Google：2016时尚趋势报告（83页）.pdf

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