Search reports can predict which fashion trends are here to stay and which ones are on the way out. They can also tell loads about their regional popularity. For example, jogger pants (or sweatpants) are becoming as popular as jeans among millennials, with most fans living in Oregon and the West Coast. Interest in skinny jeans has declined, and tulle skirts might be the next nationwide trend. (The ballerina skirts are especially popular in the Midwest.)
For brands, knowing which trend terms to capitalize on is crucial as 73% of U.S. consumers start their search online before buying clothing. However, few fashion brands are even buying search real estate. Brands in L2’s Fashion Index captured less than a third of first-page search results, leaving major retailers (Nordstrom, Neiman Marcus) and e-tailers (Net-a-Porter, ShopStyle) to dominate.
Collectively, e-tailers and retailers own 32% of first-page results vs. just 19% owned by brands.