Google has looked back at data from six billion fashion-related queries to aggregate popular trends in the industry. The results showed users are currently searching for tulle skirts, midi skirts, palazzo pants and jogger pants — while trends like peplum dresses, skinny jeans and scarf vests are becoming past fads.
"We're interested in being powerful digital consultants for our brands, not just somebody they can talk to about what ads they can buy online," Lisa Green, who heads Google's fashion and luxury team, told The New York Times.
"They can say, 'Google has identified this as a trend, and we have six weeks to get this out on the rack,'" Green added.
The report also identified different types of trends. For example, tulle skirts and jogger pants are defined as "sustained growth" fads. Other popular fashion searches — like emoji shirts and kale sweatshirts — are considered flash-in-the-pan obsessions. "Seasonal growth" trends are styles that have come back stronger every spring; the most popular seasonal growth trend is currently white jumpsuits.
"The industry might subscribe to certain perspectives, but our search data allows us to see what people really want to buy," Green said. "And our data shows that it's not just that every trend starts in New York or L.A. and everyone else catches on."
Google also generated a geological breakdown of the trend data. The results showed that in Jackson, Miss. many people searched for white jumpsuits and palazzo pants in 2013, prior to the national popularity. A similar tendency occurred in Salt Lake City, Utah the same year with tulle skirts.
The company plans to start issuing fashion trend reports based on user searches twice a year.