.S. brightness of color indic

7、ates a higher index. May 2016 January 2016 Source: Google Internal Data, U.S. and U.K., Jan. 2016 vs. May 2016. While boho dresses are only trending in the U.S., other free spirited items such as off-the-shoulder and kimono dresses are trending in both the U.K. and U.S. Off-the-shoulder tops and dre

8、sses are the top volume trend in both markets. This look is considered a rising star as consumer search interest began to accelerate in 2016. Within just a few months, the trend had gained traction in all major cities across the two markets. This rising star has proven to be very versatile. Its a st

9、yle that can work for any item, any event, and any ageconsumers are exploring all the options. This trend is being embraced by all and adapted for anything. Regardless of whether clothing is maternity, plus size, for the beach, or for kids consumers are looking for trendy solutions. Brands that spec

10、ialize in niche audiences, such as kids or maternity, should integrate top rising-star trends from other mainstream audiences. Campaigns can be used to educate consumers on the different ways to wear a trend for each event. A Rising Star for Any Occasion Deep Dive Military ChicFree-spiritedReady-to-

11、go Outfits Ready-to-go: Trending Items romper jumpsuit two piece dress playsuit jumpsuit co ord playsuit two piece dress romper Source: Google Internal Data, U.S. and U.K., Mar.May 2016. Ranked by volume of searches: Full-outfit-apparel items are trending in both markets. While the romper is the top

12、 trending item by volume in the U.S., the playsuitthe U.K. counterpartis the second top trending item by volume in the U.K. U.S.UK Indicates similararites between the U.S. and U.K. romper/ playsuit Deep Dive romper/playsuit While British consumers led the romper/playsuit trend in 2013, Americans emb

13、raced it two years later in a much bigger way. In the U.S., interest in the romper/playsuit has seen steady seasonal growth between 2014 and 2016. Source: Google Internal Data, U.S. and U.K., indexed by May 2010 search volume for “romper,” “rompers,” “playsuit,” “playsuits” (combined), May 2010May 2

14、016. 20010 United States United Kingdom Source: Google Internal Data, U.S. and U.K., indexed by May 2010 search volume for “romper,” “rompers,” “playsuit,” “playsuits” (combined), May 2010May 2016. Top Attributes: U.S. vs. U.K. According to search behavior, the romper is a look that can b

15、e sexy or cute, fancy or casual, for winter or summer. No matter the event, age, or gender theres a romper that will fit your needs. plus size women baby maternity toddler tall kids adult petite mens teens long sleeve strapless plunge bodycon bardot wrap cut out fitted sleeveless spaghetti strap har

16、em summer beach festival wedding party spring holiday cute sexy dressy casual formal fancy Top Celebrity Associations (U.K.) Michelle Keegan is owning the playsuit look in the U.K. While first associated with this trend in 2013, she was most searched along the apparel item in 2014. Although search a

17、ssociation has declined since then, Michelle Keegan continues to own this trend in the U.K. Source: Google Internal Data, U.K., indexed by May 2010 search volume for “romper,” “rompers,” “playsuit,” “playsuits” (combined), May 2010May 2016. 20016 Michelle Keegan Kate Moss Taylor Swift Kyl

18、ie Jenner 20016 Top Celebrity Associations (U.S.) Taylor Swift turned heads with her 2014 romper look, but has lost traction since. Now she shares the title with other top celebrities such as Kylie Jenner, YouTube star Bethany Mota, and Kate Hudson for association with this trend in the U

19、.S. Source: Google Internal Data, U.S., indexed by May 2010 search volume for “romper,” “rompers,” “playsuit,” “playsuits” (combined), May 2010May 2016. Taylor Swift Kylie Jenner Bethany Mota Kate Hudson Top Colors There is growth among all top colors for rompers/playsuits in both markets. While oli

20、ve and green are the highest-growing associated colors in the U.S., grey and nude are the top-growing colors in the U.K. Source: Google Internal Data, U.S. and U.K., Mar.May 2016 vs. Mar.May 2015 white black blue red pink green navy yellow olive purple black white khaki red blue navy green pink grey

21、 nude U.S.UK 44% 53% 56% 43% 56% 116% 68% 55% 328% 91% 63% 40% 62% 72% 50% 97% 65% 53% 279% 130% Top Patterns Embroidery is bigger in the U.S. than U.K., but embellishments and stripes are top-growing patterns in both markets. Gingham and pinstripe are different iterations of stripes that are seeing

