This was presented in 2014 Women's wear daily CEO summit as an invited speech.

1. Qing Wu, Senior Economist
WWD Summit, New York, October, 2014
Uncovering Fashion Insights using
Google Search Trends

2. Google
Trends:
Gi.s
queries
containing
boyfriend
or
girlfriend

3. Google
Trends:
Gi.s
queries
containing
boyfriend
or
girlfriend
Google
trends
mirror
human
behavior
“boyfriend”
queries,
peaking
at
2/13
“girlfriend”
queries,
peaking
at
2/14

4. E-­‐Commerce
Trend:
Varying
Paces
Air
Travel
Consumer
Electronics
Apparel

5. E-­‐Commerce
Trend:
MulJ-­‐Device
World

6. E-­‐Commerce
Trend:
Mobile
Engagement
for
Shopping
Thanksgiving
Black Fri
Black Sat
Black Sun
Cyber Mon
mobile > desktop
mobile > desktop
mobile > desktop
mobile > desktop
desktop > mobile
Store
hours
trend

7. E-­‐Commerce
Trend:
Heightened
Holiday
Season
Black
Friday
Cyber
Monday
2014
2014

8. What
About
YouTube
Trends?
Bethany
Mota
fashion
show
haul

9. Seasonality
VariaJons:
Bridesmaid
vs.
Bride
bridal
dress

10. Seasonality
VariaJons:
Bridesmaid
vs.
Bride
bridal
dress
bridesmaid
dress

11. Local
Seasonality
VariaJons:
Leather
Jacket

12. Local
Seasonality
VariaJons:
Leather
Jacket

13. Local
Seasonality
VariaJons:
Leather
Jacket

14. How
Trends
Grow:
Maxi
Skirts
Maxi
skirts
Maxi
skirt

15. How
Trends
Spread:
Maxi
Skirts
2012

16. How
Trends
Spread:
Maxi
Skirts
2012
2013

17. How
Trends
Spread:
Maxi
Skirts
2012
2013
2014

18. What
Queries
Have
Similar
Local
DistribuJons?

19. Brand
DistribuJon
and
Demographics
Michael
Kors

20. Brand
DistribuJon
and
Demographics
Michael
Kors
Hispanic
&
African
American
populaEon
(2010)

21. What
About
Longer
Trends?
flannel
shirt
miniskirt
cargo
pants
zoot
suits

24. Weather
determines
whether
you
stay
Indoor
or
not
and
whether
you
are
in
the
mood
to
shop
online
or
not
heat
rain
/
snow
cold

25. But
weather
also
drives
demand
for
specific
categories!

26. January
Swimwear,
when
it
is
warmer
than
average

27. July
January
Swimwear,
when
it
is
warmer
than
average

28. Top
New
Halloween
Costumes
in
2014

29. Store
Planning
LocalizaEon
MarkeEng
Online-­‐Offline
Strategies
Merchandise
Planning
Design
LogisEcs
Inventory
Planning
Consumer
insights
from
Google
trends
can
benefit
enEre
planning
process
of
apparel
retailing