For the first time in recent history, Google opted not to chronicle the world of high fashion in its 2019 report. Instead of hottest brands or most-searched-for designers, Google offered up celebrity style rankings, outfit ideas and female celebrity looks.
For the first time in recent history, Google opted not to chronicle the world of high fashion in its 2019 report. Instead of hottest brands or most-searched-for designers, Google offered up celebrity style rankings, outfit ideas, and female celebrity looks. The fashion world painted by Google’s top data is one that’s almost entirely internet-centric, with trends born from memes, apps, and social media dominating every chart.
Of course it’s not surprising for Google to be ground zero for viral trends. The internet-obsessed will search for fashion on the internet. Think of the opposite: Customers with craft-based, erudite taste are probably not Googling “how to The Row,” but rather hitting up the designers’ latest store in London. Still, the search giant’s lack of any data around luxury fashion does show that in an image-obsessed age, the more shocking and viral a product is, the more successful it will be.
A similar picture is painted in Lyst’s popular quarterly reports that show that luxury shoppers’ habits are heavily shaped by internet culture. Celebrities and their red carpet turns dominate Lyst’s data too, with
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