22、 big growth in the U.K. only. Source: Google Internal Data, U.S. and U.K., Mar.May 2016 vs. Mar.May 2015. floral tie dye pattern striped print polka dot paisley embellished embroidered leopard floral gingham striped embellished pattern tie dye paisley print pinstripe leopard U.S.UK +31% +28% +29% +6

23、5% +32% -4.3% +3% +118% +174% 0% +16% +965% +259% +154% +79% +44% +13% -33% +155% -33% Top Fabrics Both markets are showing stronger growth in search interest for rompers/playsuits that come in fancier materials such as sequin, satin, velvet, and silk. Source: Google Internal Data, U.S. and U.K., Ma

24、r.May 2016 vs. Mar.May 2015. lace denim sequin crochet chambray silk cotton velvet jersey knit lace denim sequin crochet silk satin jersey velvet mesh chiffon U.S.UK +48% +45% +79% -12% +31% +73% +50% +143% +59% +99% +47% +83% +216% +15% +128% +133% +59% +49% +89% -16% Search Interest by City As a s

25、ustained seasonal trend in the U.S., the playsuit/romper was already seeing high search interest in cities such as Omaha, Iowa City, and Lubbock by May 2015. By May 2016, rompers and playsuits have become more of a mainstream item. Search interest rates are lower in specific markets because cities a

26、re increasingly searching for the look but at a more equal level of intensity. Hence, the size of circles are bigger while the colors are more uniform. Size of circle represents search volume; brightness of color indicates a higher index. May 2016 May 2015 Source: Google Internal Data, U.S. and U.K.

27、, May 2015 vs. May 2016. Full outfits have become a wardrobe staple, with rompers being the top volume trend in the U.S. Between the holidays, festivals, and weddings, there isnt much time (or energy) left to match an outfit. Consumers want to take the fuss out of fashion, while still looking their

28、very best. Their “best” comes in many variations. From top to bottom, consumers are looking for rompers and playsuits of different silhouettes and styles. Interest for rompers/playsuits in dressy materials such as silk, satin, velvet and sequins is growing, while top search associations include “wed

29、ding,” “formal,” and “fancy.” Consumers are giving their nod of approval for rompers and playsuits as formal attire. Similar to the other trends, consumers of all ages, sizes, and genders are embracing the “ready to go” trend, too. Consumers are looking for easy options that come with many styles to

30、 choose from. Whether its innovation in product or content strategies that enable easy coordination of outfits, consumers are seeking full solutions for everyday living both casual and formal. Style Thats Ready to Go Children are dressing like grown ups, and vice versa. The top trending items are be

31、ing searched along all ages, from “infant” to “adult.” Similarly, searches indicate that the top trending items are also beginning to blur the lines of size and gender. Items such as the bomber jacket, off-shoulder tops/dresses, and rompers/playsuits are being adapted to work for everyone. Consumers

32、 are searching for items by occasion or activity. Whether its a romper for a festival, an off the shoulder bikini for the beach, or a lightweight floral bomber jacket for the springtimeoccasions are driving searches for the top trending items. Top trends are being adapted to fit consumer needs. Sear

33、ch behavior across the top trends indicate demand for variety in silhouettes - from cropped to longline bomber jackets, tunic to bodycon off-the-shoulder dresses, and fitted to harem rompers. One style does not fit all. While the trends may span different lifestyles or moods, consumers are showing c

34、ommon behaviors across the different themes. There is new opportunity for brands to identify top trends and adapt them for any age, gender, size, format, and occasion. Common Behaviors Across Themes Top Risers and Decliners Part 1 an Extensive List of the Top Volume Fashion Trends Part 3 a Spotlight

35、 on Top Trending Themes Part 2 Search Interest by City During the point of inflection for the bomber jacket trend (Summer of 2015), Birmingham and London in the UK demonstrated higher interest in searches for this apparel item. By early 2016, the trend had spread across to most urban cities in the U

36、S and UK, with the highest search interest index in New York City. The bomber jacket, however, is not seeing high interest in the south of the US (ie - Miami).U.S. Bottoms pants100129 palazzo pants81-20 jeans7743 shorts7627 maxi skirt75-14 ripped jeans63141 boyfriend jeans61-10 high waisted shorts60

37、-20 khaki pants5315 tulle skirt48-5 culottes48-3 high waisted jeans474 pencil skirt47-2 skirts41-3 cargo pants3919 cargo shorts3819 harem pants37-14 skirt3735 QueryIndexGrowth booty shorts34-4 biker jeans33162 mom jeans3256 maxi skirts32-31 board shorts313 short3142 midi skirt31-11 short shorts28-3

