Be the first to like this
Coolhunters have traditionally roamed the streets, trendy clubs or art galleries, and from their knowledge and intuition help fashion brands to set the trends for the coming seasons. It seems clear that by this simple definition, we are not talking of a science; maybe it is an art itself, but definitely not an exact science.
For us, the interesting concept around fashion trends and the social web is the consumer and trends panel 2.0.
This project could be defined as a netnography study on Mango, the clothing brand. We have researched the potential of fashion streetstyle web sites Lookbook.nu, Chicisimo.com and Chictopia.com to create trends panels, in this case, within the clothing sector, trying to go beyond existing panels that monitor the mentions on blogs, Twitter, Google searches and so on. We want Coolhunting to become a scientific art.
For the development of this project we obtained 3,160 pics uploaded at chicisimo.es, lookbook.nu and chictopia.com during June 2011, on one condition, we picked those which were tagged with at least one garment by Mango. The split between the websites analyzed was as follows:
• Lookbook (697)
• Chicisimo (744)
• Chictopia (1,719)
After the extraction and refining process we came up with a total of 12,684 garments from many different categories and corresponding to many other brands apart from Mango.
From each look obtained and analyzed, we extracted the following data:
• Number of comments
• Number of rating points given by other users
• Country of origin of the users (75 different countries)
• Brands for every garment tagged (more than 1,300 different brands)
• Category of the garment tagged (69 different categories)
To compare the bias of this study regarding the reality of the presence of Mango in the major countries analyzed, it is interesting to observe some data 1.0, comparing it with the data 2.0 that we have collected.
All the extracted data has been refined with Google Refine and the charts built with Google Charts.