38、distressed jeans2760 bermuda shorts2619 linen pants2518 poodle skirt2435 denim skirt2315 jean shorts2331 blue jeans2217 skinny jeans2224 skater skirt21-40 parachute pants205 QueryIndexGrowth capri pants2030 jeans for women1915 jeans for men1851 white jeans1815 gaucho pants18-8 khaki shorts1831 wide

39、leg pants1851 pleated skirt1733 a line skirt1621 mini skirt1515 long skirts15-1 black jeans1556 black ripped jeans14215 QueryIndexGrowth Search Interest by City During the point of inflection for the bomber jacket trend (Summer of 2015), Birmingham and London in the UK demonstrated higher interest i

40、n searches for this apparel item. By early 2016, the trend had spread across to most urban cities in the US and UK, with the highest search interest index in New York City. The bomber jacket, however, is not seeing high interest in the south of the US (ie - Miami).U.K. Bottoms ripped jeans100104 jea

41、ns789 culottes7745 maxi skirt6726 mom jeans66111 boyfriend jeans6539 midi skirt6462 mens shorts5932 mens jeans5423 shorts5415 skirts5437 high waisted jeans51-5 culotte jumpsuit49300 pencil skirt4715 denim skirt4418 tulle skirt4476 harem pants40-8 high waisted shorts4026 QueryIndexGrowth trousers390

42、work trousers3927 palazzo pants36-24 denim shorts3532 wide leg trousers3540 cigarette trousers3333 leather skirt3044 waterproof trousers2939 maxi skirts299 linen trousers29-5 pleated skirt2893 skater skirt2714 a line skirt2743 maternity jeans2734 cargo shorts2645 white jeans26-34 short prom dresses2

43、50 mens ripped jeans25205 QueryIndexGrowth skinny jeans245 short wedding dresses2328 black jeans2318 leather trousers2121 mens swim shorts2123 jeans for men2116 black ripped jeans21117 high waisted trousers2132 pants213 cargo trousers2011 combat trousers2010 walking trousers1926 mini skirt1825 Query

44、IndexGrowth Search Interest by City During the point of inflection for the bomber jacket trend (Summer of 2015), Birmingham and London in the UK demonstrated higher interest in searches for this apparel item. By early 2016, the trend had spread across to most urban cities in the US and UK, with the

45、highest search interest index in New York City. The bomber jacket, however, is not seeing high interest in the south of the US (ie - Miami).U.S. Tops polo10012.6 custom t shirts387.1 polo shirts3536.9 shirts34132.4 t shirt dress3175.8 sweatshirt29530.1 t shirt design24-8.1 t shirt2243.9 cardigan1914

46、.1 custom shirts198.5 t shirt printing186.2 tie dye shirts14-17.6 hawaiian shirts1216.6 blouse1122.1 sweater1135.7 make your own shirt10-4.3 funny t shirts9-3.5 flannel shirts9-7.9 QueryIndexGrowth plaid shirts915.2 chambray shirt86.3 kimono cardigan778.8 mens dress shirts714.1 denim shirt7-15.2 car

47、digans6-12.0 tuxedo shirt619.4 dashiki shirt5160.3 sweatshirt dress5665.8 cardigans for women5127.6 mens shirts531.8 vintage t shirts536.2 white t shirt520.7 blouses517.8 long sleeve shirts5126.5 cool shirts432.4 denim shirt dress4-7.3 QueryIndexGrowth Search Interest by City During the point of inf

48、lection for the bomber jacket trend (Summer of 2015), Birmingham and London in the UK demonstrated higher interest in searches for this apparel item. By early 2016, the trend had spread across to most urban cities in the US and UK, with the highest search interest index in New York City. The bomber

49、jacket, however, is not seeing high interest in the south of the US (ie - Miami).U.K. Tops shirt dress6869 tankini3723 t shirt printing365 polo251 hoodies2323 polo shirts238 mens shirts226 t shirts19-6 cardigan1713 t shirt dress1654 t shirt1616 sweatshirt15192 shirts1515 denim shirt dress1350 hawaiian shirts1333 denim shirt1216 mens hoodies1039 white shirt dress1069 QueryIndexGrowth blouse1039 tank top1011 shirt dresses uk9561 personalised t shirts91 sweatshirts823 black shirt dress892 shirts for men8